Abstract
AbstractAn overview of tourism and recreation development in rural areas in Europe is presented, with emphasis given on the following key themes: paradox, change, unsustainability, transparency, and integration. It is argued that: tourism and recreation in the European countryside are predominantly forms of mass tourism; forms of mass tourism, with their emphasis on the consumption of experiences, are incompatible with the principles of sustainable tourism development; the importance of the intrinsic values of the countryside is likely to be lower for those 'rural visitors' for whom the focus of their trip is an activity; and 'rural tourism' is not a small-scale, low impact phenomenon.
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