One rural woman, one big dream: the story of “Cafe Çilek”

Purpose This study examines how the transformation of small-scale strawberry production into a nature-based agritourism experience contributes to rural women's economic and social empowerment. It addresses how innovation, visitor experience and sustainability are negotiated within a women-led family enterprise in rural Türkiye. Design/methodology/approach The research is based on a field study conducted at Cafe Çilek in rural Türkiye. Data were collected through in-depth interviews with female entrepreneur and her employees, along with direct observations recorded during the study. Findings The study finds that women's entrepreneurship generates income while strengthening solidarity among women, challenging traditional gender norms and diversifying the rural economy. Additionally, agriculture-based tourism activities create opportunities for experiential learning and closer interaction between producers and consumers. Research limitations/implications The study focuses on a single case in rural Türkiye, which may limit generalizability. However, the findings suggest that small-scale rural enterprises led by women can be strategic tools for social impact and economic sustainability. Originality/value The study contributes by conceptualizing the integration of strawberry cultivation, experiential hospitality, family labour and women's solidarity as a potentially replicable rural business model. It shows that nature-based tourism innovation can support women's empowerment when the distribution and sustainability of women's labour are also considered.