Agritourism is trending: But does it fit for your farm?

Agritourism is gaining traction as farmers look to diversify income, but Extension specialists say the model requires careful and intentional planning, and they caution it is not suited to every operation.

A recent University of California Agriculture and Natural Resources (UC ANR) article highlights how some farms, including urban farming operations in metro Los Angeles, have added on-farm experiences, education and direct farm market sales to reach more customers. UC ANR advises growers to carefully assess whether agritourism fits their business before they go all-in on events and farm markets.

Agritourism is a term to describe on-farm, consumer-facing activities such as U-pick, retail farm stands/markets, group tours, workshops and special events (like weddings, festivals, private parties) designed to attract visitors and generate additional revenue beyond primary crop sales. But, UC ANR warns, adding these offerings can significantly change day-to-day farm management.

Before moving forward, UC ANR advise interested growers to carefully consider several key questions:

• Does agritourism align with your operation? Activities should complement, not interfere with, your overall crop production goals.
• What are your primary objectives? Income diversification, marketing and community engagement may require different approaches.
• Do you have the labor and skills needed? Customer service, event coordination and promotion adds new and different demands onto your farm workers.
• What regulations apply? Zoning, permits, food safety rules and insurance requirements vary by location and can affect financial feasibility.
• Is your farm accessible? Parking, infrastructure and site access can all influence success.
• What are the financial risks? Upfront investments in facilities and staffing to get started may be substantial.
• How will it affect neighbors? Traffic and noise concerns can create challenges if not addressed early and thoughtfully.

UC ANR researchers say agritourism can help farms build brand recognition and strengthen emotional connections with consumers. However, they emphasize that success depends on matching the model to a farm’s resources, location and long-term goals.

For many growers, agritourism may offer opportunity — but farmers new to hosting events and direct sales must undergo a full assessment of the costs, risks and management requirements involved.

Read the full article from UC ANR here and visit the California Agritourism page for additional resources.