One million euros for new tourism projects in rural areas

Airbnb and the German Tourism Association (DTV) are launching “NaturMomente,” a nationwide project competition for rural tourism. The partners are providing a total of one million euros for new projects. Individual projects can receive up to 100,000 euros in funding. Applications will be accepted through September 9, 2026.

The competition seeks concepts that combine tourism with regional economic development, nature and environmental conservation, or the strengthening of local communities. Federal Minister of Agriculture Alois Rainer is serving as the patron of the initiative.

Up to 100,000 euros per project

With “NaturMomente,” Airbnb and the German Tourism Association are responding to the demand for travel to rural regions of Germany. At the same time, the competition aims to support tourism development in areas where there is still potential for additional offerings.

A total of one million euros is available for this purpose. Selected projects will each receive 25,000, 50,000, or 100,000 euros. The winners are scheduled to be announced in mid- to late October.

Eligible applicants include municipalities, tourism organizations, national parks, nature parks, and biosphere reserves; small and medium-sized enterprises; agricultural businesses; associations; local initiatives; cultural and historic preservation organizations; and private individuals.

The requirement is that the project be implemented in a rural area in Germany and have a connection to nature. The focus is particularly on sparsely populated regions with potential for tourism development.

From Agriculture to Nature Conservation

The competition comprises four categories. In the “Culture and Tradition in Rural Areas” category, for example, the competition seeks new usage concepts for historic or vacant buildings, regional cultural programs, and projects related to traditional crafts.

The second category focuses on community-driven tourism projects. For example, local initiatives or hosts can develop new offerings that create additional reasons to visit and involve the local population.

The “Regional Agriculture” category includes projects that combine tourism with agriculture, gastronomy, and regional production. These may include farm stays, farm stands, harvest experiences, culinary routes, or collaborations between producers, the food service industry, and the tourism sector.

The fourth category is dedicated to active nature conservation and environmental protection. We are looking for offerings related to biodiversity, forests, and waterways; environmental education; and tourism infrastructure that combines nature experiences with ecological standards.

Economic viability is one of the prerequisites

Funding is primarily provided for project ideas that have not yet been implemented. However, initial planning, preliminary work, or permits that have already been obtained are acceptable. Proposals to expand existing offerings may also be submitted.

A key requirement is a project concept that demonstrates both feasibility and economic viability. The latter must be presented in a financial plan.

Thus, NaturMomente does not focus exclusively on traditional sustainability projects. The initiatives should also create measurable tourism-related and economic value for businesses and regions.

Jury Evaluates Seven Key Criteria

An independent panel of experts makes the selection. It includes representatives from tourism research, politics, agriculture, the tourism industry, and Airbnb. Members include, among others, Prof. Dr. Julian Reif from the German Institute for Tourism Research, DTV Managing Director Norbert Kunz, and Airbnb Manager Kathrin Anselm.

Applications are evaluated based on seven categories: environment and nature, quality, economy, local community, public good, innovation, and transferability.

Thus, in addition to the concrete impact on the local level, the question of whether a concept can serve as a model for other rural regions in Germany also plays a role.

Tourism as an Economic Driver for Rural Areas

The competition thus also addresses an economic policy question: How can rural regions benefit more from tourism demand without losing sight of nature, regional identity, and local interests?

In particular, concepts that combine agriculture, regional products, existing buildings, or natural attractions with new tourism business models can create additional local value. It will therefore be interesting to see which projects ultimately stand out not only for their innovative ideas but also for their ability to remain economically sustainable in the long term without subsidies.

Applications for NaturMomente can be submitted until September 9, 2026, at 4:00 p.m.