In the last few years, the relationship between tourism and sustainability has been consolidated. In the context of rural tourism, this connection is even stronger given the environmental specificities and the natural framework of this type of tourism. To achieve sustainability behaviors, it is crucial that rural tourism lodgings communicate their essence, as well the products and experiences available for tourists. This because it is a common practice for visitors to look for more information on the internet about where they will be staying, before booking their tourist experience. The main objective of this study is the analysis of the information provided by rural tourism lodgings, through their websites, regarding sustainability issues. The territory selected for the development of this study is the Portuguese Viseu Dão Lafões Region, located in the center of Portugal. Based on other studies, the methodology includes a content analysis, conducted on 39 rural tourism lodging websites. The results show that some improvements are needed, to clarify and emphasize the message about sustainable practices, in these rural lodgings. Some practical recommendations are provided, that can be adapted to these rural tourism lodgings, or others.

Innovation and sustainability have become dynamic tools to foster success in rural tourism. However, the effects of the two concepts in rural tourism have been largely overlooked. Hence, it seems timely to present a quantitative survey of the literature in these topics. Based on 94 articles published in the Scopus database, we found that innovation and sustainability in rural tourism is mostly a European concern, with the bulk of the articles published in the last ten years. China, Italy, and Spain are the main countries under analysis and the Sustainability Journal is the major outlet for dissemination of knowledge. This study can serve as a strategic guide for researchers, policymakers and entrepreneurs in the sector, supporting evidence-based decision-making. It has sought to understand the evolution of the existing literature on sustainable and innovative rural tourism; it has identified the most influential researchers and research centers that can promote future collaborations; and it has identified approaches and trends that are shaping the future of sustainable rural tourism. However, given the potential for innovation and sustainability towards rural tourism success, particularly in less developed and undeveloped countries, more research that ties all these three topics together is imperative.

Planning consists of thinking about the future and allows territories to be better prepared to take advantage of opportunities and face challenges that arise. In Portugal, tourism is one of the pillars of the economy, generating wealth and creating various job openings. In recent years, this destination has won several international awards and distinctions due to the quality of services and tourism offerings. Part of this success is due to the planning carried out by the entity responsible, Turismo de Portugal. This study aims to analyse the content and structure of national tourism plans implemented in Portugal since 2000. Furthermore, we want to understand: (1) the vision outlined for the Portuguese territory and the changes it has undergone in recent decades; (2) the methodologies that were used in the formation process of these plans, for instance, if public auscultation was used; (3) the main objectives defined for the territory and which were the actions that have been defined to achieve them. A qualitative methodology of document analysis was used, combined with the presentation of a case study related to tourism planning at a national level. The results show the growing importance of the tourism sector for the Portuguese economy. Since 2020, the growing involvement of stakeholders in the construction of strategic plans has also been evident through public consultation and an emphasis on sustainability practices in the tourism sector.

The main goal of this study is to analyze the national tourism plans of the 27 EU countries, and understand the significance attributed to the theme of sustainability in these strategic documents. This work was based on a meth­odology of document analysis. Based on the list of the 27 member states of the EU, research was carried out on the existence of national tourism plans that are currently in force. A content analysis was performed. The research resulted in the identification of 25 national strategic plans that were carefully analyzed. Of the documents analyzed, the theme of sustaina­bility is very common and is included in most of the strategic visions defined. The main limitation of the study is related to the methodology used. Research­ing and interpreting the strategic documents was also challenging, as many of the strategic plans were only available in the country’s national language, with no English versions. Based on the analysis carried out, it is possible to reflect on the commitment that each member state has made in relation to the development of tourism in its territory: whether sustainability is a fundamental premise, or if it is not a major concern.