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Rural Tourism Industry Outlook (2023 to 2033)

The global rural tourism market is likely to reach a US$ 102.7 billion in 2023. Between 2023 and 2033, a steady 6.8% CAGR should keep the market acceleration. This would result in a market valuation of US$ 198.3 billion in 2033.

According to the United Nations World Tourism Organization (WTO), rural tourism offers a significant potential in terms of stimulating local economic development. Rural tourism allows visitors to experience unique cultures in isolated regions of the world. It also offers visitors the chance to engage in a diverse array of nature-based activities such as agriculture.

The principles of rural tourism include

  • Fostering respect for and building awareness of culture and environment
  • Minimizing the negative impact of rapid urbanization
  • Providing financial benefits directly for conservation
  • Providing positive experiences for hosts and visitors
  • Raising sensitivity to the environmental, social, and political climates of host countries
  • Empowering local people

Across the world’s rural regions, the primary occupation tends to be agriculture. Rural tourism facilitates the people living across these regions to earn incomes from non-agricultural activities. The additional income that rural tourism generates can revive local handicrafts and folk art.

The market for rural tourism is especially thriving across the world’s developing economies. In these places, fragmentation of farmland continues to occur as the local population grows. This leads to economic disparity, but rural tourism is a way for the poorer section of people earn a decent income.

In developed economies, rural tourism is more about resting and relaxing than experiencing local cultures. For instance, in the United States, Florida’s Sanford and St. Augustine are popular rural tourism destinations. Vacationers are increasingly visiting these places to escape from the hustle and bustle of their hectic lives in the busy cities.

Future Market Insights (FMI) believes that the years ahead will be fruitful for players in the rural tourism market. However, players would also have to contend with challenges such as:

  • Greenwashing, i.e., the use of ‘environment-friendly’ labels on low impact conservation efforts
  • Exhaustion of environmental capacities across destinations with fragile and sensitive ecologies
  • Lack of authenticity, i.e., hosts having to adjust on the basis of tourists’ preferences
  • Limited economic returns due to a lack of participation from higher income groups
Attribute Key Insights
Estimated Rural Tourism Market Value (2023) ~US$ 102.7 billion
Projected Market Value (2033) ~US$ 198.3 billion
Value-based CAGR (2023 to 2033) ~6.8%
Top Players Share in 2022 35 to 40%

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2018 to 2022 Rural Tourism Market Outlook Compared to Demand from 2023 to 2033

According to FMI’s latest insights, the rural tourism market is forecast to increase steadily at a CAGR of 6.8% between 2023 and 2033. The market is seeing innovative strategic collaborations between the direct suppliers in the industry. They are leveraging their individual resources to enhance collective strength.

While the relationship between indirect suppliers is predominantly transactional, their deliveries and services are becoming more dependable. Owing to such factors the market is experiencing a steady rise in the information transactions between direct and indirect suppliers. This is preventing performance and risk management issues and enabling players to strategize on spending.

Rural tourism nowadays is becoming popular as people are now becoming aware of unique and exotic cultures. It also supports the necessity of job creation.

Business opportunities in rural tourism are arising in places with scarce populations. This enhances the experience of tourists in terms of exploring and understanding the places’ natural, ancient, and historical characteristics. It also provides lucrative opportunities to start entrepreneurial businesses, so the locals can increase their income.

In agro-tourism, rural tourism is contributing towards agricultural productivity across the globe. Technological advancements are also facilitating convenient ticket reservations and bookings among consumers. According to FMI, the market registered a slow 4.9% CAGR from 2018 to 2022 and reached a valuation of US$ 96.9 billion in 2022.

Comparative Analysis of Rural Tourism Markets

Rural Tourism Market:

Differentiating Aspects Rural Tourism Market
CAGR in 2023 to 2033 US$ 102.7 billion
Current Valuation in 2023 US$ 198.3 billion
Projected Valuation in 2033 6.8%
Demand Drivers
  • Significant potential of rural tourism to stimulate economic development across developing economies is likely to fuel demand.
  • Increasing popularity of rural tourism among travelers for exploring unique cultures and lifestyles is set to drive demand.

Tourism Market:

Differentiating Aspects Tourism Market
CAGR in 2023 to 2033 US$ 10.5 trillion
Current Valuation in 2023 US$ 17.1 trillion
Projected Valuation in 2033 5%
Demand Drivers
  • Escalating popularity of diverse forms of tourism such as adventure vacations and art travel is poised to propel demand.
  • Rising inclination towards pilgrimage and culture tourism is predicted to push demand.

