Agritourism Market

Agritourism Market Size (2023-2028):

The Agritourism Market size is expected to grow with a CAGR of 11.8% during the forecast period. The market was valued at USD 5.41 billion in 2022 and is expected to reach USD 105.82 billion by 2028.

Market Overview:

Agritourism, short for "agricultural tourism," is a type of travel and tourism that involves visiting farms, agricultural areas, or rural settings to experience and participate in various agricultural activities and traditions. Agritourism offers travellers the opportunity to engage with the agricultural lifestyle, learn about farming practices, and enjoy rural experiences. Activities commonly associated with agritourism include farm tours, fruit or vegetable picking, wine tasting at vineyards, participating in animal husbandry tasks, staying at farm-based accommodations (like bed-and-breakfasts or farm stays), and attending agricultural festivals or events. Agritourism provides a way for urban or non-farming individuals to connect with the countryside, gain insight into food production, and appreciate the natural beauty of rural areas while supporting local farmers and communities. It has become increasingly popular as people seek authentic, hands-on experiences related to agriculture and sustainable living.

Market Drivers:

The increasing desire for authentic experiences is a significant driver for the Agritourism Market demand. Travelers are increasingly looking for genuine and immersive encounters that allow them to connect with local culture and traditions. Agritourism provides this opportunity by offering hands-on activities such as crop harvesting, cow milking, and cheese making. As a result, this desire for authenticity fuels the agritourism market growth, making it a popular choice among those seeking to explore and engage with local communities and their agricultural heritage.

Sustainable and eco-friendly tourism is a key driver in the Agritourism Market. Growing emphasis on sustainability, agritourism aligns perfectly with eco-friendly travel trends. It actively promotes and showcases sustainable farming practices and allows tourists to gain a deeper appreciation of the importance of preserving natural resources and supporting environmentally conscious initiatives. As travellers seek more responsible and eco-friendly ways to explore the world, agritourism stands out as a meaningful and sustainable choice and contributes to market size.

Market Restraints:

The Agritourism Market faces significant restraints due to Seasonal Limitations. Many agritourism activities and attractions are closely tied to the agricultural calendar. This means that certain experiences may only be available during specific times of the year, such as harvest seasons or planting seasons. Travellers who visit outside of these periods may find limited activities, which is hindering the agritourism market growth.

Market Opportunities:

Expanding agricultural activities within the agritourism sector presents a significant opportunity for agritourism market growth. By introducing new crops, livestock, or agro-processing experiences, agritourism destinations can attract visitors year-round. Offering fruit-picking in the summer, pumpkin patches in the fall, or winter farm-to-table experiences diversifies the seasonal appeal. This expansion not only extends the tourist season but also caters to a broader audience, from families looking for seasonal fun to food enthusiasts interested in farm-to-fork experiences.

AGRITOURISM MARKET REPORT COVERAGE:

Market Segmentation:

Agritourism Market - By Activities:

• On-farm sales
• Outdoor recreation
• Agritainment
• Educational tourism
• Accommodations
• Others

Agritainment dominates the Agritourism Market due to its broad appeal, offering a mix of agriculture and entertainment that caters to families, couples, and groups. With interactive experiences like corn mazes and petting zoos, it creates memorable and educational visits, making it a preferred choice for a wide range of visitors.

Agritourism Market - By Travellers:

• Solo Travelers
• Couples
• Families
• Groups

Families are dominant in the Agritourism Market due to their larger group size, educational interests, and the wide range of activities offered. They often seek fun and learning experiences for both parents and children, making agritourism a popular choice for family vacations.

Agritourism Market - By Sales Channel:

• TRAVEL AGENTS
• DIRECT

The "DIRECT" sales channel type dominates the Agritourism Market due to cost-efficiency, personalization, and transparency. Direct bookings save travellers from agent fees, enabling personalized experiences and clear pricing. This fosters trust, making it the preferred choice for those seeking customized and cost-effective agritourism adventures.

Market Regional Analysis:

• North America
• Europe
• Asia-pacific
• Middle-East and Africa
• Latin America

North America is likely to dominate the Agritourism Market due to its diverse agricultural landscapes, including farms, orchards, and vineyards. The region's strong focus on agribusiness and sustainable farming practices attracts visitors interested in farm-to-table experiences and rural getaways. Europe is another dominant region in the Agritourism Market. The continent boasts a rich agricultural heritage and a strong tradition of agritourism. European countries like Italy, France, and Spain offer scenic countryside retreats, wine tours, and farm stays. Asia-Pacific is experiencing growth in agritourism due to its diverse agricultural practices and the rise of sustainable farming initiatives. Countries like China, India, and Thailand offer unique agritourism experiences, attracting domestic and international tourists. The Middle East and Africa are gradually gaining traction in the Agritourism Market. These regions offer distinctive agritourism experiences, from desert safaris to organic farms. Latin America showcases its agritourism potential with coffee plantations, cacao farms, and eco-lodges. The region's natural beauty, diverse agricultural practices, and cultural heritage make it a rising player in the Agritourism Market.

Impact of COVID-19 on the Agritourism Market:

The COVID-19 pandemic had a notable impact on the agritourism market. With travel restrictions and safety concerns, many agritourism businesses faced challenges. They had to limit or halt their operations temporarily, leading to financial strain. Fewer tourists and the absence of international visitors meant a decline in visitors to farms and rural destinations. However, some agritourism businesses shifted their focus to individual and family experiences that complied with social distancing rules. They also bolstered their online presence and offered virtual tours and workshops. Health and safety measures, like hand sanitisers and mask mandates, became standard. While the pandemic was disruptive, it encouraged innovation and diversification in the agritourism sector, promoting resilience for the future.

Market Key Players:

1. Agri-tour Zrt.
2. Airbnb.
3. Expedia Group.
4. Travelocity.
5. Viator.
6. Booking.com.
7. Trivago.
8. Wotif Group.
9. TUI Group.
10. STA Travel.
11. Thomas Cook Group.
12. Ctrip.
13. MakeMyTrip.
14. Yatra.
15. Cleartrip.
16. Cox & Kings Ltd.
17. AAA Travel.
18. American Express Global Business Travel.
19. Alibaba Group.

Market Key Developments:

• In 2021, Airbnb feature a wide range of farm stay listings worldwide, allowing travelers to book unique accommodations on working farms. These listings often include cottages, cabins, and converted barns.
• In 2021, Intrepid Travel collaborates with local communities and businesses worldwide to offer unique cultural and culinary experiences. Their tours often include visits to local markets and artisans.
• In 2021, WWOOF Agritourism providers have been diversifying the range of experiences offered to visitors. This includes opportunities to participate in farming activities such as harvesting crops, feeding animals, and learning about sustainable farming practices.