Europe has experienced a decline in the profitability of traditional agriculture and livestock farming, increasing depopulation and an aging rural population. Multifunctionality is a strategy to combat this trend, and the bet for agrotourism and rural tourism is one of the oldest, showing one of the greatest potential profitability.
Currently, the concept of rural tourism acts as an umbrella for tourist modalities which have a common setting but show different characteristics both in terms of tourist supply and demand.
The requirements for starting up and managing rural tourism businesses therefore entail specific and adapted training needs. This is particularly important for people running farms, who usually do not have a business background.
By providing the necessary training and promoting rural experiences, STAY aims to support the development of agrotourism and meet the evolving demands of tourists in a digitally-driven world.