Agro Rural Tourism Market:

Differentiating Aspects Agro Rural Tourism Market
CAGR in 2023 to 2033 US$ 89.86 billion
Current Valuation in 2023 US$ 158.56 billion
Projected Valuation in 2033 5.79%
Demand Drivers
  • Burgeoning focus on sustainability and eco-tourism is likely to accelerate demand.
  • Growing prevalence of ranch and farm stays among travelers for avoiding pollution is anticipated to positively impact demand.
Ronak Shah
Ronak Shah

Principal Consultant

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What are the Factors Boosting the Global Rural Tourism Market?

Adverse Impact of Urbanization and Industrialization to Spur Rural Tourism Demand

Urbanization has been more of a trend than a need in the recent past and its effects on the environment have been predominantly negative. The emergence of urbanization has raised the standard of living for the people and contributed to the economy, but at the same time, it has contributed to more stress.

Rural areas have been preserved with its scenic beauty and considerably less pollution than urban spaces. This is why the people living in urban cities prefer visiting rural locations for the sake of peace and quiet.

Infrastructure in the form schools, colleges, hospitals, hotels, and malls are taking up most of the space across urban areas. This is causing severe disruption to society and the environment. At the same time, it is sparking the interest of avid travelers to go beyond their routine and explore more sustainable lifestyles and cultures.

What are the Limitations Faced by the Rural Tourism Market?

Vulnerability of Environment through Scattering Waste and Damage to Scenic Areas Putting Sustainability at Stake

The rural tourism market has various environmental aspects which cover responses toward the economy and society from multiple perspectives. Nowadays, various ecological imbalances are occurring, which are making the rural tourism sector inclined towards sustainable development. However, rural areas rarely have the infrastructure in place to support mass tourism.

Prior to the advent of rural tourism, people in isolated areas were mainly dependent on agriculture. As a result, the waste they generated was limited. However, owing to rising rural tourism, more waste is being generated.

Disposal of waste is increasingly becoming problematic across rural regions as they lack the necessary infrastructure. As a result, waste is either burned or disposed in open fields, none of which is beneficial for the environment.

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Country-wise insights

How is the Market for Rural Tourism Thriving in Japan?

Increasing Tourist Spending on Exploring Traditional Japanese Lifestyles to Benefit Country’s Market for Rural Tourism

Japan is one of the most popular countries when it comes to exploring rural beauty. The country is also linked with a hands-on experience for a sustainable form of tourism across its rural parts. According to FMI, rural tourism in Japan is now contributing to around 28% to 30% of the revenue generated by the country’s travel sector.

This data reflects the scenic beauty that the Japanese countryside boasts of. Villagers living in the country’s rural regions are also known for their humility. Japanese villages also offer several hiking and pilgrimage trails. Villages close to the country’s coastlines are seeing a rapid rise in activities such as cycling.

Destinations in Japan that are witnessing increasing rural tourism include Uchiko, Mima, Wakaba Farm, and Kamado. FMI expects rural tourism to increase across these destinations in the coming years. Also, more unexplored destinations are likely to come to the fore and boost the country’s market for rural tourism.

In What Way is Rural Tourism Development Booming in Italy?

Sustainable Market for Rural Tourism on the Rise in Central Italy through Local Associations and Youth Engagement Programs

Italy’s government has been taking proactive initiatives to promote sustainable tourism practices, especially in the country’s central portion. There are several rural areas in central Italy, which are home to multiple UNESCO World Heritage Sites.

For instance, in San Gimignano, there is the participation of local associations to promote rural tourism. The local municipality promptly participates in the promotion of development and planning of tourism in the region. Besides that, the municipality has also engaged with young residents between the ages of 20 and 30 years for its awareness program.

Regions such as Tuscany, Lazio, Piedmont, and Campania are experiencing burgeoning demand for rural tourism. Other regions in Italy where rural tourism is gaining traction include Abruzzo, Marche, Trentino, and Sicily.

How is the United Kingdom Diversifying its Rural Tourism Sector?

Recreational Activities and Water Sports to Boost Rural Tourism Sales in the United Kingdom

The United Kingdom offers a wide range of recreational activities for rural tourism starting from adventure sports, horse riding, cycling, fishing, and coastal walks. The country’s government creates numerous business opportunities for rural populations, which helps in maintaining a stable flow of income.

