Agritourism is a great way to connect people to your farm while gaining much needed financial stability and other benefits (such as employing family members). Most people are several generations removed from their agrarian roots and welcome glimpses (and touches) of what life is or could be like in a rural setting.

Consumers are interested in country life. According to their second nationwide agritourism participation study (2024), White Hutchison found that someone from 81 percent of U.S. households participated in one or more agritourism activities in 2024, an increase from 76 percent in 2023. The 2022 Census of Agriculture found that 57 percent of counties in the U.S. reported some form of agritourism.

As idyllic as it sounds, getting people out to the country to visit your farm, and having something enticing for them to see or do when they arrive, can be a daunting task. To start, that means adding at least one activity for them to experience, and expanding your farm in a small way, or perhaps a bigger way, to diversify your current operation. This requires work throughout the process from the planning stages to implementation and evaluation – and repeating it again next year. It requires careful planning, upfront investment, and thoughtful consideration of your farm’s unique capabilities and limitations. The 2022 Census of Agriculture is beginning to reveal hard data that diversifying into agritourism is helping farmers sustain their operations and economic challenges (Hoffman, 2025). Agritourism is making a difference for many.

Start by testing small events to gauge interest. There is SOMETHING that someone visiting your farm would find interesting and want to see or do. The challenge is to: 1) Identify what appeals to you, 2) Assess what you and your farm might be able to offer, and 3) Determine if you have the needed resources or what you might need to make it happen. Consult with local authorities on regulations as you want to ensure that your proposed operations are allowable in your area.

Source: Stephen Loke, Agritourism Business Success

Agritourism Pros and Cons
Before implementing any new agritourism operation, it is helpful to consider some general pros and cons (Loke, 2024b and Kiel, 2025). These are a nice refresher to what most of you already know!

Pros:

1. Increased Revenue: Agritourism can bring in additional income, especially during low-profit seasons for the farmer and increased revenue for the community.
2. Community Engagement: Hosting visitors builds connections with the community and provides a unique educational experience.
3. Brand Loyalty: People love memorable experiences and are likely to return or recommend the farm to friends.
4. Educational experience: Visitors learn about farming, sustainability, animal care and food production, which can increase awareness and appreciation for agriculture.
5. Connection with nature: It gives people a chance to connect with nature, especially for those who live in urban areas and don’t regularly interact with the outdoors.
6. Cultural preservation: Some agritourism ventures allow people to experience traditional farming techniques, preserving cultural heritage and local knowledge.
7. Sustainable tourism: Agritourism can be a more environmentally friendly form of tourism compared to large-scale resorts, often with a focus on local and organic practices.
8. Family-friendly activities: Agritourism is often great for families, offering a “hands-on experience” with animals, crops and nature, making it an educational outing for children.

Cons:

1. Insurance and Liability: Agritourism can increase liability risks, requiring extra insurance and safety protocols. Farms can be dangerous places, especially if visitors aren’t familiar with farm equipment or animals, requiring extra attention to safety and risk management.
2. Time and Labor Intensive: Managing visitors, organizing events, and maintaining infrastructure can require significant time and energy. It can be demanding for farmers who are already working long hours.
3. Zoning and Regulatory Challenges: Agritourism may require compliance with local zoning, health, and safety regulations, which can be a lengthy process.
4. Seasonal business: Agritourism can be highly seasonal, especially in regions where the best activities depend on specific harvest periods or weather conditions.
5. Environmental impact: If not carefully managed, increased traffic from visitors can harm local ecosystems, especially in rural or delicate areas.
6. Limited amenities: Some agritourism sites might lack the infrastructure and amenities that tourists are used to, which can make it less comfortable for those seeking a more traditional vacation experience.
7. Market saturation: In some regions, agritourism might become oversaturated, with too many similar offerings competing for the same audience, making it harder for individual farms to stand out.

Adding agritourism to your current operation can be worthwhile for many reasons and has been done successfully by many farms across the globe. The graphic below shows the key areas you should consider and is an excellent roadmap to your exploration and planning!

The number of possibilities for agritourism are simply overwhelming! Farms all over the world are engaged in MANY different types of activities. These ideas, plus the many creative and unique ideas within your own imagination, may work for you. If you don’t know where to start or want to consider something new, review the many ideas and suggestions below.

