HIGH LEVEL FARMHOUSE TOURISM, NATURE AND GOOD FOOD TOP PICKS FOR SUMMER HOLIDAYS, SAYS AGRITURIST

The choice for summer holidays is pointing more and more toward farmhouse holidays and accommodation in the countryside on medium-high levels. Here are the results of the Agriturist of Confagricolutra (Farmtourism of the Italian confederation of farmers) summer 2010 survey. Tourists have shorter, more economic vacations and the farm holiday is a favorite, even at the hottest time of the year. First place goes to farm holidays for economic reasons. Close behind, in second place, is horseback riding holidays (an increase of 18% over 2009): a farmhouse holiday proposal of considerable extra expense, in addition to accommodation and meals.

It is a sign, according to Agriturist, that although there is a widespread and urgent need to contain costs, special services offered are a strength in guiding guests’ choices. In third place, farmhouses near the sea (increase of 25% on 2009), to spend less and avoid staying in the more expensive resort areas. There is a tendency to “alternate” with a sea-country holiday combination that also highlights the goal, in the few days available, of satisfying different needs: first of all, relaxation. It is the demand for relaxing holidays that explains fourth place (however, less 7% over 2009): farmhouses that have a pool. The prevailing desire is to not use the car and spend most of the time relaxing in nature, enjoying fresh air and good food.

Interestingly, there is an increasing demand for high-level farmhouse holidays (almost doubled over 2009), which confirms the trend of tourism looking for comfort and variety of services at medium-high levels and no longer considering the farmhouse holiday a “cheap” solution. This choice also highlights a different concept in the quality of holidays: preferring “environmental” values and giving less importance to the “structural” aspect.