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.