The Rural Tourism Community Group and its role within the Rural Pact: objectives and actions for 2026

Across Europe’s rural areas, over the past 70 years tourism has quietly reshaped local economies and communities. It creates jobs where few alternatives exist, brings new life to villages at risk of depopulation and helps preserve landscapes, traditions and cultural identity. It represents more than 15% of European hosting capacities and generates a total (direct and indirect) income that exceeds the gross domestic product of countries like Hungary.  

Yet rural tourism is still often overlooked both in tourism and in rural development strategies. It tends to fall between sectors – not fully valued as part of the tourism economy and overshadowed by the focus on agriculture and farming in the common agricultural policy – leaving many local actors without the support, visibility or tools they need. 

For those working on the ground – entrepreneurs, local authorities, communities – this gap is tangible. Rural tourism is not just about visitors; it is about how communities organise themselves, manage their resources and shape their future. Recognising this, the Rural Pact’s Rural Tourism Community Group brings together stakeholders who share a common goal: to strengthen rural tourism as a meaningful and sustainable pillar of rural development, prove its importance with data, and advocate for its stronger recognition in policy and action on the ground. 

Bringing people together 

For 2026, the group has set out a series of practical actions designed to respond directly to the needs and realities faced by rural communities. 

One of the first steps is simply to connect people who are already working on similar challenges. Across Europe, many projects driven by individuals and communities are addressing aspects of rural tourism. Yet too often they operate in isolation. The Community Group aims to change this by creating a shared space where these initiatives can find each other.  

Through an open call, stakeholders are invited to register their projects, forming the basis of a network that can exchange ideas, collaborate and build partnerships. For those preparing new project proposals, this will open up opportunities for matchmaking, joint initiatives and stronger, more relevant consortia. Themes such as managing the risk of overtourism, attracting visitors to remote areas, generational renewal or adapting rural areas to attract digital nomads are already emerging as areas of shared interest. 

The importance of data 

At the same time, the group is addressing the challenge of a lack of solid data to support decisions and advocate for rural tourism with facts. While its impact is visible in everyday life, it is often difficult to measure and demonstrate in ways that influence policy or investment. This is not only a research issue – it is also a practical one. Many rural tourism actors simply do not have the tools or skills to collect and use data effectively.  

The group therefore plans to work on both fronts: encouraging participation in existing research opportunities and advocating for more targeted funding in the future, while also helping communities build their own capacity to understand and use data. Strengthening this evidence base is essential – not as an abstract goal, but as a way to make rural tourism more visible, credible and better supported. 

Maximising rural tourism’s potential 

Another critical area to release the full potential of rural tourism for local society and economies is the day-to-day management and coordination of the different resources on the ground. Increased demand for rural and nature-based experiences is bringing both opportunities and pressures.  

Some communities already face challenges linked to overuse of natural resources, rising housing costs, or conflicts between different uses of space. These are complex issues, and there is no one-size-fits-all solution. However, there is a growing body of experience across Europe that can be shared.  

The Community Group plans to collect and showcase practical examples – what works, what doesn’t and why – while also exploring how digital tools can support better planning and management. Strong territorial and professional structures of services through destination management organisations, associations or social economy enterprises is key here. The aim is to help communities find a balance that ensures tourism remains a benefit, not a burden. 

Closely linked to this is the question of regulation. Navigating administrative requirements has become increasingly difficult. Rules designed to address problems in urban tourism are often applied in the same way to rural contexts, without considering their specific realities. This can place disproportionate pressure on small-scale initiatives that are vital for local economies.  

The Community Group intends to take a constructive approach: gathering examples of how different regions are addressing these challenges and using them to inform policy discussions. By translating practical experience into clear policy messages, the group hopes to contribute to more balanced and context-sensitive regulatory frameworks. 

Empowering people for rural tourism 

Underlying all these efforts is a strong focus on people. Rural tourism depends on businesses, but at the heart of the product and its success is the human interaction through communities, local administrations and networks of cooperation. Yet many of these actors do not see themselves as part of a ‘tourism sector’ and may lack the confidence, skills or knowledge to engage fully with its opportunities.  

Identifying these gaps – and finding ways to address them – is a key priority. Whether through training, peer learning or European initiatives such as the Pact for Skills, the goal is to empower local actors to take an active role in shaping tourism in their areas. 

Finally, the importance of coming together in person should not be underestimated. While much can be achieved online, real connections often emerge through direct exchange. For this reason, the Community Group is supporting the organisation of a major public event in 2026.  

The 9th European Congress on Rural Tourism in May on the island of Rab in Croatia offers a valuable opportunity to bring stakeholders together. It will provide space not only for discussion of key topics – such as digitalisation, sustainability, skills and new market opportunities – but also for sharing experiences, building partnerships and generating new ideas for future action.  Building on this experience, a similar extended event for 2027 is already envisaged. 

Taken together, these actions reflect a simple but important shift: moving from isolated efforts to a more connected, informed and collaborative approach to rural tourism through the Rural Pact. For those working in rural development, the message is clear – rural tourism matters, and it deserves a stronger place in the conversation. The Pact’s Rural Tourism Community Group is an invitation to be part of that change. 

Discover the latest Rural Pact resources on tourism and join the Community Group to connect and exchange with peers.  

Author: Klaus Ehrlich, General Secretary, RuralTour – the European Federation of Rural Tourism