Tourism is a major economic activity for Italy, and one of its most important income sources. In recent years, tourism supply has changed considerably and rural tourism has been growing rapidly. Studies of agritourism are increasing, but the determinants of the international demand for rural tourism remain largely under-investigated. This paper empirically investigates the determinants of the international demand for agritourism in Italy. It shows the luxury nature of rural tourism and demonstrates that international flows are demand-driven. To the extent that entrepreneurs and policy makers wish to encourage rural tourism, subsidies, policy interventions and marketing campaigns may differ substantially according to the foreign countries targeted. The paper investigates these differences.
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