EUROPEAN EXPERIENCE OF ENTREPRENEURSHIP DEVELOPMENT IN THE FIELD OF RURAL GREEN TOURISM

Abstract

Rural green tourism in the countries of the European Union is a targeted business activity aimed at meeting the growing demand for authentic travel. Entrepreneurs in this field play a crucial role in promoting the economic development of rural areas, preserving cultural heritage and promoting environmental sustainability.

In accordance with the fundamental principles of the features of the creation and functioning of business structures in the field of rural green tourism, recreation priorities include focusing on ecologically clean areas, sustainable development and responsible tourism. In today's conditions, successful entrepreneurs in the field of rural green tourism in the EU countries diversify their offers to satisfy different interests.

The purpose of the study is to systematize the European experience in support and development of rural green tourism.

In the modern period, in the context of promoting the development of rural tourism in EU countries, a number of programs were developed, among which the following should be noted: the "EXPERT" program, the "The village I love" initiative, the "Data base on rural tourism services" program, the "European rural tourism network". The purpose of such programs is to encourage the development of rural tourism in participating regions and countries based on the principles of innovation, transferability, sustainable development and profitability.

Note that, according to Eurostat, a significant share of the tourism sector in the economy of the EU countries is formed in rural areas. Thus, in 2021, rural areas accounted for about 43.8% of beds in tourist accommodation in EU countries (the remaining 33.8% of beds were in cities and suburbs and 21.4% in cities). Rural areas also recorded an estimated 37% of all overnight stays in tourist accommodation, compared with cities and suburbs accounting for the remaining 35% and cities accounting for 28%.

Entrepreneurial activity in the field of rural green tourism in EU countries is a dynamic and profitable business. Through sustainability, fostering community engagement and leveraging digital innovation, entrepreneurs are creating businesses that not only satisfy the desires of today's travelers, but also make a significant contribution to the economic and cultural vitality of rural regions. The involvement of local communities in the tourism planning process is crucial.