Rural Tourism Renaissance

Unlocking Europe's Untapped Rural Potential

Drawing on Airbnb search and booking data from 2018 to 2024 across eight European countries: Belgium, France, Germany, Ireland, Italy, the Netherlands, Spain and the United Kingdom, this report uncovers the scale of rural tourism's economic contribution and the trends inspiring travellers to choose lesser-known destinations and authentic rural experiences.

Rural tourism stands as a central pillar of Europe's economic future, yet it remains largely invisible in policy discussions and investment priorities. Our latest report on rural tourism, in partnership with Airbnb, reveals that rural destinations are no longer just a niche segment, but essential drivers of balanced regional development capable of bridging the growing divides between urban prosperity and rural decline.

Drawing on Airbnb search and booking data from 2018 to 2024 across eight European countries: Belgium, France, Germany, Ireland, Italy, the Netherlands, Spain and the United Kingdom, this report uncovers the scale of rural tourism's economic contribution and the trends inspiring travellers to choose lesser-known destinations and authentic rural experiences.

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Rural Tourism's potential at a glance

88%

increase in rural nights spent.

Nights spent in rural accommodation surged 88% between 2019 and 2024, demonstrating sustained visitor demand.

€4.06 bn

in rural host earnings.

In 2024, rural Airbnb hosts across the eight countries analysed earned a total of €4.06 billion, demonstrating the significant impact to rural communities.

€5,200

avg income per host.

Rural hosts earned supplementary income helping to close the €2,800 income gap between those living in rural areas and their urban counterparts.

+3.6%

growth of tourism-related jobs.

Between 2000 and 2022, remote rural areas increased their proportion of tourism-related jobs by 3.6%, while urban areas saw a 0.7% decline.

49%

larger party size in rural areas.

Rural tourism's strong appeal for families seeking space and authentic experiences away from crowded urban centres is shown by the 49% larger party size.

4x

more guest nights per resident.

Rural areas welcome nearly four times more overnight visitors relative to the local
population compared to urban destinations.

Five trends reshaping rural tourism

We've identified five trends converging to reshape rural tourism. These tap into people's passions, destinations' innate cultural heritage, conservation of land and preservation of local traditions and sustainable trends driving travel choices.

1. Passion Tourism

Night photograph of a Spanish castle with a beautiful starry sky

2. Rural Reset

3. Authentic Luxury

4. Cultural Heritage

5. Microcations

A photo of a green mountain landscape showcasing a rural path

What you'll find in the report

The report provides one of the most comprehensive analysis of rural tourism’s potential through the lens of economic impact on local communities, travel trends driving demand, the impact of technology on rural visibility and policy implications to be considered.

1. The Rural Advantage: Tourism's Outsized Economic Impact

This chapter establishes rural tourism’s economic fundamentals, highlighting the data that demonstrates why rural areas represent Europe’s most significant untapped tourism opportunity.

2. Five Trends Reshaping Rural Tourism

This chapter explores five powerful trends reshaping rural tourism, from passion tourism and digital detox to conservation experiences, cultural routes andmicrocations, showing how forward-thinking destinations are capturing visitor spend year-round.

3. Technology and Digitalisation in the Rural Context

This chapter examines how technology is transforming rural competitiveness, from AI-powered discovery to intelligent visitor management, revealing practical strategies destinations can implement today.

4. The Rural Tourism Policy Imperative

This concluding chapter analyses the policy interventions that work, identifying five strategic actions that enable rural destinations to thrive whilst preserving their authentic character.

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