Vacations on an organic farm - a model with a future for everyone

URLAUB AM BAUERNHOF and BIO AUSTRIA are pooling their expertise to strengthen organic farms. A study by Österreich Werbung has established the connection between organic affinity and sustainable travel.

The organizations URLAUB AM BAUERNHOF and BIO AUSTRIA presented a deepened cooperation within the framework of a project entitled "Added value for all - vacations on organic farms" at a press conference on 18 April. The pooling of different areas of expertise in this project takes account of the dynamic development of the tourism market and supports organic farms in their role and development as tourism providers.

At the same time, the cooperation creates added value for tourism in many regions in Austria and thus contributes to their sustainable revitalization. Thanks to its partnership-based design and positioning in the rapidly growing field of sustainable tourism, the "Urlaub am Biobauernhof" project is a good example of the implementation of Austria's tourism strategy, emphasized Hans Embacher, Managing Director of URLAUB AM BAUERNHOF and Susanne Maier, Managing Director of BIO AUSTRIA, in the presence of Sandra Neukart, COO of Austrian National Tourist Office.

Strengthening organic farms and efficient marketing of tourism products

The objectives of the project, which is supported by EU and national funds, include the economic strengthening of the participating farms, their support in providing information about organic farming - for example in the form of training measures and the provision of information materials - as well as even more efficient marketing of organic farm vacations. At the same time, the aim is also to increase the number of organic farms that open their farms for tourism purposes as part of the "Urlaub am Bauernhof" program.

Largest platform of organic vacation farms in Europe

The farms participating in the project benefit from comprehensive marketing and services, such as campaigns via social media, video productions and training courses. At www.urlaubambiobauernhof.info, a new joint online presence with booking options and a comprehensive range of information, including an online organic search, was created for the whole of Austria.

Exclusive insight into the Austrian National Tourist Office's summer potential study

Sandra Neukart, COO of the national tourism organization, gave an exclusive insight into the initial results of the Summer Potential Study 2024 by Österreich Werbung and NIT (Institute for Tourism and Spa Research in Northern Europe GmbH).

As part of the survey of 1000 people each in Germany and Austria, the URLAUB AM BAUERNHOF association also asked travelers about their affinity for organic food. The analysis shows that organic affinity and sustainable travel go hand in hand: 15% (Germany) and 17% (Austria) of respondents stated that the use of organic food is important to them when choosing their vacation accommodation. This shows the existing potential for a focus on organic, as is the case with organic farm vacations, emphasized Neukart.

Sustainability as a vacation decision strongly pronounced among organic enthusiasts

Furthermore, 18% (AT) and 21% (D) of respondents with an affinity for organic products stated that sustainability was a decisive factor in their decision to go on vacation in summer 2023. It was a deciding factor for more than half of those surveyed. For over 75% of those with an affinity for organic products, sustainability is therefore an important factor when choosing their vacation. This is a significantly higher figure than for the entire group of summer travelers, who named sustainability as an important factor at 39% (AT) and 44% (D).

Vacations on an organic farm stand for an authentic Austrian vacation

"Farm vacations and especially organic farm vacations stand for authentic Austrian vacations and create unique experiences for guests and locals alike. Our study on organic affinity in Germany and Austria has shown: The appreciation of organically produced food and the topic of sustainability when traveling are inextricably linked. We are therefore certain that projects like this will further enrich our country's multifaceted offer and make it even more attractive for Austrians and visitors from abroad," summarized Sandra Neukart.