Global Rural Tourism Market Size Study, by Tourism Type (Agro Tourism, Farm Tourism, Wilderness and Forest Tourism, Green Tourism, Eco-Tourism), Accommodation (Farm Stays, Cottage Rentals, Eco-Lodges, Homestays), Age Group (Below 15, 16-25, 26-35, 36-45, 46-55, Above 55), Traveler Type (Adventure Seekers, Cultural Enthusiasts, Eco-Tourists, Family and Group Travelers, Solo Travelers) and Regional Forecasts 2022-2032.
The Global Rural Tourism Market, valued at approximately USD 91.1 billion in 2023, is expected to exhibit a robust CAGR of 7.4% during the forecast period 2024-2032. This growth is driven by the increasing demand for eco-friendly travel experiences, cultural heritage exploration, and the rising trend of authentic and wellness-focused tourism. Rural tourism offers a unique escape into nature, culture, and tradition, fostering economic growth in underdeveloped regions while addressing consumer preferences for sustainable travel.
The market's historic growth has been shaped by factors like the rise of agro-tourism, heightened interest in pilgrimage routes, and the growing importance of cultural preservation. Over the forecast period, technological advancements in digital platforms, such as the TourismConnectsRural initiative by the United Nations World Tourism Organization (UNWTO), are expected to amplify exposure and accessibility for rural tourism destinations. This initiative connects over 200 rural destinations globally, showcasing the potential for collaborative development and innovation in this sector.
Rural tourism’s appeal lies in its ability to cater to diverse traveler types, including adventure enthusiasts, cultural seekers, and eco-conscious tourists. Customized travel experiences such as agritourism, wellness retreats, and nature-centric vacations are gaining momentum as travelers seek meaningful and enriching experiences. Furthermore, enhanced digital connectivity has empowered tourists to explore off-the-beaten-path destinations, expanding the scope of rural tourism.
Geographically, North America held the largest market share in 2023 due to its established infrastructure and focus on sustainable tourism practices. The Asia-Pacific region is projected to experience the fastest growth, driven by increasing disposable incomes, government initiatives promoting rural tourism, and the rising popularity of eco-tourism in countries like China and India.
Leading players in the market, such as Airbnb Inc., Holidu, and Booking.com B.V., are leveraging innovative strategies to enhance customer experiences and broaden their market reach. Strategic acquisitions, such as Holidu’s integration of Clubrural, highlight the industry's shift towards creating seamless and engaging platforms for rural travel enthusiasts.
Major market players included in this report are:
• Airbnb Inc.
• Holidu
• Booking.com B.V.
• Marriott International Inc.
• Expedia Group Inc.
• Accor S.A.
• Trip.com Group Limited
• InterContinental Hotels Group
• Hilton Worldwide Holdings Inc.
• Thrillophilia Travel Solutions Pvt. Ltd.
• Cape AgriTours
• Liberty Hill Farm
• Outdooractive GmbH & Co. KG
• Wandertrails Services Private Limited
• Heartland Travel and Tours Ltd.
The detailed segments and sub-segment of the market are explained below:
By Tourism Type:
• Agro Tourism
• Farm Tourism
• Wilderness and Forest Tourism
• Green Tourism
• Eco-Tourism
By Accommodation:
• Farm Stays
• Cottage Rentals
• Eco-Lodges
• Homestays
By Age Group:
• Below 15 Years
• 16 to 25 Years
• 26 to 35 Years
• 36 to 45 Years
• 46 to 55 Years
• Above 55 Years
By Traveler Type:
• Adventure Seekers
• Cultural Enthusiasts
• Eco-Tourists
• Family and Group Travelers
• Solo Travelers
By Region:
• North America
U.S.
Canada
Mexico
• Europe
UK
Germany
France
Italy
Spain
Rest of Europe
• Asia-Pacific
China
India
Japan
South Korea
Australia
Rest of Asia-Pacific
• Latin America
Brazil
Argentina
Rest of Latin America
• Middle East & Africa
UAE
Saudi Arabia
South Africa
Rest of MEA
Years considered for the study are as follows:
• Historical year – 2022
• Base year – 2023
• Forecast period – 2024 to 2032
Key Takeaways:
• Market Estimates & Forecast for 10 years from 2022 to 2032.
• Annualized revenues and regional-level analysis for each market segment.
• Competitive landscape with insights on major players and strategic analysis.
• Recommendations for future market strategies and positioning.