Five Categories of Agritourism Activities
A survey by the Vermont Tourism Research Center (Agritourism Survey Results, 2021) found the various types of experience offered by farms:

• 77% on farm direct sales
• 55% education
• 48% entertainment and events
• 27% outdoor recreation
• 19% lodging

Examples of these five areas include (but not limited to):

On-Farm Direct Sales: wineries and vineyards, jams and jellies, baked goods, homegrown meat, vegetables, fruits, nuts, apple cider, wine, spirits, hard ciders, juices, salsa, flowers, floral and bedding plants, pick-your-own fruits and vegetables, farm stands

Education (for all ages): youth camps, farm tours, farm equipment demonstrations, how-to demonstrations, agriculture and nature classes, school group tours, petting zoos, DIY workshops, cooking classes, guided animal tours and exhibits, historical tours, planting and growing a plant, crop facts, work experience holidays, flower arranging, painting and craft classes

Entertainment and Events: hayrides, haunted houses, corn maze, pumpkin patch, holiday celebrations, harvest festivals, music and art festivals, food and beverage festivals and events, flower festivals, Mother’s Day events, Father’s Day events, holiday events, seasonal harvest time activities, catering services, bonfires, and hosting events for clubs, businesses, organizations, families, church groups, weddings, parties

Outdoor Recreation: horseback riding, fishing, hunting, skeet shooting, biking, trail walking or hiking, archery, stargazing, bird watching, wildlife viewing, butterfly farms, wagon or sleigh rides, shooting sports, campfires, picnics, photography, races and runs, agritainment activities

Lodging: overnight stays, farm and ranch stays, rural bed and breakfasts, camping, vacation rentals, corporate retreats, family reunions

The graphic below shows some agritourism activity ideas (Revised from “Assessing your Farm for Agritourism” by The Farm-Based Education Network, Shelburne Farms, University of Vermont Extension).

Agritourism Ideas to Connect You with Your Community
You can create activity-based experiences on your land and/or interactive events and tours. These areas, along with the activities mentioned above, may spark your creativity!

1. Outdoor recreation is one of the most popular areas for agritourism. It lends itself to all seasons and can involve groups of guests.
2. Education is embedded into almost every agritourism activity. There are many educational opportunities around farming operations, crops, and living on a farm.
3. Hospitality could be another great addition to your farm income. Guests can experience the beauty of the farm and its activities and the demand for farm-to-table dining experiences, alcohol tastings, and on-site farm food.
4. Accommodations like farm stays where guests stay on your farm is a way to diversify income. It makes guests feel like they are truly part of the farm and creates a more authentic feel for families and general tourism.
5. Direct agriculture sales on-site are a common way to add income for farms. Direct sales can help with marketing your farm and attracting more visitors.
6. Entertainment through hosting events will bring in guests. Varying events can be offered throughout the year both daytime and evening.
7. Farm tours of your operation are a way to start agritourism activities immediately. People enjoy learning about farms, the farmers who farm them, and immersing themselves in hands-on farm activities.
8. Unique experiences are a great form of agritourism. Every farm is different and can offer something distinct based on its resources. Think about what your unique selling point is, whether the types of crops grown, the land around the farm, or even the activities you can market around.

Where in the U.S. is it Easiest to Start an Agritourism Business?
A 2022 study of agritourism operators led by researchers from several university extension offices was conducted through a USDA grant (Brittany, 2022). They conducted research with over 1,800 agritourism operators across all 50 states and discovered four main challenges.

• City and county zoning and permitting resources are not available or accessible
• Insurance and liability resources are not accessible or affordable
• E-connectivity resources are not available or affordable
• State and local regulation resources are not available or affordable

Closer examination of these challenges faced by operators in the Northeast, Midwest, South, and West regions of the U.S. showed regional differences. In the Midwest, the leading concern was from insurance and liability resources. These resources include information on laws and regulations, risks and liabilities, and services provided by extension professionals and government bodies.

