New research by the Digital Tourism Think Tank (DTTT) claims that rural tourism is one of the most significant economic opportunities in Europe but is “systematically overlooked.”
The study, conducted in partnership with Airbnb, analysed tourism in eight European countries and found that rural destinations are consistently outperforming their urban counterparts, but are underrepresented in national policy and data collection.
“Rural tourism’s economic contribution has been hidden in plain sight,” Nick Hall, Founder & CEO of the DTTT, said in a statement. “Our research shows rural communities aren’t just benefiting from tourism, they’re outperforming cities across nearly every indicator.”
The research found that in 2024, rural accommodation hosts across the eight countries earned a combined €4.06 billion, with individual hosts earning an average of over €5,200 per year.
This is part of ongoing growth in rural tourism, according to the study, which found that rural host earnings have increased 162% since the pandemic, with an 88% increase in nights booked.
“These new findings support what we’ve seen on the ground over the past five years,” says Lars Schäfer, Managing Partner at Glamping Advisors.
“Guests are looking for more authentic trips that allow them to get out of crowded cities and into nature — something that we trust will continue in 2026.”
According to the study, this growth is being driven by family stays, with rustic properties hosting almost 50% larger groups than those in cities in 2024.
What’s more, for every rural resident, there are about four times as many guest nights when compared with urban areas, according to the study. This can help distribute spending throughout regions and support rural businesses, the researchers claim.
“Rural tourism isn’t a niche segment, it’s essential infrastructure for balanced regional development across Europe,” said Hall.
The study looked at Airbnb booking data from 2018 to 2024 in Belgium, France, Germany, Ireland, Italy, the Netherlands, Spain and the United Kingdom, as well as data from Eurostat and national tourism authorities.
