The aim of the paper was to present innovative solutions in rural tourism, including agritourism in the Switzerland – Canton of Ticino. The attractiveness of sustainable tourism was highlighted in the context of regional development and socio-cultural values of rural areas. The study used the data from Travel Market Switzerland and the information collected during a study trip in May 2015 to the Canton of Ticino in Switzerland from workers Unione Contadini Ticinesi. Innovation of rural tourism in the region of Ticino depends on creation of offers that the prospective client can choose from, for example: rural museums, craft museums, occupational therapy services including ippotherapy, apitherapy, herbal medicine, special diets for tourists, beauty farm as well as a mini-spa, nature trails, agrizoo/agrisafari.


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