Page 55 - Rural Tourism Report Washington County

CHAPTER 3: THE WASHINGTON COUNTY RURAL TOURISM SECTOR

Here and Elsewhere: Rural Tourism Models and Common Practices

Following is a discussion of several exemplary rural tourism programs in the U.S. and abroad, drawn
from research conducted in the Province of Alberta ; programs in Italy, Vermont, and Georgia; and the
41
Agritourism Master Plan for Clackamas County.
Italian “Agriturismo"

Italy has a widely recognized and advanced system
of agricultural tourism, “agriturismo,” that is a vital
42
part of the rural economy, slowing out-migration and
keeping farmers on the land. National legislation that
established the program in 1985 defines agricultural
tourism as “activities of hospitality performed by

agricultural entrepreneurs and their family members Tuscany Vineyard. Photo courtesy of Jack Nowak
that must remain connected and complementary The regulatory environment varies widely in
to farming activities.” The focus is on small family Italy with its strong regional differences. Overall
farming operations, often with a high level of craft regulatory policy addresses the following national
involved. The policy has evolved in parallel with the standards for agritourism attractions:
Italian Slow Food Movement which promotes special • Requires that farming must remain the
traditional and local food products. This strategy is primary revenue source.
supported by similar policies of the European Union. • Provides financial support and training from
Each region or province often has a separate branding the government.

and marketing campaign . • Operators must remain in business at least
43
10 years and must be under 50 years of age
Typical Italian rural tourism activities include: lodging/ (supporting new farm ownership).

hospitality; meal services, often at farm pubs
offering simple high-quality local fare; value-added • Provides for permitted maximum occupancy
local products such as olive oil, cordials, preserves; of overnight stay facilities e.g. 30 beds in the
Venice regions.
education on arts and crafts of food and agriculture
such as tours with hands-on wine, cheese, pasta, and • Protects the agricultural industry and
sauce making. These may be linked to urban cultural regional hotel and restaurant businesses.
experiences e.g. hikes and bicycle tours between cities, • Provides for regulation of building and

villages, and farms; a visit to a small urban hotel might development at the regional and local levels.
promote a farm field trip; or an estate farm stay might • Supports retention and renovation of historic
lead to a tour of city museums or opera houses. structures.

41 Rural Tourism: An Overview. www1.agric.gov.ab.ca/$Department/deptdocs.nsf/all/csi13476/$FILE/Rural-Tourism.pdf
42 http://www.tourismfutures.com.au/Publications/2009Presentations/Porcaro%20Pauline%20PP.pdf http://www.card.iastate.edu/iowa_ag_review/summer_04/
IAR.pdf (Page 8) http://www.slowfood.com/; http://slowfoodportland.com/events/
43 Gallo Rosso, a marketing organization, offers its members business consultant services; training courses and conferences; newsletters with business development
ideas and research; and advertising in catalogues and web pages (in four languages), newspapers, radio, TV, and at trade shows inside and outside Italy. They conduct
rigorous assessment of farm environments, facilities, and services; and approved facilities receive special branding (“Red Rooster” and “Three Flowers”). Italy’s tourism
grew significantly between 1999 and 2007 from the efforts of this organization. See www.redrooster.it/en/
WASHINGTON COUNTY RURAL TOURISM STUDY 51