Agritourism Market Size - By Activity (On-farm Sales, Recreation & Entertainment, Educational Tourism, Hospitality), By Sales Channel (Travel Agents, Direct Sales), By Visitor (Group, Individual), By Farm & Forecast, 2024 – 2032

Agritourism Market Size - By Activity (On-farm Sales, Recreation & Entertainment, Educational Tourism, Hospitality), By Sales Channel (Travel Agents, Direct Sales), By Visitor (Group, Individual), By Farm & Forecast, 2024 – 2032

Agritourism Market Size

Agritourism Market size was valued at USD 7.9 billion in 2023 and is estimated to register a CAGR of over 11% between 2024 and 2032. As sustainability has become a priority, tourists are increasingly drawn toward experiences that promote environmental stewardship and local culture. Agritourism offers immersive experiences that connect visitors with sustainable agricultural practices and rural lifestyles. There is a growing consumer interest in organic and locally sourced foods as well.

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Agritourism provides a platform for consumers to connect with the sources of their food and understand the benefits of organic and local produce. For instance, in May 2024, Onondaga county announced grants totaling USD 750,000 for local farms to enhance their agritourism offerings. These grants, which can be up to USD 15,000 per farm, are aimed at helping farmers diversify their income through projects such as farm stays, educational tours, and local food sales. The initiative aims to create an agritourism trail to attract more visitors to the region.
 

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Farmers are increasingly diversifying their income streams through agritourism. By offering activities such as farm stays, tours, and hands-on agricultural experiences, farmers can generate additional revenue. Consumers are looking for authentic experiences that provide educational value, such as learning about farming, food production, and local traditions. Agritourism fulfills this need by offering hands-on activities and educational tours. For instance, in April 2024, AgriTours Canada, launched a new website, focusing on educational agricultural tours within and outside Canada. It aims to promote learning and knowledge sharing in agriculture through its rebranded services.

Agritourism activities are often highly seasonal, depending on specific times of the year when agricultural activities are at their peak. This can lead to fluctuations in visitor numbers and revenue streams. Many rural areas lack the necessary infrastructure to support increased tourist numbers such as adequate transportation, accommodation, and basic amenities. Agritourism businesses, especially smaller ones, often struggle with marketing and reaching potential customers. Achieving economic viability can be challenging due to the high initial investment associated with setting up agritourism facilities and the ongoing costs of maintaining these operations.
Agritourism Market Trends

Travelers are increasingly seeking unique and tailored experiences. This trend has led to a rise in direct bookings with farms, allowing visitors to customize their visits and engage more personally with their hosts. There is a growing interest in health & wellness activities within agritourism. This includes farm stays that offer organic food, wellness retreats, and activities such as yoga and meditation in natural settings. These offerings cater to a market segment looking for relaxation and rejuvenation away from urban environments.

Various governments are promoting agritourism to support rural economies and preserve agricultural heritage. Farms are leveraging technology for better marketing and customer engagement. Enhanced online presence through social media, virtual tours, and improved farm websites are helping farms attract more visitors. Online booking platforms and apps are also streamlining the booking process. Agritourism is becoming an important educational tool, offering visitors insights into farming practices, sustainability, and rural life. Educational programs and hands-on activities such as farm-to-table experiences, agricultural workshops, and eco-tours have become increasingly popular.

Agritourism Market Analysis

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Based on activity, the market is divided into on-farm sales, recreation & entertainment, educational tourism, hospitality, and others. The on-farm sales segment was valued at over USD 2.2 billion in 2023. Consumers are increasingly seeking local and organic produce, which is driving on-farm sales. This demand is fueled by a growing awareness of healthy eating and sustainability. Many farms enhance the visitor experience by integrating traditional crafts, local specialty products, and interactive activities. This not only boosts product sales but also creates a memorable experience that encourages repeated visits.

With fluctuating commodity prices, farmers are increasingly turning to agritourism to diversify their income streams. For instance, in June 2024, research led by Penn State University revealed that agritourism activities and direct farm sales are complementary, boosting revenue for farms. The study found that counties with high levels of agritourism also experience increased direct sales, demonstrating the way these activities support each other and enhance farm profitability.

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Based on farm, the agritourism market is categorized into crop farms, livestock farms, dairy farms, wineries & vineyards, and others. The crop farms segment is anticipated to register a CAGR of over 10% from 2024 to 2032. Crop farms often boast picturesque landscapes, especially during peak growing seasons when fields are lush and vibrant. This aesthetic appeal attracts tourists seeking rural retreats, scenic photography opportunities, and immersive experiences in natural surroundings. Crop farms offer rich educational opportunities, allowing visitors to learn about various crops, agricultural techniques, and sustainability practices.

Educational tours and workshops on topics such as organic farming, irrigation methods, and crop management appeal to both tourists & school groups interested in agriculture. Many crop farms integrate farm-to-table experiences, where visitors can pick their own fruits or vegetables, participate in cooking classes using fresh produce, or purchase locally grown products directly from the farm. For instance, in June 2024, Adams County Crop Hop, a farm and market trail, organized an event which included activities including picking your own fruits and vegetables, farm tours, and cooking classes that use fresh & locally grown produce.

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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

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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