Exploring Italian Agritourism: A Model of Sustainable Rural Development

Italian agritourism represents a unique intersection of hospitality and agricultural production, providing visitors with an immersive rural experience while promoting the economic and cultural sustainability of farming communities (ISMEA, 2024)¹. Over the years, agritourism has become a vital tool for rural development, diversifying income sources for farmers and safeguarding traditional agricultural practices. The sector is characterized by its deep connection to primary agricultural activities, ensuring that hospitality services complement, rather than replace farming operations².

The legal foundation of agritourism in Italy is anchored in both national and regional legislation, which aims to balance the economic potential of rural tourism with the protection of agricultural land and resources. A cornerstone of this framework is Article 2135 of the Italian Civil Code, which defines agricultural entrepreneurship and establishes the criteria under which agritourism activities are considered an extension of farming. Additionally, Law No. 96/2006 and subsequent regional regulations set specific criteria for the classification and operation of agritourism enterprises, ensuring adherence to agricultural principles. Recent amendments, notably those introduced by the Decreto Sostegni-bis, have further clarified these criteria, emphasizing the necessity of a clear, verifiable connection between agritourism and agricultural activities.

Beyond its legal framework, agritourism plays a crucial role in advancing sustainability. Many agritourism operators adopt environmentally responsible practices, including organic farming, waste reduction, and the use of renewable energy sources. These initiatives align with broader European Union policies on sustainable rural development, reinforcing the sector’s role in ecological conservation and cultural preservation.

Agriculture has increasingly evolved from its traditional role of food production to embrace a multifunctional approach that integrates economic, environmental, and social objectives. This transformation reflects the ability of agricultural enterprises to generate additional value through complementary activities such as agritourism, direct sales, educational initiatives, and renewable energy production – activities that contribute to the sustainability of rural areas while preserving their agricultural identity (Masini, 2012; Gorgitano, 1994).

Agritourism stands as a prime example of this multifunctionality (Galasso et al., 2016), offering farmers the opportunity to diversify their income while strengthening the link between agricultural production and tourism. Italian legislation, particularly Law No. 96/2006, provides a structured framework to ensure that agritourism remains an extension of agricultural activity rather than an independent commercial enterprise. In this context, the principle of connection and prevalence, as established by Article 2135 of the Italian Civil Code, mandates that agritourism and related services be supplementary to core agricultural operations. This legal safeguard prevents the transformation of farms into predominantly hospitality-driven businesses, preserving their fundamental agricultural nature.

The economic benefits of multifunctionality are evident: diversifying income sources enhances the financial resilience of agricultural enterprises, reducing their reliance on traditional crop and livestock production (Benozzo and Bruno, 2007). Additionally, agritourism promotes local products and short food supply chains, fostering closer relationships between producers and consumers, while also enhancing regional branding.

From an environmental standpoint, multifunctional agricultural enterprises play a crucial role in sustainable land management. Many agritourism businesses adopt eco-friendly practices such as organic farming, water conservation, and renewable energy use, aligning with broader European Union sustainability goals. These practices not only reduce the ecological footprint of agricultural enterprises but also improve their competitiveness in a market increasingly driven by environmental consciousness.

The social dimension of multifunctionality is equally important. Agritourism contributes to rural revitalization by generating employment, sustaining local economies, and preserving cultural traditions (for further information on this topic, Khater et al., 2024; Khan et al., 2021). Educational farm visits, hands-on agricultural experiences, and community-based events increase public awareness of the importance of sustainable agriculture, further bridging the gap between urban and rural communities.

By adopting a multifunctional approach, agricultural enterprises can successfully integrate economic viability, environmental sustainability, and social responsibility. Agritourism, with its diverse services and regulatory safeguards, exemplifies how modern agriculture can adapt to contemporary challenges while maintaining its essential role in rural development.

The origins of agritourism can be traced to the mid-20th century when rural depopulation and industrialization began threatening traditional agricultural economies. In Italy, the post-war economic boom triggered a shift in labor dynamics, prompting many rural inhabitants to migrate to urban centers in search of better economic opportunities. This demographic shift led to theabandonment of farmland and the decline of small-scale farming. In response to these challenges, farmers began seeking alternative ways to sustain their agricultural activities, ultimately leading to the development of agritourism.

