GLOBAL RURAL TOURISM MARKET SIZE AND SHARE ANALYSIS - GROWTH TRENDS AND FORECASTS (2024-2031)

Shortage of accommodation facilities can hamper the growth of global rural tourism market. Rural tourism has great potential to provide livelihood opportunities and economic development in rural areas. However, lack of suitable accommodation options discourages tourists from exploring rural destinations.  Most villages and small towns in developing nations still lack basic accommodation facilities like hotels, homestays, Guest houses, and others that meet necessary comfort and hygiene standards required by modern tourists. While many villages have scenic natural attractions and cultural heritage sites, absence of a place to stay overnight deters travelers. This is a significant roadblock in attracting tourists who usually look for packaged rural experience including guidance, food and comfortable accommodation. According to the UNWTO World Tourism Barometer Report for 2021, accommodation was listed as top missing amenity by 40% of tourists surveyed across Asia Pacific nations which are major sourced of rural tourist inflow. Even where some accommodation exists, the capacity is highly limited and unable to cater to growing tourist numbers. Most rural homestays or small hotels are family run with very few rooms. During peak seasons, this results in high occupancy rates and visitors often getting turned away due to lack of vacant rooms. According to the World Bank Report on rural livelihoods in 2022, less than 20% villages in Africa have tourist lodging facilities with more than 10 beds. This highlights massive scarcity of appropriate accommodation infrastructure hampering realization of rural tourism’s potential.

 Opportunity: Government support encouraging rural tourism

Government support can provide a great opportunity to boost rural tourism in global markets. Rural areas often have beautiful natural scenery, historical sites and a slower pace of life that many tourists find appealing, however, rural communities may lack infrastructure and amenities needed to attract large numbers of visitors. With strategic governmental policies and investments, rural tourism can be developed in a sustainable manner.  Government schemes to build or improve rural roads, trails and transport links can make destinations more accessible to domestic and international tourists. This will open up economically important but previously remote regions to tourism. Infrastructure projects could also focus on improving broadband connectivity in villages. Reliable high-speed internet access will allow rural businesses to better market attractions and accept online reservations. It will also encourage digital nomads and remote workers to visit and spend longer durations in rural idyllic settings.  Promoting rural destinations and offering training and skill development to local communities can boost rural economies through tourism. For instance, according to the United Nations World Tourism Organization, in 2021, over 75% of villages in Vietnam received official recognition and support for developing community-based tourism. This has led to the creation of homestays, handicraft workshops, cultural experiences and agri-tourism activities, thus, generating new sources of income in rural areas. Targeted funding and training related to hospitality, languages, marketing and adventure activities can unlock local entrepreneurship. It can also help locals benefit more directly from the growing rural tourism trend rather than tourism benefits being captured by large urban hotel and transport companies.