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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:

1. Community engagement. Rural communities must be involved in shaping tourism initiatives to ensure that growth is inclusive and beneficial. 
2. Authenticity over imitation. Rather than designing artificial attractions, rural tourism should highlight real traditions and livelihoods. 
3. Infrastructure investment. Reliable roads, internet access, and essential services are critical for tourism businesses to operate effectively. 
4. 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

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The government is targeting 10 million domestic tourists this year, Tourism and Wildlife Cabinet Secretary Rebecca Miano has said.

Miano said that the government is working on a plan to encourage more local travel through marketing campaigns and development of attractive domestic tourism packages.

With a robust recovery and growth in the tourism sector, the CS said local tourists have expressed a heightened interest in local tourism facilities across the country.

“We saw an upward surge in domestic tourism numbers last year where 5 million tourists visited the various facilities. This shows an increase as compared to successive years,” she said.

During that period, the country earned Sh452 billion in foreign earnings, up from Sh377billion in 2023 which represented a 20 percent increase that the CS attributed to aggressive marketing campaigns and tourism products.

She, however, noted that a large number of local tourists were not properly documented as some visited guest houses and Airbnbs which are not in the government’s records.

Miano made the remarks while commissioning the newly refurbished Maasai Mara Research Centre in Narok county on Friday.

She also revealed that the state is also targeting 3 million international tourists this year up from the 2.4 million who toured the country last year and that the government has sought other markets to increase international visitors.

“We have now diversified our products to new markets like Poland, Czech Republic, Australia who are now heavily coming into our country while USA and Uganda have remained our source markets and China and India continue to remain resilient,” said Miano.

On his part, Narok Governor Patrick Ole Ntutu said the close relations between his administration and the Wildlife Research and Training Institute is a testament of strong collaboration among the two institutions supported by the recent established framework agreement.

The partnership, he said, is a significant step towards enhancing research and monitoring within Maasai Mara national reserve, a landscape that has long been at the forefront of ecological studies.

While Masai Mara boasts a rich legacy of ecological research, the county boss said it is imperative that such research is directly applicable to the practical management of the Reserve.

“Historically, much of the scientific work done here has not always translated into actionable conservation strategies.”

“This is an issue we must address and I’m proud to note that the refurbishment and upgrading of this research station is a critical step in aligning research efforts with the urgent needs of conservation and sustainable management in the Mara ecosystem,” said Ntutu.

He added that his administration is actively recruiting reserve ecologists and veterinary experts who will play a pivotal role in strengthening research and conservation efforts in the Masai Mara.

“This investment in human capital underscores our commitment to evidence-based decision-making in the management of this globally significant ecosystem,” the county chief said.

In attendance were Wildlife Principal Secretary Silvia Museiya, Wildlife Research and Training Institute (WRTI) chairperson David Nkedienye, WRTI CEO Patrick Omondi and Narok executive in charge of tourism Jackson Sipitiek.

Source: The-star