STUDY REGARDING THE AGROTOURISM POTENTIAL OF ALBA COUNTY

Abstract

Agritourism represents a strategic field for revitalizing the rural economy, and Alba County stands out through its valuable agritourism potential, supported by diverse natural resources, a rich cultural heritage, living traditions, and distinctive local products. This study analyzes the agritourism potential of Alba County in the context of regional development by comparing it with the other counties within the Central Region, in order to highlight its competitive territorial position. The research examines the evolution of tourist accommodation structures, with an emphasis on agritourism guesthouses, the dynamics of existing and operational accommodation capacity, as well as trends in tourist arrivals and overnight stays, classified by type of tourist (residents and non-residents). The statistical results indicate a moderate growth of agritourism in the county, driven by the increasing interest in authentic rural experiences, but also reveal several limitations related to seasonality and territorial disparities in tourism infrastructure. To provide an integrated assessment, the study includes a SWOT analysis of the agritourism sector in Alba County, outlining the main strengths and weaknesses, as well as the opportunities and threats associated with the current context. The conclusions emphasize the need to intensify rural destination promotion, diversify tourism services, and strengthen cooperation among local stakeholders to ensure a sustainable and competitive valorization of the existing agritourism potential.