agri tourism business plan

Creating an Agritourism Business Plan

Written by Dan Moore, AIANTA’s Agritourism Consultant 

Previously, we highlighted key obstacles to overcome and pitfalls to avoid when building an agritourism program. In this article, we will go a bit deeper into the importance and practice of building out a business plan.

No matter how great the prospective market, available resources, or the people in your community, without a comprehensive and nimble business plan, the most effective and efficient path to creating a successful agritourism business can be hard to find. While most agritourism programs are diversifications of existing businesses, it is still necessary to create a separate plan for the agritourism venture. Building out a solid business plan upon inception will ensure that you start on the correct path and “cross bridges” early on while you still have the opportunity to turn back without too much loss. Potential hidden costs and other obstacles will also become more apparent when planning.

When writing your business plan, consider the following:

Always Start with the Story

Gather together everyone you plan to work with on building your business – your family, business partner(s), community. First, define who you are; what is your story? What is your core purpose, or mission? Who do you want to serve? Then determine what success looks like. What do you hope to accomplish by opening this business? Identify a clear understanding of your goals and how you expect to achieve them. Work to refine these down to one statement that you keep handy and refer to for both marketing and operations. This statement will help keep you on track, and serve as a guide to achieve your long-term goals & objectives.

Capture the Overview of Your Business and Business Needs

To create an overview of your business, first concisely describe your agritourism idea including the products and / or services you will be offering. Then, write a description of your operation with more specifics. What is the size and location of the operation(s)? What activities will take place on the land? What facilities will be used? Do you currently have enough acreage to carry out your vision, or will you need to acquire more land? Then match up your current and needed assets with your financial resources. Will you have the money needed to open your business right away or will you need to borrow money? You will also need to determine your time and labor needs. Building a new business takes a lot of work, and it likely will require learning new skills and multitasking. Finally, at this stage, it will be important to examine safety, legal and accessibility concerns. For example, are their dangerous areas to which you will need to restrict access? How do you plan to address sanitation needs (restrooms, hand-washing, etc.)? What are the local regulations in relation to the activities you plan to offer? Do you need special permits or licenses? Is what you want to offer legal? What insurance do you need to obtain? It is your responsibility to address these issues prior to opening up your property to visitors.

Goals and Objectives

Goals and objectives allow you to define your vision further. When considering this vision, think of goals as broad accomplishments you hope to achieve; and objectives as the measurable steps you need to take to achieve those goals.

Here’s a simple tribal agritourism example:

Goal: To develop an agritourism program that builds local interest in learning how to harvest traditional foods that will be incorporated in the menus of local restaurants.

Objective: By August have 10 youth sign up and participate in a foraging club that will gather traditional foods.

In the example above, the goal is a bigger picture outcome. It helps guide our program development. The objective on the other hand is measurable – 10 youth signed up by August harvesting traditional foods. The outcome of your objective should give you a clear idea of your successes. Keep in mind that your goals and objectives need to be attainable. Saying you will have your entire program up and running in six months is unlikely, while completing stage one in six months is doable. Setting goals and objectives will help you determine what those stages are.

Conduct a Market Analysis

You are not the first to start an agritourism business. It is important to learn about who else is out there, and what you can learn from their experience. What businesses are doing well and why? What trends in the industry are you responding to with your business and how will you differentiate? Researching other agritourism businesses in your area is important in getting to know your competition, and also to find potential partners. Note, your “competition” could actually be potential partners, as you both have a similar objective of attracting customers to your area. Competition is actually a good thing if you offer complimentary services. You can team up with other businesses to market to a larger customer base and create an attraction that inspires people to travel from further away and to stay longer.

Build out an Operation and Management Plan

After you determine what your business or program is, and you define what success looks like, it is now a good time to create a plan for how you will run, or operate, this business. In creating this plan, consider the following questions: What is the legal structure of the enterprise? Will you need additional insurance than what you currently have? Who do you plan to hire and for which positions will you hire them? What are the skills and responsibilities required for the personnel involved in the operation? How will you find and attract these people? It is important at this stage to consider how the business might scale. You may not need as many people to assist you when you first begin, but in the middle of a growth phase you will not want to go back and rewrite your operation plan.

Identify Your Marketing Strategy

Your marketing strategy is where you harness the story you outlined in step one, and determine how you are going to disseminate this story to prospective customers. The first step here is to determine who your desired customer will be. Will they be from nearby towns or cities, or will they be coming from out of state? Will they be traveling with families, or are you hoping to attract only adults? Once you know what kind of traveler you are seeking you can delve into determining this customer’s general needs and interests, and make sure what you are offering meets these needs and interests. Next, determine how you plan to reach this traveler. There are plenty of paths to take: online, print, travel agents (resellers), media. Not all channels are going to work for all demographics, and choosing incorrectly can be a costly mistake. One way to reduce this cost is to collaborate with other local businesses that offer a similar or complimentary experience. It can also be useful to be a part of marketing efforts carried out by DMO’s (Destination Marketing Organizations) or associations (Chambers of Commerce, trade groups). This strategy will provide the blueprint for a Marketing Plan, which you (and your marketing team) will create prior to getting your business off the ground.  Here’s a helpful resource for creating your agritourism marketing plan: https://www.uvm.edu/~snrvtdc/agritourism/agchecklists/AgritourismMarketing.pdf . The U.S. Small Business Administration (SBA) also offers a helpful guide and sample template for when you are ready to create your marketing plan ( https://www.sba.gov/business-guide/manage/marketing-sales-plan-payment#section-header-0 ).

Develop Your Financial Strategy

Your financial strategy is basic to making management decisions and obtaining financing. In this section, you will identify sources of existing debt and financing needs. You will also develop financial statements including a profit-loss statement, a balance sheet and a cash flow projection that includes sales projections. It is important to understand what your costs will be, and have a projection for where your break-even point is. To get up and running there will likely be some upfront costs. How do you plan to finance the operation? If you do not have the cash on hand are there sources that you could seek funding from – loans, grants, assets? For example, USDA offers value-add grants as well as loans. If your program has community development aspects (job training, youth employment, sustainability, cultural perpetuation) consider researching foundations with programs in these areas. You could also reach out to your current financial institution to see what kind of assistance they could provide.

This section especially highlights the diverse knowledge required and might seem more foreign to those without a business background. While extremely important, the learning curve is quite attainable, compared to the much more difficult task of coming up with a great idea to base your business on. There are plenty of resources available to get you up to speed on these terms and concepts.

First Nations has an Indian Agriculture Curriculum that might be helpful.  The first four Modules of the Participant Workbook provide a useful guide ( http://www.firstnations.org/knowledge-center/foods-health/biz-of-indian-ag ).

Create an Executive Summary

At the completion of all the components of your business plan, create a one page summary of your venture that includes the business description; mission statement; the market and it’s potential; an overview of your management team; and your financial analysis. This summary will be useful when seeking investors / funders, partners, employees, etc., who may be less likely to read your entire report.

A successful agritourism program has great potential to positively impact your community while also providing you with financial benefits. Few to none of these outcomes will be achieved if there is not a solid business plan to back up the program. Answering these questions early will save a lot of time and energy by avoiding foreseeable issues, and offering the time to develop a successful and valuable product.

This project was funded by the Food and Farm Communications Fund

Bureau of Indian Affairs

Juan Bautista de Anza National Historic Trail

Native American Agriculture Fund

Lewis & Clark National Historic Trail

Bureau of Land Management

National Endowment of the Arts

National Park Service

United States Forest Service

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Agritourism Business Plan

If you are very much grounded with nature and want diverse income in a rural area, then starting an agritourism business is one of the best ideas.

Anyone can start a new business, but you need a detailed business plan when it comes to raising funding, applying for loans, and scaling it like a pro!

Need help writing a business plan for your agritourism business? You’re at the right place. Our agritourism business plan template will help you get started.

Free Business Plan Template

Download our free business plan template now and pave the way to success. Let’s turn your vision into an actionable strategy!

• Fill in the blanks – Outline
• Financial Tables

How to Write an Agritourism Business Plan?

