by The agritourism market in recent times has carved a niche for experience-driven travelers seeking to learn about agricultural production and rural lifestyle. Engaging in farm activities and experiencing locally sourced meals have emerged as popular avenues for tourists to explore rural heritage and cultures. Agritourism involves visiting a working farm or any agricultural, horticultural or agribusiness operation to enjoy, be educated or involve in activities. This includes farms selling produce in a roadside stand, dairy farms with livestock, greenhouses, bee farms, nurseries among others. The global agritourism market engages visitors in a variety of educational and recreational experiences related to food, farming and rural culture. It provides a unique opportunity for city dwellers and younger generations to learn about agriculture processes and traditions leading to sustainable development and preservation of rural economies.
The Global Agritourism Market is estimated to be valued at US$ 8.23 Billion in 2024 and is expected to exhibit a CAGR of 11% over the forecast period 2024 to 2031.
Key Takeaways
Key players operating in the Agritourism Market Size are Field Farm Tours Limited, Farm to Farm Tours, Bay Farm Tours., Star Destinations, Expedia, Inc., Select Holidays, Green mount Travel., Blackberry Farm, LLC., GTI Travel, Kansas Tourism, Trump Tours Inc., Tour De Farm, Kisan Eco Farm and Farm Stay, Liberty Hill Farm, Harvest Travel International, Farm to Farm International, STAR Destinations, Stita Group, Select Holidays, and Agritours Canada Inc.
The growing demand for unique travel experiences and farm escapism holidays has boosted agritourism activities. Learning about agricultural heritage through hands-on immersion and engaging with local communities has become important avenues for meaningful travel.
Various countries across Europe, Asia, Australia and Americas have experienced double-digit growth rates in Agritourism revenue over the past 5 years. This is attributed to rising global spends on rural and nature-focused travel along with government support towards developing local agri and culinary attractions.
Market Key Trends
Experience-driven travel is a key trend shaping the agritourism sector. Tourists are preferring to spend their holidays engaged in farm-centric recreational activities such as crop picking, feeding animals, cooking workshops etc. to relax and unwind from city lifestyle. Staying at farms or ranch homes also offer authentic farm atmosphere and locally sourced meals prepared from farm-fresh ingredients. Digital booking platforms have made it convenient for customers to directly engage with farms and plan personalised experience-based itineraries. The emerging trend of agri-voluntourism where travellers work on organic farms in exchange for accommodation is also gaining popularity among millennials. Supported by increasing focus on sustainable farming and food education, the agritourism industry is well poised for continued growth driven by experience-seeking travel audiences.
Porter’s Analysis
Threat of new entrants: High capital investment is required for land purchasing and infrastructure development which poses barriers for new players to enter.
Bargaining power of buyers: Buyers have low bargaining power as there are several players involved in agritourism providing variety of options to the customers.
Bargaining power of suppliers: Suppliers of raw materials and other resources have moderate bargaining power due to availability of substitutes.
Threat of new substitutes: Alternative leisure and recreational activities pose threat of substitution.
Competitive rivalry: Fierce competition exists among existing players to attract visitors through unique experiences and offerings.
Geographical Regions
Europe accounts for the largest share in terms of agritourism value currently. Countries like Italy, France and Spain have strong focus and policies supporting agri-based tourism contributing to regional economic development and rural employment.
North America is recognized as the fastest growing region for agritourism market. Increased preference of millennials for experiential travels centered around farming and agricultural activities is driving the growth. The U.S. in particular is witnessing double digit growth in number of agritourism establishments and visitors annually.
*Note:
1. Source: Coherent Market Insights, Public sources, Desk research
2. We have leveraged AI tools to mine information and compile it.
