Agritourism is, quite simply, farming and tourism rolled into one. In the face of growing competition, agritourism enables farmers and landowners to stay on the land by supplementing their income with tourism and direct marketing for their products. Real agritourism means real working farms, with machinery and animals such as dogs, horses, chickens, geese, etc. - and the warmest hosts in the world.

This kind of holiday can include helping out with farm tasks and is especially common in wine growing regions. You can also attend evening musicals, go hiking, horse-riding, mountain biking, exploring historical landmarks, wine tasting, harvesting and stomping grapes, bird watching, etc.

Holidaymakers also get the chance to learn about local traditions, visit gift shops and farm stands for local and regional produce or hand-crafted gifts.

Taking a deeper look at the economic background, Roxanne Clemens, author of "Keeping Farmers on the Land" (2004), explains: "The first national law on agritourism in Italy was implemented in 1985, and many Italian farmers have embraced agritourism as a way to add value to their agricultural production and market their products on the farm. Many of these farmers have discovered that tourists are prepared to spend large amounts of money on eating, drinking, and vacationing in rural areas.

"Given the growing popularity of agritourism, the Italian government is implementing policies to promote agritourism as a way to help revitalize rural areas by aiding the survival of agriculture, increasing farm income, creating new jobs in rural communities, adding value to typical regional products, and diversifying tourism opportunities. However, agritourism is highly regulated in Italy.

"For example, farming activities must remain the first source of revenue for a farm to be authorized to provide agritourism, and the scale of the agritourism part of a farming operation (e.g., number of beds, number of meals that can be provided) is based on the actual size of farming activities."

Set in the Tuscan hills around Cortona, "La Pievuccia" is one example of flourishing agritourism. A large farmhouse with fields and streams and flowers, overlooked by mediaeval towers and wooded hills. Silver olive leaves glitter in the sunset breeze. The air is fresh and warm and light. And fragrant with the Tuscan meal to come. These are just a few impressions that struck your correspondent last weekend.

The area around La Pievuccia, known as Valdichiana, has been producing wine and olive oil for centuries and is noted for its D.O.C. mark of quality. Moreover, the farm's 20 hectares of vineyards, olive groves, woodland and cropland are used to grow strictly organic produce. All in all, La Pievuccia offers a beautiful backdrop for a tranquil holiday: it's the epitome of "agriturismo".

Tuscany's landscape can, of course, sell itself. But Roxanne Clemens explains the broader picture: "During the past five years, agritourism in Italy has increased by 25 percent, due mostly to an increase in the number of farms offering overnight accommodations. In most cases, agricultural production remains the primary activity for the farm, and agritourism is a secondary activity that generates enough additional income to keep farm families on the land. In addition to eating and staying overnight, visitors purchase wines, meats, cheeses, jellies and jams, honey, and baked goods to take home."

And as in La Pievuccia, "These families are often comprised of more than one household (e.g. parents and their married children or married siblings and their children)" - giving a true taste of Italy, its landscape and traditions, through the generations.

Howard Hudson,
21 June 2005