Sustainable Tourism Law

APPELLATIONS OF ORIGIN IN TOURISM 519 Another important element for this issue that should be highlighted is the consideration of agricultural activity beyond commercial objectives. At European level, it has been argued that non-trade concerns such as cultural heritage, land use planning, public health, the environment and agri-food security should be supported by public resources. This approach was developed in the 1990s, following the signing of the Agreement on Agriculture of the GATT Final Act of the Uruguay Round, and had another turning point during the International Conference on Non-Trade Concerns in Agriculture held in Ullensvang in 2000. As a result, the concept of multifunctionality of agriculture came into being, which recognizes the multiplicity of functions that this activity performs. The role of agricultural activities in a territory at heritage, environmental and social levels is indisputable. Values linked to the protection of biodiversity, the environment, the preservation of cultural heritage and agricultural practices and traditions are increasingly supported by the European public. Thus, the importance of these territories goes beyond the simple production of goods, and in their integral development, the AO can be a useful instrument for revaluing, managing and disseminating cultural values and contributing to sustainable development. From the point of view of the tourism sector, rural territories can satisfy needs related to the disconnection created by the city, the search for contact with nature or the performance of leisure activities that are typical of these environments. In addition, depending on the tangible and intangible heritage available, tourism experiences can be designed to enhance their value and at the same time promote complementary services. In this sense, rural tourism is a good example of the potential offered by these areas. In this scenario, AO can be the link between the territory, its products, cultural values and the different social actors. The enhancement of the history and heritage of a location through a unique, differentiated and varied offer, represented by an AO, can contribute to sustainable development in a globalised and competitive context. V.3. The appellation of origin and cultural districts In the search for instruments and formulas that contribute to sustainable tourism development, one of the key elements is the model of the destination and its life cycle. In this chapter, we will not discuss destination models in detail, (please see the studies by Butler, 1980, 2006; Haywood, 1986; Ioannides, 1992; Knowles,