Agritourism Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, Segmented By Activity (Outdoor Recreation, Agritainment, Educational Tourism, Accommodations, Others), By Sales Channel (Direct and Indirect), By Region and Competition, 2020-2030F

Market Overview

The Global Agritourism Market, valued at USD 5.93 Billion in 2024, is projected to experience a CAGR of 8.49% to reach USD 9.67 Billion by 2030. Agritourism represents a commercial enterprise that strategically integrates agricultural production and related processes with tourism, drawing visitors to farms, ranches, or other agricultural operations. This engagement is primarily for entertainment, educational enrichment, or direct participation, serving to generate diversified income streams for agricultural business owners. Key drivers supporting the market's robust growth include a heightened consumer demand for authentic rural experiences, a growing emphasis on sustainable travel practices, and an increased appreciation for local food systems. Furthermore, governmental support through rural development initiatives and strategic investments in agricultural tourism infrastructure are instrumental in expanding this market.

According to the U. S. Department of Agriculture's Census of Agriculture, published in February 2024, agritourism in the United States constituted a USD 1.26 billion industry in 2022, encompassing 28,617 farms across the nation. Despite this positive trajectory, the market faces notable challenges that could impede its expansion, particularly the complexities associated with varying regulatory frameworks and the persistent limitations of inadequate infrastructure in many rural areas.

Key Market Drivers

A primary catalyst for the expansion of the global agritourism market is the rising demand for authentic and immersive rural experiences. Travelers are increasingly seeking genuine connections with local cultures, agricultural practices, and natural environments, moving beyond conventional tourist attractions. Agritourism effectively caters to this desire by offering direct engagement with farm life, regional food systems, and the people cultivating them, providing unique and educational opportunities. This trend highlights a fundamental shift in consumer preferences towards meaningful travel that offers insight into the provenance of food and local traditions. According to the European Travel Commission's Annual Report, in 2024, 51% of travelers showed a growing interest in exploring lesser-known places within their chosen destination, directly fueling the agritourism sector's growth.

Another significant driver is the growing preference for sustainable and eco-friendly travel. Consumers are exhibiting heightened environmental consciousness and a commitment to responsible tourism choices that minimize ecological impact and support local economies. Agritourism inherently aligns with these values, often showcasing sustainable farming methods, preserving agricultural landscapes, and fostering community well-being. This alignment attracts environmentally aware travelers who prioritize destinations committed to ecological stewardship. According to Eurostat data presented in a research article by CASE – Center for Social and Economic Research, in 2023, 82% of Europeans were prepared to modify some travel habits to be more sustainable. Additionally, to bolster this growing segment, the European Agricultural Fund for Rural Development allocated €1.2 billion for rural tourism development between 2021 and 2027, reflecting substantial institutional backing for environmentally conscious rural initiatives and further stimulating the market.

Download Free Sample Report

Key Market Challenges

A significant impediment to the expansion of the Global Agritourism Market stems from the complexities associated with varying regulatory frameworks. The diverse legal requirements across different regions and jurisdictions create considerable uncertainty for agricultural business owners seeking to diversify into tourism. This fragmentation makes it challenging for operators to understand and comply with local zoning laws, land use policies, health and safety standards, and taxation rules, which can vary even within national borders. The administrative burden and potential for penalties due to non-compliance deter new entrants and inhibit existing businesses from scaling their agritourism offerings.

Such regulatory inconsistencies directly hamper market growth by increasing operational costs and prolonging development timelines for new agritourism ventures. The lack of standardized guidelines necessitates extensive legal consultation and bespoke planning for each location, making cross-border expansion particularly difficult. This environment contrasts with the growing global interest in farm-based experiences, highlighted by the fact that, according to the Centre for the Promotion of Imports from developing countries, in April 2024, the Global Agritourism Network comprised 686 agritourism stakeholders across 87 countries. Despite this widespread engagement, the absence of unified or harmonized regulatory approaches continues to pose a barrier to streamlined development and consistent market penetration worldwide.

Key Market Trends

Digital transformation significantly drives the agritourism market, enhancing operational efficiency and market access. Integrating digital tools streamlines booking, offers virtual farm tours, and facilitates personalized visitor engagement, enabling providers to reach wider audiences and improve rural accessibility. A September 2025 report from the Publications Office of the European Union, based on a 2024 survey of 1,444 EU farms, showed widespread general IT tool adoption but less common use of specialized digital technologies for agricultural production, indicating innovation potential for agritourism. This trend is underscored by Booking. com's January 2025 launch of an AI-powered trip planner, personalizing itineraries and accommodation based on user preferences.

