Agrotourism offers opportunities for the development of rural areas, job creation, boosting the local economy and recreational activities. Government authorities and farmers in the regions of Asia, Africa and North America have taken various initiatives to promote the agro-tourism sector in different parts of their regions. They have allocated budgets and resources to attract tourists and stimulate the local economy. Additionally, they have created smartphone apps to connect tourists with farmers and ranchers. In addition, the application facilitates the search for different agrotourism destinations for tourists.
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From offering detailed information on organic food growing businesses to selling directly to consumers, farmers have tapped into lucrative opportunities. Company tours were organized and fresh food and vegetables were offered. There will be a significant increase in agritourism activities over the next few years. According to the report published by Allied Market Research, the global agritourism market is expected to reach $62.98 billion by 2027.
Here are some of the main activities that take place to promote agritourism around the world.
Allocation of budgets and stocks
Government authorities have taken steps to promote agritourism activities in their counties, districts and regions. From the allocation of budgets to stocks, different initiatives have been taken by the provincial departments of tourism. An agrotourism farm has been inaugurated in Ramian county, northern province of Golestan in Iran. The province has allocated the budget of 160 billion rials ($608,000) for the development of the farm on one hectare. In addition, it generated job opportunities for five people. Within the farm there are daffodil farms, herbal gardens, fruit trees and a reception hall.
Along with allocating budgets for the development of farms and the promotion of agro-tourism activities, governments have offered start-up stock to farmers. The government of Botswana has launched a pilot project where it aims to provide starter stock of wild animals to farmers. This stock will be kept in the farmers’ plowing fields. Kabelo Senyatso, director of Botswana National Parks and Wildlife, pointed out that the stock of five animals per species will be allocated to each farmer. Farmers wishing to adopt the stock must meet space, fencing and water requirements to enjoy the species they desire. As Botswana is one of Africa’s top tourist destinations, this initiative is expected to boost the local economy by providing resources to attract agro-tourists.
New application to promote agrotourism destinations
Government authorities and foundations have tried to use technology to connect tourists with farmers, ranchers and producers. The American Farm Bureau Foundation for Agriculture has created an app to showcase agrotourism locations and activities. The foundation developed the American Farm Trail app with sponsorship from Corteva. Farmers and place owners can create their profile on the app and connect directly with tourists. Tourists can search the area they want to explore through the app. Additionally, the app’s search filters allow tourists to search for agricultural products, attractions, and activities. This app is an effort by the foundation to directly connect tourists with agritourism businesses. In addition, agritourism businesses will benefit from the promotion of their businesses and direct access to consumers.
Farm fresh experience
Farm trips are not available to tourists and there are very few places where consumers can buy fruits and vegetables directly from farmers. However, farmers in Marayoor and Kanthalloor regions of Idukki district in Kerala, India aim to change that. The huge fields of fruit, sugar cane and vegetables in the district have become tourist destinations. Farmers, tour guides and operators have started offering agricultural tours to tourists. Also, they show how traditional and delicious Marayoor jaggery is prepared, how vegetables are grown organically, and other planting activities. Moreover, tourists can taste fruits such as strawberries directly from the plant and determine the quality of the fruit before buying it.
As new agro-tourism initiatives spring up in the state of Kerala, farmers and growers are able to make significant profits by selling directly to their consumers. This “fresh from the farm” experience provides quality produce to tourists and boosts the local economy. Initiatives like these are on the rise, and more districts across the state and nation will make strides in providing an agricultural experience for visitors and hosting “direct-to-consumer” events to sell high-quality food sourced directly from farms. farms.
Here it is worth mentioning that the outbreak of the pandemic has had a negative impact on the agritourism market. The global lockdown has forced people to adopt ‘new normal’ sayings such as staying home to curb those untouched by the virus. In most areas, travel has been banned and borders have been closed, which has quite directly hampered agritourism activities. However, major vaccination campaigns have been launched by government agencies across the world and with this new drift on board, the global situation has started to improve. The agritourism market is also expected to recover, in terms of revenue, very soon.
The global agritourism market is segmented on the basis of activity, sales channel and region. Based on the activity, the market is divided into on-farm sales, outdoor recreation, agritainment, educational tourism, accommodation and others. The on-farm sales segment dominated the market in 2019, accounting for nearly three-fifths of the market. However, the accommodation segment is expected to show the highest CAGR of 18.0% during the forecast period.
Based on outdoor recreation, the market is categorized into travel agent and direct. The travel agent segment held the largest share in 2019, contributing more than two-thirds of the market. However, the direct segment is expected to register the highest CAGR of 14.0% during the forecast period.
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The Global Agritourism Market report includes an in-depth analysis of major market players including Agricultural Tour Operators International, Bay Farm Tours, Agrilys Voyages, Farm to Farm Tours, Blackberry Farm, LLC, Harvest Travel International, Greenmount Travel, Select Holidays, Field Farm Tours Limited and Stita Group.
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