Fruiturisme: The Boost of Fruit Tourism in Catalan Rural Areas

Abstract

ABSTRACT This research involves an in-depth study of tourism as an economic driver in rural areas. We base it on a case study of Fruiturisme, a tourism project being developed in the small town of Aitona (Catalonia) which offers the experience of viewing fruit trees in bloom. In-depth interviews to local stakeholders are used to collect data and highlight the characteristics that foster the development and continuity of such agrotourism projects in domestic and international markets, as well as the sustainability of agrarian family businesses. The support and developmental drive by Aitona Town Council, together with the endogenous collaboration of the entire municipality, has generated an ideal scenario in which to create this recognised tourist product . The contribution of this article is to highlight this cogovernance to implement tourism activities and to go on with this collaboration to diversify the business activity of different farms and entrepreneurship in the town. .