Abstract
This study explores the e-bike trend that is happening in Pustertal (Italy), a rural area of in the North-western Italian Alps, from a rural tourism perspective. As part of a wider research project on rural network entrepreneurship and tourism, a number of 15 rural entrepreneurs and tourism providers have been interviewed. Findings show an increasing trend for the e-bike and the needs for rural destinations to rapidly adapt, sometime with even challenging upgrade at infrastructural level. For example, some entrepreneurs have established specific parking lots for e-bikes and for the station to recharge batteries.