Global Agritourism Market Report By Activity Type (On-farm Tours, Agritainment, Outdoor Recreation, Educational Tourism, Accommodations), By Sales Channel (Direct Booking, Travel Agents, Online Sales), By Tour Type (Domestic, International), By Application (Families, Couples, Educational and Academic Institutions, Corporate Groups), By Region and Companies - Industry Segment Outlook, Market Assessment, Competition Scenario, Trends and Forecast 2024-2033

Report Overview

The Global Agritourism Market size is expected to be worth around USD 24.0 Billion by 2033, from USD 8.3 Billion in 2023, growing at a CAGR of 11.2% during the forecast period from 2024 to 2033.

Agritourism is a form of tourism that involves visiting farms, ranches, or other agricultural settings for leisure or educational purposes. Visitors may participate in farm activities, such as fruit picking, wine tasting, or learning about sustainable farming practices. Agritourism provides a unique experience that connects people with rural life and promotes understanding of agricultural processes.

The agritourism market encompasses the global industry where farms and rural areas offer tourism services. This market has grown significantly as consumers seek authentic, nature-based experiences. Increased interest in sustainability, organic farming, and local food production has made agritourism more attractive.

The agritourism industry has seen notable growth in recent years, driven by consumer demand for authentic rural experiences and sustainable travel options. Agritourism includes activities such as farm stays, vineyard tours, and pick-your-own produce events.

In the United States, agritourism revenues increased from $704 million in 2012 to nearly $950 million by 2017, according to USDA data, underscoring the rising economic significance of this sector. This growth reflects a broader consumer interest in local food systems and nature-based tourism, which offer unique experiences that blend education and leisure.

Several factors are driving the growth of the agritourism market. The increasing desire for sustainable and experience-based travel is a key driver. In regions like Georgia, for example, over 430 agritourism attractions have been registered, with activities such as pick-your-own farms and winery tours making up nearly 20% of the state’s agritourism offerings.

This demonstrates the potential for growth in regions with diverse agricultural offerings. Additionally, direct-to-consumer markets, such as farmers’ markets and farm stays, are becoming more popular as consumers seek out fresh food, locally sourced products.

The United States Department of Agriculture (USDA) is supporting this trend through programs like the Local Agriculture Market Program (LAMP), which allocated $26 million in 2024 to support local food systems, including agritourism initiatives.

Agritourism has broader economic and social impacts, particularly in rural areas. It provides farmers with an additional revenue stream, helping to stabilize agricultural incomes, which are often subject to fluctuations due to market conditions or weather-related challenges.

At a local level, agritourism fosters community engagement and supports the local economy by driving traffic to rural areas and encouraging spending at local businesses. For example, in Onondaga County, the agritourism grant program has awarded over $800,000 to more than 50 farms since January 2024, directly benefiting the local economy.

Key Takeaways

• The Agritourism Market was valued at USD 8.3 billion in 2023 and is expected to reach USD 24.0 billion by 2033, with a CAGR of 11.2%.
• In 2023, Farm-Based Outdoor Recreation led the activity segment with 32.6%, driven by increasing interest in nature and rural experiences.
• In 2023, Direct Booking dominated the sales mode with 50.8%, indicating the preference for personalized and independent travel arrangements.
• In 2023, Domestic Tourism dominated the tour type, as tourists are drawn to short, affordable getaways
• In 2023, Families  dominated the application, driven by demand for educational and entertaining activities like farm tours, animal feeding, and fruit picking.
• In 2023, North America held 44.1% market share, benefiting from the region’s strong rural tourism infrastructure and growing interest in local food and farming experiences.

Activity Type Analysis

Farm-Based Outdoor Recreation is the dominant activity type in the agritourism market, holding a 32.6% share. This sub-segment is popular due to the growing interest in nature-based experiences and outdoor activities. Farm-based outdoor recreation includes activities like hiking, fishing, camping, and animal interactions, which attract families, nature enthusiasts, and adventure seekers.

Visitors are drawn to the opportunity to connect with nature, learn about farm life, and enjoy the scenic beauty of rural areas. The rise in eco-tourism trends and a preference for sustainable travel options have further boosted the demand for these outdoor experiences.

On-farm tours provide visitors with a closer look at farm operations, crops, and livestock, offering an educational and interactive experience. This segment appeals to those curious about the agricultural process and the origins of their food.