According to a report published by the University of Bournemouth, rural tourism in the United Kingdom dates back to the 1950s. Since the 1950s, hefty investments have facilitated the development of several coastal resorts. However, the report also points out the fragmentation and lack of coordination plaguing players in the country’s market for rural tourism.

Right now, the United Kingdom is attracting plenty of attention for its diverse array of rural tourism destinations. In recent years, destinations such as Scotland’s Isle of Skye, North Wales’ Snowdonia, and Lancashire’s Pendle have caught the eye of tourists interested in rural tourism.

Category-wise Insights

Which Age Group Is Likely to Generate Substantial Rural Tourism Demand?

Elderly People between the Age Group of 55 to 59 to Generate Substantial Rural Tourism Demand

While rural tourism is gaining traction among all age groups, people aged 55 to 59 are exhibiting significant inclination towards it. The reason behind this is their availability to visit such areas along with their interest in knowing the historical and ancient cultures of rural destinations.

This age group can also access rural tourism more conveniently compared to other as it tends to have significant savings. Rural tourism serves as an opportunity for the elderly people to get away from the fast paced and busy lifestyles in crowded and developed cities.

Apart from getting to know exotic cultures and lifestyles, it also gives them the chance to be in solitude.

Which Booking Channel Will Boost Rural Tourism Sales?

Online Booking Channels Poised to Thrive and Facilitate Expansion of Market for Rural Tourism

Online booking channels are among the most prominent channels in the current market scenario. Consumers are shifting their preference from conventional channels of booking towards online bookings in rural tourism industry due to convenience and payment flexibility. The category is anticipated to exhibit a substantial CAGR of 11.4% between 2023 and 2033.

Players in the market for rural tourism are also heavily promoting online bookings by offering lucrative discounts. Different companies are coming together as well, and their collaborations are resulting in attractive offers that are simply too good for consumers to refuse.

Competitive Landscape

Key players in rural tourism are executing differentiating strategies to capture the market in this highly competitive landscape. The players are formulating on keeping all the aspects of the services and channel support in-house and ensuring that the customers receive value for their spending. Governments across the globe are also actively engaging in efforts to promote rural tourism.

For instance

  • In December 2022, the government of the Indian state of Rajasthan announced the implementation of the Rajasthan Rural Tourism Scheme-2022. The scheme is aimed at promoting tourism across the state’s rural areas.
  • In April 2021, the United Nations World Tourism Organization (WTO) announced a start-up competition titled ‘Global Rural Tourism’. The competition was announced with the intention of facilitating the economic recovery of rural communities from COVID-19’s negative effects.

Scope of Report

Attribute Details
Estimated Market Size (2023) US$ 102.7 billion
Projected Market Size (2033) US$ 198.3 billion
Anticipated Growth Rate (2023 to 2033) 6.8% CAGR
Forecast Period 2023 to 2033
Historical Data Available for 2018 to 2022
Market Analysis US$ billion for Value
Key Countries Covered The United States, Canada, Brazil, Mexico, Germany, the United Kingdom, France, Spain, Russia, India, China, Japan, Malaysia, Singapore, Australia, UAE, KSA, Italy, Qatar, Oman, and Rest of World
Key Segments Covered Indirect Suppliers, Direct Suppliers, Age, Tourism Type, Demographic, Nationality, Booking Channel, Tour Type, and Country
Key Companies Profiled
  • Village Ways
  • Himalayan Ark
  • Butterfield & Robinson
  • World Expeditions
  • Condor Airlines
  • Lufthansa
  • Singapore Airlines
  • Martin Randall Exodus Travel
  • Beaches of Normandy Tours
Report Coverage Market Forecast, Competition Intelligence, Drivers, Restraints, Opportunities, and Threats Analysis, Market Dynamics and Challenges, and Strategic Growth Initiatives

Rural Tourism Market by Category

By Direct Suppliers:

  • Airlines
  • Hotel Companies
  • Car Rental
  • Train
  • Tour Operators
  • Government Bodies

By Indirect Suppliers:

  • OTA (Online Travel Agency)
  • Traditional Travel Agencies
  • TMC's (Travel Management Companies)
  • Corporate Buyers
  • Aggregators

By Age:

  • Below 15 years
  • 16 to 25
  • 26 to 35
  • 36 to 45
  • 46 to 55
  • Over 55

By Tourism Type:

  • Agro Tourism
  • Farm Tourism
  • Wilderness and Forest Tourism
  • Green Tourism
  • Eco-Tourism

By Demographic:

  • Male
  • Female
  • Kid

By Nationality:

  • Domestic
  • International

By Booking Channel:

  • Offline Booking
  • Online Booking

By Tour Type:

  • Individual Travel
  • Professional Groups
  • Group Travels

By Country:

  • The United States
  • Canada
  • Brazil
  • Mexico
  • Germany
  • The United Kingdom
  • France
  • Spain
  • Russia
  • India
  • China
  • Japan
  • Malaysia
  • Singapore
  • Australia
  • UAE
  • KSA
  • Italy
  • Qatar
  • Oman
  • Rest of World

Frequently Asked Questions

What is the Market Size in 2023?

