By Pako Rodríguez, a consultant specialized in tourism. (Original publication in Spanish)

It is no coincidence that this year the World Tourism Day has the theme of tourism and rural development. While the sector, accustomed to massification and contact, is showing us a new reality linked to social distancing that requires the rural environment to develop optimally, the rural environment also needs to take advantage of this unique opportunity to position itself as a tourist alternative beyond the current context of the sector. To achieve this, it is essential to develop its full potential, communicate it well, and safeguard itself to avoid infections that affect the local population, making use of technology for all of this.

Tourism in times of coronavirus

Currently, we are experiencing the first practically generalized halt of international tourism globally, with a drop in figures that brings us back to the beginnings of mass tourism back in the 1950s and 60s. Just like back then, during these months travel has been mostly limited to nearby destinations, primarily using private vehicles. In Spain, traditional destinations, normally saturated with a wide offer to cover visitor numbers, are the ones that have suffered the most during these months. This is why they have been more affected by the figures related to job losses, business closures, and the consequent economic losses, forecasted to exceed 80 billion in 2020. It is no wonder that 47.2 million people live in 13% of the territory. A scenario that moves us away from the much-anticipated social distance, with many of these population centers also being major tourist destinations. 

The World Tourism Organization (UNWTO) recently indicated that the figures representing domestic tourism are 6 times greater than international tourism (9 billion trips versus 1.4 billion, respectively) in most destinations. On the other hand, it has also been shown that domestic tourism generates more income than international tourism. In OECD countries, domestic tourism represents 75% of total tourism expenditure, while in the European Union, the spending on domestic tourism is 1.8 times higher than the spending on incoming tourism. This is why domestic tourism, which rural tourism is currently feeding into, will be key in the recovery of the sector for this international organization.

In terms of figures, we have seen that both rural tourism, and other individual options like campervan tourism, closely related to rural tourism, have experienced a boom and found new demand after the easing of restrictive measures by some countries, including Spain, coinciding with the start of the high season for most traditional destinations.

Rural tourism: regenerative and innovative

The new reality of this contactless tourism and intensive hygiene measures will remain with us until an effective vaccine is found (along with its subsequent mass production and distribution), something that, although we hope not, could take months or even years. Additionally, there is doubt whether, at least for our generation, these times we are enduring will have long-term side effects beyond Covid-19 on the behavior of travelers and thus on the offer. 

Now more than ever, tourism and local economic development must go hand in hand with the goal of generating a new, safe, better, and innovative offer for a growing demand that needs to be cultivated. Rural tourism must focus on attracting travelers looking for open spaces, distance, nature, a sense of security, gastronomy, culture, and leisure, primarily in the form of outdoor activities. It needs to find ways to attract, for example, the growing campervan tourism, or part of MICE tourism (Meetings, Incentives, Conventions, and Exhibitions/Events), which looks askance at big cities for incentive travel or events.

Regenerative tourism, accompanied by innovation (regenerative tourism + i), is one of the most interesting alternatives that these territories can implement. Starting with an analysis of what is available for a subsequent enhancement of the natural resources of the territory is key to achieving this. To do this efficiently, it is essential to make use of the available technology to gather and analyze data that allows us to reach the demand efficiently, thanks to, for example, the clues that it provides us through social networks and other existing content online. Attempting to develop a destination without utilizing technology is comparable to trying to drive in a screw without a screwdriver: it might be possible, but it is neither efficient nor the result is optimal. Developing a destination without the appropriate technology would be like using a star screwdriver on a flat screw: it simply does not make sense. 

Regarding resources, regenerative tourism expands options and, beyond the field, invites, among other things, to look to the sky (astrotourism) or the sea (fishing tourism or marine tourism).

Regenerative tourism with an impact on the rural environment

There are several examples of regenerative tourism with an impact on the rural environment in which we have been involved through various projects from Ideas for Change. These are just a few examples:

Starlight

Created by the Institute of Astrophysics of the Canary Islands and Corporation 5, the Starlight Foundation aims to protect the starry sky, disseminate astronomy, and promote, coordinate, and manage the Starlight movement. Through its Certification system, it intends to generate local economic development in predominantly rural territories, contributing to the fight against depopulation and developing star tourism or astrotourism. In addition to the certification as a “Starlight Destination,” there are different modalities such as Starlight Villages, Reserves, Hotels, Rural Houses, and Starlight Parks, among others. To date, it has 30 Tourist Destinations, 14 Reserves, 60 Accommodations, 3 Camps, 7 Starlight Parks, among others. The area of certified territories totals 75,083.24 km2 and has trained 112 Guides, 445 Astronomy Monitors, and 18 Auditors. 

All of this contributes to local economic development based on tourism that is not only sustainable but regenerative, as it does not limit its use but extends it in such a way that the value of the asset compels its protection for its maintenance over time.

Adopt an Olive Tree

In Oliete (Teruel), two entrepreneurs launched this initiative to rescue the nearly 100,000 ancient olive trees that exist in the area. Through a sponsorship system, they have managed, on one hand, to recover more than 10,000 olive trees, attracting more than 18,000 people to the area, and on the other hand, to stem the bleeding of depopulation suffered by this municipality, among many others in the region. They have achieved all this through the generation of both direct employment via the project, and indirect employment, through visits from tourists who want to visit their olive trees and take the opportunity to learn about the municipality. 

In order to be attractive for these visits, Oliete carried out an exercise to analyze the territory's resources. The 365 inhabitants, now increasing, have a valuable natural heritage in the form of olive trees, rivers, reservoirs, and pathways; and a magnificent cultural heritage, thanks to fortresses, Iberian settlements, rock paintings, hermitages, and archaeological and paleontological remains. 

All of this represents an offer of active tourism, cultural tourism, and contact with nature and people who live different realities. A tourism that allows for disconnection to reconnect. 

At Ideas for Change, we have launched Cool Destinations, a line focused on helping territories that want to become tourist destinations and those that want to transform themselves by leaving behind outdated and obsolete schemes.