Inter-Country Learning Dialogue on Agritourism to transform Agri-Food Systems

Over the past two decades, agritourism has become a dynamic force across the Mediterranean, helping revitalize rural areas and stimulate local economies. According to Fortune Business Insights, the global agritourism market, valued at USD 69 billion in 2019, is projected to reach USD 197 billion by 2032.

Over the past two decades, agritourism has become a dynamic force across the Mediterranean, helping revitalize rural areas and stimulate local economies. According to Fortune Business Insights, the global agritourism market, valued at USD 69 billion in 2019, is projected to reach USD 197 billion by 2032. This growth is fueled by a global shift toward sustainable entrepreneurship among farmers, a rising demand for authentic rural experiences, and the integration of food as a driver of tourism.

Government and organizational support — through training, financing, and policy frameworks — has helped increase rural incomes, preserve agricultural traditions, and promote environmental sustainability. Positioned at the intersection of agriculture, food retail, tourism, and cultural heritage, agritourism offers a systems-based approach to addressing the economic, environmental, and social dimensions of sustainable development.

By embracing a holistic model, agritourism creates opportunities to transform local agri-food systems — supporting thriving rural livelihoods, preserving cultural and culinary heritage, and protecting biodiversity.

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About the Dialogue

The FAO Agrifood Systems and Food Safety Division (ESF), within the SFS-MED Platform, convened a dialogue with 55 participants from 14 countries. The event fostered knowledge exchange among decision-makers and practitioners on how innovative approaches to agritourism can drive a more inclusive and resilient agrifood systems agenda.

This dialogue is part of the Systems Change Learning Programme, a new FAO initiative aimed at building capacity and fostering commitment to agrifood systems transformation through collective learning.

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Key Insights from Practice

1. Revitalizing Rural Communities through Agritourism

Agritourism offers a powerful antidote to rural depopulation. Eurostat data shows that only 21% of the EU population lives in rural regions, with an annual population decline of 0.1% between 2015 and 2020. In North Africa, urban growth has outpaced rural development since the 1950s.

By reconnecting visitors with traditional agricultural practices, local foods, and the tranquility of rural life, agritourism fosters greater appreciation for nature and sustainability.

“I started this journey ten years ago when everyone was leaving rural Albania.
I returned to abandoned family land and began to revitalize it.
Now, we are 200 entrepreneurs across Albania doing similar things.”
Elona Bejo, Founder, Grand Albanik Family Farm & Guesthouse, Albania

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2. Collaboration over Competition

Participants emphasized the transformative power of cooperation in building resilient rural economies. Many agritourism initiatives adopt farm-to-table models, foster local supply chains, and support small farmers and women artisans.

Cooperatives play a key role in pooling resources and knowledge, enhancing sustainability through collective action.

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

“We’re testing a model where cooperatives come to one hub,
reducing individual costs and increasing collective capacity.”
Christian Jochnick, CEO, Juntos Farm, Spain

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3. Balancing Technology with Tradition

Technology can enhance agritourism but must be used carefully to complement — not overshadow — indigenous knowledge and ecological balance.

Participants advocated for innovations that support natural systems while maintaining a deep connection to the land.

“I want to study technology and bring it back to the farm,
because it will be good for my life.”
Fabjona Lile, Lile Farm & Guesthouse, Albania

“Please engineer us into nature, not out of nature.”
Christian Jochnick, CEO, Juntos Farm, Spain

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4. Reviving Territorial Identity and Indigenous Practices

Participants stressed the importance of indigenous practices and local varieties in promoting agricultural sustainability and preserving cultural heritage.

By reviving traditional techniques and fostering pride in local products, rural communities can enhance economic resilience and strengthen community identity.

“We’ve been brainwashed out of our indigenous farming practices.”
Rakan Mehyar, Carob House, Jordan

“Tourists visiting farms can help preserve local varieties and traditional methods.”
Petrit Dobi, Executive Director, RASP, Albania

“To be competitive and sustainable in Crete, we work with indigenous grape varieties
— the island’s authentic assets.”
Nicos Miliarakis, President, Wines of Crete, Greece

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5. Integrating Care, Justice, and Self-Care

Agritourism fosters not only economic growth but also social and environmental justice. Participants highlighted its potential to shorten supply chains, ensure fair compensation, and enhance community well-being.

Eco-feminism and compassionate advocacy were also identified as crucial to address systemic inequities — particularly for women in agrifood systems.

“Healing the human spirit and healing the soil are interconnected.”
Rakan Mehyar, Carob House, Jordan

“Fair compensation motivates women to stay in the valley, raise their kids, and lead a better life.”
Elona Bejo, Grand Albanik Family Farm & Guesthouse, Albania

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6. Building Empathy through Learning

Bridging the gap between producers and consumers is essential. Surveys reveal alarming knowledge gaps: a 2017 US survey found that 16 million Americans believed chocolate milk comes from brown cows. Meanwhile, obesity and poor diet trends are rising across the Mediterranean.

Fostering empathy and understanding can empower consumers to make more informed, sustainable food choices, building a more resilient and connected food system.

“We bring chefs to farms to help them understand seasonality and design menus based on local products.”
Marianella Feoli, Fundecooperación & Tu-MoDeLo, Costa Rica

“Tourists are part of the global food system. Involving farmers in tourism is crucial to raising awareness.”
Alessandra Villa, Slow Food International

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Conclusion

This dialogue highlighted agritourism as a unique lever for agri-food systems transformation. By integrating community care, planetary stewardship, and personal well-being, agritourism offers a powerful model for fostering inclusive, sustainable, and resilient rural economies.

The path forward lies in collaboration, knowledge exchange, and a steadfast commitment to ethical and regenerative practices — ensuring that agritourism serves as a force for justice, sustainability, and hope in rural communities worldwide.

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