The market is valued at US$ 102.7 billion in 2023.

Which are the Key Market Players?

Village Ways, and Butterfield & Robinson are key market players.

What will the Market Size by 2033?

The market may reach US$ 198.3 billion by 2033.

What Drives the Sales of Market?

Rising popularity of rural tourism will drive the market prospects.

Which Booking Channel Segment is Chasing Growth?

Online booking segment may advance through 2033.

Table of Content

1. Executive Summary | Rural Tourism Market

    1.1. Global Market Outlook

        1.1.1. Who Is Travelling?

        1.1.2. Travel Gross Bookings

        1.1.3. Travel Gross Revenue

        1.1.4. How Much Do They Spend?

    1.2. Evolution Analysis

    1.3. FMI Analysis and Recommendations

2. Growth Parameters in Rural Tourism

    2.1. Adverse impact of urbanization and industrialization bringing rise to the rural development market

    2.2. Intelligence-based development along with wireless communication and Internet of things on the rise

    2.3. The stress of urban lifestyle and remoteness, motivating people towards experience

    2.4. Media playing a significant role in increasing the demand for market.

    2.5. With being the repositories of remnant heritage, the tourist interests and curiosity of is driving the growth in number of tourists.

3. Supply to Demand: Today’s Travel Distribution Network

    3.1. Direct v/s Indirect Distribution

    3.2. Travel Gross Revenues, by Channel, 2022

        3.2.1. Supplier Direct

        3.2.2. TMC

        3.2.3. Tour Operator

        3.2.4. OTA

4. Direct Suppliers in Rural Tourism

    4.1. Total Supplier Market, Share by Segment (%), 2022

        4.1.1. Airlines

        4.1.2. Hotel Companies

        4.1.3. Train

        4.1.4. Tour Operators

        4.1.5. Government Bodies

5. Indirect Suppliers in Rural Tourism

    5.1. OTA (Online Travel Agency)

    5.2. Traditional Travel Agencies

    5.3. TMC's (Travel Management Companies)

    5.4. Corporate Buyers

    5.5. Aggregators

6. Number of Bookings, 2022

    6.1. By Age

        6.1.1. Under 15

        6.1.2. 16 to 25

        6.1.3. 26 to 35

        6.1.4. 36 to 45

        6.1.5. 46 to 55

        6.1.6. Over 55

    6.2. By Demographic

        6.2.1. Male

        6.2.2. Female

        6.2.3. Kid

    6.3. By Nationality

        6.3.1. Domestic

        6.3.2. International

    6.4. By Booking Channel

        6.4.1. Offline Booking

        6.4.2. Online Booking

    6.5. By Tour Type

        6.5.1. Individual Travel

        6.5.2. Professional Groups

        6.5.3. Group Travel

    6.6. By Tourism Type

        6.6.1. Agro-Tourism

        6.6.2. Farm Tourism

        6.6.3. Wilderness and Forest Tourism

        6.6.4. Green Tourism

        6.6.5. Eco Tourism

7. Country Shift, Key Countries in Focus, 2022

    7.1. The United States

        7.1.1. By Age

        7.1.2. By Demography

        7.1.3. By Nationality

        7.1.4. By Booking Channel

        7.1.5. By Tour type

        7.1.6. By Tourism Type

    7.2. France

        7.2.1. By Age

        7.2.2. By Demography

        7.2.3. By Nationality

        7.2.4. By Booking Channel

        7.2.5. By Tour type

        7.2.6. By Tourism Type

    7.3. Spain

        7.3.1. By Age

        7.3.2. By Demography

        7.3.3. By Nationality

        7.3.4. By Booking Channel

        7.3.5. By Tour type

        7.3.6. By Tourism Type

    7.4. The United Kingdom

        7.4.1. By Age

        7.4.2. By Demography

        7.4.3. By Nationality

        7.4.4. By Booking Channel

        7.4.5. By Tour type

        7.4.6. By Tourism Type

    7.5. Germany

        7.5.1. By Age

        7.5.2. By Demography

        7.5.3. By Nationality

        7.5.4. By Booking Channel

        7.5.5. By Tour type

