UN Tourism, in partnership with the European Commission of the Regions, is conducting a comprehensive study on the significant impact and potential of tourism in promoting socio-economic development in rural areas.
The report highlights the important role that collaboration between these two organizations plays in linking regional and global efforts towards common goals, and demonstrates the potential contribution that rural tourism can make to building the resilience of rural and local communities, addressing challenges such as depopulation, inequality and lack of access to basic services.
UN Tourism Secretary-General Zurab Pololikashvili said: “Tourism has the potential to transform societies, stimulate local economic development and empower local communities. This joint study with the European Committee of the Regions highlights the importance of rural tourism in contributing to Europe’s sustainable development.”
Alves Vasco Cordeiro, President of the European Committee of the Regions, said: “Free movement has always been at the heart of the European project. Tourism, as part of this mobility, contributes to the shaping of European identity and is a powerful driver of growth and jobs, giving new vitality to communities across Europe.”
Key findings
Tourism has the potential to transform society, stimulate local economic development and empower communities.
This study will provide a comprehensive understanding of rural tourism and its impact on European regions by focusing on:
Resilience of rural tourism post-COVID-19: The report highlights the remarkable resilience shown by rural tourism during and after COVID-19. Despite global challenges, rural tourism has seen a surge in popularity, especially among local travelers. This resilience highlights rural tourism’s potential to be a strong economic driver and demonstrates its ability to adapt to changing circumstances. Economic diversification and cultural preservation: The potential of rural tourism to promote economic diversification and job creation in rural areas is a key insight. The study also highlights tourism’s contribution to cultural heritage preservation. Rural tourism is seen as a bridge between tradition and modernity, preserving the unique identity of rural areas while promoting community participation and maintaining local services. Challenges and opportunities for sustainable development: The study identifies challenges facing rural areas, including inadequate infrastructure, limited financial resources, and a declining local population. At the same time, it recognizes these challenges as opportunities for growth. By providing a nuanced understanding of the complex situation, the report lays the foundations for sustainable rural tourism development and encourages stakeholders to navigate the challenges thoughtfully.
Recommendations
The report lays out a roadmap for policymakers, local governments and stakeholders to harness rural tourism’s potential while addressing its challenges.
Integrated rural value chains and collaboration: An overarching recommendation is to integrate rural value chains into tourism. The report highlights the need for collaboration between companies and stakeholders to create synergies within the local economy. This approach will ensure a holistic and sustainable development trajectory for rural tourism by maximizing economic benefits. Digital connectivity and skills: Recognizing the digital divide in rural areas, the report recommends a strong focus on improving digital connectivity. It highlights the importance of digital skills development to enable rural stakeholders to effectively leverage technology. By addressing these aspects, the report aims to strengthen the digital readiness of rural communities and unlock new opportunities in the digital age. Aligning consumer trends with sustainable practices: Recognizing evolving consumer trends and the need to place sustainability at the heart of tourism development, the report encourages responsible travel initiatives that not only meet changing consumer expectations but also contribute to broader sustainability goals. This recommendation positions rural tourism as a catalyst for positive environmental and social impact. Related Links
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