European Historic Houses

Evening on the Future of Rural Tourism

14. 10. 2025, Brussels

The role of travel and cultural heritage in strengthening rural communities.

On October 14th, Airbnb and European Historic Houses hosted a special evening dedicated to exploring the Future of Rural Tourism across Europe.  

The dinner conversation took place in a private historic house in the heart of Brussels and was attended by the leading figures in the field, including MEPs, members of Commissioners’ cabinets and the European Council, Secretaries-General and representatives from key industry associations. 

During the evening, guests engaged in an in-depth discussion about the role that innovation and cultural heritage can play in driving sustainable rural development, and the innovative pathways through which this goal can be achieved. 

Among the reflections that emerged, we discussed the key role that technology plays in this process, as stated by Carlos Romero Duplá, Vice-President of European Historic Houses: “Platforms like Airbnb have shown that technology can reconnect people with authentic heritage — helping visitors discover the hidden beauty of Europe’s villages, historic houses, and rural landscapes. Imagine if more tech companies used their innovation to support preservation, education, and responsible tourism — because technology and heritage aren’t opposites, but expressions of the same human drive: to create, to endure, and to connect across time”. 

Another important point raised was the necessity of taking into consideration the different needs of travelers, along with those of rural communities. As Derek Nolan, Public Policy Manager for Ireland at Airbnb, stated: “Travellers and guests are increasingly showing a desire for what rural communities offer best — authentic stays, off the beaten track, immersed in location and culture, and close to nature. The challenge for all of us now is to work together to ensure the positive impact of tourism is shared far and wide, to the benefit of rural communities and travellers alike”. 

And certainly, this collaboration relies on fostering cooperation among the different stakeholders involved, the final key point highlighted by Ellen Madeker, EU Public Policy Lead at Airbnb: “We deeply cherish our partnership with European Historic Houses. Heritage and rural tourism are the future engines of Europe’s tourism, and bringing stakeholders together is key to unlocking their full potential”. 

This evening marked an important step towards a shared vision for the future of rural tourism in Europe — one rooted in synergy between local actors and communities, institutions, innovators, and both the private and public sectors, with cultural heritage playing a central role. 

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