R The primary sector in the rural areas of the Sudoe area, in addition to bringing together a very important part of its fabric, represents a key activity from the point of view of economic development, the maintenance of the population, the conservation of the environment, the modeling of the landscape and the preservation of local traditions and heritage. In addition, it plays a key role in the implementation of the European Green Deal and is the best guarantee of the quality, sustainability and safety of agri-food systems. However, this sector also faces a number of pressing challenges, resulting from narrowing profit margins, competition from external productions, difficulty in generational replacement and the need for adaptation to climate change, among others. In this context, the diversification of sources of income through agrotourism represents a good opportunity for agricultural producers and livestock farmers in the different regions that make up the Sudoe space, also allowing the valorisation of their products among consumers, the attraction of young talent that ensures the generational replacement and the revitalisation of local economies in the rural environment. Although there have been some attempts, mostly linked to the development of rural tourism, the potential for the development of this niche market in the Sudoe is very high, as it connects with the values and the shared strengths in the territory. The Agrotour Sudoe project will bring together the skills and knowledge of the SUDOE space for the development of innovative pilot experiences that contribute to a greater rapprochement between urban and rural society, while promoting a paradigm shift in the consumer in relation to both tourism products themselves and agri-food products (added value of local products, short supply chains, seasonal products, etc.). These experiences will be designed, monitored and evaluated by experts at the academic level, so that their outcome is objective and transferable to the corresponding public policies.