The first informal agritourism initiatives emerged in the 1950s and 1960s, as farm owners began welcoming guests seeking an authentic rural experience³. These early forms of agritourism, though unregulated, played a crucial role in demonstrating the potential of integrating tourism with agricultural practices.

Agritourism was formally recognized in the Italian legal system in 1973 with the law of the Autonomous Province of Trento⁴, followed by similar initiatives in Veneto⁵ and Campania⁶ in 1975. However, without national recognition, these regulations primarily aimed at promoting tourist hospitality offered by agricultural entrepreneurs in a business separate from their agricultural activities. In the same period, the European Community issued Directive No. 268/1975 “On Agriculture in Mountain and Less-Favoured Areas”, which acknowledged the link between agricultural activities and tourism or craft activities as a means of supporting farm incomes.

Recognizing the economic and cultural potential of agritourism⁷, the Italian government introduced Law No. 730/1985, which provided a legal definition and established initial guidelines for its operation. This law laid the foundation for future regulatory frameworks, ensuring agritourism remained closely tied to farming activities.

Over time, agritourism evolved from a niche activity into a structured industry, supported by comprehensive legislation. The 1990s and early 2000s saw regulatory refinements, culminating in Law No. 96/2006, which remains the primary legal framework for agritourism in Italy. This law clarified the conditions under which agritourism could operate, reinforcing its agricultural connection and ensuring hospitality services remained secondary to farming.

In recent years, agritourism has expanded in response to rising consumer demand for sustainable, experience-based tourism. The sector has benefited from European Union rural development policies, which promote agritourism as a means of preserving cultural heritage, supporting local economies, and encouraging eco-friendly agricultural practices. A growing emphasis on sustainability has led many agritourism businesses to adopt initiatives such as organic farming⁸, renewable energy integration, and biodiversity conservation.

Today, agritourism is vital to Italy’s rural economy, blending tradition with innovation. The sector continues to adapt to modern challenges while staying true to its core mission: enhancing rural livelihoods, preserving agricultural landscapes, and fostering meaningful connections between visitors and local communities.

The regulation of agritourism is governed by Law No. 96/2006⁹, which establishes the basic legal framework while delegating specific regulatory aspects to the regions¹⁰.

Agritourism activities are defined as accommodation and catering services provided by agricultural entrepreneurs¹¹, including those operating in corporate form¹², using their own farm in connection with agricultural, forestry and livestock activities (Tolino, 2016; Paoloni, 2009; Picchi, 2008). As a result, agritourism is a complex sector, involving the production of goods and/or services that would typically confer entrepreneurial status under Article 2195, paragraph. 1, no.1 of the Italian Civil Code. However, due to its link with primary agricultural activities, agritourism qualifies as an agricultural enterprise under Article 2135, paragraph. 3 of the Civil Code (Albisinni, 2006; Carrozza, 1983; Cossu, 2003; Masi, 1973; 1978).

Agritourism¹³ is classified as an agricultural activity on the condition that the use of agricultural premises for agritourism purposes remains secondary to and closely linked with the primary activities of farming¹⁴, forestry and livestock breeding¹⁵.

Thus, interpretation plays a key role in determining the specific characteristics that an activity must exhibit to be regulated as an agricultural enterprise based on its connection to the main agricultural operation (Alessi, 2011; Buttaro, 2019; Germanò, 2016; Jannarelli and Vecchione., 2009).

For agritourism to exist in the technical sense, the activity must be carried out by an agricultural entrepreneur and remain linked to primarily agricultural operations. This criterion, outlined in Article 2135, paragraph 3 of the Civil Code, stipulates that a service activity is considered related only if it is conducted with the “predominant use of the farm’s equipment or resources normally used for the agricultural activity in question.” Specific legislation further defines the scope and characteristics of agritourism in greater detail.