Writing an agritourism business plan is a crucial step toward the success of your business. Here are the key steps to consider when writing a business plan:

1. Executive Summary

An executive summary is the first section planned to offer an overview of the entire business plan. However, it is written after the entire business plan is ready and summarizes each section of your plan.

Here are a few key components to include in your executive summary:

Introduce your Business:

• This section may include the name of your agritourism business, its location, when it was founded, the type of agritourism business (E.g., farm tours & farm stays, u-pick farms, farm-to-table restaurants, wine or brewery tours), etc.

Market Opportunity:

Products and services:.

• For instance, you may include farm tours, agricultural workshops & classes, farm products & crafts, etc as some of your products & services.

Marketing & Sales Strategies:

Financial highlights:, call to action:.

Ensure your executive summary is clear, concise, easy to understand, and jargon-free.

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2. Business Overview

The business overview section of your business plan offers detailed information about your business. The details you add will depend on how important they are to your business. Yet, business name, location, business history, and future goals are some of the foundational elements you must consider adding to this section:

Business Description:

• Farm tours & farm stays
• Farm-to-table restaurants
• Wine or brewery tours
• Educational workshops and classes
• Rural accommodation
• Nature & adventure activities
• Explain where your business is located and why you selected the place.

Mission Statement:

Business history:.

• Additionally, If you have received any awards or recognition for excellent work, describe them.

Future Goals:

This section should provide a thorough understanding of your business, its history, and its future plans. Keep this section engaging, precise, and to the point.

3. Market Analysis

The market analysis section of your business plan should offer a thorough understanding of the industry with the target market, competitors, and growth opportunities. You should include the following components in this section.

Target market:

• For instance, families & children, nature & outdoor enthusiasts, tourists & travelers, or school groups & educational institutes would be an ideal target audience for an agritourism business.

Market size and growth potential:

• For instance, the agritourism industry was valued at USD 5.95 in 2021, so it is crucial to define the segment of your target market and its growth potential.

Competitive Analysis:

Market trends:.

• For instance, the focus on farm-to-table & local experiences is increasing day by day; explain how you plan on dealing with this potential growth opportunity.

Regulatory Environment:

Here are a few tips for writing the market analysis section of your agritourism farm business plan:

• Conduct market research, industry reports, and surveys to gather data.
• Provide specific and detailed information whenever possible.
• Illustrate your points with charts and graphs.
• Write your business plan keeping your target audience in mind.

4. Products And Services

The product and services section should describe the specific services and products that will be offered to customers. To write this section should include the following:

Highlight your offerings:

Mention the agritourism products & services your business will offer. This list may include

• Farm activities
• Workshops & Classes
• Farm-to-table experiences
• Accommodation
• Special events
• Organic farm products

Describe each service:

• For instance, for farm activities – describe the different interactive activities that guests can take part in, such as gathering fruit and vegetables, feeding animals, milking cows, riding horses or tractors, or helping out on the farm.

Additional Services:

In short, this section of your agritourism plan must be informative, precise, and client-focused. By providing a clear and compelling description of your offerings, you can help potential investors and readers understand the value of your business.

5. Sales And Marketing Strategies

Writing the sales and marketing strategies section means a list of strategies you will use to attract and retain your clients. Here are some key elements to include in your sales & marketing plan:

Unique Selling Proposition (USP):

• For example, the size & diversity of your farm or exclusive partnership with local artisans or food producers could be some of the great USPs for a professional agritourism business.

Pricing Strategy:

Marketing strategies:, sales strategies:, customer retention:.

Overall, this section of your agritourism business plan should focus on customer acquisition and retention.

Have a specific, realistic, and data-driven approach while planning sales and marketing strategies for your agritourism business, and be prepared to adapt or make strategic changes in your strategies based on feedback and results.

6. Operations Plan

The operations plan section of your business plan should outline the processes and procedures involved in your business operations, such as staffing requirements and operational processes. Here are a few components to add to your operations plan:

Staffing & Training:

Operational process:, equipment & machinery:.

• Explain how these technologies help you maintain quality standards and improve the efficiency of your business operations.

Adding these components to your operations plan will help you lay out your business operations, which will eventually help you manage your business effectively.

7. Management Team

The management team section provides an overview of your agritourism business’s management team. This section should provide a detailed description of each manager’s experience and qualifications, as well as their responsibilities and roles.

Founders/CEO:

Key managers:.

• It should include, senior management, and other department managers (e.g. operations manager, hospitality manager, customer services manager.) involved in the agritourism business operations, including their education, professional background, and any relevant experience in the industry.

Organizational structure:

Compensation plan:, advisors/consultants:.

• So, if you have any advisors or consultants, include them with their names and brief information consisting of roles and years of experience.

This section should describe the key personnel for your agritourism business, highlighting how you have the perfect team to succeed.

8. Financial Plan

Your financial plan section should provide a summary of your business’s financial projections for the first few years. Here are some key elements to include in your financial plan:

Profit & loss statement:

Cash flow statement:, balance sheet:, break-even point:.

• This exercise will help you understand how much revenue you need to generate to sustain or be profitable.

Financing needs:

Be realistic with your financial projections, and make sure you offer relevant information and evidence to support your estimates.

9. Appendix

The appendix section of your plan should include any additional information supporting your business plan’s main content, such as market research, legal documentation, financial statements, and other relevant information.

• Add a table of contents for the appendix section to help readers easily find specific information or sections.
• In addition to your financial statements, provide additional financial documents like tax returns, a list of assets within the business, credit history, and more. These statements must be the latest and offer financial projections for at least the first three or five years of business operations.
• Provide data derived from market research, including stats about the industry, user demographics, and industry trends.
• Include any legal documents such as permits, licenses, and contracts.
• Include any additional documentation related to your business plan, such as product brochures, marketing materials, operational procedures, etc.

Use clear headings and labels for each section of the appendix so that readers can easily find the necessary information.

Remember, the appendix section of your agritourism business plan should only include relevant and important information supporting your plan’s main content.

The Quickest Way to turn a Business Idea into a Business Plan

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This sample agritourism business plan will provide an idea for writing a successful agritourism plan, including all the essential components of your business.

After this, if you still need clarification about writing an investment-ready business plan to impress your audience, download our agritourism business plan pdf .

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Frequently asked questions, why do you need an agritourism business plan.

A business plan is an essential tool for anyone looking to start or run a successful agritourism business. It helps to get clarity in your business, secures funding, and identifies potential challenges while starting and growing your business.

Overall, a well-written plan can help you make informed decisions, which can contribute to the long-term success of your agritourism business.

Where to find business plan writers for your agritourism business?

There are many business plan writers available, but no one knows your business and ideas better than you, so we recommend you write your agritourism business plan and outline your vision as you have in your mind.

What is the easiest way to write your agritourism business plan?

A lot of research is necessary for writing a business plan, but you can write your plan most efficiently with the help of any agritourism business plan example and edit it as per your need. You can also quickly finish your plan in just a few hours or less with the help of our business plan software .

How do I write a good market analysis in an agritourism business plan?

Market analysis is one of the key components of your business plan that requires deep research and a thorough understanding of your industry.

We can categorize the process of writing a good market analysis section into the following steps:

• Stating the objective of your market analysis—e.g., investor funding.
• Industry study—market size, growth potential, market trends, etc.
• Identifying target market—based on user behavior and demographics.
• Analyzing direct and indirect competitors.
• Calculating market share—understanding TAM, SAM, and SOM.
• Knowing regulations and restrictions
• Organizing data and writing the first draft.

Writing a marketing analysis section can be overwhelming, but using ChatGPT for market research can make things easier.

Can a good agritourism business plan help me secure funding?

Indeed. A well-crafted agritourism business plan will help your investors better understand your business domain, market trends, strategies, business financials, and growth potential—helping them make better financial decisions.

So, if you have a profitable and investable business, a comprehensive business plan can certainly help you secure your business funding.

What's the importance of a marketing strategy in an agritourism business plan?

Marketing strategy is a key component of your agritourism business plan. Whether it is about achieving certain business goals or helping your investors understand your plan to maximize their return on investment—an impactful marketing strategy is the way to do it!

Here are a few pointers to help you understand the importance of having an impactful marketing strategy:

• It provides your business an edge over your competitors.
• It helps investors better understand your business and growth potential.
• It helps you develop products with the best profit potential.
• It helps you set accurate pricing for your products or services.

