Rural Tourism Market Report 2026

The rural tourism market size has grown strongly in recent years. It will grow from $104.91 billion in 2025 to $112.73 billion in 2026 at a compound annual growth rate (CAGR) of 7.4%. The growth in the historic period can be attributed to growth of domestic tourism, rising awareness of rural heritage, expansion of sustainable tourism initiatives, availability of rural accommodations, increasing interest in nature-based travel.

The rural tourism market size is expected to see strong growth in the next few years. It will grow to $149.71 billion in 2030 at a compound annual growth rate (CAGR) of 7.4%. The growth in the forecast period can be attributed to growing investments in rural tourism infrastructure, rising demand for experiential travel, expansion of eco-tourism offerings, increasing digital visibility of rural destinations, growing focus on low-impact tourism models. Major trends in the forecast period include growing interest in authentic rural experiences, rising demand for eco-friendly travel options, expansion of farm stay and agritourism activities, increasing focus on community-based tourism, integration of digital booking and promotion platforms.

The growing interest in cultural heritage is expected to drive the expansion of the rural tourism market in the coming years. Cultural heritage encompasses the traditions, customs, monuments, artifacts, and practices passed down through generations that reflect a community’s historical identity and cultural legacy. The increasing interest in cultural heritage is driven by factors such as greater global connectivity, which enables people to learn about and appreciate diverse cultures, heightened awareness of the need to preserve historical sites and traditions, and a stronger preference for authentic travel experiences that connect individuals with local histories and communities. Cultural heritage supports rural tourism by drawing visitors through distinctive historical and traditional experiences, while helping preserve local customs and stimulating rural economic development. For example, in November 2024, according to Historic England, a UK-based public body responsible for safeguarding and promoting England’s historic environment, heritage attractions recorded 211 million domestic day visits, 14.9 million domestic overnight trips, and 17.6 million international visits in 2023. Therefore, the rising interest in cultural heritage is contributing to the growth of the rural tourism market.

Leading companies in the rural tourism market are focusing on utilizing innovative solutions, such as digital platforms, to enhance collaboration and visibility for rural tourism. Digital platforms offer greater exposure and access to remote destinations, facilitate online bookings, and promote local experiences to a broader audience. For instance, in January 2024, the United Nations World Tourism Organization (UNWTO), a Spain-based non-profit entity, launched a new digital platform called TourismConnectsRural. This platform aims to improve collaboration among prominent tourism villages worldwide, connecting around 200 rural destinations globally and fostering communication and knowledge exchange among these communities.

In May 2024, Holidu, a Germany-based vacation rental company, acquired Clubrural for an undisclosed amount. This acquisition is intended to enhance the experience for both hosts and guests by integrating Clubrural's 28,000 vacation homes and apartments into Holidu’s platform. This strategic move is set to broaden Holidu's market presence and create growth opportunities, reflecting the company's commitment to advancing the rural vacation rental market. Clubrural is a Spain-based travel platform that promotes and facilitates rural tourism by providing information on rural accommodations, activities, and destinations.

Major companies operating in the rural tourism market are Lufthansa City Center Reisebüropartner GmbH, Marriott International Inc., Booking.com B.V., Priceline.com LLC, Expedia Group Inc., Singapore Airlines Limited, Hilton Worldwide Holdings Inc., Airbnb Inc., Accor S.A., InterContinental Hotels Group, Trip.com Group Limited, TripAdvisor Inc., Condor Flugdienst GmbH, Butterfield & Robinson Inc., Wandertrails Services Private Limited, Outdooractive GmbH & Co. KG., Thrillophilia Travel Solutions Pvt.Ltd., Kipepeo, Liberty Hill Farm, Martin Randall Travel Ltd., Heartland Travel and Tours Ltd., Cape AgriTours, Cyprus Agrotourism, Meru Agro-Tour & Consultants, Soulitude.

North America was the largest region in the rural tourism market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the rural tourism market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the rural tourism market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The rural tourism market includes revenues earned by entities by providing services such as guided tours, outdoor activities, local food and dining, and cultural experiences. The market value includes the value of related goods sold by the service provider or included within the service offering. Only goods and services traded between entities or sold to end consumers are included.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

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