Rural tourism is becoming a strategic driver of economic growth in Europe: many rural areas, still partially unexplored, are enjoying the expansion of the sector more than cities, as shown in the report ‘The Rural Tourism Renaissance’ (Digital Tourism Think Tank – Airbnb), confirming tourism as a key driver for local economic recovery.

In this context, the DETOUR project aims to promote rural areas and local businesses located along four pilot routes in the most remote areas of Europe: Via Francigena in Italy, Sultan's Trail in Bulgaria, Mount Olympus in Greece, and the Lycian Way in Türkiye. The goal is to strengthen the local economy by promoting natural and cultural heritage and identity.

Currently, 50 PMI operating in rural areas are taking part in the project's training programme, while 42 experts have been certified across Europe, creating a network of professionals dedicated to promoting sustainable tourism and promoting local trails.

Despite the difficulties associated with depopulation, climate change and the crisis in traditional sectors, the data confirm this trend: between 2000 and 2022, remote rural areas registered a 3.6% increase in employment in sectors related to trade, transport, hospitality and catering, while urban areas recorded a 0.7% decline.
Airbnb also reports significant growth between 2019 and 2024, with a 162% increase in rural hosts' revenues, an 88% increase in overnight stays and an increase in occupancy rates.

Tourism demand is also evolving: many European travellers are choosing sustainable and authentic holidays, and rural destinations are responding by offering nature, traditions and a slower pace of life.
Another positive point is its ability to attract visitors throughout the year, helping to combat summer seasonality. Cultural and walking tourism, in particular, promotes the area and its traditions, generating sustainable economic benefits that support local communities over time.

[Credit: Lio Fox, @Unsplashed.com]