Inter-country learning dialogue on agritourism as opportunity for agrifood systems transformation

Over the past two decades, agritourism has significantly expanded across the Mediterranean, helping revitalize rural areas and boosting local economies. According to Fortune Business Insights, the agritourism global market size was valued at USD 69 billion in 2019 and is projected to reach USD 197 billion by 2032.¹ The shift of behavior towards sustainable entrepreneurship among farmers around the globe is influencing the evolution of the agritourism sector. Additionally, this growth has been and is projected to be driven by a global interest in sustainable travel, cultural exchange, authentic rural experiences, and food as a driver of tourism. Support from governments and organizations, through training, financing, and agritourism policies, has helped not only to increase rural incomes but also preserve agricultural traditions and promote environmental sustainability. Positioned at the intersection of agriculture, food retail, tourism, and cultural heritage, agritourism holds the power to apply a systems approach to influence multiple sustainability dimensions – economic, environmental, and social. Such a holistic approach to agritourism creates opportunities to transform towards more sustainable local agri-food systems where rural livelihoods thrive, cultural and culinary heritage is preserved, and indigenous species and biodiversity are protected.

About the dialogue

FAO’s Agrifood Systems and Food Safety Division (ESF), in the framework of the SFS-MED Platform, has organized a dialogue attended by 55 participants from 14 countries,² which facilitated meaningful sharing amongst decision makers and practitioners from the Mediterranean and beyond, focused on exploring how alternative approaches to agritourism can drive a more inclusive and resilient agrifood systems agenda. The dialogue has invited reflections about adapting knowledge from unique initiatives on the ground to diverse local contexts. Key patterns and themes emerging from the dialogue are reported below.

The SFS-MED Platform is a multi-stakeholder initiative to advance sustainable agrifood systems in the Mediterranean region, financed by the Ministry of Foreign Affairs and Cooperation of Italy and co-led by FAO, the International Center for Advanced Mediterranean Agronomic Studies (CIHEAM), the Partnership for Research and Innovation in the Mediterranean Area (PRIMA) and the Union for the Mediterranean (UfM). The dialogue was part of the Systems Change Learning Programme, a new ESF initiative that aims to build capacity for and commitment to agrifood systems transformation through collective learning.

Insights from practice

The potential of agritourism in revitalizing rural communities and preserving agrifood cultural heritage amidst modern challenges. One pressing issue discussed was rural depopulation, supported by 2021 Eurostat data indicating that only 21 percent of the EU population lived in rural regions. Over the period 2015-2020, the population of predominantly rural regions fell by an average of 0.1 percent each year.³ In North Africa, since the 1950s, the speed of urban population growth has been significantly greater than that of rural growth.⁴ This data highlights the urgency of addressing the rural exodus, necessitating courage to go against the tide of rural-to-urban migration. The dialogue highlighted the potential of agritourism to counteract rural depopulation, support local economies, and promote sustainable development. Connecting visitors with traditional agricultural practices and foods and the tranquility of rural life cherished by guests fosters a deeper appreciation for nature and sustainability, highlighted as crucial aspects to mobilize and incentivize stakeholders’ engagement in addressing systemic issues by bridging the gap between modern society, healthy environment and healthy diets.

“I started this journey ten years ago when everybody was leaving the rural areas of Albania, everyone was going in the opposite direction. And at that time, everybody was thinking that this was a crazy move, because everybody was leaving. But I felt that I needed to fix something, I needed to fix a mistake. So I went back to my family land that was completely abandoned, and I tried to revitalize it. I thought I was the only one until we came together. Now we are two hundred entrepreneurs from all over Albania doing similar things.”
Elona Bejo, Founder, Grand Albanik family farm and guesthouse, Albania 

