This study investigates the differences between in-place and online project-based learning carried out over the years at the University of Macerata in the course of Economics and Marketing of Agri-food (an undergraduate degree in Cultural Heritage and Tourism). The study aimed to investigate the key elements to consider to implement online project-based learning with strong links with the place in rural settings. It reports about expectations from the teaching group about the learning experience implemented online for the first time, crossed with the outcomes of the students' evaluation questionnaires and discussed in a focus group among the teacher and the tutors. The conclusions highlight successful aspects and critical issues between the place-based and online-based experiences.