link: https://www.lifegate.it/borghi-italiani-ruralis
Italian villages are disappearing. Ruralis is reviving them through rural tourism, enhancing vacation homes and strengthening local communities and economies.
Italian villages hold centuries of history, with roots that trace back to the Etruscan, Roman, and Medieval eras. They preserve untouched architecture, ancient artisanal traditions, and a pace of life guided by nature. Yet, many of them are at risk of becoming silent backdrops, emptied by depopulation and neglect.
According to Legambiente, there are over 5,000 small municipalities in Italy, home to nearly ten million people — 16.4% of the national population. However, between 2001 and 2024, the population of these villages declined by 8.5%, with an increasingly aging demographic. This means that, without new opportunities, entire territories are at risk of vanishing, taking with them an invaluable historical and cultural heritage.
This is where Ruralis comes in — an Italian startup committed to breathing new life into small villages by turning tourism into a tool for sustainable development, helping spark their economic and social revival.
From Initial Idea to a Successful Model
The idea for Ruralis was born in 2020, in the midst of the pandemic, and became a reality in 2022 when it was founded in a small town in Irpinia with a population of 3,000. It is the result of the vision of Nicolas Verderosa — an entrepreneur featured in the Forbes 30 Under 30 list — with the mission of simplifying short-term rental management in rural areas by offering property owners advanced digital tools to enhance the value of their homes.
Today, just a few years after its founding, Ruralis has grown into a solid enterprise with exponential growth and an impact that goes far beyond the real estate sector.
Village Tourism: A Sustainable Alternative
Tourism in small villages is not only an appealing option for travelers seeking authenticity — it's also a more sustainable alternative to large cities. Rural destinations have a lower environmental footprint due to their low population density and limited large-scale infrastructure, resulting in less strain on ecosystems.
But rural tourism goes even further: it serves as a driver of development for local communities. Staying in a small village means directly supporting the local economy, creating opportunities for artisans, farmers, and restaurateurs.
Ruralis: A Natural Fit for a Changing Landscape
Ruralis fits perfectly into this context, promoting responsible tourism that enhances local territories and communities, and actively contributes to their revival. Its platform supports property owners in managing their homes effectively, while preserving the interaction between guests and local residents. In doing so, tourism becomes a driver of sustainable development, helping to counteract depopulation and offering travelers a more authentic experience, deeply rooted in local culture and nature.
In line with this mission, Ruralis also collaborates with the EU’s Common Agricultural Policy (CAP) network, which supports rural development and sustainability in agricultural and inland areas.
A Rapidly Growing Sector
The short-term rental sector is booming: in 2024, the Italian market surpassed €5 billion, with rural vacation homes among the fastest-growing segments. This trend reflects travelers’ increasing desire for authentic experiences, surrounded by nature and far from overcrowded tourist destinations.
Remote Work Fuels Rural Demand
The rise of remote work has led to longer stays in rural settings, making small villages an increasingly sought-after alternative. This shift brings new economic opportunities, allowing property owners to diversify their income and helping to revitalize local economies. Ruralis is riding this wave, providing digital tools that simplify the management of rural rentals.
Ruralis and Its Innovative Model
In small villages, managing tourist rentals can be challenging due to the lack of adequate services. Ruralis bridges this gap through digital property management: it handles all the digital operations, while owners retain control of on-site activities like physical check-ins, cleaning, and maintenance. This approach preserves the value of personal hospitality and fosters a more authentic, community-centered tourism experience — one where travelers engage with local residents, immerse themselves in regional culture, and directly support the local economy.
For example, among the features offered by Ruralis are: property integration with over 100 booking platforms, full insurance coverage (including damage and liability), multilingual guest communication, and automated booking management.
Crowdfunding for the Future: A Call to Action
In recent years, Ruralis has accelerated its growth. In just two years, it has increased its revenue by over 700% and now manages more than 300 units across Italy. Its presence spans 35 provinces, having welcomed over 10,000 tourists from 25 different nationalities.
Today, Ruralis Is Looking Even Further Ahead
Following the success of its first crowdfunding campaign — which surpassed 200% of its funding goal — Ruralis is launching a new fundraising round on Wefunder to expand its impact and bring its model to the United States, where the short-term rental market is experiencing rapid growth. In 2024 alone, the sector was valued at nearly $69 billion. This is a unique opportunity for those who believe in the value of sustainable tourism and want to play an active role in the revival of Italy’s historic villages.
To learn more, support responsible tourism, and help bring small Italian villages back to life, visit the dedicated page on Wefunder.