The transformative power of collaboration over competition to build robust rural economies. There are various strategies participants have employed to foster cooperative ecosystems and support rural development. One common thread woven throughout the conversation was the commitment to striving for just retribution and just ecological transitions. Participants expressed a deep sense of responsibility to align their actions with their personal values, emphasizing the importance of ethical and sustainable practices in agritourism. One approach discussed was the implementation of a farm-to-table business model, which involves collaboration with small farmers and women artisans to create a thriving market for local products. Emphasizing collaboration over competition, participants highlighted the significance of building cooperative efforts to overcome economic challenges and enhance sustainability. Cooperatives were identified as playing a crucial role in agritourism by facilitating collective action among producers, enabling them to pool resources, share knowledge, and access markets more effectively. Additionally, partnerships between farmers, businesses, and local institutions were highlighted as essential for driving regional development and preserving local heritage.

The dialogue showcased that by working together and staying true to their values, rural communities can build robust, sustainable economies that honor their agricultural roots while striving for justice and ethical practices.

“Collaboration as a principle rather than competition means we can work together to reinstate our farming economics and connect to an end user”
Rakan Mehyar, Founder, Carob House permaculture farm and restaurant, Jordan

“The challenge, though, is that cooperatives are organized around one particular activity or product. So the beekeepers over there, grain producers over there, and livestock cooperatives over there. The idea that we’re testing is: let the cooperatives come to one hub. The farmers go to one place where they can take resources, invest into infrastructure, resources and services that can reduce the costs and the investments of the individual farmer and increase their operating leverage.”
Christian Jochnick, CEO, Juntos Farm, regenerative farm and food hub, Spain

Balancing the use of technology. Everyone agreed on the importance of a careful and balanced approach to technology use, particularly for farmers in the Mediterranean region – for example, the importance of using soil moisture monitoring systems or adopting web apps to reach new markets and clients. Participants however expressed concerns about the risks associated with overshadowing indigenous knowledge with industrial technological practices. There was a consensus that technology should be viewed as a double-edged sword, with the potential to both enhance and disrupt traditional farming practices. While some participants expressed a desire to study and integrate technology into their farms, others cautioned against losing connection with the land and advocated for innovations that support environmental processes rather than replacing them.

The dialogue highlighted the importance of using technology to complement and enhance traditional farming methods, ensuring that advancements support sustainability and ecological balance.

“I want to study technology and bring it back to the farm, because technology is everything right now. And I think this will be really good for my life.”
Fabjona Lile, Lile Farm and Guesthouse, Albania

“I am technology averse, but I also realize that we need to embrace technology. And I just think we need to get one message very, very clear to scientists and tech entrepreneurs: please, please, please engineer us into nature and not out of nature.”
Christian Jochnick, CEO, Juntos Farm, regenerative farm and food hub, Spain

Territorial identity and indigenous practices in harmony with nature. There was emphasis about the potential of reconnecting with traditional farming methods and local varieties to rejuvenate rural economies and uphold cultural heritage. Stories shared included a longing to provide future generations with nutritious food grown through time-honored practices, efforts to revive abandoned farms using ancestral techniques, and the revival of local wine cultivation through indigenous grape varieties. It is important to retrieve and preserve indigenous practices, which not only contribute to agricultural sustainability but also hold cultural significance, enriching community identity and fostering environmental resilience. Additionally, participants highlighted the need to safeguard traditional knowledge passed down through generations, recognizing its value in maintaining biodiversity and adapting to changing environmental conditions.

The dialogue showcased how embracing territorial identity and indigenous practices can bolster agricultural productivity, community cohesion, and environmental sustainability.

