THE RURAL TOURISM CHALLENGE IN PESCARA’S HILLY LANDSCAPE, ITALY: AWARENESS, INTEGRATION, SUSTAINABILITY

Abstract

The Pescara’s hilly area encompasses 21 towns around the metropolitan area of Pescara (Abruzzo, Italy) and represents an interesting case study with which to analyse its unexpressed potential for rural tourism in the light of a growing interest in authentic, identity-focused and country tourism. After discussing emerging rural profiles from demographic, agricultural and morphological point of views, this paper aims to offer an overview of the current characteristics of tourism offer (accommodation, attractions, promotion and integration strategies) and tourist demand (arrivals and overnight stays). A fundamentally descriptive approch was implemented: carrying out a SWOT analysis strengths and weaknesses, potential opportunities and threats are analytically observed. Results shows that although rural tourism represents a clear opportunity for local development, the hilly landscape of Pescara suffers both of unawareness of its own potential and lack of offer’s integration. Sustainability issues are also relevant. A‘systemic’ view of rural tourism and potential in the overall regional tourism offer could better promote and valorize the local heritage of the Pescara’s hilly landscape.

Keywords

• rural tourism
• awareness
• integration
• sustainability
• hilly landscape
• Pescara