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Adding agritourism: How to create successful tours for your farm or ranch

Hosting tours on your farm or ranch not only provides additional income but helps tell an important story about Oregon agriculture, rural communities and local food production. Below are key topics to consider when deciding whether or not to add farm tours to your business.

Deciding what to demonstrate

Determining points of interest on your operation is a first step in setting up a farm tour. While certain farming aspects may not seem interesting to you as the operator, the general public may find them intriguing.

Keeping your visitors entertained and safe are the main goals.

One way to decide what should be showcased on the tour is by walking friends or other producers around your property and taking note of what they notice and find most interesting. Create a route around these points of interest while avoiding potentially dangerous or unattractive areas.

Keeping your visitors entertained and safe are the main goals. For example, farm animals always delight visitors but could pose a safety risk. When choosing whether to include animals on the tour, take into consideration their health, friendliness, barn facilities and handwashing options.

Facilities on the farm

Now that you have determined the points of interest on your operation, it is time to consider the facilities.

Restroom facilities are a major factor on whether you can offer farm tours. What is the current public restroom situation? Does the farm have a septic system and can the system support the number of visitors anticipated? You may need to rent portable restrooms, whether seasonally or year-round.

Upon arriving, your guests should find clearly marked parking and be able to gather in an area out of weather.

Another consideration is parking. Upon arriving, your guests should find clearly marked parking and be able to gather in an area out of weather. Make sure the footing is as level as possible to make getting in and out of cars as easy as possible for the visitors. If your farm is open to the public you may need to comply with ADA regulations.

For schools and large groups that arrive in buses, there are some additional things to consider. Will this space be available at all tour times? Can a larger vehicle get in, turn around and get out of the space fairly easily? Is the ground going to be soft at certain times of the year, causing the possibility of stuck vehicles?

If bus parking is tricky or not possible, make sure you communicate this during the booking process or reconsider the tour size your farm can accommodate.

General farm tours or topic specific?

When planning a tour, think about what type it will be. Is the tour going to cover the farm in a general sense or is it going to showcase a specific aspect or activity on the farm?

Themed tours are one way to show different aspects of the farm and attract visitors interested in specific topics.

For example, if you have an orchard operation with a farm stand where you sell pressed cider, you could give a general tour of the whole operation or a cider-themed tour highlighting where the apples are grown, pressing and processing the cider, bottling and distribution.

Themed tours are one way to show different aspects of the farm and attract visitors interested in specific topics. Themed tours may change throughout the year featuring seasonal activities. A few examples of these types of tour are: soil restoration, orchard care, renewable energy, animal husbandry and crop production.

Self-guided tours

Organizing a self-guided tour is one way you can offer the tour experience without having to staff the position or lead the tour yourself. A successful self-guided tour needs good signage, well-marked routes or trails, and a map for the guests to follow. The map may point out interesting things such as buildings or plants and offer guidance, indicating rough terrain and off-limit areas.

A successful self-guided tour needs good signage, well-marked routes or trails, and a map for the guests to follow.

We recommend that there is a person to greet visitors upon arrival and to answer questions.

An interactive option for a self-guided tour is a scavenger hunt, a list of locations to visit or items to find. This can be an engaging and organized way to have visitors tour the operation without a personal guide. A small prize or incentive may be offered for a completed scavenger hunt such as a drawing entry, coupon, or free gift.

While this style of tour requires minimal staffing, it may lose the personal touch of having an actual tour guide. Lack of supervision may also lead to visitors in areas that are not desired or off limits.

Tours for school groups

When designing a tour for school groups and children, there are a few additional factors to consider. Tours for children should be a faster pace and include activities that are hands-on and educational.

The age of the children should also be kept in mind. A tour and the corresponding information and activities for middle school students may not hold the attention of elementary school students.

Field trips can be a large expense for schools so it is important to follow through with what has been promised.

Also, it’s helpful to have specific days and timeslots set aside for larger groups when scheduling school tours so you can be prepared with extra staff and activities if needed. When booking group tours, be sure to review the itinerary and expectations so that teachers can be prepare students and have adequate volunteers.

Field trips can be a large expense for schools so it is important to follow through with what has been promised and give consistent, well-planned educational experiences. For more information and resources on farm school tours, please visit the Oregon Farm to School program.

Budgeting for tours

Consider how tours fit into your business plan. You may choose to provide short tours at no cost that draw customers to your farm to purchase your farm products or design in-depth educational tours that share about farm production and generate additional income. Either way, tours require additional staffing.

Charging for tours may be less risky than offering free or low-cost tour and hoping customers buy product.

To determine a tour cost, take into account expenses versus possible income. Income includes registration cost of the tour plus farm stand purchases, as offering tours can lead to more product purchases. Expenses may include staff time coordinating and hosting the tours, value of products sampled, advertising, signage, self-guided tour brochures and keeping facilities tidy and welcoming. Use a break-even analysis to determine the minimum amount of guests per tour to make these activities profitable.

Charging for tours may be less risky than offering free or low-cost tour and hoping customers buy product. However, you can encourage sales of farm products by ending at a farm store or place to purchase your farm products. Each operation is unique and one budget does not work for all.

Tour registration

Developing a way to keep track of your tour schedule is critical so that you are prepared and ready to welcome guests. Scheduling can be as simple as guests contacting the farm via phone or email and scheduling on a calendar, an organized computer spreadsheet or using a more advanced scheduling program such as Bookeo.

Before booking, you should know the minimum and maximum guests per tour.

Before booking, you should know the minimum and maximum guests per tour. Also, consider whether a deposit is required or if a late or no-show policy is right for you. Selling advanced tickets using online platforms such as Eventbrite, Brown Paper Tickets or through your farm website is another option.

Importance of customer service

Customer service and hospitality are essential for the staff, whether it's you or an employee leading the tours. When leading a farm tour, the guide is the face of the farm so having staff members who are energetic and social and have skills working with the public is important.

Explain the farm products in an easy and sequential way and use sensory elements when possible.

The tour guide should always introduce themselves and say what their position is on the farm. The guide is setting the tone of the tour so let the group know at the beginning if they can ask questions during the tour, where the restrooms are and how long the tour will take, etc. If the tour is longer than an hour, consider providing a rest stop where guests can sit, get out of the weather and possibly have a refreshment.

Explain the farm products in an easy and sequential way and use sensory elements when possible. Seeing, hearing, smelling and tasting may ingrain that farm experience deeper and make it more relatable to the guest. If visitor attention is diverted, stop and talk about what caught their interest and make it a teachable moment.

Photo opportunities with farm signage are fun for guests and provide another source of advertising as guests often share photos on social media.

At the end of the tour be sure to say thank you and explain what else there is to do on their farm visit. Can guests walk around the buildings? Are there places to picnic or stay after the tour?

Lastly, asking guests for a post-tour review, whether on paper or electronically, may help with feedback to improve the tour.

Safety and risk management

When welcoming visitors onto the farm, minimizing your risk and keeping everyone safe are priorities. Be sure that your liability insurance policy is up to date and covers the activities you provide.

It is your responsibility to minimize hazards as much as possible.

In Oregon, limited-liability signage is available to inform guests that they are entering a working farm and there are inherent risks with doing so. To be protected by this regulation, the signs must be placed at the entrance of the farm and at key points where agritourism activities are taking place.

You may make your own regulation sign, as long as the lettering is one inch in size and includes the language as listed in the law, or purchase one from Oregon Agritourism Partnership or Plate and Pitchfork . More information about ORS 30.671 to 30.677 can be found online.

It is your responsibility to minimize hazards as much as possible. This may include walking surfaces, structures, walking paths from cars and farm equipment. Animals that are unsafe or unhealthy should be removed from public view.

Make sure the correct warning signs are displayed and visible. Examples of warning signs are: electric fences, no climbing on hay bales or farm equipment, wet and slippery surfaces, guard dogs on duty, and moving machinery.

Promoting the tour

Promoting farm and ranch tours is not just limited to websites and social media. Partnering with other businesses to cross-promote can be beneficial for all involved. For instance, if a berry farm sells its products to a bakery for pies, the bakery may advertise for the farm tours.