“The more research I started doing and the more books I started reading, I realized that we have been brainwashed out of our indigenous farming practices.”
Rakan Mehyar, Founder, Carob House permaculture farm and restaurant, Jordan

“Farms are likely to remain small for an extended period due to land ownership challenges. The most effective way to market their products is by attracting tourists to the farm, selling fresh products directly on-site, or enhancing their value through traditional processing and cuisine. This approach is crucial as it helps preserve local varieties, traditional production methods, and cultural practices related to food and local rites.”
Petrit Dobi, Executive Director, RASP, NGO in Albania

“If we want to be competitive in the Cretan market, but also sustainable, we need to work with the assets the island gives us, and these are the indigenous varieties. And we are very lucky because we have at least 11 indigenous varieties characterizing the Cretan land. There is now a demand for authenticity and for consuming products that have an identity. When the local economy is proud of the product the land is producing, then things are running much better.”
Nicos Miliarakis, President, Wines of Crete, Greece

The essential role of care and self-care in the transformation of rural economies through social and environmental justice. Emotional and spiritual aspects intertwined with agricultural practices were disclosed, portraying agritourism as more than just a means of economic survival. It emerged as an opportunity to empower locally led business initiatives aimed at environmental and economic sustainability, integrating care for the community, planet, and self-care for individuals. While there are instances where agritourism arises from farmers' despair as a last resort against market competition, there was recognition of its unique potential to transform agrifood systems. Participants acknowledged its role in shortening supply chains, ensuring fair compensation for local producers, and fostering a sense of dignity and well-being among rural communities. By paying significantly more than the average market price for produce, agritourism initiatives exemplified a holistic approach, allowing rural communities to thrive without feeling coerced into tourism. Additionally, the importance of eco-feminism and compassionate advocacy emerged as crucial themes. Eco-feminism, with its emphasis on the interconnectedness of social and environmental justice, highlighted the need to deconstruct deep systemic inequities and focus on the contributions of women and marginalized groups in sustainable agriculture and rural development. Despite their crucial role in agrifood systems in many countries, the global reality is that women have marginalized roles and worse working conditions compared to men — marked by irregularity, informality, part-time hours, low skill requirements, labor intensity, and vulnerability.⁵ The integration of these themes within agritourism will be necessary to ensure that the social dimensions are addressed, calling for actionable steps to create a more equitable and just agrifood system, where the well-being of both individuals and the environment are prioritized.

The dialogue emphasized agritourism as one of the unique pathways to agrifood systems transformation, underscoring its capacity to integrate care for the community, planet, and individuals alike.

“The healing of the human spirit and the healing of the soil are two interconnected things. Unfortunately, sometimes farmers resort to agritourism out of despair.”
Rakan Mehyar, Founder, Carob House permaculture farm and restaurant, Jordan

“I think agritourism resolves this problem of shortening up the chain. This makes it much more sustainable because money goes directly where it should go: to the producer. Fair compensation motivates the women I work with not go away from the valley, raise their kids, and lead a better life.”
Elona Bejo, Founder, Grand Albanik family farm and guesthouse, Albania 

The role of learning and empathy to build a more interconnected food system. Participants highlighted the critical importance of fostering learning and empathy among tourists, consumers, and buyers who are not directly involved in farming. A significant gap in understanding has been growing between what happens on a farm and what people handling and consuming food know about it. For instance, a YouGov Cambridge survey in the UK found in 2012 that a majority of people (72 percent) felt that they did not know much, or nothing, about the agricultural sector.⁶ Similarly, a 2017 survey conducted in the US revealed that around 16 million Americans thought chocolate milk comes from brown cows.⁷ The lack of knowledge about food and food systems is one of the contributing factors to emerging and worrying trends, such as the increase in overweight and obesity in the Mediterranean region, as highlighted by several studies. In the Eastern Mediterranean Region, the prevalence of obesity in adolescents ranges between 15 percent and 45 percent.⁸ Studies on child obesity have revealed a greater prevalence in the Mediterranean region of Europe (up to 20 percent) than in the northern region.⁹ Surveys carried out in Jordan and Morocco have shown that the rate of obesity is high and increasing.^{10, 11} Increasing learning and understanding of farming practices and the value of food is essential to bridge this knowledge gap. By fostering a deeper connection and awareness, consumers can appreciate the challenges and efforts involved in food production, leading to more informed food purchasing choices that take into consideration aspects like the environmental footprint of products, their nutritional value, and the contribution to the local economy. This approach not only enhances the sustainability of consumers’ choices, but also ensures a more resilient and connected agrifood system based on supportive relationships between all parties involved.

