Rural Tourism Market Report 2024

This Rural Tourism market report covers market characteristics, size and growth, segmentation, regional and country breakdowns, competitive landscape, market shares, trends and strategies for this market. It traces the market's historic and forecast market growth by geography.

The rural tourism market size has grown strongly in recent years. It will grow from $91.09 billion in 2023 to $97.84 billion in 2024 at a compound annual growth rate (CAGR) of 7.4%. The growth during the historic period can be attributed to the expansion of agricultural tourism, increased interest in cultural heritage, rising popularity of pilgrimage routes, growth in post-industrial tourism, and heightened environmental awareness.

The rural tourism market size is expected to see strong growth in the next few years. It will grow to $131.47 billion in 2028 at a compound annual growth rate (CAGR) of 7.7%. The anticipated growth during the forecast period can be attributed to the rise of eco-tourism, increased digital connectivity, growing interest in health and wellness, higher demand for authentic experiences, and expanding remote work opportunities. Key trends include the integration of smart technology to enhance visitor experiences, the adoption of eco-friendly and sustainable tourism practices, an emphasis on digital marketing and social media promotion, the development of personalized and customizable travel packages, and the creation of niche travel experiences such as agritourism and wellness retreats.

The growing interest in cultural heritage is anticipated to drive the expansion of the rural tourism market. Cultural heritage encompasses the traditions, customs, monuments, artifacts, and practices inherited from past generations that define a community's historical identity and cultural legacy. This increased interest is fueled by factors such as enhanced global connectivity, which enables individuals to explore and appreciate diverse cultures, a heightened awareness of the need to preserve historical sites and traditions, and a greater demand for authentic travel experiences that connect visitors with local histories and communities. By offering unique historical and traditional experiences, cultural heritage tourism contributes to preserving local customs and boosting the rural economy. For example, in September 2023, the Department for Communities (DfC), a UK-based government agency, reported that nearly 59% of adults in Northern Ireland visited a historic site in 2022-23, a slight increase from 2021. Consequently, the rising interest in cultural heritage is expected to stimulate 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 2023. 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, 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, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Rural tourism involves travel experiences focused on the unique culture, traditions, and natural landscapes of rural areas. It includes activities such as farm stays, agritourism, and nature walks, offering visitors a chance to experience the authentic lifestyle and heritage of the countryside. This type of tourism highlights sustainability, the preservation of rural heritage, and genuine interactions with local communities.

The primary categories within the rural tourism market are agro-tourism, farm tourism, wilderness and forest tourism, green tourism, and eco-tourism. Agro-tourism integrates tourism with agricultural activities, enabling visitors to participate in farm experiences, learn about farming practices, and enjoy local produce in a rural environment. Accommodations in this sector include farm stays, cottage rentals, eco-lodges, and homestays, catering to various age groups from under 15 years to above 55. Travelers in rural tourism include adventure seekers, cultural enthusiasts, eco-tourists, family and group travelers, and solo travelers.

The rural tourism market research report is one of a series of new reports that provides rural tourism market statistics, including the rural tourism industry global market size, regional shares, competitors with rural tourism market share, detailed rural tourism market segments, market trends, and opportunities, and any further data you may need to thrive in the rural tourism industry. These rural tourism market research reports deliver a complete perspective of everything you need, with an in-depth analysis of the current and future scenarios of the industry.

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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