In reexamining the supposed conflict between concentrated tourism and diffuse tourism, the model of territorial integrated tourism is used to challenge the relations between tourism and other activities (“complementarity”), on the one hand, and its relations with the population (“embeddedness”), on the other. Concerning complementarity, this article deals with the relations between tourism and farming. The literature identifies many relations, including agricultural diversification, or agritourism, which can considerably enhance tourist supply both in variety and quality. In the same way, the stakes for farming can be just as important. Concerning the relations between tourism and the local population, we examine the outcomes of tourism and its local acceptance, the population’s contribution to the attractiveness, and the welcoming of tourists. A case study is carried out in the Châtaigneraie Cantalienne region which is located in the southern part of Auvergne. Because of its location, this destination is a hybrid of tourism models in which diffuse tourism benefits from the proximity of more concentrated tourist sites. Farming remains a dominant activity there, but faces increasing uncertainties. For tourism, a significant part of the supply is derived from agritourism, and the impact of farming is prevalent in the countryside. For farming, tourism provides revenue, a showcase for rural products, and an opportunity for short tours. These encounters contribute to the recognition and improved status of the farmer. The study therefore shows intersectorial synergies, but few real alliances between the two systems of actors. As regards the social embeddedness: the context of diffuse rural tourism, a slower-paced tourism, and a certain type of welcome (local festivals, the attitude of shopkeepers) are favorable to useful exchanges between the population and tourists: the population welcomes the visitors, directs them around the territory, introduces them (to farming…), builds up loyalty. Some answers to the question of developing a dual-benefit policy (tourist and agricultural) are given, and more generally to how diffuse tourism is taken into account in regional policies.