Agritainment combines fun with farming, including activities like corn mazes, hayrides, and harvest festivals. It attracts families and large groups looking for a fun-filled day out.

Educational tourism focuses on school groups and learning-oriented trips, offering structured activities about farming practices and sustainability. Accommodations like farm stays and bed-and-breakfasts provide immersive, multi-day experiences, adding a unique hospitality element to the market.

Sales Analysis

Direct Booking leads the sales segment with a 50.8% market share. This mode is preferred by travelers who value a direct connection with farm operators and a personalized experience. Direct booking allows tourists to communicate their preferences, making it easier to customize activities and accommodations.

This approach is especially popular among families and small groups looking for unique and tailored experiences. The ease of booking directly through farm websites and social media platforms has made this the most convenient option for many travelers. Additionally, direct bookings often come with discounts or special offers, which further encourages visitors to choose this method.

Online sales have grown rapidly, driven by the increasing use of digital travel platforms and websites. They provide convenience and a variety of options, appealing to tech-savvy travelers who prefer to compare prices and reviews before booking.

Travel agents play a smaller role, often catering to group bookings and international travelers who seek guided and structured tour packages. They help simplify travel arrangements and ensure a seamless experience, especially for those unfamiliar with the local area. While travel agents have a niche market, the majority of travelers now lean towards more direct and online methods for booking their trips.

Tour Type Analysis

Domestic tourism dominates the agritourism market, as most travelers prefer exploring rural destinations within their own country. This segment has grown due to the increasing interest in local travel, especially during periods when international travel faces restrictions or higher costs.

Domestic tourists are drawn to short, affordable getaways that allow them to experience the countryside without extensive planning. The rise of staycations and weekend trips has further contributed to the growth of this segment.

International tourism appeals to those seeking unique cultural experiences and wishing to explore agricultural traditions in other countries. This segment is smaller but has the potential for higher spending, as international tourists often stay longer and participate in multiple activities.

They contribute to the global visibility of agritourism destinations and help promote cross-cultural exchange through these visits. However, the high costs and travel complexities make this segment less frequent than domestic tourism.

Application Analysis

Families represent the largest segment in the application category, as they seek activities that combine education and entertainment. Agritourism offers family-friendly experiences like animal feeding, fruit picking, and farm tours, making it ideal for parents looking to introduce children to nature.

The focus on outdoor activities and the opportunity for quality time in a relaxed environment attract a significant number of family groups. Families often plan these trips during school holidays, making them a consistent source of demand throughout the year.

Couples are drawn to agritourism for romantic getaways, enjoying the tranquility and scenic beauty of rural settings. They often opt for experiences like vineyard tours, farm stays, and wellness retreats. Educational and academic institutions see agritourism as an opportunity to teach students about agriculture and sustainability.

They arrange structured visits that align with their curriculum. Corporate groups use agritourism for team-building retreats and workshops, providing a unique setting for activities that strengthen collaboration and communication within teams.

Key Market Segments

By Activity Type

• On-farm Tours
• Agritainment
• Farm-Based Outdoor Recreation
• Educational Tourism
• Accommodations

By Sales Channel

• Direct Booking
• Travel Agents
• Online Sales

By Tour Type

• Domestic
• International

By Application

• Families
• Couples
• Educational & Academic Institutions
• Corporate Groups

Drivers

Driving Factors for Agritourism Market

Tourists are increasingly seeking activities that allow them to connect with nature and support local communities. Government support plays a crucial role in expanding the agritourism sector. Numerous initiatives, such as grants and rural tourism promotion programs, are being introduced globally.

For example, in 2022, the USDA allocated $64 million to support local food systems, including agritourism projects. These investments boost the growth of agritourism by enhancing infrastructure and promoting regional activities.

Additionally, there is a growing interest in local food production and the origins of food. This trend has encouraged tourists to visit farms, partake in activities like wine tours, and engage in hands-on experiences like cheese-making.

Digital marketing and online booking platforms further enable small and medium-sized farm operators to reach a wider audience, making it easier for tourists to find and book unique agritourism experiences.

Restraints

Infrastructure Challenges Restraint Market Growth

A primary barrier is the lack of infrastructure in many rural areas, making it difficult to accommodate visitors comfortably. In several regions, poor road connectivity and inadequate amenities can limit the accessibility of agritourism destinations.