The expansion of agri-educational and skill-building programs is a prominent market trend, responding to consumer demand for immersive learning and practical engagement. Agritourism sites increasingly offer workshops on farming techniques, local culinary arts, and sustainable rural practices. These programs attract diverse visitors seeking enriching experiences and new vocational skills, diversifying farm income and preserving agricultural heritage. The World Economic Forum's Future of Jobs Report 2025 projected agriculture to create 35 million additional jobs by 2030, highlighting the sector's demand for new skills. Farmonaut further indicated in 2025 that over 60% of new agriculture jobs will require advanced digital and land management skills, stimulating educational program development within agritourism.

Segmental Insights

The Direct segment is emerging as the fastest-growing component within the Global Agritourism Market, driven by evolving consumer preferences for authentic and immersive rural experiences. This rapid expansion is primarily fueled by a heightened desire among travelers to engage directly with agricultural practices and source local produce through farm-to-table initiatives. Furthermore, the increasing adoption of digital platforms by agritourism providers facilitates direct bookings and personalized interactions, enhancing customer convenience and offering farm owners greater revenue retention by reducing intermediary commissions. Government support and various agricultural organizations also play a crucial role by promoting such direct engagement, thereby boosting rural economies and diversifying farmers' income streams.

Regional Insights

Europe leads the global agritourism market due to its extensive agricultural heritage and well-established rural tourism infrastructure. This dominance is further supported by significant governmental and institutional backing, including the European Union's Common Agricultural Policy, which provides funding and regulatory frameworks that encourage farm diversification and rural development. The region benefits from a high concentration of small, family-owned farms and favorable legal recognition for agritourism activities, ensuring quality and authenticity. Furthermore, a strong consumer demand for immersive, sustainable, and authentic rural experiences drives growth across diverse destinations offering unique farm-based activities.

Recent Developments

• In October 2025, Trippers by Bidaymi AMA Ltd., an African travel and event management platform, released significant new research titled "The Importance of Agricultural Tourism." This breakthrough research highlighted Africa’s substantial but often overlooked agritourism opportunities. The study investigated how the integration of agriculture with tourism can drive sustainable development, create employment, and preserve cultural heritage, drawing insights from successful models across the continent. This initiative by the company aims to encourage government bodies and private enterprises to embrace agritourism as a key factor for national growth.

• In October 2025, Morton of Pitmilly Countryside Resort, located in Fife, Scotland, announced a substantial £800,000 expansion of its agri-tourism facilities. The project included the introduction of five new two-bedroom lodges and the establishment of a dedicated wellness hub featuring a yoga studio, gym, sauna, and swimming pool. This strategic development by the resort operator is designed to broaden its existing agritourism offerings, enhance visitor experiences, and is projected to create additional job opportunities within the local rural economy, reinforcing the resort's commitment to sustainable tourism.

• In October 2025, Aquila's Nest Vineyard, an agritourism enterprise, collaborated with computer science students from Fairfield University to develop an innovative AI-powered event and vendor management portal. This technological collaboration aims to streamline operations for agritourism and hospitality venues by automating scheduling, optimizing vendor communications, and forecasting staffing and attendance needs. This new product represents a significant advancement in operational efficiency for agritourism businesses, enabling more effective management of events and enhancing the overall visitor experience.

• In April 2024, Breedbooks launched a new comprehensive digital platform aimed at enhancing small-scale farming through technology and agritourism. This product provides essential features for online marketing, sales, and managing agritourism activities, directly addressing the operational needs of farmers. The platform's objective is to make agritourism more accessible and efficient for agricultural operators, thereby helping to bridge a market gap and contribute to the long-term economic prosperity and sustainability of small farms by enabling diversified revenue streams through visitor engagement.

Key Market Players

• Blackberry Farm
• Harvest Fresh Farms
• Willow-Witt RanchLiberty Hill Farm
• Star Destinations
• Nokyo Tourist Corporation
• Beijing Youth Travel Agency
• Sita Group Of Companies
• Domiruth Perú Travel (DMC)
• Diniscor Agro

Report Scope:

In this report, the Global Agritourism Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Agritourism Market, By Activity:

o   Outdoor Recreation

o   Agritainment

o   Educational Tourism

o   Accommodations

o   Others

• Agritourism Market, By Sales Channel:

o   Direct

o   Indirect

• Agritourism Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Europe

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

o   Asia Pacific

§  China

§  India

§  Japan

§  Australia

§  South Korea

o   South America

§  Brazil

§  Argentina

§  Colombia

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Agritourism Market.

Available Customizations:

Global Agritourism Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Global Agritourism Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]