Agritourism Market: Current Analysis and Forecast (2024-2032)

Agrotourism Market Size & Forecast

The agrotourism market was valued at USD 61 billion and is expected to grow at a strong CAGR of around 12.9% during the forecast period (2024-2032), owing to investment in agrotourism.  

Agrotourism Market Analysis

Agrotourism, a blend of agriculture and tourism, is an emerging market that leverages the increasing consumer interest in rural experiences and sustainable practices. The market is driven by a desire for authentic experiences, local food, and outdoor activities, coupled with a growing awareness of sustainable farming practices. Government initiatives and policies aimed at promoting rural development and farm diversification are also crucial drivers. In recent years, the Agrotourism market has seen significant growth due to the rise in domestic travel and the search for unique, educational, and recreational activities. The COVID-19 pandemic accelerated this trend as people sought safe, outdoor activities closer to home. Additionally, technological advancements and social media have made it easier for farmers to market their Agrotourism offerings and connect directly with consumers.

• In October 2023, Airbnb partnered with Farm Stay USA to expand its Agrotourism listings, providing travelers with unique farm stay experiences. This collaboration aims to boost rural tourism and support small-scale farmers by offering diverse and immersive rural experiences.

• In February 2023, John Deere, a leading agricultural machinery manufacturer, partnered with the American Farm Bureau Federation to promote Agrotourism through technological integration. This partnership focuses on utilizing advanced farming equipment to enhance visitor experiences and educational tours on farms.

Agrotourism Market Trends

This section discusses the key market trends that are influencing the various segments of the Agrotourism Market as identified by our team of research experts.

Travel Agents Segment Transforming Industry

The travel agents’ segment in the agrotourism market has seen significant growth as travelers increasingly seek authentic and immersive rural experiences. This niche market has expanded due to a rising interest in sustainable travel, organic farming, and local cultures. Travel agents play a crucial role in curating tailored experiences that meet the unique preferences of agritourists, offering services that include farm stays, agricultural tours, and hands-on farming activities. The growth of agrotourism presents a lucrative opportunity for travel agents to diversify their offerings and cater to a niche but growing market. By tapping into this segment, travel agents can attract environmentally conscious travelers and those seeking unique, off-the-beaten-path experiences. However, it also requires agents to develop specialized knowledge of rural areas, farming practices, and sustainability principles to provide authentic and meaningful experiences.

Agrotourism Industry Segmentation

This section provides an analysis of the key trends in each segment of the global Agrotourism market report, along with forecasts at the global, regional, and country levels for 2024-2032

The On-Farm Sales Segments Dominates the Agrotourism Market

Based on activity, the market is segmented into on-farm sales, outdoor recreation, educational tourism, accommodations, and others. The on-farm sales segment held the dominant share of the market in 2023. The on-farm sales segment in the Agrotourism market is a growing niche that capitalizes on the increasing consumer demand for locally sourced and fresh agricultural products. This segment encompasses a variety of direct-to-consumer sales channels, including farm stands, U-pick operations, and farm markets, where visitors can purchase produce, dairy, meats, and other farm products directly from the source. On-farm sales enhance the farm’s revenue streams and foster a deeper connection between consumers and the agricultural process, promoting transparency and trust in food production. This segment often includes educational components, such as farm tours and demonstrations, which can enhance the visitor experience and increase consumer awareness about sustainable farming practices. 

The Direct Sales Segments Dominates the Agrotourism Market

By sales channel, the market is bifurcated into travel agents and direct sales. The direct sales segment held the dominant share of the market by offering on-site accommodation and a farm-fresh goods experience. This sales system removes distributors from operations which lets operators earn more profits and build strong connections with customers. The rise of eco-tourism has helped operators offer tailor-made travel and special items for direct sales since farm-to-table dining and digital marketing have created more selling options. Customers who want sustainable and locally produced experience increasingly prefer direct sales as their choice in the Agrotourism industry. 

North America is Expected to Grow with a Significant CAGR During the Forecast Period

In North America, the Agrotourism market is experiencing steady growth driven by a combination of factors such as increasing consumer interest in sustainable agriculture, farm-to-table experiences, and rural tourism. According to the U.S. Department of Agriculture (USDA), Agrotourism has become a significant contributor to the agricultural economy, with farms across the region diversifying their revenue streams by offering activities such as farm stays, U-pick operations, and educational tours. In February 2023, the U.S. Department of Agriculture (USDA) announced a partnership with Airbnb to promote Agrotourism experiences on rural farms across the country. This collaboration aims to connect travelers with unique farm stays and immersive agricultural activities, supporting rural economies and fostering agricultural education.

The U.S. Dominates the North American Agrotourism Market

The U.S. Agrotourism sector grows rapidly as people show more interest in farm visits as part of a new tourism movement toward sustainable food sources. Farmer entrepreneurs and rural residents use diversified ways to earn money by running farmhouse rentals, allowing people to pick their produce, and providing educational experiences. Official programs from the government and popular digital marketing tools help grow the Agrotourism market further. People will continue to choose eco-friendly and playful travel experiences so the U.S. Agrotourism sector will develop steadily and give new advantages to both farmers and travelers.

Agrotourism Industry Overview

The agrotourism market is competitive and fragmented, with the presence of several global and international market players. The key players are adopting different growth strategies to enhance their market presence, such as partnerships, agreements, collaborations, new product launches, geographical expansions, and mergers and acquisitions. Some of the major players operating in the market are Star Destinations, Greenmount Travel, Blackberry Farm, LLC, Kansas Tourism, Liberty Hill Farm, Trump Tours Inc., Field Farm Tours, Agrilys, and Stita Farm Tours.

Recent Developments in the Agrotourism Market

• Agrotourism World reported in September 2023 that several agricultural organizations in the United States joined forces to launch the "Farm Fresh Trails" initiative, a collaborative effort to promote Agrotourism routes and farm-to-table experiences in key agricultural regions.

• In July 2022, Agrotourism India, a prominent organization promoting rural tourism, allied with MakeMyTrip, a leading online travel company. The partnership aims to create and market Agrotourism packages that offer authentic rural experiences, benefiting local farmers and boosting rural economies.

Agrotourism Market Report Coverage

Reasons to buy this report:

• The study includes market sizing and forecasting analysis validated by authenticated key industry experts.

• The report presents a quick review of overall industry performance at a glance.

• The report covers an in-depth analysis of prominent industry peers with a primary focus on key business financials, product portfolios, expansion strategies, and recent developments.

• Detailed examination of drivers, restraints, key trends, and opportunities prevailing in the industry.

• The study comprehensively covers the market across different segments.

• Deep dive regional-level analysis of the industry.

Customization Options:

The global agrotourism market can further be customized as per the requirements of any other market segment. Besides this, UnivDatos understands that you may have your own business needs; hence, feel free to contact us to get a report that completely suits your requirements.