Tourism as a force for positive change in rural Europe
Tourism can support livelihoods, strengthen local economies and enhance community pride in rural areas. But it must be integrated into broader rural development strategies to secure long-term benefits for rural communities. This was among the key messages from the event ‘Revitalising Rural Europe: Tourism as a Force for Positive Change’.
Image by Airbnb
The event took place on 28 January in Brussels, as part of European Tourism Week, bringing together policymakers and international organisations to discuss how tourism can help revitalise rural Europe. The meeting also showcased key findings from the Rural Tourism Renaissance Report, highlighting the growing importance of rural tourism within EU policy debates.
Tourism drives rural development, economic diversification, social cohesion and community resilience across Europe. While agricultural employment in rural areas is declining, tourism is growing and continues to generate economic benefits – supporting jobs, services and community vitality. Its social benefits include community pride, youth engagement and development of transferable soft skills.
Nowadays, more than half of European travellers seek destinations away from overcrowded hotspots. However, rural tourism receives just 0.5% of rural development funding, despite accounting for up to 23% of employment in some remote areas.
Event participants stressed the need to integrate tourism into broader rural development strategies, linking it with agriculture, regional development, infrastructure and digital connectivity. They also highlighted the importance of improved investment frameworks and community-led approaches.
Discussions also focused on aligning rural tourism with broader EU objectives, such as territorial cohesion, sustainability, green mobility and regional development, emphasising the need for integrated and evidence-based policymaking.
Explore the latest Rural Pact resources on the topic of tourism and join the dedicated Community Group on rural tourism to connect and exchange with peers.