Dear WuBookers, among the many existing types of tourism, rural tourism represents a particularly interesting and promising segment, also at the center of some recent European policies. In fact, its benefits go beyond the confines of accommodation alone, involving the entire territory: let’s then find out what it is, what benefits it offers and how to promote such an activity.

What is rural tourism: an official definition

Let’s start with the ABCs: when we talk about rural tourism, what exactly are we referring to? A rather widespread and accredited definition is the one provided by the European Commission: in numerous documents, rural tourism is described as a tourist activity carried out in rural settings and with services that respond to the demand for contact with the indigenous space and local people.

In Italy, for example, one of the typical forms of rural tourism is agritourism: farms that combine production with accommodation, allowing guests to experience country life.

But there is more, because rural tourism is encouraged by numerous European initiatives because of its large-scale benefits.

Rural tourism as a sector of intervention by the European Commission.

According to what is stated on the Commission’s website, in fact, rural development is an essential part of the Common Agricultural Policy (CAP) because it “promotes the social, environmental and economic sustainability of rural areas.”
Indeed, thanks to its special characteristics, agritourism participates in increasing the competitiveness of the agricultural and forestry sector, which is often more marginal – economically speaking – than urban areas. And it does so by enhancing rural communities, which suffer from phenomena such as lack of job opportunities and depopulation.

All this, while respecting the natural resources in order to protect the climate.

The positive implications on the macro level, therefore, are not lacking, but what specifically does rural tourism consist of and what activities does it involve?

What rural tourism consists of

As anticipated, the agritourism sector is not entirely new: in some countries, such as Italy, it has existed for some time and is regulated by specific guidelines. Generally speaking, we can say that it is characterized by its extreme proximity to rural areas. This applies to the accommodation, which is often situated in small villages with low population density or on farms immersed in lush landscapes.

This is precisely what guests are looking for: contact with nature, environmental sustainability and the discovery of local traditions. Meeting these expectations by going beyond simple room sales is possible, for example through:

• catering, with a typical gastronomic offer, with local recipes and raw materials;
• the sale of local food and wine products and handcrafted goods, made directly by the host organization or by neighboring producers;
• the organization of guided tours in the area: from forest trips to horseback riding excursions;
• a catalog of culinary or farm life experiences, with tastings, cooking classes of typical dishes, fruit and vegetable picking;
• the promotion of recreational and sports activities, such as biking or hiking trails.

These are all proposals with reduced environmental impact, allowing sustainable development of rural communities, without damaging the most fragile ecosystems and without affecting their authenticity.

How to promote your agritourism facility? 5 tips

Strategies for promoting an agritourism accommodation are varied and depend greatly on the services offered, the area in which you are located and the type of guests you intend to receive. However, it is important to keep in mind that, despite the premise and the bucolic setting, travelers are increasingly concerned about comfort and well-being and technology is a key ally in ensuring pleasant and satisfying experiences. That’s where our first tip comes in.

1. Leverage web marketing to make yourself known and get reservations

The website and social media (with investment budgets to support visibility) are essential starting points for people to get to know you and connect with you. And so it is equally important that they are populated with content that matches the offer: we are talking about accurate descriptions, well-done pictures, and professional videos. The goal is to help potential customers imagine themselves already inside the facility, piquing their interest and stimulating demand.

2. Aim for integrated technologies to get direct reservations

And once they arrive at your website, all they have to do is purchase the solution they prefer, possibly on their own. How? Through an integrated reservation system, such as Zak’s Booking Engine, WuBook’s PMS for accommodations. Thanks to this software, your website functions as a true direct sales channel: once you have defined the price list and set the availability calendar, all you have to do is let it work. The system is able to manage secure payments, even multi-currency ones and it updates instantly every time you receive a reservation.

So you reduce the need for dedicated staff, reduce facility costs and limit the risk of error by speeding up all operations.

3. Create packages and partnerships with local businesses

As anticipated, those who choose this solution like to immerse themselves in the local environment. The best way to accommodate this need and attract clients to the facility is to create vacation packages, or combinations of accommodation and other experiences. These can be cooking workshops, visits to wineries or the farm or tasting tours.

The important thing is to offer moments capable of enriching the stay and allow guests to know and explore even better the territory and its excellence. In this sense, it can be strategic to develop collaborations with other nearby establishments, creating a network of contacts and a variety of proposals suitable for everyone.
Also, by doing so, you will provide the property with an additional channel of promotion and, potentially, sales through your partners.

4. Focus on environmental sustainability

Environmental sustainability is one of the criteria for which rural tourism is encouraged and chosen. A plus point that must be properly valued and promoted. In addition to good practices in resource management, waste disposal, and local sourcing, it can be useful to obtain a green certification attesting to the facility’s commitment to the planet and people.

And, once you receive the recognition, don’t forget to mention it in your online and offline communication materials – it will help you increase credibility with interested audiences.

5. Pay attention to interior design

Rural does not mean spartan or aseptic; on the contrary. As anticipated, travelers are increasingly demanding and not everyone is willing to give up comfort, even when surrounded by nature. For this reason, when converting rural spaces, it is also important to pay attention to their aesthetics, with carefully chosen designs and furniture. Good home staging increases the perception of quality and well-being of those who will inhabit the various environments (including any common areas), even if for only a few nights.

If well managed, rural tourism offers numerous income opportunities as it meets the growing demand for nature and genuine vacations away from chaotic and standardized destinations – why not give it a chance?