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

Market Size and Trends

Global rural tourism market is estimated to be valued at USD 109.99 Bn in 2024 and is expected to reach USD 177.78 Bn by 2031, exhibiting a compound annual growth rate (CAGR) of 7.1% from 2024 to 2031.

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Rural tourism is increasingly becoming popular among millennials and generation Z as these people want to disconnect from their busy urban lives and get a sense of community. Since the COVID-19 pandemic, there has been a greater preference for open spaces and staying in villas or homes away from crowded cities and international travel. Rural destinations offer tourists an opportunities to engage in activities like hiking, cycling, ranch stays, farm tours and explore local culture and cuisine. Many countries are also promoting rural areas as tourist destinations and developing infrastructure to boost incomes and employment opportunities for local communities.

Search for Authentic Experience

The search for authentic and experiential travel is expected to drive the growth of the global rural tourism market. Tourists are increasingly seeking out trips that allow them to deeply engage with local cultures and communities in natural, less commercial settings. Rural areas offer visitors exactly these kinds of enriching experiences through activities like farmstays, cultural activities, outdoor adventures, and gastronomic explorations rooted in regional traditions.  By opting for rural tourism, travelers can gain a true sense of local life and forge meaningful connections with residents in a way that is rarely possible through conventional mass tourism. Being in contact with farmers, artisans, and families residing in villages provides authentic insights into daily routines, cultural practices, cuisine, crafts, and the natural landscape. This makes rural destinations highly attractive for modern tourists who wish to avoid staged experiences and instead participate in genuine local experiences. The desire to escape over tourism in crowded urban areas and find unspoiled natural beauty has also boosted interest in rural getaways. According to the data from United Nations World Tourism Organization (UNWTO), international tourist arrivals to rural areas had increased by over 28% between 2016 to 2019, significantly outpacing the growth of global tourism overall during this period. Countries worldwide have recognized this strong demand and are proactively developing their rural tourism circuits and infrastructure. For example, the Indian government's PRASHAD (National Mission on Pilgrimage Rejuvenation and Spiritual, Heritage Augmentation Drive) scheme aims to boost rural tourism by developing cultural and heritage sites in villages across different states. European Union is investing in rural development projects that emphasize cultural preservation and visitor activities centered on local traditions, art, and nature. Such initiatives can drive the growth of global rural tourism industry by making more rural destinations accessible to travelers seeking authentic experiences off the beaten path.

Another major factor driving the market growth is the desire among both domestic and international travelers to escape urban confinements and reconnect with natural surroundings. As modern lifestyles become increasingly digitized and fast-paced, many people feel the need to take a step back from technology and immerse themselves in natural environments for leisure and relaxation. Rural areas provide the perfect settings for such experiences through activities like hiking, cycling, wildlife viewing, fishing, hiking, camping and other outdoor pastimes. Being able to unwind in fresh air and wide-open spaces away from traffic, pollution and noise has strong health and wellness benefits. This attracts a whole new category of “nature tourists" who structure their vacations around outdoor pursuits and taking in breathtaking rural scenery. Rural destinations hold fascinating natural attractions like mountains, valleys, coastlines, forests, lakes and rivers that add tremendous value for travelers. Engaging with the flora, fauna and landscapes unique to a rural region enhances cultural understanding as well.