Another concern noted was in Regulations. Some operators had inadequate information from the permit-granting organizations, or found the regulations complex and difficult to understand. This can make it difficult for operators to expand and ultimately earn profits. Some felt that county regulations were “a huge obstacle” and the “process was exceedingly difficult” for operators. These challenges have led operators to feel very limited due to these restrictions as well as frustrated, non-compliant, and loss of business development time. Local regulatory bodies are perceived to be unfamiliar with the specifics of agritourism operations (such as regulatory differences between orchards, corn mazes, and event barns for example). The challenge in state and local regulations is that there are many of them, and information is not easily available, and the cost of compliance is high.

In the Midwest, operators found that liability insurance is a challenge because they felt most insurance companies do not understand the actual risk factors or how to write the policy. Some of this stems from how agritourism is or isn’t defined at the national, state and local levels. As a result, insurance companies are less likely to insure agritourism activities or the coverage isn’t affordable for many farms.

Visitors who are unfamiliar with farming operations sometimes exhibit inappropriate behaviors or general disregard for farm rules. This is a big stressor for all operations in every region.

Of these four major challenges, Midwest operators ranked E-connectivity last. This was a significant factor in motivating a farmer to participate in agritourism. Internet resources provide information resources and can expand their market both online and on-farm as promotional materials can reach a wider audience. Consumers rely on online marketing to learn about agritourism activities and the Internet was found to be an integral part of a successful agritourism enterprise.

Researching your Ideas
Once you have several agritourism ideas that appeal to you and should work well with your farm, you need to begin learning more about each of them. Research on the front end will pay off as it allows you to move forward with ‘open eyes’ and increases your chance of being successful.

Research your options carefully. There are several ways to get more information on each as you determine what is a ‘good fit’ for your operation. TIP: Explore your idea using more than one research method. Each method has its strengths, and you need data from several sources to get the ‘big picture’.

Internet Searches
Often, the quickest way to research a topic is to simply do an online search. You will find articles from magazines and newspapers, web pages from organizations, recommendations for books and podcasts, educational opportunities, and more. For example, “how to start a cut your own flower farm in Michigan” resulted in nearly 9 million related / somewhat related results. Vet your search results and explore several sources. Often one source will lead you to another source, which leads to more.

There are many university extensions, state departments of agriculture and other government agencies, professional and trade associations, and corporate groups that produce EXCELLENT resource materials! Find your favorite sources and check back on them for newly published information. Take some time to browse their information, success stories, and look for relevant ideas. It’s an easy way to gather information that is pertinent to you and what you do. You can learn a lot through self-learning!

Seminars and Conferences
Seminars and conferences are a good way to get more in-depth information on a topic. Some are offered in-person and many are online. You will find webinars offered by organizations, groups, and state extensions from throughout the U.S. that you can access from your computer!

Grand Rapids is home to the Great Lakes Expo, [https://glexpo.com/] a large, affordable, multi-day conference attracting thousands each year. It features a farm market and agritourism track where you can learn and network with experts, vendors, and peers. If you have not been, you should seriously consider attending.

The Michigan Agritourism Association [https://www.michiganfarmfun.com/learn.asp] has educational and networking opportunities with their bus tour of local agritourism operations, meetings, and seminars throughout Michigan. They also have this fantastic online toolkit!!

The North American Farmer’s Direct Marketing Association (NAFDMA) [https://www.nafdma.com/] is a national association dedicated to agritourism. It has an annual expo, various regional learning events, and online webinars.

Depending on your topic(s) of interest, check the resources and educational opportunities offered by the related membership or trade associations. Though many agriculture associations were created to support producers, some also address agritourism and retail.

Universities and state extensions often have learning opportunities. Watch for their offerings on the Michigan State University Extension [https://www.canr.msu.edu/agriculture/].

Become a member of your business community. Join organizations that advocate for your business such as the Michigan Agritourism Association (www.michiganfarmfun.org) and your local chamber of commerce. There will be opportunities such as networking sessions, educational, finances, and discussions about your community’s business climate from which you will directly benefit. Through these organizations and activities, you will be able to maintain your expertise, form partnerships for support, and learn from others.

No matter what the source, you will gain ideas and invaluable information on your topic(s) from attending conferences, seminars, meetings, and webinars!

