Agritourism Ideas
Ag-related tourism can range from simple to exotic. Here’s a varied list of the options:

• Bird watching/wildlife viewing

• Nature photography/painting

• Game preserve

• Fee hunting or fishing

• Camping/picnicking

• Hay/sleigh rides

• Horseback riding

• Cross-country skiing

• Archery range

• Trap and skeet shooting

• Off-road vehicles (ATV, mountain biking)

• Rock collecting/arrowhead hunting

• Hiking/cave exploring

• Tubing and rafting

• Garden tours (dried flowers, herbs, native plants)

• Historical agriculture/machinery exhibits

• Roadside produce stand

• U-pick operations

• Harvest festivals or fairs

• Farmers’ market

• Corn maze

• Ag food and craft shows

• Habitat improvement projects

• Barn dances

• Bed & breakfast

• Farm/ranch vacations

• School and educational tours

• Petting zoo

• Exotic animal farm

• Children’s camp (summer or winter)

• Farm or ranch work experience (roundup, haying, fencing, calving, cutting wood etc.)

• Family reunions, corporate picnics

• Ranch rodeos

• Concerts or special events

The idea isn’t new:
Charging tourists a fee for access to private property on farms and ranches so they get a chance to do what they want – hunt, fish, hike, etc. – while you make some extra income.

But what is unprecedented is the expanding interest from tourists for these agritourism opportunities – also called nature tourism or ecotourism. Many believe the boom is linked to fewer people growing up with rural roots, and eventually seeking a respite in nature from their fast-paced, often stressful urban lifestyles. As a result, the agricultural community is responding with tourism-based businesses in many forms: from the traditional fee hunts for deer and pheasants to out-of-the box ideas such as concerts in the prairie, stargazing, and heritage tours.

An example of agritourism’s growing appeal can be found in Hawaii. Known for its perfect beaches and manicured golf courses, Hawaii has found tourism in decline in recent years. To resolve that slide, they are turning to ag as their number one tourism product, and ag tourism is now nearly a $40 million industry throughout the Hawaiian Islands. They’ve done it through tours of coffee and pineapple plantations, wineries and some of the country’s largest and most scenic ranches.

“They’ve realized the need to deliver a bit of history and education along with entertainment and that is why agritourism is becoming so popular in Hawaii and elsewhere,” explains Brent Warner, who has studied agritourism for over 30 years. He has worked with the North American Direct Farm Marketing Association, has assisted Colorado in developing its agritourism industry, and is currently the agritourism specialist with the British Columbia Ministry of Ag and Lands.

Why Ag Tourism Works
“Agritourism is about putting the farmer’s face back on food,” says Warner. He adds, “Food is worth little as raw product. It’s worth a lot if you can tell your whole story.”

As an example, he says, “Coffee beans cost a few cents/cup. But, as an experience – be it touring a coffee plantation or enjoying a high-end coffee house – people will pay up to $5/cup.”

Along that point, Warner says, “All of us in ag can learn from the wine industry. I say, ‘It’s just juice in a bottle,’ but look what they’ve done. Wineries are agriculture, but they’ve added tourism to it – with tasting rooms, gift shops, patio lunches, hosting events and weddings – and have done well. They’ve taken that raw product and added mystique.

He continues, “So you can take whatever your product is and turn it into an educational experience. Beef could do that by adding the education and history pieces to the experience.”

He cites one example in Hawaii where Hawaiian farmers and ranchers have added value (and demand) to their product by partnering with restaurants on the islands that only serve authentic Hawaiian food. The restaurant places pictures of the growers on the wall and includes their name and a brief background about their ag operation in the menu.

Because of that ability to add dollars, Warner says agritourism has merit for farmers and ranchers. He points out that the majority of ag products have stayed at commodity prices, meaning producers don’t get much take home pay.

To that Warner says, “We must move beyond undifferentiated commodities. People are willing to spend money on an experience…They’ll pay a lot more to find out about the history. Agritourism is that opportunity to add value.”

Furthermore, agritourism is tailored to repeat sales. When you sell consumers a product that they feel a connection with, they will come back to buy products or will do it online.

Still not convinced? Warner reports that less than 2% of today’s society has a direct connection with production ag. Some people look at that as a negative. But Warner says, “I turn that into a positive. It means 98% of people don’t know what farmers and ranchers do. But more people are becoming interested in food because of health – and they are potential customers.”

Moreover, Warner says consumer surveys indicate people are willing to pay for communication, health and education services, with recreation and restaurants rounding out the top seven items that they spend their disposable income on. Warner says, “When you put all of those components together, they all relate to agritourism.”

Keep It Real
So what do consumers want when they seek an agritourism experience? Warner is fond of the saying, “Consumers want real from the genuine not the fake from the phony.”
In other words he says, “Agritourism is not about putting Disney rides on a farm…You’re in nature. So, connect people to the land, and show them how the food they eat gets to their table.”
He adds, “Today, just being on a farm is a great experience.” For instance, U-PICK experiences where guests pick their own seasonal foods is one example. Ranch tours that showcase scenery and cows on rangelands where participants can do bird watching or nature photography is another simple idea.

Building an experience around a regional theme is another method. “Remember it is more than food. It’s an experience and a regional festival can be a way to create mystique,” says Warner.
He cites the annual Garlic Festival in Gilroy, CA as an example. The town annually draws thousands to its special weekend event which celebrates the garlic that is grown in the region.
For those considering agritourism, Warner says there are three stages of development as you build your business. He suggests beginning with educational programs and tours, then if you are interested in expanding the business consider the second and third stages – adding a food service component and providing accommodations for overnight visitors. However, Warner cautions that not every agritourism entity has to provide food and accommodations. Grow the business based on your interests and abilities.

He also offers these time-tested tips for the agritourism industry:

• To be in the business you must enjoy people.

• Liability insurance is a necessity. He estimates a $5 million policy is minimum for today’s operations.

• Focus on service. Many places may offer the same product, but don’t deliver the service and knowledge to go with it.

• Have a website. Not only does this promote your agritourism business, it can be a means for repeat customers to buy your product.

• An experience has value. “Farmers who offer tours and don’t charge for them drive me crazy,” says Warner.

• Partner up. Warner says, “A lot of festivals and agritourism is about partnerships – with other producers in your area, with museums, with civic groups, etc.” So look for opportunities to work together and benefit agriculture.