The Profile of the Rural Tourist

There are many reasons why tourists seek out rural tourism, from the natural and cultural setting, a return to their roots and an escape from the big cities, to the rest and tranquillity that nature provides.

As this type of tourism grows and guests become more demanding, owners of rural tourism businesses need to bear these motivations in mind and adapt and improve the quality of the services they provide, so as to stay competitive in the market.

Rural tourism means a business offering accommodation, activities and hospitality with specific characteristics, distinct from other forms of tourist accommodation. It has to stay permanently open to changing market needs and expectations, ensuring that what it offers remains competitive and that the quality of service holds up.

Rural tourism visitors are looking for:

• Authentic experiences
• A sense of the past
• The culture and customs of a particular region

Several profiles can be identified among the visitors to these places:

The ruralists who want it all (25%)

• Interested in socialising, entertainment and sport;
• Not especially keen on peace and quiet or an unpolluted environment;
• Young Portuguese and Dutch;
• Travel in groups;
• Take more holidays a year;
• Personal recommendations and previous visits influenced their choice.

Independent ruralists (24%)

• Value a quiet, unpolluted spot;
• Good accommodation matters to them;
• Do not especially value culture and tradition;
• Interested in walking, eating out and discovering the place for themselves;
• British, German and Portuguese;
• Average age: 42;
• Couples;
• Personal recommendations, books and travel guides influence their choices.

Rural romantics (30%)

• What they value most is culture and tradition, but also a quiet, unpolluted setting;
• Not interested in socialising, entertainment or sport, nor in independent travel;
• Hold an idealised view of the countryside;
• Average age: 44;
• Couples;
• British, Portuguese and German;
• Choose their destination through a travel agency.

Outdoor ruralists (21%)

• Value peace and an unpolluted environment above all;
• Enjoy swimming, horse riding, cycling, tennis, traditional restaurants and theatre;
• Average age: 36;
• Portuguese travelling in large groups;
• Spend less money than the other groups.

Which rural tourism profile do you identify with most?

Tell us in the comments.

Source: Guia de apoio. Turismo: como valorizar e dinamizar o território.