Sustainable strategies of industrial tourism in the agri-food business: an exploratory approach

Purpose This study aims to analyze the opportunities and potential of industrial tourism for the agri-food industry in the current post-pandemic scenario. Industrial tourism can favor appropriate behaviors by companies and tourists to address emerging challenges in the post-pandemic era, such as responsible production and consumption and the containment of waste production. Design/methodology/approach The adopted research method is a case study with exploratory purposes, applied to an industrial tourism experiment called “Make it in Puglia” (Apulia Region, Italy). The case study was based on participant observation and semi-structured interviews. Findings This study analyzes how industrial tourism in active agri-businesses allows local areas to be enhanced while simultaneously improving and strengthening sustainable strategies and choices for organizations and customers, especially in the changing context of the post-pandemic era. Research limitations/implications The country specificity of this project and the limited duration of the investigation in the post-pandemic period were the main limitations of this study. Practical implications Industrial tourism in the agri-food business can contribute to a sustainable strategy for destination management based on new elements of attractiveness. Moreover, industrial tourism represents an opportunity for agri-food businesses, through the promotion of “business tours,” to respond to requests for more sustainable practices, especially considering that food waste and resource use efficiency have become a topic of growing concern. Originality/value This paper is one of the first studies that considers industrial tourism as a strategy for achieving sustainable development goals (SDGs) in the agribusiness sector, as it analyzes industrial tourism as an instrument in the construction of a cohesive ecosystem where tourism, agri-food business and local communities together pursue preservation and safeguarding of the environment, heritage and territory.