Partnering with other businesses to cross-promote can be beneficial for all involved.

Connecting with lodging establishments may also help bring new visitors to the farm and give the lodging operators a confident recommendation to their guests who are looking for local activities.

Lastly, always keep websites and social media up to date with photographs and videos to give potential guests a sneak peek of the operation and what to expect when they visit.

• How to Develop a Farm Tour
• Oregon Farm to School program
• Oregon Agritourism Partnership Regulation Limited Liability signs
• ORS 30.671 to 30.677
• Plate and Pitchfork Regulation Limited Liability signs

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Adding Agritourism to Your Farm in Oregon

Agritourism can help improve your farm's name recognition and expand your customer base. Learn what you need to know before you take the leap.

Melissa Fery, Audrey Comerford | May 2024 | Extension Catalog publication Peer reviewed (Orange level)

How do I buy fresh seafood from the fishing boats?

How do I find out when and how to buy fish and crabs from the boats as they come in?

Amanda Gladics | May 2024 | Featured question Peer reviewed (Gray level)

OSU Extension Small Farms Program among nation’s best

The program works toward improving small-farm horticultural production and small-scale livestock, poultry and forage production.

Lauren Gwin | Apr 2024 | Impact story

New OSU study values annual economic impact of Willamette Valley agritourism at nearly $1 billion

Agritourism can take the form of farm-direct sales, education, entertainment, outdoor recreation and hospitality.

Chris Branam | Mar 21, 2024 | News story

OSU Extension helps Warm Springs tribal members loop back to food preservation

In 2022, 14 Warm Springs community members, primarily elders, went on the Warm Springs Fruit Loop tour. The canning classes held afterward helped participants refresh their skills and get caught up on any changes to methods.

Tracy Wilson | May 2023 | Impact story

How to sell produce: by count, volume or weight?

One of a farm's first decisions when setting up to sell produce directly to consumers is how to measure and sell the produce. There are three choices: by count, volume or weight. Here's what to consider.

Mary Stewart | Aug 2019 | Article Peer reviewed (Gray level)

Adding agritourism: How to cultivate neighbor and farmer relations to avoid conflict

Agritourism promotes public support for agriculture. But it can also bring traffic and crowds to rural areas. That's why agritourism operators need to cultivate good neighbor relations to avoid conflicts.

Melissa Fery, Audrey Comerford | Feb 2020 | Article Peer reviewed (Gray level)

Extension support of farm loops helps connect people to local food systems

The OSu Extension Agritourism program supports farms that allow the public onto their land and has delivered successful initiatives in recent years that help farmers find another financial stream to keep them on the right side of the profit margin.

Audrey Comerford | Mar 2023 | Impact story

An Initial Economic Impact Estimate of Agritourism in Oregon's Willamette Valley

This study quantifies the economic effects of agritourism on Willamette Valley farms and communities. In surveys, farmers reported earning about 50% of their revenue from agritourism.

Bruce Sorte, Melissa Fery, Audrey Comerford | Feb 2024 | Extension Catalog publication Peer reviewed (Orange level)

Executive Summary: An Initial Economic Impact Estimate of Agritourism in Oregon’s Willamette Valley

In agritourism, producers combine farming with some aspects of tourism. Get the key takeaways from a new report on agritourism in the Willamette Valley.

Questions planners may anticipate regarding the agritourism industry’s farm-direct sales and other farm-based activities

As agritourism grows in popularity, economic planners can expect to see more inquiries from farmers about how to add agritourism to their business mix. Here's a snapshot of U.S. agritourism activities to aid planners.

Mary Stewart, Lisa Chase | Mar 2019 | Article Peer reviewed (Gray level)

Increasing Farm Viability Through Agritourism and On-Farm Direct Sales: An Oregon Producer Survey

Agritourism is a way for farms to increase their business success. This survey explores how small farms are expanding beyond basic production, adding value and claiming more consumer support.

Mary Stewart, Audrey Comerford, Bruce Sorte, Sam Angima, Lisa Chase, Weiwei Wang, Rebecca Bartlett, David Conner, Chadley Hollas, Christopher Brittain, Lindsay Quella | Jul 2021 | Extension Catalog publication Peer reviewed (Orange level)

On-farm Agritourism Activities in Marion County, Oregon from 2017 to 2018

This study describes the scope of on-farm or core agritourism activities offered to visitors on 75 agritourism operations in Marion County during a study period spanning 2017 and 2018. It shows the types and numbers of activities offered, the seasons of agritourism, and reveals the average and median acreage and land use districts typical of agritourism operations. This initial information provides a benchmark for future measurement of the industry segment in Marion County.

Mary Stewart, Weiwei Wang | Sep 2019 | Publication Peer reviewed (Gray level)

Agritourism in the Mid-Willamette Valley

Agritourism connects consumers and tourists with agricultural products and places. It’s a way for producers on farms and ranches to diversify their business.

Mary Stewart, Michael Calcagno | Jul 2019 | Video

Seasonality Chart: What's in Season in the Region

From fruits to flowers and meat to fiber, this chart will help determine what agriculture products are in season and available directly from farms in the Willamette Valley region.

Mary Stewart, Colton Harms | Aug 2019 | Fact Sheet Peer reviewed (Gray level)

Shop at the Dock Garibaldi: An Interview with Julia Wentzel from Food Roots

Meet Julia Wentzel of Food Roots and learn more about their Farm Table store and how you can access flash frozen, locally caught seafood in Tillamook County during the Covid-19 pandemic.

Amanda Gladics | May 2020 | Video

Have a question? Ask Extension!

Ask Extension is a way for you to get answers from the Oregon State University Extension Service. We have experts in family and health, community development, food and agriculture, coastal issues, forestry, programs for young people, and gardening.

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Marketing Your Agritourism Business

Image of a U-PICK sign: bigstockphoto.com/travismanley

What is Marketing and a Marketing Strategy?

Marketing encompasses everything you do to communicate with and meet the needs of an identified consumer group.  Marketing requires that you understand your target consumer group(s), their needs, how your product or service meets their needs and developing a strategy to reach those consumer groups.

A marketing strategy is your plan for the actions you will take to communicate and meet peoples' needs, how you will allocate budgetary funds to those activities, and how you will evaluate your actions.  Your marketing strategy will serve as a link between your business goals and sales.

What Are You Marketing?

Agritourism is a broad umbrella including a variety of business types, from corn mazes and pumpkin patches, to farm stays, u-pick, and educational events/activities. Image 1 illustrates the five categories of agritourism – education, direct sales, entertainment, outdoor recreation, and hospitality – as well as showing how activities are tiered as either core or peripheral.

Image 1. Categories of Agritourism. Source: Chase, et al. 2018

Understanding how different activities can be categorized can guide you as you develop the marketing strategy for your agritourism business.  For instance, while you may sell tangible products (apples, jams, pumpkins, etc.) to visitors, overall, the "product" you're often offering to consumers is the experience. 

Consumers are looking for the experience.  Forbes reported in late 2018 that according to TripAdvisor data, 67% more travelers chose outdoor activities in 2018 than in 2017, there was a 61% increase in bookings for classes such as cooking, and "59% more travelers decided they'd rather engage in a cultural excursion or an historically themed tour" (Taylor).

For some agritourism businesses that have been particularly successful in marketing their experiences, the core, agricultural activity of the farm may be only a small portion of the enterprise, with a majority of their income coming from their experiential offerings. In other words, the "corn maze" may bring in a lot more revenue than the corn field it replaced.

Many agritourism businesses are seasonal in nature resulting in the challenge that consumers will not be routinely visiting or purchasing from you throughout the year.  Perhaps you have a business that consumers may only visit once a year such as a u-pick experience or a Christmas tree farm.  Or, you may have an agritourism business where you are offering an experience that people want, but it may be a once-in-a-lifetime (or hopefully every few years) experience such as a farm stay or hunting excursion. With these types of agritourism businesses, it is important to ensure that you provide them with a memorable experience they will share with friends and families through word of mouth and social media.

Differences across types of agritourism make it critically important to understand the drivers for consumers to visit and purchase your products, services, or experiences and then to develop a marketing strategy unique to your business.