The seasonal nature of agritourism activities further constrains market growth. Many agritourism experiences, such as crop harvesting and outdoor festivals, are tied to specific seasons, leading to fluctuations in tourist numbers throughout the year.

High initial costs for setting up agritourism facilities also pose a significant restraint. Investing in accommodations, activity centers, and safety measures can be expensive, especially for small farmers looking to diversify their income streams.

Furthermore, a lack of awareness among potential customers about the available agritourism options means that many tourists remain unaware of these unique travel experiences.

Opportunity

Expansion into Emerging Markets Provides Opportunities

Countries like India, Thailand, and China are leveraging their rich agricultural heritage to attract tourists seeking authentic rural experiences. India, for example, has launched several agritourism networks and training programs to boost farm tourism, positioning itself as a key player in this sector.

The focus on sustainable and eco-friendly practices presents another growth opportunity. As environmental consciousness grows, tourists are increasingly drawn to experiences that prioritize low-impact travel. Agritourism operations that promote organic farming, conservation efforts, and zero-waste practices can attract this segment of eco-conscious travelers.

Social media and digital platforms play a critical role in expanding market reach. Platforms like Instagram and Facebook allow agritourism operators to showcase their offerings, engage with potential customers, and drive bookings directly through digital channels.

Additionally, offering customized experiences, such as themed farm stays and immersive agricultural workshops, helps differentiate agritourism businesses in a competitive market.

Challenges

Operational and Regulatory Challenges Pose Growth Barriers

The Agritourism Market faces several challenges that can hinder its expansion. Managing operational costs is a significant issue, as running agritourism operations requires investment in staff, maintenance, and guest accommodations.

Adapting to changing consumer preferences adds another layer of complexity. As tourists seek more diverse and personalized experiences, agritourism operators must continually innovate their offerings to remain competitive. This requires ongoing investment in new activities and facilities, which can be a financial burden.

Navigating regulatory and licensing requirements is also a common challenge, particularly in countries where agritourism is not yet well-defined within tourism policies.

Compliance with health and safety standards is crucial to maintain trust among visitors, especially in the post-pandemic era where hygiene remains a top priority.

Growth Factors

Rising Income and Digital Platforms Are Growth Factors

Several growth factors support the continued expansion of the Agritourism Market. Rising disposable incomes, particularly in emerging economies, enable more consumers to explore rural tourism as a leisure activity.

The increasing awareness of the benefits of rural lifestyles has also played a role in driving interest in agritourism. As urban dwellers seek respite from city life, agritourism offers an appealing alternative that combines relaxation with educational experiences about food production and sustainable living.

Advancements in online travel booking platforms have made it easier for tourists to discover and book agritourism experiences. This digital transformation has allowed even small-scale operators to reach a global audience, boosting their revenue potential.

Expanding farm stay accommodations further enhances the market’s appeal. From rustic cottages to luxury farmhouses, these diverse lodging options cater to a wide range of tourist preferences, providing comfort alongside authenticity.

Emerging Trends

Farm-to-Table and Digital Integration Are Latest Trending Factors

Trending factors are shaping the Agritourism Market, with the farm-to-table movement at the forefront. Many tourists are keen on understanding where their food comes from and participating in its production.

Agritainment activities like seasonal festivals, pumpkin picking, and hayrides are becoming popular, especially among families. These activities provide entertainment while offering insights into agricultural practices, making them a key draw for agritourism destinations.

The emphasis on educational tourism is also rising, with more visitors seeking hands-on learning experiences. Workshops on sustainable farming and guided farm tours help to educate tourists, making agritourism a blend of leisure and learning.

The rise of family and group travel packages further boosts demand. Group visits allow operators to maximize occupancy rates and create tailored experiences for larger groups. These trends collectively boost the attractiveness of agritourism, drawing in a diverse range of visitors.

Regional Analysis

North America Dominates with 44.1% Market Share

North America leads the Agritourism Market with a 44.1% share, generating USD 3.66 billion. This dominance is driven by a growing interest in rural tourism, an increasing number of farms offering recreational activities, and a strong push towards sustainable agricultural practices. Favorable government policies and well-developed infrastructure further contribute to the region’s leadership.