Talking with Peers
To know what is successful, what the current trends are, how tourism in your area is working, and other information pertinent to your agritourism operation, you will need to get involved with those in the “know.” Meaningful discussions can take place in person, by phone, and online.

Bus Tours. One of the best ways to get ideas to expand (or improve) your operation as well as expand your network of agritourism peers is to participate in a “bus tour”. These are typically a day-long excursion in a “rolling classroom” environment. The purpose is to enable participants to learn from their regional farm market and agritourism peers and may occur in-season or post-season. The event includes behind-the-scenes tours and information directly from the owners, including being able to walk around and get ideas on their displays, merchandise, signage, layout, buildings, production and packing areas, and more. It’s an excellent opportunity to take photos, make notes, ask questions, and make connections. There are multiple stops throughout the day providing lots of examples and learning opportunities.

And more learning occurs while in transit between stops. Bus facilitators often engage participants in sharing information about their operations, lessons learned, season highlights, and pressing topics in the agritourism industry. It is an unexpected but great way to make new agritourism friends and networking connections.

In-Person Visits. Nothing beats visiting a farm that is already doing what you think you’d like to be doing. Just observing how they do it, their setting and infrastructure, their staffing, equipment, and reactions from their guests will tell you a lot. But observing is only part of it, you also need to talk with the farmer(s) involved. How did they start it? Why are they doing it? Share your ideas and thoughts. Will they give you a quick tour? What advice do they have for a person considering expanding to that area? Both of you will learn from a frank discussion. Of course, be mindful of when you show up! Advance appointments may work better to avoid their peak times and days when they do not have time to talk to you! Having an agritourism and farmer peer you can contact when you have questions or just want to compare notes is priceless! Michigan Agritourism is happy to recommend and connect you with other farmers that are doing what you’d like to do. Don’t hesitate to reach out at info@michiganfarmfun.com or call 616-952-1151.

​What Type of Agritourism is Best for You and Your Farm?
When exploring ideas for agritourism, you also need to have an idea of what you and your farm can offer. The following sections will help you take a closer look at the resources and assets you have at your disposal.

Assessing What you Currently Have in Place
Assessing what you already have available to work with is crucial in determining the type of agritourism venture that will be most successful for you and your farm. Focus on what you already have and your farm’s unique characteristics to give visitors the authentic experience they desire and that will keep them coming back! Begin where you are now and grow as your skills and knowledge increase. Our key advice is to avoid doing too much too soon! Or doing too much at any time! Sometimes a smaller and simpler operation that can be marketed as much as possible will be more manageable and a better way to start. The main goals should be: 1) be unique, 2) add value-added products and/or experiences, and 3) help your bottom line!

People Skills. Before expending time and money, be sure that agritourism is right for you! Know your expertise and skills, as well as those of any family members that will be involved in the operation. Since agritourism involves inviting the public onto the farm, it requires a different set of skills beyond traditional farming. This cannot be overstated. It’s a very different thing to love being a farmer and to enjoy interacting with the public on your property on a daily basis.

Also consider your interpersonal skills. Are you comfortable with visitors on your farm? If so, how many, how often, and where can they go on the property? Where do you see the privacy boundaries and “being on call”?

Interpersonal Skills. In addition to farming and general business skills, it is important to develop additional skills to make visitors feel welcome, promote return visits, and encourage word-of-mouth referrals. The person running the agritourism operation must be personable and welcoming, customer-service minded, skilled in marketing and social media, and able to communicate knowledge about agriculture, the history, and uniqueness of your farm. Those who will be interacting with guests must be knowledgeable about the agricultural subject matter they are describing to guests.

Target Audience. Who will be your customers? Who is the target group that will buy your products and services, and the group you’ll aim towards when developing your marketing and messaging? “Everyone will be my customer” is not the answer. It is difficult to try to be everything to everyone. Will your customers be wholesale? Retail? Local nonprofits? Where do they live? How far will they travel? What is the socioeconomic status? Ethnicity? Their interests and culture? It really is important to identify your target customer, as it will influence many other decisions.