Who Are You Marketing To?

Success in marketing requires that you understand your customers, both existing and potential. You should be able to describe who you envision coming to, or engaging with, your agritourism business. 

Who are the people that make up your target market?

Consider how can you classify, or group people based on the following common demographic characteristics:

• Employment status
• Family status

Some resources for collecting demographic information include the Bureau of Labor Statistics, Census data, and PA County Profiles .

Where are these people located?

• In what area (country, state, city, etc.) do they live?
• Do they live in a rural, urban, or suburban setting?
• How transient are the people you want to target?
• What is the population density and growth rate where your target market lives?
• How do you anticipate the population to change in the coming years?

What do they think?

What are the values of customers and what motivates them to visit your agritourism business?

• What are the consumers' opinions and values?
• What are their interests and lifestyles?
• What attitudes do they have about agriculture, your product(s), events or services?
• What needs do they have that compel them to purchase your product(s) or engage in on-farm activities?

What do they do that makes them unique (as a group) from others?

• What products do they typically use?
• What benefits do they look to get from the products they purchase?
• What experiences are they looking to have?
• How often do they use types of products that you offer?
• How sensitive are they to price changes?
• How loyal are they to their preferred brands?
• How are the products usually purchased and from where?

Using this information, develop customer profiles to describe the general person that characterizes each group you have identified through these questions.  A customer profile is a general description of the type of individual that makes up your target market.

Your Marketing Mix

Four aspects – product, place, price, and promotion – are commonly referred to as the Four P's and make up the marketing mix for your marketing strategy.  Your effectiveness in accurately identifying your target consumer characteristics and matching those with your product mix will significantly determine success for your agritourism business. 

Products/events/experiences offered must fit what your target customers are looking for.

• How would you describe your products/events/experiences?
• How will customers/visitors benefit from your products/events/experiences?
• What makes your farm experience unique?
• What product-related services do you provide the customer, such as recipes or pairings?
• What are the attributes of your product(s) that your customer values?
• Is there anything new or different about your product(s) that set you apart from the competition?
• How much of your product is available?
• How many events of each type will you offer?

How will customers access your product(s), service(s), and/or experience? Many types of agritourism exist in rural areas, part of their appeal. However, you need to be cognizant of the distance your target consumers will need to travel, as well your business's proximity to other destinations.  You should also consider the placement of items on and in your physical location.  Aspects to consider include:

• How and where will product(s) be marketed? Direct-to-consumer marketing outlets include on-farm markets, farmers' markets, online stores, Community Supported Agriculture (CSA) programs, and home delivery.
• Will customers have to come to your farm or a farmers' market to purchase? If you will sell via a CSA (community supports agriculture) model, will you have drop-off locations, delivery, and pick-up at your farm? How accessible, convenient, and when are those locations open?
• What is your location like?  How accessible is it from main highways? What is your proximity to other points of interest? Is visitor parking suitable? Are buildings, trails, and other areas that visitors would occupy safe and well maintained?
• Merchandising. Consider displaying items that complement each other to create a package or creating a theme display.
• Signage. If you are offering an on-farm activity do you have a display that conveys pricing and information?
• Displays. Are your displays highlighting your feature products? Consider creating storefront window displays, showcase displays, or found-space displays. 

Setting prices first requires an understanding and knowledge of your costs to produce products or offer events. Keys to setting profitable prices include:

• Knowing your fixed costs
• Understanding your variable costs
• Understanding opportunities for charging fees for activities, experiences
• Performing a breakeven analysis to know breakeven price or quantity
• Performing sensitivity analyses to understand how changes in production or sales quantities or changes in price impact
• Adjust based on product characteristics, a specific pricing strategy, customer price sensitivity, customer values, and other factors.

Price contributes to the perception of your product, that is, when consumers see a product price it sends signals to them about quality, match with the market outlet, expectations for assistance, etc.

Customers learn of your business, product(s), and events through promotional activities. A thorough understanding of your customers will allow you to implement the most effective promotional tactics.  Consider how you will communicate, interact, and engage with both your customers and non-customers. You'll need to determine they promotional tactics you'll utilize, the messages and information you'll share, and how often, or the schedule, you'll engage in promotional activities.

Examples of Promotional Tactics

• Signs along the highway
• Brochures/flyers at visitors' centers, community centers, etc.
• Charity/local event donations
• Event sponsorships
• Speaking engagements
• Booth at events
• Social media presence and activity
• Press releases to local media
• Publish a blog
• Distribute a newsletter (electronic and/or mailed/paper)
• Social media promotions (ads & boosted posts)
• Word of mouth
• Coupons/discounts

Marketing in the Digital and Social Media Age

With 90% of the U.S. adult population online and 72% using social media as of January 2019, having a digital and social media marketing strategy as a component of your overall marketing strategy is essential (Pew Research Center). As of February 2019, the four most widely used social media sites in the U.S. were:

Social media is often the first place many people now turn to when looking for ideas on what to do or researching places or businesses to visit.  While consumers are engaged in their decision-making process, as a business, you want your online presences, content, and messaging to be up to date, accessible at all times, and aligned across all platforms.  The perception of your business should be the same whether the consumer is interacting on Twitter, Facebook, or your blog.

Digital & Social media best practices

• Regularly update your website with current business information, prices, pictures, etc.
• Ensure your website is easy to navigate
• Regularly post to your social media accounts
• Develop a mix of content types (promotional, information, entertaining, etc.)
• Use photos and videos to engage your online community
• Set measurable goals and objectives for your digital marketing activities.
• Be responsive to questions and comments

How Are Your Employees Telling Your Story?

Your employees can significantly impact the success of your agritourism business in several ways. For agritourism businesses that rely on employees to interact with consumers, it is important for those employees to be familiar with the history of your farm and agritourism business, what makes your business unique and be skilled at conveying that to customers. Through stories, employees can develop a stronger association and deeper understanding of the message from their employers.

Having this understanding of farm history creates a sense of loyalty and pride which can trickle down to your customers. The success of your agritourism business can be dependent on customer experience. Recent research by Harvard Business Review , found emotionally connected customers are more than twice as valuable as a highly satisfied customer. An employee who is informed and engaged will boost customer experience.

Some ways to determine how well your employees have been integrated into your business 'family' include:

• Having a sense of their communications about your business. For example, do employees complain about their job on social media?
• Do they know the history of your business and share that with customers?
• Their demeanor on the job
• Their attentiveness to and interaction with customers

Collaborative Marketing

Another approach that agritourism businesses may want to pursue, and find benefit from, is to develop collaborative marketing relationships with other businesses in their local or regional area that each believe are targeting the same consumer segments. This sort of approach is typically common at an industry promotion level – think wine, beer, ice cream trails – but research has shown that consumers visit multiple businesses/places when they travel to a location. Consumer knowledge about the destinations available to visit en route to your location, as part of a trail, or from your location if it is a base (such as a farm stay) can entice consumers to make the decision to visit.

Some ideas on how to work with your peers include:

• Developing packages
• Having lists of complementary businesses that can be shared with customers/visitors
• Developing "trails"
• Developing group events, festivals, etc.
• Partnering with community groups i.e. schools, churches, prisons, hospitals to cross-promote events and activities
• Becoming involved with your local Chamber of Commerce and other civic groups

Evaluating and Learning from Your Marketing Successes (and Failures)

A vital aspect of marketing that is often overlooked is evaluation. Consumer needs and desires change, people move or experience life changes, and marketing tools (such as digital and social media platforms) evolve. Identifying evaluation metrics and collecting data on each of those metrics is essential.

Evaluation tools include:

• Transaction data
• In-person communication

Possible evaluation metrics include

• Customers/participants
• Sales quantities
• Number of events held

Managing Risk in Marketing

Marketing risk exists in many forms. It may be from prices, market access, or changing consumer demographics and/or trends. Continually assessing current trends in agritourism and the type of consumer that different activities or products appeal to is essential. For instance, while pumpkin patches and corn mazes have existed now for some time, there is a growing trend in the offering of classes for consumers to experience how products are made (such as cheese) or how to use what is purchased (such as cooking or flower arranging classes).

