Revitalizing tourism through citrus routes. Exploring new practices and challenges

Citrus fruits have always played a vital role in the Mediterranean diet, and their cultivation has been a significant part of the region’s heritage. In recent years, the tourism industry has recognized the potential of citrus farms as attractive destinations for tourists. With their beautiful flowering, colorful leaves, and fruit picking activities, citrus farms have become popular tourist attractions. This trend has prompted a shift towards multipurpose agriculture, with citrus farms serving not only as places of production but also as tourism hotspots. The rural heritage of citrus fruits has become a valuable asset for the development of new tourism paths. This study focuses on two case studies in Southern Italy, in Apulia and Sicily, investigating the characteristics of integrated relational tourism in territories with a citrus production focus. The methodological approach is focused on exploratory qualitative analysis, collecting data from local citrus producers to understand their experiences and perceptions of citrus tourism. The exceptional quality and genuineness of Apulian and Sicilian citrus fruits are essential for promoting a healthy lifestyle and enriching the tourist offer. The study highlights the renewal of cultural practices that were once abandoned but have now become an integral part of the local economy. However, to sustain this growth, citrus tourism must integrate personalized, creative, unique, and innovative experiences to attract more tourists.