One million euros for rural tourism: Airbnb and the German Tourism Association launch a joint project competition.
Airbnb and the German Tourism Association (DTV) are launching a joint project competition to support innovative tourism projects in rural areas with a total of one million euros.
The joint project competition “NaturMomente” is a response to the strong demand for travel to rural areas in Germany—and is intended to help raise awareness, foster acceptance, and strengthen the economic potential for tourism in rural areas. It is designed to support projects that combine economic and social sustainability with environmental responsibility while also improving the quality of tourism in the respective region.
The competition’s patron is Alois Rainer, Federal Minister of Agriculture, Food, and Regional Affairs.
The independent panel of experts consists of:
- Prof. Dr. Julian Reif, Deputy Director of the German Institute for Tourism Research, Westküste University of Applied Sciences
- Dr. Franziska Kersten (Member of the Bundestag), Spokesperson for Agricultural Policy for the SPD Parliamentary Group in the Bundestag
- Jens Spanjer, Chairman of Castles and Gardens in Germany
- Birgit Grauvogel, Executive Director of the Saarland Tourism Board and member of the German National Committee for the UNESCO “Man and the Biosphere” (MAB) Program
- Franziska Schmieg, Executive Director of the Federal Association for Farm Vacations and Rural Tourism in Germany (Bundesverband Urlaub auf dem Bauernhof und Landtourismus in Deutschland e.V.) and Head of the Rural Areas and Diversification Division at the German Farmers’ Association (Deutscher Bauernverband e.V.)
- Norbert Kunz, Executive Director of the German Tourism Association
- Kathrin Anselm, , General Manager for Central & Eastern Europe, Airbnb
Who can apply?
Projects may be submitted by municipalities, tourism organizations, national natural landscapes (national parks, nature parks, biosphere reserves, and wilderness areas), small and medium-sized enterprises, agricultural businesses, local initiatives and associations, cultural and historic preservation organizations, and private individuals.
The proposed project must be located in one of Germany’s rural areas and have a connection to nature. The competition focuses on regions that are relatively sparsely populated and have potential for tourism development. Applicants must also be based in Germany.
The focus is on project ideas that have not yet been implemented. Ideally, preliminary work has already been carried out and permits have been obtained. This means that planning for implementation may already have begun. Expansions of existing projects are also possible. A project proposal must be submitted that clearly demonstrates the project’s feasibility and financial viability (as evidenced by a financial plan).
What can I win?
Successful applicants will receive a grant of €25,000, €50,000, or €100,000 to bring their project to life. Winners will be notified in mid- to late October.
What categories are there?
Category 1: Culture and Tradition in Rural Areas
Projects that preserve, revitalize, or reinterpret the cultural heritage of rural regions, thereby contributing to the appeal of rural travel destinations. Examples:
- Restoration or revitalization of historic buildings or sites for tourism; new concepts for the use of vacant buildings or sites
- Projects to Strengthen Local Identity and the Appeal of Rural Regions
- Projects related to regional traditions or crafts
- Cultural programs and visitor activities with a regional focus
Category 2: Community-Led Tourism Projects
New and creative approaches that strengthen rural regions as attractive travel destinations and create new reasons to visit, particularly through initiatives by local communities, hosts, and other local tourism stakeholders. Examples:
- Community-led tourism initiatives, such as those that involve the local community
- Projects by local hosts (e.g., on Airbnb)
Category 3: Regional Agriculture
Projects that combine tourism with regional agriculture, local products, and culinary offerings, thereby providing authentic insights into production, harvesting, and regional value creation. Examples:
- Agritourism and “Farm Vacations”
- Restaurants or dining concepts with a strong regional focus
- Farm stands, direct sales
- Visitor Activities on Farms (Farm Tours, Harvest Experiences)
- Culinary Routes or Regions of Culinary Delight
- Collaborations between the tourism industry, the restaurant industry, and regional producers
Category 4: Active Nature and Environmental Conservation
Projects that are not only sustainable but also make an active contribution to nature and environmental conservation. Examples:
- Projects on the environmentally sustainable use of landscapes
- Visitor programs focused on biodiversity, forests, or water bodies, combined with knowledge transfer and environmental education programs
- Infrastructure and transportation that enable people to experience nature while also taking ecological considerations into account
- Projects that take climate change into account and help make rural areas more climate-resilient
Application deadline: September 9, 2026, 4:00 p.m.