The role of agrotourism in a business low-carbon process

Agriculture is not just about food production alone. To adapt and mitigate the effects of climate change (see Chapter 1), agropreneurs have started deploying alternative business models aimed to diversify their revenue streams [3].

Agrotourism is a form of tourism that falls within the framework of rural tourism and presents itself as a particular model of agricultural business [3]. According to [3] [15], it is based on tourism taking place on working farms with the visitor experiencing a wide range of real and authentic leisure and educational rural experiences generally linked to the participation in agrifood activities (e.g., harvesting, feeding), being in contact with animals and nature, rural lifestyle, culture and sightseeing.

The importance of this kind of tourism resides in the possibility of complementing agropreneurs income generated from their traditional business, i.e., food production with revenues from tourism (e.g., accommodation, catering, transport, activities), when faced with natural and economic shocks related to climate change (see Chapter 2), as well as raising awareness and ensuring the conservation of the environmental and agricultural system in which it takes place [3] [8].

In fact, agrotourism is strongly interlinked with sustainable tourism as it arises from the emerging trend in tourism demand in which tourists pay more attention to the values of natural and cultural heritage preservation of the countryside, thus providing a valuable contribution to the sustainable development and ecological conservation of rural areas [3] [8] and supporting agrobusinesses transition to more sustainable business models. Ultimately, this new trend raises agropreneurs, who are also involved in tourism activities, awareness to efficiently use natural resources, enhance farming productivity, and preserve the ecosystem in a sustainable way [3].

Agrotourism can support agropreneurs and rural areas process to a low-carbon economy by [3] [8] [9] [13] [19]:

• Integrating farming in the supply of tourism products and boosting local economies. Agrotourism is an important opportunity for agropreneurs as it represents an alternative distribution channel for their products. The positive effect of agrotourism is felt in the increased attention of consumers towards sustainable viable practices like the ‘zero kilometres’ approach, where the supply and consumption of food products to consumers occurs in the same location (or nearby) as the production. The consumption of reduced chemicals and environmental friendlier products has also emerged as a niche market linked to agrotourism. Additionally, agrotourism can be a means for rural economic development, acting as a trigger to motivate other local complementary businesses such as crafts, shops, museums, restaurants, generating local employment opportunities, creating durable supply chains within the local community, and developing new skills. Other local suppliers can join the local distribution channels and offer tourists their own goods and services and tourists are stimulated to visit rural areas beyond agritourism sites and purchase agricultural products and village handicrafts. This reduces the need for large-scale production and international distribution networks and decreases GHG emissions related with the distribution of agricultural products.
• Acting as an alternative source of income for the farmer (business diversification). Agrotourism activities are increasingly seen as a viable economic diversification strategy for agropreneurs. It allows them not only to survive during periods of poor production due to climate change challenges, by having another source of income, but also to heavily invest on more sustainable production methods for the efficient use of resources, pollution control and circular economy strategies, as well as green technology, that require additional investment.
• Investing in infrastructures. The diversification of rural economic activities and subsequent development of rural areas creates the need for public investments and attraction of capital from outside the rural areas on additional energy, and transport infrastructures. Agrotourism can accelerate the shift towards increased renewable energy and sustainable transports, moving towards low-carbon growth because one the main rural tourist attractions usually consist of its natural resources, obliging to greater efforts to preserve the environment. Additionally, tourists are presented with more sustainable transport alternatives (e.g., train) to reach rural areas.
• Responsibly use and maintain natural resources, promoting biodiversity and environmental protection and supporting waste reduction. Rich biodiversity and natural heritage are often the main reasons why tourists visit rural areas. Agrotourism can, thus, play a major role in raising agropreneurs awareness and developing greater sensitivity towards the exploitation of natural resources and production practices with zero environmental impacts. Firstly, agrotourism has a positive effect on the preservation of rural natural heritage, contributing to the preservation of biodiversity and natural resources. Secondly, it also supports agropreneurs to transition to more sustainable energy, consumption patterns and waste management practices. Environmentally friendly and circular economy practices adoption, including re-using, recovering, re-developing, regenerating, and valuing resources (e.g., water conservation procedures, recycling programmes, tourists’ education on conservation matters, food waste reduction through composting and by feeding animals and reuse of unsold products in local restaurants or by producing marketable new products, such as jam or preserved products, are a reference for sustainability in agrotourism.
• Educating visitors on agriculture and the rural world. Agrotourism offers tourists the opportunity to enjoy and reinforce the atmosphere of the agricultural life by staying at a real working agricultural site, while agropreneurs can promote the conservation of the rural context. Pastoral life, rural lifestyle and eno-gastronomy are some aspects encouraging tourists to visit rural areas with the purpose of education, recreation and active involvement in agriculture-based activities. Agropreneurs are, thus, able to maintain agricultural viability and diversify rural economies by providing tourism-associated services and, at the same time, educate tourists towards the mitigation of undesirable environmental impacts in rural areas.