Group
Rural tourism
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2 Members
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0 Discussions
Description
Tourism, recreation, leisure, and multi-local living have been key drivers of rural development for over four decades. Today, these activities are gaining renewed momentum, fuelled by changing lifestyles and values among urban populations seeking meaningful rural experiences, greater well-being, and more sustainable ways of living. As a result, rural areas are becoming increasingly attractive not only for visitors, but also for those wishing to live and work across multiple locations.
Despite their growing importance and substantial share of Europe’s tourism offer – estimated at over 15%, and in some areas up to 40% – rural tourism and related sectors remain fragmented and underrepresented in policy debates. The predominance of small-scale operators, weak advocacy structures, and dispersed local initiatives limits their visibility and influence.
Yet, rural tourism plays a deeply transversal role: it contributes to economic diversification; environmental sustainability; cultural preservation; and community cohesion – aligning closely with the objectives of the EU’s Long-Term Vision for Rural Areas.
This Community Group aims to bring together stakeholders across sectors to strengthen cooperation, improve recognition, and promote evidence-based action. Through the Rural Pact, it will work to amplify the voice of rural tourism, foster partnerships, share knowledge, and support policy development that reflects the true value and potential of these sectors.
Objectives
- Strengthen representation and visibility of rural tourism, recreation, and multi-local living within the Rural Pact and EU policy discussions, positioning it as a core theme for future agendas;
- Foster cross-sector exchange by connecting tourism actors, policymakers, researchers, and communities to share experiences, build understanding, and collaborate;
- Support policy development and practice by identifying and promoting good practices and facilitating their transfer into regional, national, and EU-level policies;
- Build knowledge and evidence through improved data collection, impact analysis, and scenario planning to guide future strategies and actions;
- Encourage coordination and engagement with relevant EU institutions and organise online events to maintain dialogue, visibility, and momentum across the community.
Expected Outcomes
- Creation of new cross-sectoral partnerships at local, regional, national, and EU levels to support rural tourism and multi-local living;
- Regular knowledge-sharing activities, including thematic work groups, annual meetings, and webinars;
- Stronger and more coordinated advocacy efforts supported by a shared narrative and strategic positioning;
- Improved access to reliable data and evidence on the impacts and contributions of rural tourism across territories.
Group coordinators
- Klaus Ehrlich, Ruraltour
- Hilkka Vihinen, Natural Resources Institute Finland (Luke)
- Anja Fortuna, Rural Youth Europe
- Dorota Tomalak, Committee of Regions (NAT Committee)
- Jost Neumann, UN Tourism