Seasonality. In agriculture, there are distinctive seasons for growing crops. This will drive the timing of agritourism operations such as u-pick farms or corn mazes. What months will you be open or closed? What are the days and hours will you be open? Will it vary by season?

Merchandising. Most agritourism operations sell products ranging from produce, to value-added, to themed third-party merchandise. This involves eye-catching displays, determining pricing, inventory, packaging, space to display and store items, and the staff to make it happen.

Sales. Unless you only have a small roadside stand, you will likely need more than a locked, unstaffed cash box. If you have a store, you’ll need a cash register/cash box, point of sale equipment, credit card processing equipment, a credit card processing company/software, printers, and more. You may also want to be an authorized merchant for SNAP/EBT, WIC, or other federal or state benefit programs. And don’t forget you’ll need staff to take care of these customers!

Advertising and Promotion. Consider how you will promote your farm to attract visitors. There are various media outlets to explore, some of which are free (like social media). Will you do your own graphics and design? Create the messaging? Do you have a brand/ logo to use in your promotions? Who will create, handle and respond to your promotions as well as monitor how well they perform? It is important to take time to think about your “brand”, as this is how customers will perceive your business.

Packaging of Farm Products. You will need packaging for customers for their purchases. The diversity of your offerings will drive the range of packaging needs. Take bags, for example: plastic apple bags, ventilated produce bags, biodegradable bags, mesh bags, paper bags, bags with handles, gift bags, padded bags, large tote bags, bags for frozen goods, wine bags, single can/bottle bags, imprinted or plain bags. And there are cartons, boxes, jugs, bottles, and more to consider.

Staffing. This is a major consideration. Do you already have staff in place, or do you need to hire for specific jobs or positions? How will you advertise your job openings? Are you equipped for interviewing, onboarding, training, supervising, and evaluating their work? Who will do your payroll and how? Who will do your payroll taxes and issue year end W-2s and 990s? What benefits will you offer staff? How will you schedule staff and track their hours worked? What compensation and hourly wages are you offering? Are you employing any family members, teens, or handicapped individuals that may have special accommodations or employment rules?

Facilities. You will want buildings (and related equipment) that fit your area of operation. Most people start small with the basics and grow as needed. Think about your barns and buildings. Enclosed? HVAC? Open to the public or closed? Restroom – number of, type, ADA? What type of building materials will you use? What is the purpose of each building and how will it be used? If doing construction or remodeling, keep in mind your local and state building codes. Do you need unique facilities that support your activities such as play or picnic areas, housing for animals, food preparation areas, cold storage, distillery, bakery, etc.?

Parking. Do you have ample parking for your visitors? Is the parking lot/area level and smooth? Is there overflow parking for the times you need it? Reasonable walking distances? Special areas for handicapped, loading, unloading, and customer drop off/pick up?

Signage. Getting visitors to your farm and through your operations requires good signage. Signage is often forgotten about; spend time thinking about your messaging and designing quality signs. Be mindful of the placement, readability, and intended audience. Some signs are required to be posted.

Liability and other Insurance. Your operation will need liability insurance to operate. Spend time with your insurance agent to ensure you have the right type and coverage needed for your farm and its operations. The type of operation will dictate additional insurance needs such as workman’s comp insurance, crop insurance, and insurance for vehicles, equipment, and products.

Licenses. Check to see what special licenses you need for your operation as well as common licenses like operating vehicles.

Back Office Support. Do you have an area(s) to support your administrative needs? You’ll need internet, phones, copier, printer, mailing and packaging setup, computers, calculators, secure area for cash management, office supplies, banking and check processing, payroll and time worked management, posted personnel signs, posted licenses, software, and more. And the people who will use these items.

Financial Assets. Beginning an agritourism operation will require start-up costs to prepare your property for guests. Typically, the most common expenditure is restrooms. There is a time and place for taking out loans to grow a business, but caution should be exercised. Many successful operations prefer to use profits from previous years before taking out loans. It is vital that you create a financial plan before starting your business. This involves identifying your costs and potential revenues and creating a cash flow statement.

What Do You Have? What Can You Offer? And Who Can Help?
It is up to you to decide just what type of agritourism you can offer to visitors. You should assess your resources to determine what you have to offer that is unique, fun, and educational. Your land is a great place to start – knowing your land and its capabilities are important aspects of assessing your resources.