The region benefits from a high disposable income population, advanced transport systems, and a culture that values outdoor recreational activities. These factors, combined with a rise in eco-tourism and educational farm experiences, enhance the attractiveness of agritourism in North America.

North America is expected to maintain its leadership in the Agritourism Market. The growing demand for sustainable tourism and immersive farm experiences will likely drive further market growth. As urban populations continue to seek nature-based experiences, the market share of North America could rise in the future.

Regional Mentions:

• Europe: Europe is a significant player in the Agritourism Market, with a focus on promoting rural economies and preserving cultural heritage. The region’s strong regulatory framework for sustainable farming practices bolsters its market growth.
• Asia Pacific: Asia Pacific is experiencing rapid growth in the Agritourism Market, driven by increasing interest in rural development and agricultural education. Countries like India and China are focusing on leveraging agritourism to boost local economies.
• Middle East & Africa: The Agritourism Market in the Middle East and Africa is emerging, with a focus on showcasing traditional farming practices and developing sustainable tourism models. Investments in eco-friendly projects are fostering growth.
• Latin America: Latin America is progressively developing its Agritourism Market, particularly in countries like Brazil and Argentina. The region’s focus on promoting rural tourism and its rich biodiversity are key drivers for market expansion.

Key Regions and Countries covered іn thе rероrt

• North America
  • US
  • Canada
• Europe
  • Germany
  • France
  • The UK
  • Spain
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • South Korea
  • India
  • Australia
  • Rest of APAC
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE
  • Rest of MEA

Key Players Analysis

The Agritourism Market is diverse, featuring companies that blend traditional farming with tourism experiences. Top players include Liberty Hill Farm, Harvest Hosts, John Deere (Deere & Company), and Yanmar Co., Ltd.. These companies lead through a mix of local engagement, agricultural expertise, and tailored experiences for tourists.

Liberty Hill Farm is known for its farm stays and educational experiences, offering guests a chance to engage with rural life. The company focuses on creating personalized and immersive experiences, attracting families and school groups interested in hands-on farm activities.

Harvest Hosts provides a unique approach by connecting RV travelers with farms, wineries, and other rural destinations across the United States. Its subscription-based model allows members to access overnight stays, creating a direct link between tourists and local agricultural businesses. This approach supports rural economies and provides unique lodging options.

John Deere (Deere & Company) extends its agricultural expertise into the agritourism space, supporting farm owners through equipment and technological solutions. By facilitating efficient farming, John Deere indirectly supports the growth of agritourism operations, enabling farmers to focus on guest experiences.

Yanmar Co., Ltd. supports agritourism through innovations in agricultural machinery, helping small farms improve their operations. The company’s global presence and focus on sustainable practices help promote agritourism activities, especially in Asia.

These companies shape the agritourism market by combining agricultural strength with tourism trends, fostering deeper connections between rural life and visitors.

Top Key Players in the Market

• Liberty Hill Farm
• Arista LifeScience Corporation
• Haunted Field of Screams
• Yanmar Co., Ltd.
• Farmstay UK
• AGCO Corporation
• Harvest Hosts
• Leaping Lamb Farm
• John Deere (Deere & Company)
• Zagreb County Agritourism

Recent Developments

• Montana Agritourism Grants: In October 2024, the Montana Department of Commerce launched an Agritourism Grants Program to promote economic growth for agricultural and tribal businesses. The program aims to help farmers and ranchers develop tourism-related operations by providing funding for infrastructure and marketing efforts.
• Riverina-Murray Agritourism: In April 2024, the Riverina-Murray region of Australia unveiled an agritourism development strategy to boost tourism and local economies. The initiative focuses on leveraging the region’s agricultural assets and includes marketing and infrastructure projects to enhance rural experiences.
• Eupepsia Wellness Resort: In September 2024, Eupepsia Wellness Resort launched new agritourism wellness programs, blending regenerative farming with immersive wellness experiences. The resort offers farm-to-table meals and natural products, such as their Eucoco Wellness Chocolate, made from fair-trade, non-GMO cacao.
• Destination Canada: In April 2024, Destination Canada announced the creation of four new tourism corridors designed to showcase the country’s diverse cultural and natural landscapes. The initiative aims to promote sustainable economic growth by attracting travelers to lesser-known destinations.

Report Scope