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- Chapter 1. Global Rural Tourism Market Executive Summary
- 1.1. Global Rural Tourism Market Size & Forecast (2022-2032)
- 1.2. Regional Summary
- 1.3. Segmental Summary
- 1.3.1. By Tourism Type
- 1.3.2. By Accommodation
- 1.3.3. By Age Group
- 1.3.4. By Traveler Type
- 1.4. Key Trends
- 1.5. Recession Impact
- 1.6. Analyst Recommendation & Conclusion
- Chapter 2. Global Rural Tourism Market Definition and Research Assumptions
- 2.1. Research Objective
- 2.2. Market Definition
- 2.3. Research Assumptions
- 2.3.1. Inclusion & Exclusion
- 2.3.2. Limitations
- 2.3.3. Supply Side Analysis
- 2.3.3.1. Availability
- 2.3.3.2. Infrastructure
- 2.3.3.3. Regulatory Environment
- 2.3.3.4. Market Competition
- 2.3.3.5. Economic Viability (Consumer’s Perspective)
- 2.3.4. Demand Side Analysis
- 2.3.4.1. Consumer Awareness & Preferences
- 2.3.4.2. Technological Advancements
- 2.3.4.3. Environmental Considerations
- 2.4. Estimation Methodology
- 2.5. Years Considered for the Study
- 2.6. Currency Conversion Rates
- Chapter 3. Global Rural Tourism Market Dynamics
- 3.1. Market Drivers
- 3.1.1. Growing Interest in Cultural Heritage
- 3.1.2. Expansion of Eco-Tourism
- 3.1.3. Rising Demand for Authentic Experiences
- 3.2. Market Challenges
- 3.2.1. Lack of Infrastructure in Rural Areas
- 3.2.2. Environmental Degradation Concerns
- 3.3. Market Opportunities
- 3.3.1. Integration of Digital Connectivity in Rural Areas
- 3.3.2. Increasing Demand for Wellness and Agritourism
- Chapter 4. Global Rural Tourism Market Industry Analysis
- 4.1. Porter’s Five Forces Model
- 4.1.1. Bargaining Power of Suppliers
- 4.1.2. Bargaining Power of Buyers
- 4.1.3. Threat of New Entrants
- 4.1.4. Threat of Substitutes
- 4.1.5. Competitive Rivalry
- 4.2. PESTEL Analysis
- 4.2.1. Political
- 4.2.2. Economic
- 4.2.3. Social
- 4.2.4. Technological
- 4.2.5. Environmental
- 4.2.6. Legal
- 4.3. Top Investment Opportunities
- 4.4. Analyst Recommendation & Conclusion
- Chapter 5. Global Rural Tourism Market Size & Forecasts by Tourism Type (2022-2032)
- 5.1. Segment Dashboard
- 5.2. Agro Tourism
- 5.3. Farm Tourism
- 5.4. Wilderness and Forest Tourism
- 5.5. Green Tourism
- 5.6. Eco-Tourism
- Chapter 6. Global Rural Tourism Market Size & Forecasts by Accommodation (2022-2032)
- 6.1. Segment Dashboard
- 6.2. Farm Stays
- 6.3. Cottage Rentals
- 6.4. Eco-Lodges
- 6.5. Homestays
- Chapter 7. Global Rural Tourism Market Size & Forecasts by Age Group (2022-2032)
- 7.1. Segment Dashboard
- 7.2. Below 15 Years
- 7.3. 16 to 25 Years
- 7.4. 26 to 35 Years
- 7.5. 36 to 45 Years
- 7.6. 46 to 55 Years
- 7.7. Above 55 Years
- Chapter 8. Global Rural Tourism Market Size & Forecasts by Traveler Type (2022-2032)
- 8.1. Segment Dashboard
- 8.2. Adventure Seekers
- 8.3. Cultural Enthusiasts
- 8.4. Eco-Tourists
- 8.5. Family and Group Travelers
- 8.6. Solo Travelers
- Chapter 9. Global Rural Tourism Market Size & Forecasts by Region (2022-2032)
- 9.1. North America
- 9.1.1. U.S.
- 9.1.2. Canada
- 9.1.3. Mexico
- 9.2. Europe
- 9.2.1. Germany
- 9.2.2. UK
- 9.2.3. France
- 9.2.4. Italy
- 9.2.5. Spain
- 9.2.6. Russia
- 9.2.7. Rest of Europe
- 9.3. Asia-Pacific
- 9.3.1. China
- 9.3.2. Japan
- 9.3.3. India
- 9.3.4. South Korea
- 9.3.5. Australia
- 9.3.6. Indonesia
- 9.3.7. Rest of Asia-Pacific
- 9.4. Latin America
- 9.4.1. Brazil
- 9.4.2. Argentina
- 9.4.3. Rest of Latin America
- 9.5. Middle East & Africa
- 9.5.1. South Africa
- 9.5.2. Saudi Arabia
- 9.5.3. UAE
- 9.5.4. Rest of MEA
- Chapter 10. Competitive Intelligence
- 10.1. Key Company SWOT Analysis
- 10.1.1. Airbnb Inc.
- 10.1.2. Booking.com B.V.
- 10.1.3. Holidu
- 10.2. Top Market Strategies
- 10.3. Company Profiles
- Chapter 11. Research Process
- 11.1. Data Mining
- 11.2. Analysis
- 11.3. Market Estimation
- 11.4. Validation
- 11.5. Publishing
- 11.6. Research Attributes
- List of Tables
- TABLE 1. Global Rural Tourism Market, Report Scope
- TABLE 2. Global Rural Tourism Market Estimates & Forecasts by Region, 2022-2032 (USD Billion)
- TABLE 3. Global Rural Tourism Market Estimates & Forecasts by Tourism Type, 2022-2032 (USD Billion)
- TABLE 4. Global Rural Tourism Market Estimates & Forecasts by Accommodation, 2022-2032 (USD Billion)
- TABLE 5. Global Rural Tourism Market Estimates & Forecasts by Age Group, 2022-2032 (USD Billion)
- TABLE 6. Global Rural Tourism Market Estimates & Forecasts by Traveler Type, 2022-2032 (USD Billion)
- TABLE 7. Regional Market Snapshot, 2022-2032
- This list is not complete; the final report contains more than 100 tables. The list may be updated in the final deliverable.
- List of Figures
- FIGURE 1. Global Rural Tourism Market Research Methodology
- FIGURE 2. Market Size Estimation Techniques
- FIGURE 3. Global Rural Tourism Market Trends, 2022-2032
- FIGURE 4. Tourism Type Market Share Analysis, 2022 & 2032
- FIGURE 5. Accommodation Market Share Analysis, 2022 & 2032
- FIGURE 6. Regional Growth Opportunities, 2022-2032
- This list is not complete; the final report contains more than 50 figures. The list may be updated in the final deliverable.
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