External events such as natural disasters, economic or health crises have the potential to impact your business substantially and quickly.  Offering diverse opportunities such as in person and online "experiences" can help eliminate risk.  Internal events can also create marketing risk.  A disgruntled employee, for instance, could spread falsehoods or rumors that impact public perception of you or your business.  Ability to assess the environment, pivot, adapt, and respond can determine how your business weathers marketing risk.

Action Steps for Addressing Marketing Risk

• Research your target customers
• Develop customer profiles
• Determine your marketing mix (products/events/experiences and 'product' mixes, prices, placement, promotional activities)
• Develop a marketing plan   --  Define metrics and assessment methods   --  Include contingency plans across all aspects

References and Resources

Chase, L. C., Stewart, M., Schilling, B., Smith, B., & Walk, M. (2018). Agritourism: Toward a conceptual framework for industry analysis . Journal of Agriculture, Food Systems, and Community Development, 8(1), 13–19.

George, H. and E. Rilla. 2011. Marketing Strategies for Agritourism Operations . University of California Agriculture and Natural Resources.  Publication 8444.

Internet/Broadband Fact Sheet . Pew Research Center. Washington, D.C. June 12, 2019.

Singh-Kights, D. and C. Martel. (2016). Innovation and Collaboration in the Agritourism Supply Chain – Cluster Development and Implications for Marketing. ANREP/NACDEP Conference, Burlington, VT June 26-29, 2016.

Lottridge, S. (n.d.). Winery Branding: Attract More Customers by Telling Your Story .

Share of U.S. adults using social media, including Facebook, is mostly unchanged since 2018 .  Pew Research Center. Washington, D.C. April 10,2019.

Social Media Fact Sheet . Pew Research Center. Washington, D.C. June 12, 2019.

Taylor, Peter. (December 2, 2018). Big Data Mining Previews 2019's Hottest Vacation Trends And The Future Of Online Travel . Forbes.

Zorfas, A., & Leemon, D. (2017, April 24). An Emotional Connection Matters More than Customer Satisfaction .

This material is based upon work supported by USDA/NIFA under Award Number 2018-70027-28588. Northeast Extension Risk Management Education US Department of Agriculture/National Institute of Food and Agriculture (USDA/NIFA)

• Value-added agriculture
• Agricultural entrepreneurship
• Value-added dairy entrepreneurship
• Value-added dairy foods marketing
• Online marketing and sales
• Social media
• Direct marketing
• Farm and ag business management
• Business planning

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Agro Tourism Business Plan [Sample Template]

By: Author Tony Martins Ajaero

Home » Business Plans » Tourism & Hospitality

Do you want to start an agro tourism company and need to write a plan? If YES, here is a sample agro tourism business plan template & feasibility report.

An agro tourism agency is a good business to start in the United States because, aside from Israel, the United States can boast of having some of the best inventions when it comes to the agricultural industry. As a matter of fact, the united states is among the top destinations for foreigners looking for countries to understudy new breakthroughs in agriculture.

Agro tourism receives massive support from the government because it gives farmers and other stakeholders in the industry opportunity to generate additional income and an avenue for direct marketing of their produce to consumers. Aside from that, agro tourism provides educational opportunities to the public, helps to preserve agricultural lands, and allows states to develop business enterprises.

If you are sure this type of business is what you truly want to do after you must have conducted your feasibility studies and market research.

The next step to follow is to write a good business plan; a detailed blueprint of how you intend raising your seed capital, setting up the business, managing the flow of the business, sorting out tax and marketing your services. Below is a sample agro tourism business plan template that will help you write yours with little effort.

A Sample Agro Tourism Business Plan Template

1. industry overview.

The travel and tourism industry of which agro tourism belongs to is a big and profitable industry in the United States of America and in most developed countries with known breakthroughs in the agriculture industry. Agritourism or agro tourism involves any agriculturally based operation or activity that brings visitors to a farm or ranch especially for the purpose of understudying.

Agro tourism is a booming line of business in the United States. Agro tourists can choose from a wide range of activities that include picking fruits and vegetables, riding horses, tasting honey, learning about wine and cheesemaking, or shopping in farm gift shops and farm stands for local and regional produce or hand-crafted gifts.

According to the USDA Cooperative State, Education and Extension Service, “Tourism is becoming increasingly important to the U.S. economy. A conservative estimate from the Federal Reserve Board in Kansas, based on 2000 data, shows that basic travel and tourism industries accounted for 3.6 percent of all U.S. employment.

Even more telling, data from the travel industry Association of America indicate that 1 out of every 18 people in the U.S. has a job directly resulting from travel expenditures”.

According to the Small Farm Center at the University of California, “Agricultural tourism or agritourism, is one alternative for improving the incomes and potential economic viability of small farms and rural communities. Some forms of agritourism enterprises are well developed in California, including fairs and festivals.

Other possibilities still offer potential for development”. The UC Small Farm Center has developed a California Agritourism Database that “provides visitors and potential entrepreneurs with information about existing agritourism locations throughout the state.

The Tourism industry that agro tourism business is a subset of is a thriving sector of the economy of the United States and the industry generates over $970 billion annually from more than 443,165 tourism companies (strictly agro tourism agencies inclusive) scattered all around the United States of America.

The industry is responsible for the employment of over 5,546,023 people. Experts project the industry to grow at 1.0 percent annual rate. The market for the tourism industry is open to all stakeholders because no tourism agency has the lion market shares in the industry

A recent report published by IBISWorld shows that in the last five years, the Tourism industry has experienced relatively steady growth.

However, despite increasing consumer sentiment, declining unemployment and an increase in the number of trips domestic and international travelers were taking in the United States, revenue growth was sluggish early during the period amid heightened competition and unstable commodity markets.

Nevertheless, consumer spending continued to increase over the past five years, due to rising disposable income and positive consumer sentiment, benefiting industry operators.

Some of the factors that encourage entrepreneurs to start their own agro tourism business could be that the business is easy to set up and the startup capital is indeed affordable; you can actually start your own agro tourism business from a small farm.

But you must ensure that you have things in place or activities that will compel people (tourists) to travel from far and wide to pay to tour your farm.

2. Executive Summary

Frank Tyson® Commercial Farm Settlement, Inc. is a registered commercial farm with strong bias in generating additional income from agro tourism. The farm will be located in a farming community in Steamboat Springs – Colorado.

Frank Tyson® Commercial Farm Settlement, Inc. is a 500 – acre family – owned and operated farm that hosts over 40 attractions and activities for visitors between May and their Harvest Festival in October. Our visitors (tourists) have the opportunity to feed their baby animal addiction by visiting during the Baby Animal Days, or they can can participate in our many festivals, such as the Sunflower Festival.

From activities such as apple cannons and pig races, there are many different opportunities to entertain the entire family all the while learning about farm life. We will also offer agro tourists the chance to work on cattle ranches, and sometimes participate in cattle drives.

We are aware that while revenue and education are often primary drivers for farmers to diversify and invite guests onto their property, we will ensure that safety is always a top priority to us.

Frank Tyson® Commercial Farm Settlement, Inc. is a client-focused and result driven agro tourism business that provides excellent treatment and broad-based experience at an affordable fee that won’t in any way put a hole in the pocket of our clients.

At Frank Tyson® Commercial Farm Settlement, Inc., our client’s best interest would always come first, and everything we do is guided by our values and professional ethics. Which is why our visitors are greeted with a beautiful building that houses a café and souvenir shop.

We also have in the visitor center area an agriculture-themed escape room and interactive stations for people of all ages to learn about the agriculture industry and our farm, from what farmers do. We will ensure that we hire professionals who are well experienced in the industry.

Frank Tyson® Commercial Farm Settlement, Inc. will at all times demonstrate her commitment to sustainability, both individually and as a firm, by actively participating in our communities and integrating sustainable business practices wherever possible.

We will ensure that we hold ourselves accountable to the highest standards by meeting our client’s needs precisely and completely.

Frank Tyson® Commercial Farm Settlement, Inc. is founded by Frank Tyson and his immediate family members. He has over 15 years’ experience working at various capacity within the agriculture industry and of course the travel and tour industry in the United States of America.

