ABSTRACT
This chapter presents a selection of factors that set the global tourism trends, taking account of development drivers of the tourism industry. It shows the specialization of tourism providers based on how agritourism farms evolve towards recreation, greening, and educative dimensions in their offer. The chapter describes the characteristics of social farming, taking both enablers and inhibitors into account, and some examples of social farming in Poland and in selected European Union countries are presented. In addition to explaining how the assumptions of the experience economy affect the competitiveness of rural tourism, it indicates some opportunities for using state-of-the-art technologies in promoting rural tourism products. Further, the chapter discusses the technological capacity that will be tapped into by agritourism farmers and consumers in the tourism market. Tourists increasingly often prefer environmental leisure and opt for green tourism.
