Changing the game via rural tourism

The post Changing the game via rural tourism appeared first on TD (Travel Daily Media) Travel Daily Media. Rural tourism has long fascinated travellers, particularly those from highly urbanised areas. The post Changing the game via rural tourism appeared first on Travel Daily Media.

May 28, 2025 - 07:10

The post Changing the game via rural tourism appeared first on TD (Travel Daily Media) Travel Daily Media.

Rural tourism has long fascinated travellers, particularly those from highly urbanised areas.

But in the evolving context of tourism, specifically cultural and sustainable tourism, this could be both a potential game-changer as well as a money-spinner for both governments and the private sector.

From American farmstays and Italian agriturismi, to immersive learning in farms throughout Southeast Asia, rural tourism enables travellers to do more than touch grass, so to speak: these are a solid way of getting into cultures hands on.

Rural tourism in the contemporary context

UN Tourism defines rural tourism as: any form of tourism activity wherein the visitor’s experience is related to a wide range of products generally linked to nature-based activities, agriculture, rural lifestyle and culture, angling, and sightseeing.

For such activities to be considered rural, these need to be done in non-urbanised or provincial areas with the following characteristics:

Low population density;
Its landscape and land-use need to be dominated by agriculture and forestry; and
Its resident community follows a traditional social structure and lifestyle.

Working strategically

Just last year, UN Tourism teamed up with Alibaba’s travel arm Fliggy to move the rural tourism sector forward through the development of target areas and the training of local human resources.

Speaking at ITB China 2025, Fliggy chief executive Zhuoran Zhuang expressed that this partnership, together with ITB officials, will create a powerful network effect.

Zhuang said: “This effect will lead to meaningful dialogues that will inspire global tourism professionals and lead to greater participation throughout the travel value chain with regard to rural tourism development.”

Currently, Fliggy’s Unite to Discover Beauty rural tourism empowerment programme seeks to address key issues in the sector, particularly the need for digital infrastructure to speed up it’s progress.

According to Zhuang: “E-commerce has emerged as one of the fastest-growing and largest segments of the global digital economy, highlighting the urgent need for improved digital infrastructure in rural tourism which currently lags behind.”

The benefits

Properly developed, rural tourism programmes will prove a boon in several ways:

They cast the focus on the agricultural sector, thus bringing in much needed funding and infrastructure;
People gain a greater knowledge and appreciation of the agricultural sector and its vital role in society;
Rural tourism teaches about sustainable practices and environmental welfare;
Local economies improve with the influx of visitors and increased tourism spending;
Cultural traditions in danger of dying out are kept alive and even thriving by increased public interest; and
Urban dwellers also get exposed to healthier, restorative environments beyond the urban sprawl

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