What is Unique About Your Farm?
What is your farm’s story? Every farm (and farmer) has a story to tell. Is it family-owned and operated? Multi-generational? What agricultural products do you produce? How has your farm operation changed over time? Is there any unique history of your farm or farms in your community or region? What inspired you to start farming? Do you have an unusual background or skill set?

What Physical Amenities are on Your Farm?
To determine your farm’s uniqueness, start with a physical assessment of your property.

Land Use. How much land do you own or have access to, and how is it currently being used? Is adequate land available for your agritourism business? What do you visualize for the use of this land? Consider requirements such as parking and emergency access. Are there areas on your farm or ranch that are only used seasonally? Could those areas be used for agritourism for a few months each year? Operations with open areas may make good sites for public events. Fallow fields may be prime spots for hunting. Pasturelands could be used to graze alternative livestock, such as goats, poultry, or bison.

Land Features. What does your land look like? Does your land have a lake, ponds, streams, or other water features? Do you have swamp land or marshes? Does it have natural beauty? Scenic views? Rolling hills? Picturesque landscaping? Interesting geological features? Not sure? Ask a few friends to roam the property and take a few photos of the farm. You might be missing something that others would find scenic. Land that is unique or visually appealing may provide income opportunities from activities, such as hiking, horseback riding, nature tours or hayrides. Land with water features could be used for fishing, duck hunting, canoeing and other water sports.

Land Location. Is the location of your proposed business easily accessible? How close are your neighbors? How close is your nearest town or city? Being located too close to people may limit some activities, such as hunting. But access to nearby cities may be required for other ventures like pick-your-own activities. How are the roads to your location?

Soil Type. What are the characteristics of your soil, and what is it best suited for? Consider your topography. Do you have elevation, woodlands, wetlands, bodies of water, or meadows?

Farmstead Buildings. Are there buildings available on the land that could be used for your business? Are they modern, historic, ramshackle? Are there historic buildings or other historic features on your property that might serve as tourist attractions? Could the farmhouse become a bed and breakfast? Are there buildings that could be modified for use as conference or banquet facilities? Do any of your facilities have HVAC? Are they well maintained and structurally sound? How many people can comfortably fit? Do you have picturesque fencing? Sidewalks? Hiking trails? Restrooms? What types of agricultural production is taking place on your farm, and could people observe or participate?

Climate. What is the average temperature or rainfall in your area? Are there times of the year when it is too cold? Too hot? Too windy? You have a fairly good idea of Michigan’s weather patterns and how it could impact your agritourism business.

Wildlife. Is there abundant wildlife on your property that could support recreation, such as hunting, fishing or bird watching? Potential wildlife and insect risks to visitors must be managed.

What will your region best support?
You know what you and your farm have to offer, but what do you have in your geographic area that will be helpful in attracting and supporting visitors to your farm?

Does your county support entrepreneurs? What is the local self-employment rate? What are the regional assets? Does your area have a regional reputation for scenic byways, “wine country”, fruit regions, or other agritourism farms? These and other well-established sectors will help to draw visitors in.

Several studies (Van Sandt, A., & McFadden, 2016) have identified regional characteristics that are key to developing a competitive advantage. It’s not necessary to have all these strengths but having at least one strength helps.

• Natural amenities
• Proximity to other outdoor attractions
• Proximity to other urban, more populated areas
• Alternative travel infrastructure (scenic byways versus interstates)
• Certain types of fruit and livestock, those with opportunities for visitor engagement

Your Location
Most visitors taking day trips to agritourism operations travel up to 125 miles(s). Recent USDA data (Hoffman, 2025) shows that most customers come from within 50 miles, 19 percent come from more than 50 miles, and 15 percent are overnight visits.

To enhance their experience, share information with your visitors about other attractions in your region such as nearby agritourism operations, cultural and historical sites, educational attractions, and local lodging and dining options. If your operation is in a remote area, consider the possibility of attracting fewer guests, charging more, and giving them a fuller experience of farm life.

