There is considerable debate about the contribution of counter-urbanization processes in the restructuring of rural areas in Europe. This paper focuses on the impact of counter-urbanization on outdoor rural activities in the context of rural development programmes, a subject on which there has been relatively little research. The participation of urban-rural migrants in new tourism developments is studied in three Spanish case studies: Girona (coastal model), Guadalajara (a very depopulated province near Madrid) and Ciudad Real (a province with a substantial number of endogenous initiatives). This microanalysis examines three main areas of concern : experiences of previous urban activity and the migration process; the main characteristics of the new businesses and their relationship with the local community; and socio-economic characteristics. The results demonstrate a stronger presence of urban-rural migrants in rural tourism activities, compared to other activities included in rural development programmes. The main reason for the urban-rural migration is the desire to be self-employed, although there are also a number of other secondary motives.

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