Agritourism Market By Activity (On-farm Sales, Outdoor Recreation, Entertainment, Educational Tourism, Accommodations), By Booking Mode (Direct Booking, Online Travel Agents and Travel Agencies (OTAs), Marketplace Booking), and By Region; Global Insights & Forecast (2024 – 2030)

As per Intent Market Research, the Agritourism Market was valued at USD 35.3 billion in 2023 and will surpass USD 71.5 billion by 2030; growing at a CAGR of 10.6% during 2024 - 2030.

The agritourism market has gained significant momentum in recent years, as travelers seek authentic, nature-based experiences that combine leisure with learning about farming and rural life. This sector includes a range of activities such as farm stays, agricultural tours, outdoor recreation, and educational experiences. With rising interest in sustainability and local food production, agritourism provides an opportunity for farmers and landowners to diversify their income streams while offering unique and immersive experiences to visitors. It also supports rural economies by promoting local culture, products, and services to a global audience.

Agritourism is seen as an integral part of rural development, encouraging sustainable farming practices and contributing to environmental conservation efforts. In response to shifting consumer preferences, the industry has expanded beyond traditional farm visits to include activities like organic farm tours, farm-to-table dining experiences, and educational workshops on agricultural sustainability. As the market continues to grow, digital platforms and social media play a crucial role in attracting visitors and enhancing the visibility of agritourism destinations.

Outdoor Recreation Segment is Largest Owing to Growing Interest in Nature-Based Experiences

The outdoor recreation segment within agritourism stands as the largest due to increasing consumer interest in nature-based activities that promote well-being and physical health. Outdoor recreation, including hiking, horseback riding, fishing, and farm-based adventures, appeals to a wide demographic of tourists, particularly those seeking active, nature-centered experiences. The desire for outdoor vacations has soared in recent years, especially in the wake of the COVID-19 pandemic, which prompted many travelers to opt for less crowded, more open-air destinations. Agritourism destinations offering outdoor activities cater to this demand by providing a variety of experiences in natural settings, from farm tours to wildlife viewing.

The popularity of outdoor recreation in agritourism is closely linked to broader trends in wellness tourism, where travelers seek to rejuvenate in natural environments. This segment has benefitted from increased investments in recreational infrastructure, such as trail development, eco-friendly accommodation, and adventure tourism activities, which provide both a recreational and educational experience for tourists. Additionally, outdoor activities are seen as sustainable, helping promote environmental stewardship and biodiversity conservation, making them an attractive option for eco-conscious consumers.

Direct Booking Segment is Fastest Growing Due to Convenience and Control

The direct booking segment in the agritourism market is experiencing the fastest growth as travelers seek more convenient and personalized ways to secure their experiences. Direct booking refers to making reservations through farm websites or dedicated agritourism platforms, bypassing third-party intermediaries like travel agents or online travel agencies (OTAs). This trend is fueled by the increasing use of digital technology, which has made it easier for both businesses and consumers to engage in direct transactions. Direct bookings offer benefits such as lower costs, greater flexibility, and direct communication with hosts, which is particularly appealing to consumers seeking unique, personalized agritourism experiences.

Furthermore, direct booking helps agritourism providers build stronger relationships with their customers, allowing for tailored experiences that enhance customer satisfaction. The rise of mobile apps and user-friendly online booking systems has also facilitated this shift, enabling tourists to easily book their trips, ask questions, and plan activities. The ability to directly interact with service providers and access real-time availability has made direct booking increasingly popular, contributing to its rapid growth in the market.

North America Leads the Agritourism Market Due to Strong Tourism Infrastructure and Interest in Sustainable Travel

North America holds the largest share of the agritourism market, largely due to its well-developed tourism infrastructure and growing interest in sustainable, rural-based travel experiences. The United States and Canada, in particular, offer a wide range of agritourism activities that attract both domestic and international visitors. In the U.S., agritourism has become a significant industry in states like California, Texas, and Vermont, where farm stays, vineyard tours, and educational agricultural activities are prevalent. The region’s robust tourism sector, coupled with a strong consumer preference for eco-friendly and locally sourced products, has helped drive demand for agritourism experiences.

In addition, North American agritourism destinations have benefited from increased marketing efforts that highlight the environmental and educational benefits of agritourism. Partnerships between farmers, local governments, and tourism organizations have also helped raise awareness of agritourism and its economic potential for rural communities. As consumers continue to prioritize sustainability, North America’s agritourism market is expected to maintain strong growth, with an increasing focus on promoting rural development and environmental conservation through tourism.

Leading Companies and Competitive Landscape in the Agritourism Market

The agritourism market is becoming increasingly competitive, with numerous companies and organizations vying for market share. Leading players include Airbnb with its growing list of agritourism farm stays and rural vacation homes, as well as local agritourism operators like Farm Stay USA and Agritourism World, which provide booking platforms specifically for farm-based experiences. These companies are focusing on developing and promoting sustainable tourism experiences that align with the rising demand for eco-friendly and authentic travel options.

The competitive landscape is also shaped by small-scale agritourism operators who offer niche, high-quality experiences such as farm-to-table dinners, educational workshops, and guided agricultural tours. Additionally, partnerships between agricultural businesses, tourism boards, and technology providers are becoming more common, allowing for better online visibility and ease of booking. As the market matures, the focus is shifting toward enhancing customer experience through personalized offerings and better accessibility, giving smaller operators an opportunity to compete with larger, more established players in the industry.

Recent Developments:

• In October 2024, a major agritourism group in Italy launched a new eco-friendly farm stay experience, emphasizing sustainability and local produce.
• In September 2024, the National Agritourism Association in the U.S. expanded its certification program to include agritourism ventures focused on farm education.
• In August 2024, a popular agritourism destination in Spain launched immersive virtual farm tours to cater to international visitors.
• In July 2024, New Zealand’s agritourism sector saw a significant rise in vineyard tours, with many operators adding interactive, educational components.
• In June 2024, Canada introduced new incentives for farmers to open their farms to tourism, aiming to boost rural economies.

List of Leading Companies:

• Farm to Farm Tours
• Bay Farm Tours
• Tourism Prince George
• Star Destinations
• Expedia, Inc.
• Greenmount Travel
• Blackberry Farm, LLC
• Ruppier Tours
• Hermitage Farm
• Select Holidays

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