The connection criterion is essential in distinguishing agricultural activities from commercial ones ensuring that only those meeting this requirement fall within the legal framework governing agricultural enterprises. If agritourism activities – regardless of whether they are conducted by an agricultural entrepreneur under Article 2135 of the Italian Civil Code (in any of the legal forms in which an agricultural enterprise may be conducted) – fail to meet the connection requirement, they cannot be classified as agricultural activities.

Within the framework of these general principles, Article 4 of the aforementioned Law No. 96/2006 delegates to the Regions the authority to establish criteria, limits and administrative requirements for agritourism activities. This delegation aims to adapt regulations to the diverse rural and socio-economic contexts across the country.

The Regions are specifically empowered to:

Regulate the restoration of existing buildings used by agricultural entrepreneurs for agritourism activities

Importantly, the recently introduced Decreto So-stegni-bis has effectively removed the reference to working time from Article 4, paragraph 2 of Law No. 96/2006, which establishes the fundamental criteria for defining the relationship between agritourism and agricultural activities. Furthermore, the legislation specifies that individuals engaged in agritourism are considered agricultural workers, even when assessing the interconnection between agricultural and agritourism activities.

The Regions set the administrative procedures for regulating agritourism activities. While there are some regional variations, the procedure generally consists of two phases. The first phase involves verifying the requirements to ensure agritourism activities are connected to and complement agricultural operations. The second phase requires submitting a declaration of activity to the Municipality, along with a health assessment.

As a result of these legislative amendments, the criteria used by regional legislation to determine whether agricultural operations take precedence over agritourism are no longer based on objective parameters. Consequently, in the absence of uniform national provisions, each Region may establish its own criteria for defining the connection between agricultural and agritourism activities.

Agritourism and agrivoltaics are two increasingly interconnected components of sustainable and multifunctional agriculture. Agrivoltaics³⁷, which integrates agricultural production with solar energy generation, offers agritourism enterprises the opportunity to reduce energy costs while enhancing their eco-friendly image. This, in turn, attracts visitors who are particularly sensitive to environmental concerns. At the same time, agritourism facilities can showcase agrivoltaic technologies, demonstrating how traditional agriculture can coexist with energy innovation. This synergy not only supports the transition toward a more sustainable development model but also opens new economic opportunities for agricultural businesses, enabling them to diversify income sources and strengthen ties with the local community and territory.

Agrivoltaics involves installing suspended or integrated solar panels on agricultural land, enabling renewable energy production without disrupting farming activities. Unlike traditional ground-mounted photovoltaic systems, which occupy farmland and limit its use, advanced agrivoltaic systems are designed to preserve and even enhance agricultural productivity³⁸. Elevated and spaced structures allow crops to grow beneath the panels while ensuring compatibility with agricultural machinery. Additionally, the microclimate created under the panels helps preserve soil moisture and provides protection for crops against extreme weather events.

The adoption of agrivoltaics in agritourism enterprises offers numerous advantages. First, it allows operators to lower energy costs, improve water resource efficiency, and generate additional revenue by selling surplus energy back to the grid. Furthermore, the production of renewable energy enables agritourism businesses to obtain sustainability certifications, boosting their appeal to a growing market segment that values environmentally responsible travel.

From a tourism perspective, integrating agrivoltaics can become a unique and attractive feature of agritourism facilities. As more travelers seek authentic and sustainable experiences, an agritourism facility that utilizes clean energy and promotes innovative practices can position itself as an ideal destination for responsible tourism. Visitors can engage in educational activities such as guided tours of agrivoltaic installations or workshops on renewable energy, enriching the experience offered by the agritourism enterprise.

Moreover, this synergy strengthens the connection between agriculture, the local community, and the surrounding territory. Agritourism businesses that adopt agrivoltaic solutions become models of sustainable development, demonstrating how tradition and innovation can coexist. This approach can attract the interest of investors, institutions, and consumers, fostering the creation of virtuous local networks and increasing environmental awareness.