Also consider whether your farm is in a safe area. Assess the condition of the roads around your property and the conditions of the driveways, roads, or parking areas on your property. Consider the level of traffic that could be expected when visitors come to your farm and the expenses involved in maintaining driveways, roads, and parking areas.

The takeaway here is that farms and ranches interested in diversifying their businesses should first recognize all the factors that influence an agritourism business’ success and then decide if leveraging their community and farm/ranch-specific assets will allow them to be competitive in the wide array of agritourism models.

Why “the Experience” is so Important
Agritourism has evolved. It is more than the selling of farm products; it now includes selling farm-based experiences. In today’s world, you will find people who would rather be known for their experiences than their possessions. Many social media postings are more centered on where the person is and what they are doing than showing what they have.

While developing farm activities, consider focusing on visitor experiences. Prioritizing this aspect will help you offer a better product that meets customer expectations.

When people peruse your website or contact your farm, they frequently ask what produce you have for sale AND what they can do or see while they are there. People are looking for authenticity and want to know your farm’s story. Keep in mind that consumers have many options available to them and a fixed amount of uncommitted time. Agritourism is a competitive venture vying for people’s time and money!

What is the Value of “the Experience”?
Researchers from The University of Western Australia conducted a study to find what contributes directly and indirectly to enhancing the agritourism experience, particularly the role of visitor-operator interaction and emotional connection to the farm. They found that location, authenticity, interaction, and learning are important factors in enhancing agritourism experiences (Martinus, et al, 2024).

What was interesting was that they found visitors who could interact or participate in farming lifestyles or agricultural processes found an experience to be authentic regardless of whether it was on or off-farm, immersive, or staged.

These four experience dimensions are:

• Location – Where activities are carried out, e.g. the place being off-farm or on-farm (with either farm or non-farm related activities).
• Interaction – Type of visitor involvement, including full immersion, practical/physical tasks, provider storytelling, observational tasks or self-guided involvements.
• Authenticity – Level of agriculture producer/product associated with the agritourism experience, including actual farm work, staged activities, sales or non-working activities.
• Learning – Type of education interaction, including formal presentations, instructional programs, and designed self-guided learning.

These experience dimensions are influenced by six contextual factors.

• Timing of offering – When the experience is provided within crop seasons and when the operation is open. Experience participation and engagement levels will vary throughout the year and be based on when the experience is available.
• Cost – Is the experience aimed at the general population and what families can afford, or more costly and aimed at a higher-end consumer?
• Business characteristics – Is the product and experience a sideline of the main business or the main income for the business? How much business knowledge and farming experience does the business owner have? Is the farm operated “by appointment” or open to visitors? How much time does it take to do the experience?
• Marketing – How is the experience promoted to interest visitors to the farm?
• Regional or visitor promotion – Consider visitor numbers and expectations, word of mouth, repeat visits, promotion on social media, online and digital promotion by marketing groups or associations.
• Larger regional tourism experience – Is the experience one in a cluster or group of other tourism experiences within the region?

With that in mind, what farming lifestyle or agricultural processes do you have that visitors could interact with or participate in?

Make a list of what you currently or could easily have to offer. And remember, they do not have to be elaborate, complex, or costly to create. Visitors are looking for rural authenticity and farm life.

How to Create a Positive Memory of your Farm for Visitors
When visitors leave your farm, they leave with a memory of their visit – either positive, negative, or barely a memory at all. Some memories become “traditions” when repeated, such as an annual trip with the family to pick apples at an orchard.

In the 1990s, psychologists Fredrickson and Kahneman, observed that people do not judge an experience by its entirety, but by typical moments or snapshots within the experience. This research became known as the “Peak-End Rule”. They found the most memorable moments occur based on how people felt at their peak or more intense point, and at their end or conclusion.

The Peak-End Rule suggests that our memory of an experience is not influenced by its beginning, duration, or overall intensity – which is typically our aim when creating an experience. In fact, the rule suggests that all our efforts in trying to create a positive first impression, though very important, is not the most important aspect of creating a lasting, positive memory.

Researchers found:

• We economize our memories by prioritizing peak moments and end moments.
• We don’t remember experiences accurately; we tend to recall the highlights and how things end.
• We remember brief moments of intense pleasure more fondly than experiences where we are mildly comfortable throughout.

