Agriturismo and rural tourism see high demand in Italy

Agriturismo and rural tourism are seeing a significant surge in popularity among both Italian and international travelers. High demand for summer vacations has been noted throughout July, with positive outlooks for August and encouraging booking signals for September.

Travelers are increasingly seeking experiential tourism, focusing on relaxation, nature, and local culinary traditions. According to Agriturist president Augusto Congionti, the sector's strength lies in quality hospitality and sustainability, with 80% of guests citing these as primary reasons for their choice.

Data from Confagricoltura shows that travelers are looking for integrated stays that include cultural or musical events (27%), winery or dairy visits with tastings (25%), excursions (18%), and outdoor activities such as trekking, cycling, and horseback riding. Rising temperatures have also driven a preference for stays in hilly and mountainous areas.