An essential aspect of this integration is the regulatory framework governing agrivoltaics within agritourism enterprises. Italian legislation supports the development of renewable energy in agriculture, offering incentives such as subsidized loans and non-repayable grants. The Consolidated Renewable Energy Law (Testo Unico FER) (Tedioli, 2024)³⁹ and the Ministerial Decree on Agrivoltaics (December 22, 2023⁴⁰) establish specific criteria for the installation of these systems, including minimum height and spacing requirements between panels to ensure land remains suitable for agricultural purposes.

In addition, the National Recovery and Resilience Plan (NRRP) has allocated substantial resources to advance agrivoltaic systems, aiming to promote ecological transition without compromising the agricultural designation of the land⁴¹. Agritourism enterprises can take advantage of these support mechanisms to invest in innovative energy infrastructure, further reducing the environmental impact of their operations.

Agrivoltaics also plays a vital role in enhancing the resilience of agritourism businesses in the face of climate change. By generating renewable energy on-site, businesses reduce reliance on conventional energy sources, stabilize operational costs, and mitigate the risk of energy price fluctuations. Moreover, agrivoltaic installations can contribute to biodiversity conservation by creating shaded microhabitats that support diverse plant and animal species, aligning agritourism even more closely with sustainability principles.

In summary, the agritourism-agrivoltaic synergy provides a tangible solution to contemporary energy and climate challenges, while also opening new economic and cultural opportunities. This integration transforms agricultural enterprises into hubs of sustainability and innovation. By adopting agrivoltaic systems, agritourism facilities enhance their competitiveness, optimize resource efficiency, and offer additional value to their guests. In a global context where ecological transition is increasingly central, the fusion of agritourism and agrivoltaics represents a winning strategy for promoting a development model that respects the environment, preserves rural traditions, and ensures new growth opportunities for both the agricultural and tourism sectors.

The Italian agritourism model is deeply rooted in a regulatory framework that ensures a strong link between tourism and primary agricultural activities. This legislative approach is designed to preserve rural identity through strict regional regulations. However, a comparison with other European countries reveals a range of regulatory strategies – some more flexible, as seen in France and Spain, where agritourism serves as both a support mechanism for agriculture and a driver of broader economic and tourist development.

In France, agritourism legislation is notably dynamic and multifunctional, allowing for a more balanced integration of agricultural and tourism activities. The Loi d’Orientation Agricole of 2006⁴² played a key role in promoting agricultural diversification by enabling farms – including those operating “Fermes auberges” (farm restaurants) and “gîtes ruraux” (rural lodging) – to generate up to 50% of their revenue from tourism, provided they maintain active agricultural production (Dubois and schmitz, 2011; Marcotte et al., 2006). This framework offers greater flexibility in business management, fostering innovation and diversification while preserving the core agricultural identity. Complementing this flexibility is a certification system, such as the “Bienvenue à la ferme” label, which promotes authenticity in services and guarantees high-quality offerings. This certification not only validates the authenticity of the tourist experience but also opens the door to fiscal incentives and European funding aimed at promoting short supply chains and enhancing local production. A distinctive feature of the French model is its ability to integrate agritourism with the direct sale of local products, fostering a direct connection between tourists and producers. This connection not only helps valorize gastronomic heritage but also contributes to the economic sustainability of agricultural enterprises.

Spain’s agritourism framework is less uniform, as regulatory powers are delegated to the 17 autonomous communities, each defining its own criteria for rural tourism. This decentralization has created a fragmented landscape with significant regional differences. In Catalonia⁴³, for example, agritourism establishments must ensure that at least 60% of the food served comes from the same agricultural enterprise. In contrast Andalusia’s, regulations are more relaxed, prioritizing experiential tourism – such as hiking and outdoor activities – even without agricultural production requirements. Consequently, Spain adopts a more diversified agritourism model, where recreational and cultural activities, such as cooking classes or participating in grape harvests, often take center stage in the tourist experience. While Spanish regulations do not impose strict requirements on agricultural production, they encourage a strong connection to the territory by promoting activities that allow visitors to immerse themselves in local culture and traditions, while also enhancing the rural landscape. In some regions, agritourism is viewed as a key resource for revitalizing less developed rural areas. To support this, fiscal incentives and grants are available to agricultural businesses that diversify their tourism offerings.

