The Development Experience of Agritourism in Toscana and the Inspiration to China

Toscana is the most prominent region in developing agritourism in Italy, and has great reputation in the world. The development of Toscana agritourism has following experience: laws and regulations to standardize the development of agritourism; agriculturebased; web as a marketing medium; the local way of life as a selling point; a variety of training and learning to enhance the attractiveness of the farm. There are many problems in the rapid development of our agritourism, such as largescale expansion, redundant construction, single tourism activities, low quality of tourism services, gradually to urbanization. In order to promote the healthy development of China’s agritourism, we can learn some successful experiences from Toscana agritourism, including: (1) Speed up the legislation of national and local agritourism, standardize the development of agritourism through laws and regulations, and make the institutional provisions from the aspects of food, shelter, transportation, travel, shopping and entertainment; (2) locate the position of agritourism accurately, ensure the dominant position of agriculture; (3) strengthen the network infrastructure of tourism destination, establishment professional agritourism website, and play the advantages of agritourism internet marketing; (4) strengthen the locality of agritourism, maintain local style or habits, emphasize casual and leisure; (5) enrich tourism activities, and enhance the educational and learning meaning of agritourism.