Introduction: In recent years, issues related to environmental and ecosystem
protection have been given greater consideration than in the past. The goal of
adopting sustainable development models is vigorously pursued in the European
Union and is reflected concretely in the new Common Agricultural Policy 20232027.
The circular economy can certainly be an emerging economic response that
can eectively replace growth models centered on a linear view. Agriculture and
tourism are two crucial sectors where the “green transition” should be encouraged
to help achieve sustainability goals through economic circularity. Agritourism’s
activity may be relevant in contributing to a behavioral change based on ethical
choices. The study aim is to find out if agritourism can be the forerunner for
the green transition. The objective is to know motivations and current level
of awareness and adoption of concrete behaviors of the circular economy by
agritourisms and their guests. The tourists’ preferences for Sicilian agritourism
oerings were also observed. Methods: Two types of surveys were conducted: a Census of the Sicilian
Agritourisms active at an online travel agency and a sampling survey of the
agritourism’s visitors. Results and discussion: The results showed that agritourism by its very nature
carries the green transition, partly due to the enormous financial support of the
new CAP. Second, it is a provider of quality food and ecosystem services, and a
promoter of healthy behaviors and consumption of seasonal and local short-chain
products by visitors, so it can be a vehicle for the adoption of the Mediterranean
Diet as a sustainable lifestyle and food system. Tourists’ propensity to seek out
environmentally friendly products and green services can help to improve ethical,
responsible, and sustainable tourism. A sustainable behavioral model for farmers
and tourists was provided