Agritourism Market Will Grow At Highest Pace Owing To Increasing Demand
The agritourism market provides opportunities for tourists to experience various agricultural activities and traditions. It allows visitors to engage with farms through activities like harvest tours, hayrides, u-pick farms, on-farm restaurants, and educational workshops. Agritourism helps promote conservation of agricultural and cultural heritage. It benefits both tourists who want to escape from their daily routines and interact with nature, as well as farmers who earn additional income.
The Global agritourism Market is estimated to be valued at US$ 17.51 Bn 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 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. The growing demand for novel experiences contributed significantly to the market growth. Tourists are keen on participating in experiential travel and trying unique activities like farm visits, festivals, and workshops. Technological advancements are also helping operators streamline planning, bookings, and payments. Apps and websites enable visitors to directly connect with farmers and choose suitable packages easily.
Market trends
The Agritourism Market Growth is witnessing noteworthy trends such as diverse farm experiences and niche travel packages. Visitors no longer seek generic tours- they want customized offerings focused on specific passions like farming experiences, cooking lessons, guided nature trails etc. Companies curate unique multi-day experiences covering varying interests. Sustainable farming practices are also gaining attention, with many tours relating how traditional methods help promote biodiversity and conserve natural resources. Multi-generational trips allowing families to bond over heritage activities are very popular. With a trend towards conscious traveling, agritourism supports local rural communities.
Market Opportunities
Emerging opportunities exist around women entrepreneurship and agri-education. Gender-equal participation can boost rural women's empowerment. Farm stays catering exclusively to women travelers offering relaxing settings teach ancient skills. Besides recreational tours, market potential lies in leveraging tech-enabled learning platforms. Collaborations between farms and universities to host online or on-site student programs spread agri-related knowledge and careers. Partnerships with schools promote responsible food sourcing. Innovative experiences related to community building, environmental preservation and nutrition awareness also open new industry avenues.
Impact of COVID-19 on Agritourism Market
The COVID-19 pandemic had a significant negative impact on the agritourism market globally. With the imposition of nationwide lockdowns in early 2020, all agritourism activities came to a halt. Farm visits and tours were canceled while accommodation facilities on farms were forced to shut down. This led to a steep decline in revenue for agritourism businesses. Pre-COVID, the market was growing at a robust pace owing to rising interest of people in experiential and outdoor activities. However, with travel restrictions and social distancing norms in place, the market experienced a major slowdown.
As lockdowns started lifting in late 2020 and vaccination drives picked up pace in 2021, the agritourism market has started recovering gradually. While international tourism is yet to gain momentum, domestic tourism has rebounded to some extent. Many agritourism operators have implemented new safety protocols like sanitization, social distancing and reduced capacity to attract visitors. The pandemic has made people more interested in open-air activities and experiences close to nature. If managed well with all necessary precautions, agritourism is well poised to benefit from this shifted consumer preference in the coming years. For sustainable growth post-COVID, diversifying offerings, promoting local tourism and strengthening digital presence will be important future strategies for players in this industry.
Europe remains the largest regional market for agritourism globally in terms of revenue generation. Countries like Italy, Spain, France and the UK have a well-established agritourism industry catering to both domestic and international visitors. However, the Asia Pacific region is emerging as the fastest growing market for agritourism activities. Countries like India, Thailand, Vietnam, South Korea and Japan are witnessing rising popularity of agritourism experiences among their populations. With growing exposure to global tourism trends and increasing purchase power of people, the Asia Pacific agritourism industry is expected to witness lucrative growth opportunities in the forecast period.
The United States represents one of the major regional markets for agritourism globally, though Italy still generates the highest revenues. America has seen increased interest in agritourism activities post pandemic as people look for safer outdoor options close home. States like California, New York, Pennsylvania, Virginia, Tennessee, North Carolina and Vermont have particularly promoted diverse agritourism offerings like on-farm experiences, u-pick operations, outdoor recreation, accommodation in farms stays and rural festivals & events. This has boosted domestic tourism revenues for agribusinesses in various regions of the US in recent times.
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