Rural Tourism: A Case for Proposing Activities and Experiences in a Low-Density Region

Rural tourism has been developing in Portugal, initially as a consequence of the pandemic, but also of new market trends, such as the demand for distinctive and authentic experiences, well-being and health, with these closely linked to the dimensions of sustainability. Tourism enterprises and companies need to keep up with these trends, modernizing while maintaining the characteristics of rural authenticity. At the same time, they must value the resources and potential of territories from a regenerative, sustainable perspective, thus promoting integrated regional development. Through an exploratory and applied study of agritourism, this research aimed to (i) evaluate and revitalize the tourist experience; (ii) promote integrated regional development and enhancement of the area under analysis, by proposing complementary activities to accommodation. The data collected through a questionnaire survey, using a quantitative approach, shows that quality agritourism generates a high tourist potential. This is due to the quality of the welcome offered to guests, the implementation of a policy of environmental sustainability and the promotion of local products and the region. Complementary services make it possible to maximize the experience by developing stimulating activities in sensory, aesthetic, intellectual and social terms, constituting an attractive strategy for both establishments and territories, and therefore also extending the stay at the destination.