Source: White Hutchison

Recognizing that it is less about the entire experience and more about particular aspects, we can apply these points when creating positive memories for guests (Sutton, 2019).

• Create a strong peak. Ensure that the most intense peak(s) in the experience is a positive one. Add in meaningful interactions, positive news, or something that increases positive emotions.
• Finish on a high note. Plan for the final moments of an experience to be upbeat and leave a lasting impression.
• Manage expectations. Make sure that people know what to expect. Early awareness and knowledge will limit the likelihood of disappointment or unwelcome surprises.
• Focus on the details. Think about what can be done to improve the atmosphere and environment. Make sure that all the aspects of an activity or experience are thought through and top-notch.

Creating Your Experience
Think about your customer engagement. What would customers say are the highlights of the experience? What are the peak points, the “aha” moments? How do customers typically end their visit? What do they see or do? How can it end “on a bang”, with a positive impression for all? Let your guests leave with a strong desire to return and post positive social media reviews!

Keep in mind that the “experience” is what makes you memorable and provides a positive emotional impression. The secret to success is engaging your customers, not just entertaining them. An engaged customer is one actively participating in the activity. Whenever you can, personally interact with guests to provide an experience that connects them to you and the experience. We know there is just one of you, and you can’t be everywhere at once, but do what you can within the size of your operation.

Agritourism presents a unique opportunity for farmers to diversify their operations, involve family members, and contribute to the local economy. Despite initial investment costs, the rewards can be substantial, both economically and socially. Below are key pieces of advice to establish a successful agritourism business.

• Safety and Preparedness is #1: Ensure only friendly animals are near the public, provide sanitation stations, plan for emergencies, and suggest appropriate attire for guests.
• Interactive Experience is #2: Have something for visitors to see, something for visitors to do, and something for visitors to buy. And in sufficient quantities for the number of guests you have. Some say focusing on these three simple things is all you need to do.
• Diversification: Explore the many opportunities to diversify your business and involve family members in the farming operation.
• Support the Local Economy: Provide labor opportunities and be an active business member of your community, support other local enterprises.
• Continual Adaptation: Add new experiences and continuously improve what you already have to keep the momentum.
• Understanding Boundaries: Know your personal boundaries and surround yourself with the right staff.
• Natural Beauty: Utilize natural vistas. Visitors appreciate the natural beauty on a farm, and this can provide great photo opportunities. These photos often end up advertising the farm on social media.
• Teachable Moments: Educate visitors on farming practices, food origins, and routine activities. Look for teachable moments, especially for growing, harvesting, preserving, and cooking. People want to know more about where their food comes from.
• Manageable Goals: Stay within your goals and resource limitations. Don’t take on too much. It is easy to do.
• Interactive Design: Design your agritourism experience so that it is interactive and provides ample activities for visitors to participate in for one to two hours.
• Value the Experience: Offer guests a “true” experience. Visitors are looking for a real farm experience, not just a “tourist” stop. Be authentic.
• Be Authentic: Don’t be surprised about what you can invite the public to do. Sometimes the simplest, most routine things for you are a totally new and enjoyable experience for someone else.

Advice from Red Bird Farm
Becky Evatt from Red Bird Farm in Oklahoma continues to add new experiences to their business to keep the momentum going for the venue year-round (Oklahoma Agritourism, 2024).

Although the Evatts enjoy their work, Becky was quick to point out it has not been an easy journey. “I don’t want to paint it like a fairy tale,” Becky said. “We’re reading a lot of books on how to scale and grow your business. But it’s totally doable. You just need to know your boundaries before you jump in. This grew a lot faster than we had anticipated, so make sure you surround yourself with good help.” It was crucial to her to find a trustworthy team and hire the right employees.

Bette from Silloway Maple in Vermont sums it up nicely, “Love your life on the farm, love your products, enjoy meeting people, or don’t bother!”

Establishing a successful agritourism business requires careful planning, dedication to safety and preparedness, and a commitment to providing visitors with engaging and educational experiences. By following these pieces of advice, farmers can create a thriving agritourism operation that benefits both the local community and their own farming enterprise.