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TOURAL: rethinking the balance between rural and urban tourism

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28 July 2026

TOURAL: rethinking the balance between rural and urban tourism

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Photo presenting a flock of sheep being herded through a city street as onlookers photograph them.

A Horizon Europe project, TOURAL, is developing a model for balanced tourism growth across rural, remote and urban areas, with a focus on macro-regional cooperation.

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Related Organisation(s)

CORDIS

Topics
Geographical descriptors

Albania

Armenia

Austria

Belgium

Bosnia and Herzegovina

Bulgaria

Croatia

Cyprus

Czechia

Denmark

Estonia

EU-27

Finland

France

Georgia

Germany

Greece

Hungary

Iceland

Ireland

Italy

Kosovo

Latvia

Liechtenstein

Lithuania

Luxembourg

Malta

Moldova

Montenegro

Netherlands

North Macedonia

Norway

Poland

Portugal

Romania

Serbia

Slovakia

Slovenia

Spain

Sweden

Switzerland

Türkiye

Ukraine

Other

Organisation Type

Destination Management & Marketing Organisations

Local Authorities

National authorities

Regional Authorities

  • Specific types of tourism

    • Rural tourism

    • Urban/city tourism

  • Transition Pathway Strategic Areas

    • Changes in tourism demand and opportunities

    • Governance of tourism destinations

  • Business activities

    • Activities of amusement parks and theme parks

    • Activities of associations and other organisations supporting tourism

    • Air passenger transport

    • Camping grounds, recreational vehicle parks and trailer parks

    • Events catering and other food services

    • Festivals, cultural and entertainment activities

    • Gardens and nature reserves activities

    • Holiday Housing / Apartments and other short stay accommodation

    • Hotel and similar accommodation

    • Mobile beverage services

    • Mobile food services

    • Museums

    • Operation of historical sites

    • Other

    • Other accommodation

    • Other amusement and recreation activities

    • Other food and beverage services

    • Other holiday reservation services

    • Other tourism transportation activities

    • Rail Passenger transport

    • Recreational and sport activities

    • Restaurants, cafes and bars (Food and Beverage serving activities)

    • Road passenger transport

    • Tour operator activities

    • Travel agency activities

    • Water (sea, coastal and inland) passenger transport

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TOURAL examines how tourism can be developed more evenly across different types of territory, so that rural and remote destinations benefit alongside better-known urban centres. Its early outputs include a stakeholder mapping and engagement exercise, feeding into a wider plan for disseminating the project's findings.

By encouraging closer cooperation between regions at a macro level, TOURAL aims to help destinations share good practice on spreading visitor demand more evenly – a theme closely aligned with the Transition Pathway for Tourism's work on the governance of tourism destinations and rural tourism development. Further deliverables are expected as the project progresses; full documentation is available via CORDIS.

#RuralTourism #HorizonEurope #TOURAL #RegionalCooperation #BalancedTourism

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