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The COVID-19 pandemic has placed the tourism industry at an unprecedented crossroads, compelling stakeholders to reconfigure strategies and operational models. Within this context, rural tourism has emerged as a potential solution, serving as a key driver for economic growth and recovery, particularly in areas beyond urban centers.
This article synthesizes insights and discussions from the JIB World Tourism Day 2020: Tourism & Rural Development conference, with a focus on analyzing the opportunities generated by rural tourism, the challenges of ensuring sustainability and authenticity, and the critical directions for responsible development in the “new normal.” It emphasizes the importance of outdoor experiences, flexible accommodation, the diversification of local economies, and the crucial role of community governance in building resilient rural destinations.
Introduction
World Tourism Day 2020, themed Tourism and Rural Development, marked an important occasion to examine the role of tourism in fostering development in rural areas. Amidst the unprecedented global pandemic, tourism faced severe challenges, including travel restrictions, the suspension of air and cruise operations, and the closure of mass entertainment venues. The enforced confinement at home increased the demand for escape, positioning rural tourism—with its wide-open spaces and reduced crowding—as an optimal alternative.
This paper explores different dimensions of rural tourism as a feasible response to the crisis. It analyzes emerging opportunities, the core elements of responsible rural tourism, and strategies to ensure sustainable, authentic, and community-beneficial development.
The Impact of COVID-19 and the Need for Change in Tourism
The pandemic fundamentally altered patterns of mobility and interaction. Traditional forms of tourism—such as attending concerts, sporting events, or dining in crowded restaurants—became unviable due to social distancing and restrictions on gatherings. As a result, people increasingly sought safe, unique, and meaningful experiences.
Research highlights key post-COVID-19 trends, including heightened concern for health and safety, a rise in family and domestic tourism, and the demand for flexible travel packages. These dynamics underpin the shift from mass tourism to niche markets, within which rural tourism is particularly well-positioned to thrive. Tourists now seek destinations that are safe, less crowded, and close to nature as a means of escaping confinement.
Potentials and Opportunities in Rural Tourism
Rural tourism, broadly defined as tourism activities taking place in rural areas, varies in complexity and significance across developed and developing nations. Key characteristics include:
- Remote locations, small-scale operations, open spaces, and proximity to nature.
- Low levels of tourism development, offering direct exposure to local economies, often linked to agriculture or natural environments.
According to Dr. Andy Nazarechuk, specific opportunities in the current context include:
- Outdoor experiences: Activities such as cycling on newly developed ski-resort trails, lakeside romantic dining, or private picnics with friends fulfilling the demand for both escapism and safety.
- Unique accommodation: Repurposing old motorhomes, buses, or even shipping containers into creative lodging facilities.
- Cultural and educational experiences: Organizing tours to local farms or sites of specialty produce (e.g., cacao, durian, pomelo in Davao), where visitors learn about origins and production processes.
- Utilization of Airbnb: Providing small-scale, low-density lodging that is often safer and more personalized than large hotels—contingent upon cleanliness, safety, and internet access.
- Supporting local economies: Encouraging community participation through services such as housekeeping, gardening, and homestay operations, fostering community-based tourism initiatives.
Responsible and Sustainable Rural Tourism Development
Dr. Vikneswaran Nair emphasizes that rural tourism must be managed sustainably to deliver long-term community benefits. Yet, tourism growth also exerts economic, social, and environmental pressures if carrying capacity is not properly regulated. Key aspects of responsible rural tourism include:
- The three pillars of sustainability: Economy, society, and environment. These must be prioritized contextually—for instance, environmental preservation in the Bahamas or cultural integrity in Thailand.
- Gross National Happiness (GNH): Bhutan exemplifies the use of GNH over GDP, emphasizing care, compassion, understanding, and cooperation, aligned with the UN’s 17 Sustainable Development Goals (SDGs).
- Regenerative tourism: Going beyond sustainability, this concept seeks to “leave a place better than it was found,” shifting from passive maintenance to proactive improvement and focusing on high-yield rather than mass tourism.
- Comprehensive destination planning: Governments, the private sector, and communities must collaboratively shape rural development projects.
- Bottom-up approaches: Development must be community-led, with local voices central to decision-making. Identifying “local champions” ensures community ownership and commitment.
- Zoning and Limits of Acceptable Change (LAC): Effective zoning protects sensitive areas, while LAC ensures assessments consider not only visitor numbers but also experience quality and socio-environmental impacts.
- Economic diversification: Rural destinations should avoid overdependence on tourism by branching into agri-tourism or other industries.
- Contingency planning: Communities and businesses require reserves to withstand shocks such as natural disasters or pandemics.
- Authenticity: Cultural heritage is the most critical differentiator among destinations. Altering or commodifying local culture risks undermining the authenticity of rural tourism products.
Conclusion and Future Directions
Rural tourism is increasingly integral to the tourism agenda across Asia and the Philippines. With its potential to alleviate poverty and improve quality of life in non-urban communities, the demand for rural tourism products has risen significantly post-COVID-19.
To overcome crises and build a better future for tourism, destinations must embrace resilience: regroup, re-evaluate, rebuild, and recover. This requires sound governance and adaptation to the “new normal.”
- Key priorities include:Investing in research: To develop strategies for the new era, particularly in regenerative tourism and destination restructuring.
- Encouraging youth engagement: Students and young professionals should volunteer to gain practical experience while supporting businesses and local communities.
- Recognizing the tourist of the future: Travelers will not only be environmentally conscious but also urban residents seeking safety, health, and unique experiences. Rural tourism, in synergy with wellness and ecotourism, is well placed to meet these evolving demands.
In sum, tourism cannot return to its pre-pandemic model. The shifts in traveler behavior and global challenges necessitate flexibility, creativity, and responsible approaches in developing rural tourism, ensuring enduring benefits for both visitors and host communities.
