The report emphasizes the critical role of cooperation between these two organizations in bridging local and global efforts towards shared objectives. It showcases the potential of rural tourism to contribute to the resilience of regional and local communities, addressing challenges such as depopulation, inequality and limited access to basic services.

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. Zurab Pololikashvili, Secretary-General of UN Tourism
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. Alves Vasco Cordeiro, President of the European Committee of the Regions

Key Findings

The study offers a comprehensive understanding of rural tourism and its impact on European regions, with a focus on:

  • Resilience of Rural Tourism post-COVID: The report sheds light on the remarkable resilience displayed by rural tourism during and post-COVID-19. Despite global challenges, rural tourism witnessed a surge in popularity, particularly among local travelers. This resilience underscores its potential as a robust economic driver and showcases its ability to adapt to changing circumstances.
  • Economic Diversification and Cultural Preservation: A key insight is the potential of rural tourism to drive economic diversification and job creation in rural areas. The study also underscores tourism's contribution to preserving cultural heritage. Rural tourism is seen as a bridge between tradition and modernity, fostering community participation and sustaining local services while preserving the unique identity of rural regions.
  • Challenges and Opportunities for Sustainable Development: The study identifies challenges faced by rural areas, such as inadequate infrastructure, limited financial resources, and declining local populations. Simultaneously, it recognizes these challenges as opportunities for growth. By providing a nuanced understanding of the complexities involved, the report sets the stage for sustainable rural tourism development, urging stakeholders to navigate challenges thoughtfully.

Recommendations

The report offers a roadmap for policymakers, local governments, and stakeholders to harness the potential of rural tourism while addressing its challenges.

  • Integrated Rural Value Chains and Collaboration: An overarching recommendation is the integration of rural value chains in tourism. The report emphasizes the need for collaboration between businesses and stakeholders to create synergies within the local economy. By maximizing economic benefits, this approach ensures a holistic and sustainable development trajectory for rural tourism.
  • Digital Connectivity and Skills: Recognizing the digital divide in rural areas, the report recommends a focused effort on improving digital connectivity. It underscores the importance of digital skills development to empower rural stakeholders in leveraging technology effectively. By addressing these aspects, the report aims to enhance the digital readiness of rural communities, unlocking new opportunities in the digital era.
  • Alignment with Consumer Trends and Sustainable Practices: Acknowledging evolving consumer trends and the need to place sustainability at the heart of tourism development, the report encourages responsible travel initiatives, that not only meet changing consumer expectations but also contribute to broader sustainability goals. This recommendation positions rural tourism as a catalyst for positive environmental and social impact.

Related links

About UN Tourism

The World Tourism Organization (UN Tourism) is the United Nations agency responsible for the promotion of responsible, sustainable and universally accessible tourism.

As the leading international organization in the field of tourism, UN Tourism promotes tourism as a driver of economic growth, inclusive development and environmental sustainability and offers leadership and support to the sector in advancing knowledge and tourism policies worldwide.

Our Priorities

Mainstreaming tourism in the global agenda: Advocating the value of tourism as a driver of socio-economic growth and development, its inclusion as a priority in national and international policies and the need to create a level playing field for the sector to develop and prosper.

Promoting sustainable tourism development: Supporting sustainable tourism policies and practices: policies which make optimal use of environmental resources, respect the socio-cultural authenticity of host communities and provide socio-economic benefits for all.

Fostering knowledge, education and capacity building: Supporting countries to assess and address their needs in education and training, as well as providing networks for knowledge creation and exchange.

Improving tourism competitiveness: Improving UN Tourism Members' competitiveness through knowledge creation and exchange, human resources development and the promotion of excellence in areas such as policy planning, statistics and market trends, sustainable tourism development, marketing and promotion, product development and risk and crisis management.

Advancing tourism's contribution to poverty reduction and development: Maximizing the contribution of tourism to poverty reduction and achieving the SDGs by making tourism work as a tool for development and promoting the inclusion of tourism in the development agenda.

Building partnerships: Engaging with the private sector, regional and local tourism organizations, academia and research institutions, civil society and the UN system to build a more sustainable, responsible and competitive tourism sector.

Our Structure

Members: An intergovernmental organization, UN Tourism has 160 Member States, 6 Associate Members, 2 Observers and over 500 Affiliate Members.

Organs: The General Assembly is the supreme organ of the Organization. The Executive Council take all measures, in consultation with the Secretary-General, for the implementation of the decisions and recommendations of the General Assembly and reports to the Assembly.

Secretariat: UN Tourism headquarters are based in Madrid, Spain. The Secretariat is led by the Secretary-General and organized into departments covering issues such as sustainability, education, tourism trends and marketing, sustainable development, statistics and the Tourism Satellite Account (TSA), destination management, ethics and risk and crisis management. The Technical Cooperation and Silk Road Department carries out development projects in over 100 countries worldwide, while the Regional Departments for Africa, the Americas, Asia and the Pacific, Europe and the Middle East serve as the link between UN Tourism and its 160 Member States. The Affiliate Members Department represents UN Tourism's 500 plus Affiliate members.

UN Tourism Communications Department
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