The Growth of Agritourism

Agritourism is a revenue-generating endeavor that invites visitors to agricultural businesses such as farms, ranches, and more.

FREMONT, CA: June, July, and August will forever be associated with tourism and travel. During the summer, when school is out, it is nice to do outdoor activities, and some holiday weekends are available, and families can indulge in their wanderlust. Businesses in high-traffic cities and towns respond by hiring additional staff to accommodate out-of-town visitors during the summer rush.

However, tourism does not end with Labor Day weekend. Fall travel remains high, providing farm operators and rural landowners economic opportunities to engage urban households in various seasonal activities.

The Rise of Agritourism

Agritourism, a revenue-generating enterprise that invites visitors to a farm, ranch, or other agricultural business, has existed for quite some time. The 2017 USDA Census estimates that agritourism generates approximately $949 million in annual sales in the United States. Over the last 15 years, this number has tripled. According to a 2021 study by Allied Market Research, the global agritourism industry will grow by an additional 13.4 percent by 2027.

Agritourism is expanding in large and small ways, not just due to the allure of harvest atmospheres. For instance, the fall season in South Dakota is filled with pick-your-own orchards, corn mazes, and pumpkin patches. However, these close encounters with agriculture can be found in various experiences throughout the year: an afternoon at a brewery with an on-site hop garden, a rustic wedding and reception in a converted barn, a weeklong stay at a hunting lodge, etc.

What Drives the Popularity of Agritourism?

In recent years, agritourism has grown due to many factors. Initially, the Covid-19 pandemic influenced how individuals planned their travel. For instance, in 2020, stories about pick-your-own sunflower farms went viral. They drew hordes of people out of quarantine for a unique agricultural experience in an outdoor setting with built-in social distance. The same could be said for countless other agritourism businesses that saw a boost during the height of the pandemic.

Ag influencers on Instagram and emerging TikTok stars have also made their mark, offering followers a firsthand look at farm life and attracting the attention of a predominantly urban/suburban audience. Additionally, younger consumers who identify as millennials or Generation Z are increasingly concerned with the origin and production of their food. And while many individuals are content with gathering information from these types of social media creators, this content can serve as a gateway to visiting a farm or engaging in agritourism.