When examining agritourism models across Europe, it’s interesting to note the approach taken by Germany. While less detailed than the French or Spanish frameworks, Germany has developed a model that emphasises the integration of tourism with agriculture. Agritourism in Germany⁴⁴ falls under the broader category of “rural tourism”, where farms are free to offer hospitality, yet the focus remains on immersing visitors in daily agricultural activities, such as fruit picking or animal care (Egger, 2009).

A notable example can also be found in the Netherlands⁴⁵, where agritourism is closely linked to environmental sustainability. Here, there is a strong emphasis on ecological land management and environmental education, with tourists actively participating in sustainable agricultural practices. Similarly, the growing focus on sustainability in Scandinavian countries like Sweden⁴⁶ and Norway⁴⁷ has shaped their agritourism models. In these countries, agritourism is often set in pristine natural landscapes, and regulations promote the integration of tourism with environmental education and the adoption of eco-friendly lifestyles.

Ultimately, agritourism models across Europe reflect the cultural diversity and varied economic and social priorities of each country. While Italy follows a more rigid approach centred on agriculture, France and Spain favor more flexible models that encourage multifunctionality and diversification. Meanwhile, Germany and the Netherlands place greater emphasis on blending agriculture with environmental sustainability, presenting a vision of rural tourism that extends beyond simple hospitality. Despite these differences, these models share a common goal: fostering a harmonious relationship between agriculture, tourism, and sustainability, while adapting to the unique territorial and cultural characteristics of each country.

Italian agritourism stands as a model of sustainable development, successfully blending tradition, innovation, and environmental responsibility. Over the past few decades, the sector has evolved by diversifying its offerings to meet emerging tourist demands, while simultaneously emphasizing the value of both territory and high-quality agri-food products. However, to sustain its growth and maintain a competitive edge, agritourism must strengthen its role as a steward of local heritage. This can be achieved through enhanced collaboration with local stakeholders – from agricultural enterprises to public institutions – creating a more integrated and competitive offering that positions agritourism as a true driver of territorial development. Several establishments are already investing in more sophisticated hospitality services, such as high-end dining and wellness experiences akin to those found in luxury hotel spas, demonstrating that agritourism can evolve without sacrificing its rural identity.

Furthermore, Italy can benefit from valuable comparative insights drawn from international models to elevate service quality. For instance, France’s “Bienvenue à la ferme” certification system guarantees high standards and promotes the authenticity of rural experiences through fiscal incentives and access to European funding. This approach could be adapted to the Italian context. Similarly, Germany’s focus on integrating educational and participatory activities, such as fruit picking and animal care, has proven successful in providing visitors with immersive hands-on experiences. These examples suggest that expanding interactive elements within agritourism could strengthen its ties to the land and enhance the appeal of high-quality agri-food products.

Technological innovation will be pivotal in shaping the future of agritourism. The adoption of digital platforms for reservations, management tools, and advanced marketing strategies is already transforming the sector, improving operational efficiency and extending its reach both domestically and internationally. However, it is crucial that digitalization complements, rather than detracts from, the authenticity of the rural experience. A seamless integration of modern technology with traditional practices is essential to preserve the unique essence of agritourism. Simultaneously, the sector must confront pressing challenges, such as climate change, which impacts crop yields and natural resources, and the growing competition from other tourism sectors. To thrive, agritourism must continuously adapt to the evolving expectations of travelers who increasingly seek authentic and sustainable experiences.

Agritourism in Italy not only safeguards rural and cultural heritage but also emerges as a powerful tool for territorial development and a model for responsible tourism. By integrating sustainable agricultural practices – such as organic farming and agrivoltaics – alongside high-quality tourism services, this sector demonstrates how economic, environmental, and social objectives can be harmoniously achieved. The future success of Italian agritourism will depend on its ability to innovate continually while remaining true to its core values of sustainability and authenticity. It will also require the adoption of best practices from international models to enhance service quality. In sum, Italian agritourism is positioned to lead the future of tourism, setting a global benchmark for sustainable rural development.