Agriculture and tourism have long been two separate industries. However, in recent years, the concept of agritourism has emerged, creating a unique blend of the two. Agritourism entails farmers and ranchers opening their doors to visitors for educational and recreational purposes. From pick-your-own apple orchards to pumpkin patches and vineyards, agritourism has become an increasingly popular aspect of the travel industry.
Defining Agritourism
Agritourism is a form of rural tourism that allows visitors to experience and engage with the agricultural industry. Visitors can participate in a range of activities, such as picking crops, taking farm tours, or attending agricultural fairs and festivals. The concept aims to educate and inspire visitors about agriculture, its traditions, and its future.
The Importance of Agritourism to Farmers
For farmers, agritourism provides a unique opportunity to market themselves and their products directly to consumers. It allows for increased visibility and can result in increased sales, helping to sustain rural economies. Additionally, agritourism provides secondary income to farmers, enabling them to diversify their revenue streams beyond traditional agricultural production. Agritourism can also help to educate the public about agriculture, fostering a deeper appreciation for the industry and the benefits it provides.
Is Agritourism Profitable?
Agritourism can be profitable for farmers, but like any business, it requires careful planning and execution. According to a report by the University of California, agritourism in the United States generates over $700 million per year in revenue for farmers (source: [1]). In the UK, initiatives such as the Farm Diversification Grant Scheme have been launched to support farmers in expanding their revenue streams through agritourism and other ventures. According to a report by the University of Gloucestershire, agritourism in the UK has the potential to generate significant economic benefits for rural communities (source: [2]).
Marketing Agritourism
Marketing plays a vital role in the success of agritourism ventures. Utilising social media platforms and cultivating a strong online presence can be effective ways of attracting visitors. Offering promotions and discounts for repeat visitors or group bookings can encourage customer loyalty and increase sales. Collaborating with local tourism organisations and promoting events through local media can also attract visitors. If you are looking to market your agritourism event, contact Agritisement UK now!
Agritisement UK were able to deliver significant results for Dunham Pumpkins through Digital Marketing, Online Ticketing and Event Management that allowed the business owners to diversify revenue streams and boost online visibility.
As society becomes increasingly disconnected from agriculture, agritourism provides a unique opportunity to connect consumers with the origins of their food and other agricultural products. It allows farmers to diversify their revenue streams and promotes rural economic stability. With the potential for profitability and the opportunity to educate the public about agriculture, agritourism has become an increasingly popular and important aspect of the agricultural and travel industries.
Sources:
[1] University of California: cfar.ucdavis.edu/resources/UC%20ANR%20Agritourism%20Factsheet.pdf
[2] University of Gloucestershire: research.glos.ac.uk/outputs/chapters-in-books/missing-links-rethinking-uk-agritourism