The COVID-19 pandemic has hit the tourism sector hard and international travel in particular has suffered a blow, particularly impacting rural people whose livelihoods may rely on foreign visitors. But with every challenge there is an opportunity, and this is one to build tourism back better: more sustainably, more fairly, promoting non-traditional, rural destinations and creating more resilient livelihoods for local communities.
One way of doing this is through ‘agritourism’. It has recently become popular with travellers, who get to experience local and traditional cultures and cuisines. Agritourism benefits farmers and rural communities too, providing an opportunity to diversify their economic activities and create new demand for their agricultural products.
Like with all tourism, careful management is required, however, to prevent potential negative impacts on the environment, agricultural resources, biodiversity and the lives and cultures of the people in these areas. Sustainability is key.
With this in mind, FAO and the World Tourism Organization of the United Nations (UNWTO) will work together to promote sustainable agricultural tourism as a promising way to boost rural development.
The FAO-UNWTO partnership will begin by promoting agritourism in FAO’s Globally Important Agricultural Heritage Systems (GIAHS) sites, all of which represent not only stunning natural landscapes but also agricultural practices that create livelihoods in rural areas while combining tradition and innovation in a unique way.
Here are just four examples of GIAHS sites where sustainable tourism can enhance development, combat poverty and give youth new work opportunities.
Soave Valley vineyards, Italy
Rolling hills, ancient farmhouses and vineyards as far as the eye can see. An iconic landscape of Italy. Soave, a small region between Verona and Venice, is well-known for its wine – in fact, the traditional vineyards of the local variety of grape, Garganega, have provided income to more than 3 000 families for 200 years.
Farmers in the region still use traditional methods of training the vines, a vineyard management method balancing the growth of the vine with the quality of the fruit to produce optimum results. The end result? One of Italy’s most famous wines - vino Soave. Despite its typically small or micro estates, this area has succeeded in ensuring a sustainable income source for the grape growers, wine producers, and bottlers, even during the most challenging periods thanks to cooperation and innovation. For example, in order to raise net values of wine and maintain their price, the area obtained European Protected Designation of Origin in 1968, recognising the product for its unique qualities across the world. In addition, the farmers have established cooperative wineries and created a complex compensation system that guarantees their members a fair income each year, despite the fluctuations in the market prices.
Now, the region is continuing to innovate by promoting local tourism that employ a number of employees at hotels, restaurants and wineries, generating good revenue for the region.
