Sitting at a unique intersection of countryside, community, culture, farming and sustainable development, rural tourism connects travellers to the land – and the people who sustain it – offering perspectives far removed from traditional urban or safari experiences.
It taps into a global trend towards more immersive, meaningful experiences, but as Jacqui Taylor, Founder of Agritourism Africa and Regional Committee Chair of the Global Agritourism Network, rural tourism holds far greater economic and social benefits than many realise.
“When done right, rural tourism offers travellers authentic connections with local cultures while providing rural communities with vital income diversification,” says Taylor.
Africa is well-positioned to capitalise on this niche – but there are knowledge gaps and structural barriers preventing it from reaching its full potential.
Why Rural Tourism Remains Underdeveloped
“Government departments tend to operate in silos. Departments of tourism, agriculture, and rural development work independently, which prevents any coordinated strategy,” says Taylor. “Only a few countries, like Namibia, have begun to bridge these divisions.”
Awareness and education are other challenges.
“Unfortunately, not many tourism leaders understand agritourism. They keep referring to farm stays or accommodation,” explains Taylor. “Agritourism is rural tourism development, and it includes many different rural activities and experiences, from stargazing to farm-to-fork lunches. Agritourism also includes physical activities, for example, mountain-biking, trail running, fishing and more. It would benefit all, if there was a unified approach to agritourism, otherwise we won’t make the impact we need from a rural tourism development perspective.”
Community-Driven Agritourism as an Economic Force
Agritourism, an aspect of rural tourism, is primarily about connecting tourists with farming life and is often hosted by working farms or agribusinesses. According to Grand View Research, the global agritourism market, valued at USD 8.10 billion in 2024, is projected to grow at a compound annual growth rate (CAGR) of 11.9% over the next five years. But there needs to be sustained integration between tourism, farming, and rural development, because while ecotourism and national parks receive significant attention, agritourism remains largely misunderstood – and absent from policy discussions.
The Appeal and Impact of Rural Tourism
Rural tourism experiences appeal to international travellers (who are increasingly demanding more sustainable and immersive travel experiences, especially those that connect them with authentic activities and rural lifestyles), domestic travellers, and travellers on a budget, as it’s often cheaper for a family to enjoy a farm holiday than a city break.
Rural escapes are also great in terms of physical and mental wellbeing, but there’s an even more important impact: when visitors immerse themselves in farm life and village rhythms, rural communities flourish.
In Africa, where rural youth unemployment is intertwined with under-employment and working poverty, rural tourism creates transformative opportunities. When young people and women engage in tourism activities – whether leading agricultural experiences or managing homestay programmes – they gain not just an income, but valuable business skills and leadership experience.
For young women especially, these opportunities can break generational cycles of poverty, providing them with direct income and the chance to become entrepreneurs in their own communities. As Taylor explains, you can see young people transform from job seekers to job creators, rebuilding rural economies while preserving their cultural heritage.
What Makes Rural Tourism Unique?
“Every farm, village or rural destination is unique,” says Taylor. “And activities change with the seasons, making each visit different from the last.”
The rural tourism niche typically attracts conscious travellers looking for:
- Authentic cultural immersion
- Sustainable, responsible and locally driven travel experiences
- Direct engagement with local communities
- Farm-to-table culinary experiences
- Outdoor activities in natural settings
The Foundations for Growth
For Africa to fully develop its rural tourism sector, a coordinated approach is needed. Taylor highlights four priorities:
- Community engagement. Rural communities must be involved in shaping tourism initiatives to ensure that growth is inclusive and beneficial.
- Authenticity over imitation. Rather than designing artificial attractions, rural tourism should highlight real traditions and livelihoods.
- Infrastructure investment. Reliable roads, internet access, and essential services are critical for tourism businesses to operate effectively.
- A ‘seasonal’ mindset. Agricultural seasons naturally create different experiences throughout the year. By embracing seasonal opportunities, from harvest festivals to planting activities, these rhythms and variations can become unique selling points rather than limitations.
Rural Tourism in Action
Across Africa, successful rural tourism projects are already demonstrating the sector’s potential.
In Gabon, Fanely Agnouga’s community homestay project is offering visitors direct engagement with rural life, ensuring that economic benefits stay within the community.
In Rwanda, Eco Terra Vista runs a social enterprise offering eco-friendly tours and treks to showcase the agricultural and natural beauty of the southern shore of the twin lakes.
In Ethiopia, rural coffee tours allow you to visit coffee plantations, learn about coffee production and experience local culture in the Kafa Biosphere Reserve, one of the few remaining wild coffee forests in the world. Visitors also have the chance to visit small-scale honey and spice producers – getting a real feel for rural life in this magical region.
In Uganda, in Kahangi Village, just next to Kibale National Park,13 integrated communities leading an agricultural life share their knowledge of basket weaving, cooking, beading, tea picking, and art with travellers keen to learn more about the region’s rich history , cultures and traditions.
In South Africa, Naledi Farm in Centurion, Gauteng focuses on educating young people about food systems and agriculture, while the Trail’s End Bike Hotel in Grabouw, in the Western Cape, supports adventure tourism while working with a community-driven non-profit to create employment opportunity and skills training.
These examples show how rural tourism can be a driver of economic progress while preserving cultural and agricultural heritage. With the right investment and strategic development, rural tourism has the potential to become a defining pillar of Africa’s tourism industry. The opportunity is there.
Source: ATTA
