UN Tourism and European Committee Ally to Boost Rural Tourism in Europe

Tuesday, April 16, 2024

The report highlights the essential role of collaboration between the two organizations in connecting local and global initiatives to achieve common goals. It demonstrates how rural tourism can enhance the resilience of local and regional communities by tackling issues like depopulation, inequality, and restricted access to essential services.

Zurab Pololikashvili, Secretary-General of UN Tourism says: “Tourism has the potential to transform societies, stimulate local economic development, and empower local communities. This joint study with the European Committee of the Regions underscores the importance of rural tourism in contributing to sustainable development in Europe.”

Alves Vasco Cordeiro, President of the European Committee of the Regions says: “Free movement has always been at the heart of the European project. Tourism, as part of this mobility, has helped shape our European identity and is a powerful driver for growth and jobs, breathing new life into communities across Europe.”

Key Insights

The study provides an in-depth analysis of rural tourism and its effects on European regions, emphasizing:

• Resilience of Rural Tourism After COVID: The report highlights the remarkable resilience of rural tourism throughout and after the COVID-19 pandemic. Despite global adversities, rural tourism experienced increased popularity, particularly among local tourists. This resilience not only proves its capacity as a solid economic contributor but also illustrates its adaptability to evolving conditions.

• Economic Diversification and Cultural Preservation: A significant finding is rural tourism’s role in promoting economic diversification and generating employment in rural areas. The research emphasizes tourism’s role in maintaining cultural heritage, portraying rural tourism as a link between tradition and modernity. It supports community involvement and helps maintain local services, all while protecting the unique character of rural communities.

• Challenges and Prospects for Sustainable Development: The report identifies obstacles such as insufficient infrastructure, limited financial support, and shrinking local populations that rural areas face. However, these challenges are also viewed as opportunities for advancement. By offering a detailed perspective on these complexities, the report paves the way for sustainable development in rural tourism, encouraging stakeholders to thoughtfully overcome these hurdles.

Recommendations

This report provides a strategic guide for policymakers, local governments, and involved parties to capitalize on the opportunities offered by rural tourism while mitigating its challenges.

Integrated Rural Value Chains and Collaboration: A key recommendation is the integration of rural value chains in the tourism sector. The report stresses the importance of collaborative efforts among businesses and other stakeholders to foster economic synergies within the local community. This strategy is designed to maximize economic benefits and promote a comprehensive and sustainable growth path for rural tourism.

Digital Connectivity and Skills: The report addresses the digital divide in rural regions by advocating for improved digital connectivity and the development of digital skills. This is crucial for enabling rural stakeholders to use technology effectively. Enhancing digital preparedness is seen as a way to open up new possibilities in the digital age for rural communities.

Alignment with Consumer Trends and Sustainable Practices: The report recognizes the shifting preferences of consumers and the imperative to embed sustainability in tourism development. It supports the adoption of responsible travel practices that align with current consumer trends and contribute to wider sustainability objectives. This approach envisions rural tourism as a driving force for positive environmental and societal changes.

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