The growing agritourism industry is one that travel advisors should watch. By definition, agritourism encompasses experiences that allow members of the general public to see or help out with agricultural activities. Such activities include hunting and fishing, cooking classes, harvest festivals, wine and beer tasting, farm stays and fruit picking at orchards.
Below is a primer guide to agritourism, with insights from Wanda Goodman, deputy secretary for South Dakota Department of Tourism.
Where is agritourism popular?
Agritourism is popular around the U.S., particularly in Texas ($162.6 million), California ($84 million), Colorado ($63.9 million) and South Dakota ($12.5 million), as shared by Goodman. According to the National Agricultural Statistics Service, in 2017, 28,575 farms nationwide reported receiving farm income from agritourism and recreational activities. In South Dakota alone, 532 farms offering agritourism activities resulted in an overall income of more than $12 million.
Who is interested in agritourism experiences?
There are two kinds of markets that agritourism appeals to most. There are those who want to learn more about agriculture to educate themselves and their families, and there are people who work in the agriculture industry and want to network or learn from others in the industry. In general, people who gravitate toward agritourism are looking for an experience that is less material and more tangible.
Because of the all-encompassing nature of agritourism, it is mostly accessible year-round. For example, on a working ranch, cattle brandings happen in late spring, and corn mazes typically happen in the fall. Some agritourism opportunities are available year-round, such as horseback riding or wine tasting at a winery.
Is agritourism a sustainable travel option?
While there are seemingly endless options for agritourism, the impact is much larger, as it creates and supports jobs, boosts local economies, teaches about the natural world and fights for sustainability.
“With every generation, more and more people are removed from rural life,” Goodman said. “That means people are less aware of how our food is grown and how something goes from seed, to field, to harvest, to market, to a manufacturer, to the cereal in their bowl. It’s important to understand this way of life so that people across the country and world can appreciate the hard work that goes into agriculture and appreciate the people who do this work for a living.”
With every generation, more and more people are removed from rural life. That means people are less aware of how our food is grown and how something goes from seed, to field, to harvest, to market, to a manufacturer, to the cereal in their bowl.
The addition of agritourism to the income of an agribusiness helps sustain this kind of livelihood. And since this form of tourism is designed to provide an environmentally focused experience, it can help encourage conversations about sustainability, and foster a sense of value and care for natural resources.
What should advisors know before booking agritourism trips?
Considering the massive variability of agritourism experiences, booking this kind of trip can require customization and careful planning. Many agribusinesses do tours by appointment, but they often require a personal contact to get a client’s foot in the door. Agribusinesses typically value agriculture over tourism, so farmwork will continue even if there are visitors, and businesses may prefer visitors to watch their work from afar rather than having visitors join them.
It’s also important to qualify your client to find out what type of agritourism experience is right for them. Some families may prefer a more educational experience while adventurers might want to try their hand at cattle ranching on horseback.
As agritourism grows, travel advisors can feel good about sending their clients on tours that help support the businesses that teach people more about the world they live in and where their food comes from.
The Details
South Dakota Department of Tourism
www.travelsouthdakota.com
