Translate 
Abstract
The concepts of "agrotourism" (or agritourism), focusing on farm-based tourism, and "wellness tourism," which emphasises health and well-being through travel, are common and well-researched. As the paper explores, this combination presents a strategic approach to enhance the tourist farms' offer by aligning it with contemporary desires for health, relaxation, and nature immersion. Based on exploring the existing offerings on tourist farms in rural Slovenia and a survey among potential users, we identified some aspects of why agrowellness is not yet developed to the extent one would expect. Focusing on six main areas-local identity, sustainability, community engagement, innovation, digitalisation, and sports activitiesthe developed distribution model outlines what steps farms can take to reach a broader audience and contribute to sustainable development. By integrating authentic local experiences, eco-friendly practices, community collaboration, innovative activities, a robust digital presence, and opportunities for active outdoor recreation, tourist farms can offer unique, enriching experiences that appeal to modern tourists seeking wellness and connection with nature in the spirit of agrowellness. This comprehensive strategy aims to elevate the agrowellness sector's appeal. It supports the preservation of rural heritage and promotes healthy lifestyles, positioning tourist farms as crucial players in a sustainably focused tourism industry
Highlights
Agrotourism, in the form of farm tourism, plays a significant role in the tourism industry across Europe (Potočnik-Slavič, Schmitz, 2013)
Our findings reveal two main categories of goods tourist farms offer in agrowellness: material products like food, drinks, homemade cosmetics, souvenirs, and services, including wellness treatments, mental health support, rural sports, and accommodation
Based on the data obtained from surveys, proposals presented and described starting points for the distribution of agrowellness services, it is clear that there are several critical areas in which tourist farms can focus on improving and diversifying their offer
Summary
Agrotourism, in the form of farm tourism, plays a significant role in the tourism industry across Europe (Potočnik-Slavič, Schmitz, 2013). The positioning of agritourism within the broader tourist market is crucial, with farms as the primary entities providing services that leverage cultural, social, environmental, and economic resources (Dubois, Schmitz, 2013). This type of tourism is becoming popular due to the desire to move away from everyday life and relax in nature. The activities such as feeding animals, farm chores and homemade food preparation enrich the experience, which is attractive for families with children who see this as an ideal holiday for relaxation (Greif et al, 2011).
Sign-in/Register to view highlights & summary 
Paper version not known (
Free)
Published Version
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
