This study examines the development of rural tourism in Italy, highlighting the wide range of activities undertaken on rural tourism farms. Currently, rural tourism is presented as an enterprise parallel to traditional farming activities that generates additional income and fosters greater sensitivity to the environment and land conservation. The implications for employment are significant, particularly for women and young people in southern regions. European policies, through Local Action Groups, have proved to be an effective planning tool for the development of tourism at the local level, in particular in the Puglia region where old rural structures called masserias have been renovated to create excellent tourist facilities.
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