3. Our Products and Services

Frank Tyson® Commercial Farm Settlement, Inc. is going to offer varieties of services within the scope of the agro tourism line of business in the United States of America. Our intention of starting our agro tourism business is to make profits from the industry and we will do all that is permitted by the law in the United States to achieve our business goals. Our business offerings are listed below;

• Giving visitors (tourists) first hand experience of farm life
• (Accommodation services) – Renting out our agriculture-themed escape room and interactive stations
• Food services and drinking place services
• Donkey, Cart and Horse rental
• Travel agent and tour arrangement services
• Sell our farm produce to visitors (farm market)

4. Our Mission and Vision Statement

• Our vision is to build an agro tourism brand that will become the number one choice for clients who are seeking to visit Steamboat Springs – Colorado or any commercial farms in the United States for the purpose of agro tourism.
• Our mission is to provide the most ideal environment, ambiance and activities that will encourage people to visit our farms.
• We will position the business to become the leading brand in agro tourism in the whole of Steamboat Springs – Colorado, and also to be amongst the top 20 agro tourism destinations in the United States of America within the first 10 years of operation.

Our Business Structure

Frank Tyson® Commercial Farm Settlement, Inc. will build a solid business structure that can support the growth of our business.

We will ensure that we hire competent hands to help us build the business of our dream. The fact that we want to become one of the leading commercial farms that is also engaged in agro tourism in the United States makes it highly necessary to build a well – structured business from the onset.

We will make sure that we hire people that are qualified, honest, customer centric and are ready to work to help us build a prosperous business that will benefit all the stakeholders.

As a matter of fact, profit-sharing arrangement will be made available to all our member of staff and it will be based on their performance for a period of ten years or more. In view of that, we have decided to hire qualified and competent hands to occupy the following positions;

• Chief Operating Officer

General Farm Manager

Administrator/Accountant

• Cattle Ranch Manager/Supervisor
• Agro Travels and Tours Consultant
• Sales and Marketing Executive
• Field Employees
• Front Desk Officer

5. Job Roles and Responsibilities

Chief Operating Officer:

• Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching, counseling, and disciplining managers; communicating values, strategies, and objectives; assigning accountabilities; planning, monitoring, and appraising job results
• Responsible for providing direction for the business
• Creating, communicating, and implementing the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
• Responsible for signing checks and documents on behalf of the company
• Evaluates the success of the organization
• Responsible for the planning, management and coordinating all farm activities across the various sections on behalf of the organization
• Supervise other section managers
• Ensure compliance during project executions
• Providing advice on the management of farming activities across all sections
• Responsible for carrying out risk assessment
• Using IT systems and software to keep track of people and progress of the growth of crops, fishes, birds and animals
• Responsible for overseeing the accounting, costing and sale of farm produce after harvest
• Represent the organization’s interest at various stakeholders meetings
• Ensures that farming goals desired result are achieved, the most efficient resources (manpower, equipment, tools and chemicals et al) are utilized and different interests involved are satisfied. Responsible for preparing financial reports, budgets, and financial statements for the organization
• Defining job positions for recruitment and managing interviewing process
• Carrying out staff induction for new team members
• Responsible for training, evaluation and assessment of employees
• Oversee the smooth running of the daily farming activities across the various farming sections.

Agro Travel and Tour Consultant

• Responsible for booking flight tickets, securing transit visas, booking for shuttle buses/taxi cabs, car rentals, hotel bookings amongst many other agro tour services
• Liaise with clients (potential agro tourists) to identify their needs and to ensure customer satisfaction
• Conduct market research, gather information and negotiate contracts prior to closing any deals
• Provide feedback and periodic reports to stakeholders
• Propose ideas to improve provided services and agro tourism quality
• Ensure compliance with insurance, legal, health and safety obligations
• Cooperate with marketing and PR to promote and publicize agro related events
• Conduct pre- and post – agro events evaluations and report on outcomes
• Research market, identify agro tour opportunities and generate interest
• Responsible for overseeing the smooth running of HR and administrative tasks for the organization
• Responsible for preparing financial reports, budgets, and financial statements for the organization
• Responsible for financial forecasting and risks analysis.
• Responsible for developing and managing financial systems and policies
• Responsible for administering payrolls
• Ensuring compliance with taxation legislation
• Handles all financial transactions for the company
• Serves as internal auditor for the company

Cattle Ranch and Animal Manager/Supervisor

• Responsible for managing boarding services, breeding services, dairy support services, livestock health services, farrier services, and shearing services et al.
• Work closely with the General Manager to achieve the organizations’ goals and objectives

Sales and Marketing Officer

• Identify, prioritize, and reach out to new partners, and business opportunities et al
• Identifies development opportunities; follows up on development leads and contacts
• Writing winning proposal documents, negotiate fees and rates in line with company policy
• Responsible for handling business research, marker surveys and feasibility studies for clients
• Responsible for supervising implementation, advocate for the customer’s needs, and communicate with clients
• Document all customer contact and information
• Represent the company in strategic meetings
• Help increase sales and growth for the company especially as it relates to attracting agro tourists from within and outside of the United States of America.

Field Workers

• Serve as tour guides within the farm settlement
• Responsible for feeding cattle and other livestock as instructed by the supervisor
• Responsible for cleaning the cattle ranch
• Change the water in the water trough / trench as instructed by the supervisor on a regular basis
• Handles farm implements and machines
• Carries out task in line with the stated job description
• Handles any other duties as assigned by the farm manager

Client Service Executive/Front Desk Officer

• Welcomes visitors (agro tourists) by greeting them in person or on the telephone; answering or directing inquiries.
• Ensures that all contacts with clients (e-mail, walk-In center, SMS or phone) provides the client with a personalized customer service experience of the highest level
• Through interaction with clients on the phone, uses every opportunity to build client’s interest in the company’s products and services
• Consistently stays abreast of any new information on the company’s products, promotional campaigns etc. to ensure accurate and helpful information is supplied to clients
• Receives parcels/documents for the company
• Distribute mails in the organization
• Handles any other duties as assigned by the manager

6. SWOT Analysis

Frank Tyson® Commercial Farm Settlement, Inc. engaged the services of a core professional in the area of business consulting and structuring to assist the firm in building a well – structured agro tourism business that can favorably compete in the industry.

Part of what the team of business consultant did was to work with the management of our organization in conducting a SWOT analysis for Frank Tyson® Commercial Farm Settlement, Inc. Here is a summary from the result of the SWOT analysis that was conducted on behalf of Frank Tyson® Commercial Farm Settlement, Inc.;

The fact that we have a standard commercial farm, with vast land and facilities that will meet the needs of visitors (agro tourists) from within and outside the United States and also good working relation with travel and tour agencies gives us edge over our competitors.

We have a team that can go all the way to give our visitors value for their money; a team that are trained and equipped to pay attention to details when executing their jobs. We are well positioned and we know we will attract loads of visitors (agro tourists) from the first day we open our facility to visitors.

As a new agro tourism business, it might take some time for our organization to break into the market and gain acceptance especially from corporate clients who are looking for highly mechanized farms to visit; that is perhaps our major weakness.

• Opportunities:

This industry relies on the number of domestic day trips and overnight stays. The more consumers travel domestically, the more likely they are to spend on tourism-related activities. Domestic trips by US residents are expected to increase in the coming year, presenting a potential opportunity for the industry.

Outbound US resident travel results in a loss of potential revenue to the local industry due to purchases made overseas. However, some industry segments such as international airlines and travel agents, may still receive income from bookings. International trips by US residents are expected to increase in the coming year, posing a potential threat to the industry.

7. MARKET ANALYSIS

• Market Trends

In recent time, agro tourism has become a necessary means for many small farms’ survival. By diversifying business operations, farm operators are able to ensure a more stable income. This is because agritourism activities can occur during times of the year that crops may not be in season, and they provide a completely separate stream of income.

Some studies have found that agritourism operations often benefit their surrounding communities by drawing tourists to the area. The economic boost by the increase in traffic can be beneficial to rural areas in need of diversified streams of income.

The agro tourism line of business is in a continuous state of evolution and as such, ground breaking strategies and ideas that are once highly successful are no longer as productive as they were in time past.

