Agritourism Market Size
The agritourism market was worth $7.9 billion in 2023 and is expected to grow at a rate of more than 11% per year from 2024 to 2032. As sustainability becomes more important, travelers are more and more interested in activities that support the environment and local culture. Agritourism lets people connect with sustainable farming and rural living in a hands-on way. People are also becoming more interested in organic and locally grown meals.
Agritourism gives people a chance to learn about where their food comes from and the benefits of eating organic and local food. For example, in May 2024, Onondaga County announced that it will provide local farms $750,000 in incentives to improve its agritourism offers. These awards, which may be as much as $15,000 per farm, are meant to assist farmers make more money by doing things like offering farm stays, educational tours, and selling local food. The goal of the project is to build an agritourism path that will bring more people to the area.
| Report Attribute | Details |
|---|---|
| Base Year | 2023 |
| Agritourism Market Size in 2023 | USD 7.9 Billion |
| Forecast Period | 2024 – 2032 |
| Forecast Period 2024 – 2032 CAGR | 11% |
| 2024 – 2032 Value Projection | USD 20.4 Billion |
| Historical Data for | 2021 – 2023 |
| No. of Pages | 270 |
| Tables, Charts & Figures | 295 |
| Segments covered | Activity, Farm, Sales Channel, Visitor |
| Growth Drivers |
|
| Pitfalls & Challenges |
|
Agritourism is becoming a bigger part of farmers' income streams. Farmers can make more money by offering things like farm stays, excursions, and hands-on farming experiences. People want real experiences that teach them something, like learning about farming, making food, and local customs. Agritourism meets this need by providing tours and activities that are both fun and instructive. For example, in April 2024, AgriTours Canada created a new website that focuses on educational agricultural tours in and outside of Canada. Through its new services, it wants to encourage learning and exchanging information in agriculture.
Agritourism activities are frequently very seasonal, depending on when farming is at its busiest. This can cause the number of visitors and the amount of money coming in to change. Many rural communities don't have the right infrastructure to handle more tourists, like good transportation, places to stay, and basic services. It can be hard for agritourism enterprises, especially smaller ones, to market themselves and find new consumers. It might be hard to make money in agritourism because of the significant expenditures of starting up and running these businesses.
Agritourism Market Trends
More and more travelers want experiences that are one-of-a-kind and made just for them. This trend has made it easier for people to book directly with farms, which lets them tailor their vacations and connect more personally with their hosts. More and more people are interested in health and wellness activities in agritourism. This includes farm stays that serve organic food, wellness retreats, and activities like yoga and meditation in nature. These products are aimed at people who want to rest and recharge away from cities.
To help rural economies and protect agricultural history, many governments are encouraging agritourism. Farms are using technology to sell themselves better and connect with customers. Farms are getting more visitors by using social media, virtual tours, and better farm websites to increase their online presence. Online booking tools and applications are also making it easier to book. Agritourism is becoming an important way to learn about farming, sustainability, and life in the country. More and more people are signing up for educational programs and hands-on activities including farm-to-table experiences, agricultural workshops, and eco-tours.
Agritourism Market Analysis
The market is split into on-farm sales, recreation and amusement, educational tourism, hospitality, and other activities. In 2023, the on-farm sales part was worth more than $2.2 billion. More and more people want to buy local and organic food, which is good for on-farm sales. More and more people are becoming aware of the benefits of eating properly and living sustainably, which is driving this demand. Many farms make visits more fun by adding traditional crafts, local specialty foods, and hands-on activities. This not only increases sales of the goods, but it also makes for a memorable experience that makes people want to come back.
As the prices of goods go up and down, farmers are turning to agritourism more and more to make money in different ways. For example, in June 2024, a study by Penn State University found that agritourism activities and direct farm sales work well together to make more money for farmers. The study discovered that counties with a lot of agritourism also had more direct sales. This shows how both activities help each other and make farms more profitable.
The agritourism market is divided into crop farms, livestock farms, dairy farms, wineries and vineyards, and other types of farms. From 2024 to 2032, the agricultural farms category is expected to grow at a rate of more than 10% per year. Crop farms frequently have beautiful views, especially when the fields are full of life and color during the height of the growing season. This beautiful look draws in travelers looking for rural getaways, beautiful places to take pictures, and activities that let them fully enjoy nature. Crop farms are great places to study since visitors may learn about different crops, farming methods, and ways to be more environmentally friendly.
