Rural tourism in Europe has been around, in one form or another, for at least 100
years. At the turn of the 20th century, as countries became more industrialised, they
were linked by ever-more efficient networks of transport which allowed city residents
to travel to rural regions – at home or in neighboring countries – to escape their
crowded, factory-filled cities and enjoy the health benefits of holidaying in the fresh
air. It is, however, only in the past decade or so, that rural tourism has been identified
as a niche market. (Mintel, 2007)