        7.5.6. By Tourism Type

    7.6. Japan

        7.6.1. By Age

        7.6.2. By Demography

        7.6.3. By Nationality

        7.6.4. By Booking Channel

        7.6.5. By Tour type

        7.6.6. By Tourism Type

    7.7. Singapore

        7.7.1. By Age

        7.7.2. By Demography

        7.7.3. By Nationality

        7.7.4. By Booking Channel

        7.7.5. By Tour type

        7.7.6. By Tourism Type

    7.8. India

        7.8.1. By Age

        7.8.2. By Demography

        7.8.3. By Nationality

        7.8.4. By Booking Channel

        7.8.5. By Tour type

        7.8.6. By Tourism Type

    7.9. China

        7.9.1. By Age

        7.9.2. By Demography

        7.9.3. By Nationality

        7.9.4. By Booking Channel

        7.9.5. By Tour type

        7.9.6. By Tourism Type

    7.10. Rest of the World

        7.10.1. By Age

        7.10.2. By Demography

        7.10.3. By Nationality

        7.10.4. By Booking Channel

        7.10.5. By Tour type

        7.10.6. By Tourism Type

8. Gross Revenue

    8.1. Gross Revenue (US$ billion) and Forecast (2023 to 2033)

    8.2. Number of Bookings and Forecast (2023 to 2033)

    8.3. Total Spending Y-o-Y Growth Projections (2023 to 2033)

    8.4. Number of Tourists Y-o-Y Growth Projections

9. Challenges & Looking Forward

    9.1. Success Stories: Case Studies

    9.2. FMI Recommendations

10. Market Stakeholders Landscape – Key Direct Suppliers

    10.1. Airlines

        10.1.1. Top Players

        10.1.2. Market Concentration

        10.1.3. Market Share

    10.2. Hotel Companies

        10.2.1. Top Players

        10.2.2. Market Concentration

        10.2.3. Market Share

    10.3. Trains

        10.3.1. Top Players

        10.3.2. Market Concentration

        10.3.3. Market Share

    10.4. Tour Operators

        10.4.1. Top Players

        10.4.2. Market Concentration

        10.4.3. Market Share

    10.5. Government Bodies

        10.5.1. Top Players

        10.5.2. Market Concentration

        10.5.3. Market Share

11. Social Media Sentimental Analysis

    11.1. Travel Influencers: A New Phenomenon in the world of Tourism

    11.2. Social Media Platforms Preferred

    11.3. Trending #Hashtags

    11.4. Social Media Platform Mentions (% of Total Mentions)

    11.5. Trending Subject Titles

12. Assumptions and Acronyms Used

13. Research Methodology

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List of Tables

Table 01: Capital Investment by Country (US$ billion)

Table 02: Total Tourist Arrivals (Bn), 2022

Table 03: Total Spending (US$ billion) and Forecast (2018 to 2033)

Table 04: Number of Tourists (Bn) and Forecast (2018 to 2033)

Table 05: Spending per Traveller (US$ billion) and Forecast (2018 to 2033)
Ronak Shah
Ronak Shah

Principal Consultant

Talk to Analyst

Find your sweet spots for generating winning opportunities in this market.

List of Charts

Figure 01: Total Spending (US$ billion) and Forecast (2023 to 2033)

Figure 02: Total Spending Y-o-Y Growth Projections (2018 to 2033)

Figure 03: Number of Tourists (Bn) and Forecast (2023 to 2033)

Figure 04: Number of Tourists Y-o-Y Growth Projections (2018 to 2033)

Figure 05: Spending per Traveller (US$ billion) and Forecast (2023 to 2033)

Figure 06: Spending per Traveller Y-o-Y Growth Projections (2018 to 2033)

Figure 07: Current Market Analysis (% of demand), By Age Group, 2022

Figure 08: Current Market Analysis (% of demand), By Demographics, 2022

Figure 09: Current Market Analysis (% of demand), By Nationality, 2022

Figure 10: Current Market Analysis (% of demand), By Tour Type, 2022

Figure 11: Current Market Analysis (% of demand), By Tourism Type, 2022

Figure 12: Current Market Analysis (% of demand), By Booking Channel, 2022


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