Toward a Systemic Design Framework for Experiential Tourism Strategies in Rural Areas

This thesis explores the potential of experiential tourism as a strategic tool for sustainable development in rural European areas, with a systemic design approach. In response to the growing demand for authentic and meaningful travel experiences, the research investigates how rural territories can offer immersive, community-based tourism that fosters local identity, cultural heritage, and environmental sustainability. The study is developed within the framework of the SYSTOUR project, an Interreg Europe initiative coordinated by Politecnico di Torino. The research focuses in the final part, as part of an internship, on the Lea-Artibai region as the on-field case study. Through a combination of literature review, data-driven analysis of 90 tourism experiences across six European regions, and participatory co-design workshops, the thesis identifies key challenges and opportunities in the experiential tourism sector. The research introduces a structured database and two systemic canvases to support policy-making and strategic planning and concludes with a set of guidelines for the sustainable development of walking routes and outdoor tourism in Lea-Artibai. The findings highlight the importance of adopting a holistic and collaborative approach to tourism planning, where local communities, public institutions, and private stakeholders co-create experiences that generate long-term value for both visitors and residents. The thesis contributes to the advancement of systemic design methodologies in tourism planning and offers scalable tools for territorial regeneration through experiential tourism.