Agritourism involves visiting operational farms and ranches for recreational purposes. It allows tourists to engage in various activities including picking fresh fruits and vegetables, attending culinary events, experiencing animal feeding and care, agricultural fairs, farm stays, corn mazes and more. The rising demand among tourists for unique, immersive and authentic rural experiences is driving growth in the agritourism market. The desire to disconnect from an urban lifestyle and get closer to nature is a major factor boosting agritourism.
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 Growth 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. Key opportunities in the market include expanding into new locations through acquisitions, diversifying offerings, partnering with local farms, use of technology for bookings and marketing. Technological advancements such as virtual tours, indoor farming and vertical farming will also support growth.
Market Drivers
The growing popularity of organic and locally sourced foods is driving demand for agritourism. Experiential learning and generating environmental awareness among next generations through farm visits is another key driver. Farmers look at agritourism as an additional revenue source and means of attracting tourists. Changing work culture and increased travel is encouraging weekend trips and holidays centered around rural themes. The agritourism industry provides economic benefits to local communities through job creation and revenue generation for small farms.
Current Challenges in Agritourism Market
The agritourism market is facing several challenges currently which can hamper its growth potential. Some key challenges include inadequate tourism infrastructure in rural areas, lack of proper transportation facilities, shortage of trained workforce and lack of marketing initiatives. Most rural areas have poor roads, lack proper accommodation facilities and transportation options which deter tourists. There is also a shortage of trained and skilled guides and staff in the agritourism sector. Many farmers and stakeholders also lack marketing skills to promote their farms and activities. Lack of coordination among different stakeholders is another issue. Global pandemic situations can also disrupt tourism activities for extended periods. Overregulation and ambiguity in laws/policies related to agritourism is a challenge in some regions as well.
SWOT Analysis
Strength: Experiential activities on farms engage tourists and provide fresh air/open spaces. Farm visits allow understanding agriculture practices.
Weakness: Seasonal operations and dependency on weather conditions. Lack of skilled professional guides in some regions.
Opportunity: Growth in tourism and interest in eco-friendly activities. Farm stay tourism offers an alternative to conventional hotels.
Threats: Threat from substitute industries like adventure, wildlife, medical tourism. Natural calamities can impact farm operations and tourism.
Geographical Regions
North America currently accounts for the largest share in the agritourism market in terms of value. Countries like the US and Canada have a long history of agritourism and farm stay activities. The presence of large family farms, farm associations, state incentives and regulations support the market. Europe is also a major region owing to countries like Italy, France, UK, Germany and Spain which attract agritourism.
Asia Pacific region is expected to witness the fastest growth during the forecast period. Countries like India, China, Japan, Thailand are witnessing rising agritourism activities. Growing tourism industry, young population interest, promotion by governments are driving the APAC agritourism market. Adoption of advanced farming practices also attracts tourists. Emerging economies offer immense scope.
*Note:
1. Source: Coherent Market Insights, Public sources, Desk research
2. We have leveraged AI tools to mine information and compile it.
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