Rural destinations are outperforming cities across nearly every tourism indicator, yet remain invisible in official statistics
New research published today by the Digital Tourism Think Tank (DTTT) reveals that rural tourism is one of Europe's most significant yet systematically overlooked economic opportunities. The study, which analysed tourism patterns across eight European countries1, found that rural areas are consistently outperforming urban destinations, yet remain largely invisible in data collection and policy discussions.
The research, conducted in partnership with Airbnb, combined platform booking data from 2018-2024, with extensive secondary sources including Eurostat, the European Commission's Joint Research Centre and national tourism authorities. The findings challenge the assumption that Europe's tourism economy is primarily an urban phenomenon.
Key Findings
Rural tourism delivers substantial economic value. In 2024, rural accommodation hosts across Belgium, France, Germany, Ireland, Italy, the Netherlands, Spain and the United Kingdom earned €4.06 billion collectively. The average rural host earned over €5,200 annually2, representing nearly a 30% boost to household income and helping to address the €2,800 income gap between rural and urban residents3.
Rural areas attract more visitors relative to population. For every resident in rural areas, there are almost four times more guest nights compared to urban areas4. Unlike city tourism, which concentrates economic activity in specific districts, rural visitor spending distributes throughout entire regions, supporting village businesses, family farms and local artisans.
Demand for rural destinations continues to grow. Since the pandemic, host earnings have surged 162%, while nights booked have grown 88% across Europe’s rural communities5, reflecting a lasting shift toward authentic, less crowded destinations. Family stays are a major driver, with rural accommodation hosting 49% larger party size than those in cities in 20246.
Rural tourism is creating jobs where they're needed most. Between 2000 and 2022, remote rural areas increased their proportion of jobs in tourism-related activities by 3.6%, while urban areas saw this decline by 0.7%7. In England, tourism accounts for 14% of jobs in rural areas, compared to 11% in cities, rising to 23% in the most remote communities8.
The Essential Role of Short-Term Rentals to Bolster Rural Tourism
The research highlights a critical infrastructure challenge. Traditional hotel investment rarely reaches rural communities. While hotels are located in only 7,000 (20%) of the 35,000 French communes9, short-term rentals (STRs) can be found in more than 29,000 communes (82%)10. In fact, the majority of listings on Airbnb (55%) and the majority of Airbnb guest nights (59%) in the EU in 2024 were in locations outside of cities11, generating massive benefits for rural households.
Nick Hall, Founder & CEO of the DTTT, said "Rural tourism's economic contribution has been hidden in plain sight. Our research shows rural communities aren't just benefiting from tourism, they’re outperforming cities across nearly every indicator. The challenge now is ensuring policymakers and investors can see what the data reveals. Rural tourism isn't a niche segment, it's essential infrastructure for balanced regional development across Europe."
The research points to successful examples of strategic rural tourism development. Ireland's Wild Atlantic Way demonstrates the potential: between 2013 and 2023, the coastal route delivered a 60% rise in overnight stays and a 41% rise in local employment12; evidence that tourism demand can drive broader rural economic renewal.
The full report, The Rural Tourism Renaissance, examines five trends reshaping rural tourism, the role of technology in rural destination development and policy recommendations for capturing this economic opportunity. The report also sets out eight keys to rural renaissance, urging destinations to embrace their unique local identity and build collaborative regional partnerships. It calls for supportive regulatory frameworks that enable rural accommodation growth and investment in digital infrastructure to help rural areas compete effectively.
About the Research
The Digital Tourism Think Tank analysed Airbnb search and booking data spanning 2018-2024 across eight European countries: Belgium, France, Germany, Ireland, Italy, the Netherlands, Spain and the United Kingdom. Using NUTS 2 regional classifications, listings and searches were separated into city, town/suburb and rural categories. This primary analysis was supplemented with secondary research from national statistics, academic studies, government reports and industry analysis.
Endnotes
1 Analysis includes Airbnb's search and booking data spanning 2018 to 2024 across eight key European countries: Belgium, France, Germany, Ireland, Italy, the Netherlands, Spain and the United Kingdom
2 Based on 2024 booking data
3 Eurostat (2024, July). Urban-Rural Europe - Income and Living Conditions. https://ec.europa.eu/eurostat/statistics-explained/index.php?title=Urban-rural_Europe_-_income_and_living_conditions
4 Ribeiro Barranco, R., Proietti, P., Batista E Silva, F., Perpiña Castillo, C. and Lavalle C. (2021). Tourism Capacity, Expenditure and Seasonality in Europe by Urban-Rural Typology and Remoteness. European Commission, Joint Research Centre, JRC124459
5 Based on 2019 and 2024 booking data
6 Based on 2024 booking data
7 Curtale, R., Stut, M., Alessandrini, A., Deuster, C., Batista E Silva, F., Natale, F. and Dijkstra, L. (2025). Outlook and Demographic Perspectives for EU’s Rural Regions. A Modelling-Based Exercise. European Commission, Joint Research Centre, JRC140514
8 Defra (2024, July). Statistical Digest of Rural England: 7 – Rural Economic Bulletin
9 Favre, F. (2015, June). En 2014, Une Chambre D’Hôtel sur Deux Appartient à une Chaîne.Insee Première, (1553). https://www.insee.fr/fr/statistiques/1283850#titre-bloc-17
10 Institut Terram (2025, October). Immobilier: Plus de 29 000 Communes Françaises Proposent auMoins un Logement sur Airbnb. https://institut-terram.org/medias/immobilier-plus-de-29-000-communes-francaises-proposent-au-moins-un-logement-sur-airbnb/
11 Airbnb (2025) Overtourism in the EU: What Data Tells Us About the Overwhelming Impact of Hotels on Overtourism in the EU. https://news.airbnb.com/wp-content/uploads/sites/4/2025/06/overtourism-report_20240611.pdf
12 Fáilte Ireland (2024). 10 Years of the Wild Atlantic Way: A Decade of Transformational Tourism Impact on the West Coast of Ireland
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