Tourists and school groups who are interested in farming like educational tours and workshops on topics like organic farming, irrigation methods, and crop management. Many crop farms provide farm-to-table experiences, where guests can pick their own fruits or vegetables, take cooking workshops using fresh food, or buy locally grown goods right from the farm. For example, in June 2024, Adams County Crop Hop, a farm and market trail, put on an event where people could select their own fruits and vegetables, go on farm tours, and take cooking workshops that employ fresh, locally grown food.
North America dominated the global agritourism market with a major share of over 40% in 2023. North American regions, particularly the U.S. and Canada, have a diverse and extensive agricultural landscape. This diversity allows for a wide range of agritourism activities, ranging from fruit picking & vineyard tours to livestock farms & pumpkin patches. The infrastructure to support tourism in general, and agritourism specifically, is well-developed in North America. There are numerous organizations, such as state tourism boards and agricultural extension services, that support agritourism through marketing, funding, and educational programs.
Agritourism in North America often includes educational components, such as farm tours, cooking classes, and workshops on sustainable farming practices. These experiences are popular with families, schools, and tourists looking for educational and recreational activities. For instance, in February 2024, the Agritourism Expo 2024 held in Boston, Massachusetts, highlighted the latest trends and innovations in agritourism. This event gathers agritourism stakeholders to share best practices and explore new opportunities for growth of the industry.
Technological advancements, such as online booking platforms and mobile apps, are enhancing the agritourism experience, making it more accessible and appealing to a broader audience. The growing interest in sustainable and locally sourced food also fuels this market. Events, such as the 2nd World Congress on Agritourism in February 2024 in South Tyrol, Italy, further underscored the region's commitment to promoting and advancing the sector in Europe.
The Asia Pacific agritourism market is experiencing significant growth, driven by increasing consumer interest in sustainable and organic farming practices. The key factors contributing to this growth include the integration of agroforestry with organic agriculture, which helps to enhance soil properties and promote nutrient cycling, thereby supporting sustainable development. The diverse agricultural landscape in countries including India and China, along with its substantial consumption of agricultural products, further accelerates the market's expansion.
Agritourism Market Share
Expedia, Inc., Star Destinations, and Bay Farm Tours are prominent players in agritourism industry. These major players are leveraging technology and partnerships to enhance their offerings. For example, Expedia continues to expand its global reach by forming strategic partnerships and using advanced technology to provide personalized travel experiences, including agritourism. Similarly, Select Holidays is diversifying its travel packages to include more agritourism options, focusing on educational tours that promote learning about local agriculture and sustainability practices.
In addition, Companies such as Greenmount Travel and Field Farm Tours are specializing in agricultural tours by creating niche experiences that immerse travelers in rural life and farming practices. These companies are enhancing their offerings by incorporating hands-on activities, such as farm stays, wine tasting, and harvest participation, which appeal to tourists seeking unique and educational experiences.
Agritourism Market Companies
Major players operating in the agritourism industry are
- AGRILYS Voyages
- Agritours Canada
- Agriturismo France
- Bay Farm Tours
- Expedia Group
- Farm To Farm Tours
- Field Farm Tours
- Greenmount Travel
- Harvest Hosts
- Select Holidays
- Star Destinations
- Trump Tours
Agritourism Industry News
- In June 2024, Ohio wine month showcased the economic impact of the state's wine industry, which generated over 40,000 jobs and USD 6.6 billion annually. Christy Eckstein, Executive Director of the Ohio Grape Industries Committee, highlighted how wineries have expanded to offer diverse agritourism experiences throughout Ohio.
- In May 2024, the Uttar Pradesh government aimed to boost the rural economy and create local jobs through agri-tourism. Partnering with private hospitality players, they identified 229 agri-tourism villages to offer tourists a chance to experience village life and celebrate ethnic culture and traditions.
The agritourism market research report includes in-depth coverage of the industry with estimates & forecast in terms of revenue ($Bn) from 2021 to 2032, for the following segments
Market, By Activity
- On-farm sales
- Recreation and entertainment
- Educational tourism
- Hospitality
- Others
Market, By Farm
- Crop farms
- Livestock farms
- Dairy farms
- Wineries and vineyards
- Others
Market, By Sales Channel
- Travel agents
- Direct sales
Market, By Visitor
- Group traveler
- Individual traveler
The above information is provided for the following regions and countries
- North America
- U.S.
- Canada
- Europe
- UK
- Germany
- France
- Italy
- Spain
- Russia
- Nordics
- Rest of Europe
- Asia Pacific
- China
- India
- Japan
- Australia
- South Korea
- Southeast Asia
- Rest of Asia Pacific
- Latin America
- Brazil
- Mexico
- Argentina
- Rest of Latin America
- MEA
- UAE
- South Africa
- Saudi Arabia
- Rest of MEA
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