The dialogue emphasized the necessity of building empathy and understanding among all stakeholders to mobilize more informed and supportive engagement in food systems resilience.

“We work a lot on building empathy between the farmers and the chefs. We brought the chefs to the farms, to make them understand that the menu doesn’t have to be the same all year round. So they started to design their menu based on the available products of their local farmers.”
Marianella Feoli, Executive Director, Fundecooperación and Tu-MoDeLo initiative, Costa Rica

“I would like to underline that tourists are part of the global food system. The involvement of farmers and producers in the tourist sector is crucial in order to raise awareness on them.”
Alessandra Villa, Area coordinator for Balkans, Austria, Switzerland, Slow Food International

Read more:

• FAO. 2024. Culture, cuisine and countryside. Harnessing the potential of agritourism to improve rural livelihoods and promote sustainable agrifood systems in Albania. Rome, FAO. fao.org/newsroom/story/culture-cuisine-and-countryside/en

• FAO. Forthcoming. Agritourism for sustainable food systems transformation in the Mediterranean. Rome, FAO.

• SFS-MED Platform

[1] Fortune Business Insights. 2024. Agritourism Market Size, Share & COVID-19 Impact Analysis, By Type (Direct-market, Education & Experience, and Event & Recreation), and Regional Forecast, 2020-2032. Fortune Business Insights. https://bit.ly/4erp5ON ↩

[2] Albania, Austria, Canada, Costa Rica, Egypt, Greece, Hungary, Italy, Jordan, Morocco, Spain, the Netherlands, Tunisia, and the United Kingdom. ↩

[3] Eurostat. 2023. Predominantly rural regions experience depopulation. In: Eurostat > News. European Union. https://shorturl.at/KwqMK ↩

[4] Sandell, R. 2004. North Africa: Grappling with Demography. In: Elcano Royal Institute > Working papers. Elcano Royal Institute. https://shorturl.at/AawoT ↩

[5] FAO. 2023. The status of women in agrifood systems. Rome. https://doi.org/10.4060/cc5343en ↩

[6] University of Cambridge. 2012. Farming loved but misunderstood, survey shows. In: University Of Cambridge > Research > News. University of Cambridge. https://bit.ly/3xebLg5 ↩

[7] C. Dewey. 2017. The surprising number of American adults who think chocolate milk comes from brown cows. In: The Washington Post > Economic Policy. The Washington Post. https://wapo.st/3XByqxk ↩

[8] Musaiger, A. O. 2004. Overweight and obesity in the Eastern Mediterranean Region: can we control it? In: Eastern Mediterranean health journal, 10(6), 789–793. Cairo, WHO. https://shorturl.at/fzzIX ↩

[9] Medina, F. X., Solé-Sedeno, J. M., Bach-Faig, A., & Aguilar-Martínez, A. 2021. Obesity, Mediterranean Diet, and Public Health: A Vision of Obesity in the Mediterranean Context from a Sociocultural Perspective. In: International journal of environmental research and public health, 18(7), 3715. Basel, MDPI. https://doi.org/10.3390/ijerph18073715 ↩

[10] Ajlouni, K., Khader, Y., Batieha, A., Jaddou, H., & El-Khateeb, M. 2020. An alarmingly high and increasing prevalence of obesity in Jordan. In: Epidemiology and health, 42. Seoul, epiH. https://doi.org/10.4178/epih.e2020040 ↩

[11] H. Nouayti, N.H. Bouanani, J. Hammoudi, H. Mekhfi, A. Legssyer, M. Bnouham & A. Ziyyat. 2020. Overweight and obesity in Eastern Morocco: Prevalence and associated risk factors among high school students. In: Journal of Epidemiology and Population Health, 68(5), 295-301. Issy Les Moulineaux, Elsevier. https://doi.org/10.1016/j.respe.2020.06.007 ↩