When you think of popular tourist destinations, you may think of Hawaii or Paris... but what about the farmyard down the road?
Agritourism has been a growing trend in Canada and studies are predicting that it will continue to expand.
The Growing Agritourism Market
A report done by Future Market Insights predicts that the worldwide demand for agritourism will grow at a rate of 5.8% from 2023 to 2033.
Canadians are already involved in the excitement of agritourism. According to a study done by the University of Waterloo, approximately 29% of Canadian tourists participate in some form of rural tourism, with agritourism being one of these types.
Many farmers have decided to take advantage of this growing demand and begin agritourism ventures. By welcoming visitors to the farm, they’ve found a great way to add extra value to existing farm operations and satisfy the local interest in rural tourism.
Why is Agritourism Becoming Popular?
As urbanization increases and more people become disconnected to the rural lifestyle, agritourism is offering a way to explore the world of agriculture in a fun and relaxing way.
Families are a large driving force for the agritourism industry. Studies show that the top reasons families are interested in agritourism is because it:
- Is a fun way for families to connect and make memories together.
- Provides the opportunity to learn about agriculture.
- Offers a relaxing environment for a vacation.
Education is especially important to the agritourism industry. With growing concerns in food production and supply chain distribution, many are seeking to learn more about where their food comes from. Some schools have even included agritourism in their curriculums to supplement their environmental studies.
Agritourism Across Regions
Although agritourism is happening across Canada, there are certain regions that are more popular. Ontario and the Prairies stand out amongst the provinces for strong agritourist populations. This is likely a reflection of strong agricultural ties and government-sponsored agritourism initiatives.
Below is a map outlining the percentage of tourism in each region that is some form of agritourism.
University of Waterloo
Agri-Tourism map for Canada
Agri-Tourism map across Canada
Choosing a Type of Agritourism
The first step in beginning an agritourism venture is to decide what type of experience you will be hosting. Often the venture is related to your current operations, but you may also consider expanding your farm to accommodate more tourist opportunities. Hosting more than one activity will help attract a larger range of people and will justify the trip to your farm for visitors coming from further away.
The type of activity you choose will also depend on the climate. It is critical to consider whether you’d like your agritourism experience to be available all year or seasonally. Knowing this will inform how many activities you choose and what they are.
Below is a list of agritourism ideas to consider. Remember, this is a non-exhaustive list, and you can personalize your agritourism venture to expand your current farm operations.
- Taking part in farming activities (u-pick, growing, processing)
- Exploring specialty products (maple syrup, honey, brewing)
- Enjoying hay or sleigh rides
- Teaching classes (canning, flower arranging, cheesemaking)
- Feeding animals or a petting zoo
- Horseback riding
- Farm to table dinner experiences
- Corn mazes
- Winter recreational activities (skiing, snowshoeing, tobogganing, snowmobiling)
Safety for You and Your Guests
One of the most important considerations when starting an agritourism venture is regarding safety and liability. You are responsible for keeping visitors safe when they are on your farm, and how this is done will vary depending on your location and the activity.
If you are dealing with or serving food, be sure to check with your region’s public regulations on food handling. Sometimes this will require additional training or certifications that are critical for your operation.
Regardless of your agritourism type, it is important to research your liability, the risks you are taking on, and what insurance is available. Being proactive with assessing the risk that an agritourism venture entails and take the necessary steps to protect you and your guests. Although technical, this will ensure that you and your guests can have a fun and safe experience on your farm.
Infrastructure and Accessibility
Once you’ve decided the type of agritourism that you are going to pursue, determine whether you have the ability to host this activity.
Some requirements are obvious, like if you’re going to host sleigh rides, you’ll need to have a way to pull the sleigh; however, other requirements might take a little more effort to determine.
For example, will you need to increase your staffing to accommodate more traffic on your farm? Another question to ask yourself is if you have the facilities that are needed. Will you need to build a washroom for your guests? Will you need a new shed to store equipment? Carefully examine what each activity requires so you can be fully prepared to welcome new visitors.
Determining what you need on the farm is important, but so is thinking about factors off the farm. Examine how accessible your farm is and how you will direct people who don’t know the area. Signs along the roads to your farm can be helpful for ensuring your guests can navigate to the area but you’ll need to consider local guidelines regarding signage.
Spread the Word
Now that you’ve prepared to begin your agritourism adventure, it’s time to spread the word about your farm!
In determining which activity to host, you’ll have imagined the ideal guest on your farm. These are the people you will want to target in your marketing. Consider the ways they receive most of their information whether it is social media, a local newspaper, or from friends, and begin to reach them in those ways.
It will also be beneficial to research government-sponsored marketing opportunities and local websites dedicated to promoting agritourism.