Increasing numbers of holidaymakers are turning to the small, often family-run establishments in Italy which offer a range activities and services traditional hotels cannot match.

Rich variety is proving to be the key to success for Italy's thriving farm tourism sector, Italian News Agency ANSA said on Sunday.

Over half a million people will go on vacation at Italian "agritourism" establishments this month, according to Italian national farmers' association Coldiretti.

The Italian farm tourism sector made its name by appealing to city-dwellers trying to return to their rustic roots.

Many "agritourism" establishments also enable guests to try a variety of farm-based activities, like making wine, cheese and honey, feeding the animals, helping with the harvest and riding on tractors.

In recent years though, agritourism has developed into an industry in its own right - generating over 800 million euros in business in 2004 - and become more specialized as result.

Many establishments, for example, cater for enthusiasts of outdoor sports, like archery, canoeing, horse riding and mountain biking.

Some are linked to nearby centres for activities like rock climbing, hang-gliding, windsurfing and rafting.

Source: Xinhua