Close observation of the trend in the industry reveals that the past few years has seen the rise and proliferation of social media and new tech tools. The trend also extends to increased attention paid to engagement and new market segments, adopting eco-friendly measures and sustainability when planning agro tours events.

As a matter of fact, social media has now become one of the most important tools agro tours agencies leverage on to disseminate information about their events, interact with clients, solicit feedback, and create year-round engagement with their target audience. Furthermore, new software apps and emerging technology have made it easier for agro tours agencies to gather all the needed data and information that will help them plan and project for the future.

Lastly, people have become more interested in how their food is produced. They want to meet farmers and processors and talk with them about what goes into food production.

For many people who visit farms, especially children, the visit marks the first time they see the source of their food, be it a dairy cow, an ear of corn growing in a field, or an apple they can pick right off a tree. Farmers and ranchers use this interest to develop traffic at their farm or ranch.  

8. Our Target Market

The market for agro tourism is usually divided into two groups; those who are looking to understudy a farm and the processes that are involved in the farm especially as it relates to farming techniques and of course those who are just looking for a farm settlement to tour and engage in fun-filled activities.

These groups of people cut across different divides in the community. In essence we will ensure we position our business to attract the following visitors (agro tourists);

• International tourists
• Family and household
• Newly wedded couples
• Research institutions

Our Competitive Advantage

The level of competition in the agro tourism line of business depends largely on the location of the business and of course the capacity of your farm especially as it relates to the activities and facilities you have on ground. If you can successfully create a unique brand identity for your agro tourism business or carve out a unique market, you are likely going to experience less competition.

For instance, if you are one of the few agro tourism farms in your location that owns a farm – themed guest house, you are sure going to be making monopolize the market. Frank Tyson® Commercial Farm Settlement, Inc. might be a new entrant into the industry in the United States of America, but the management staffs and owners of the business are considered gurus.

They are people who are core professionals and licensed and highly qualified agro travels and tours experts in the United States. Our farm, varieties of activities, our facilities are what agro tourists will pay to visit. These are part of what will count as a competitive advantage for us.

Lastly, our employees will be well taken care of, and their welfare package will be among the best within our category in the industry meaning that they will be more than willing to build the business with us and help deliver our set goals and objectives.

9. SALES AND MARKETING STRATEGY

• Sources of Income

Frank Tyson® Commercial Farm Settlement, Inc. is established with the aim of maximizing profits in the business and we are going to ensure that we do all it takes to attract clients on a regular basis. Frank Tyson® Commercial Farm Settlement, Inc. will generate income by offering the following agro related services;

• Food and drinking service
• Travel and tour arrangement services

10. Sales Forecast

One thing is certain, there would always be individuals, families and corporate organizations who would travel on a daily basis within the United States and to other parts of the world basically for agro tourism.

We are well positioned to take on the available market in the U.S. and we are quite optimistic that we will meet our set target of generating enough income/profits from the first six months of operation and grow the business and our clientele base beyond.

We have been able to examine the agro travel and tour market, we have analyzed our chances in the industry and we have been able to come up with the following sales forecast. Below are the sales projection for Frank Tyson® Commercial Farm Settlement, Inc., it is based on the location of our business and the wide range of agro services that we will be offering;

• First Fiscal Year (FY1): $350,000
• Second Fiscal Year (FY2): $550,000
• Third Fiscal Year (FY3): $750,000

N.B : This projection was done based on what is obtainable in the industry and with the assumption that there won’t be any major economic meltdown and natural disasters within the period stated above. There won’t be any major competitor offering same agro tourism activities as we do within same location. Please note that the above projection might be lower and at the same time it might be higher.

• Marketing Strategy and Sales Strategy

We are mindful of the fact that there are stiff competitions amongst commercial farms that are also engaged in agro tourism in the United States of America, hence we have been able to hire some of the best business developers to handle our sales and marketing.

Our sales and marketing team will be recruited base on their vast experience in the industry and they will be trained on a regular basis so as to be well equipped to meet their targets and the overall goal of the organization.

We will also ensure that our excellent job deliveries speak for us in the marketplace; we want to build a standard agro tourism business that will leverage on word of mouth advertisement from satisfied clients. Frank Tyson® Commercial Farm Settlement, Inc. is set to make use of the following marketing and sales strategies to attract clients;

• Introduce our business by sending introductory letters alongside our brochure to corporate organizations, schools, travel and tour agencies, households and key stake holders in all around the globe.
• Advertise our business in relevant agro and travels and tours magazines, newspapers, TV stations, and radio station.
• List our business on yellow pages ads (local directories)
• Attend relevant international and local agro travel and tours expos, seminars, and business fairs et al
• Create different packages for different category of visitors (tourists) in order to work with their budgets and still deliver quality experience and services to them when they tour our farms
• Leverage on the internet to promote our business
• Engage direct marketing approach
• Encourage word of mouth marketing from loyal and satisfied clients

11. Publicity and Advertising Strategy

We have been able to work with our brand and publicity consultants to help us map out publicity and advertising strategies that will help us walk our way into the heart of our target market. We are set to take the industry by storm which is why we have made provisions for effective publicity and advertisement of our agro tourism business.

Below are the platforms we intend to leverage on to promote and advertise Frank Tyson® Commercial Farm Settlement, Inc.;

• Place adverts on both print (international agro and travels – based newspapers and magazines) and electronic media platforms
• Sponsor relevant community based events/programs
• Leverage on the internet and social media platforms like; Instagram, Facebook, twitter, YouTube, Google + et al to promote our brand
• Install our Billboards in strategic locations all around Steamboat Springs – Colorado.
• Distribute our fliers and handbills in target areas
• Ensure that all our workers wear our branded shirts and all our vehicles are well branded with our company’s logo et al.

12. Our Pricing Strategy

At Frank Tyson® Commercial Farm Settlement, Inc. we will keep our fees below the average market rate by keeping our overhead low and by collecting payment in advance.  In addition, we will also offer special discounted rates to some clients, nonprofits, cooperatives, and small social enterprises seeking to visit our farm settlement.  

• Payment Options

The payment policy adopted by Frank Tyson® Commercial Farm Settlement, Inc. is all inclusive because we are quite aware that different customers prefer different payment options as it suits them but at the same time, we will ensure that we abide by the financial rules and regulation of the United States of America.

Here are the payment options that Frank Tyson® Commercial Farm Settlement, Inc. will make available to her clients;

• Payment via bank transfer
• Payment with cash
• Payment via credit cards
• Payment via online bank transfer
• Payment via check
• Payment via mobile money transfer

In view of the above, we have chosen banking platforms that will enable our client make payment for all our services and accommodation without any stress on their part. Our bank account numbers will be made available on our website and promotional materials.

13. Startup Expenditure (Budget)

Below are some of the basic areas we will spend our startup capital in setting up our commercial farms and agro tourism business;

• The total fee for incorporating the business in United States of America – $750.
• The budget for key insurance policies, permits and business license – $2,500
• The amount needed to acquire/lease a farm land – $150,000
• The amount needed for the construction and furnishing of farm settlement lodges / accommodation – $200,000
• The amount required for preparing the farm land (for construction of cattle ranch and cages / fencing et al et al) – $100,000
• The cost for acquiring the required working tools and equipment / machines / fencing et al – $50,000
• The amount required for purchase of the first set of cattle (cows, oxen, bulls, bullocks, steers, heifers and calf et al) – $150,000
• The cost of launching an official Website – $600
• The amount required for payment of workers for a period of 3 months – $100,000
• Additional Expenditure (Business cards, Signage, Adverts and Promotions et al) – $2,000

Going by the report from detailed research and feasibility studies conducted, we will need an average of $750,000 to start a standard agro tourism business in the United States of America.

Generating Funds/Startup Capital for Frank Tyson® Commercial Farm Settlement, Inc.

Frank Tyson® Commercial Farm Settlement, Inc. is a private registered business that is owned and financed by Mr. Frank Tyson and his immediate family members. They do not intend to welcome any external business partner which is why he has decided to restrict the sourcing of the startup capital to 3 major sources.

• Generate part of the startup capital from personal savings
• Source for soft loans from family members and friends
• Apply for loan from my Bank

N.B: We have been able to generate about $250,000 (Personal savings $150,000 and soft loan from family members $100,000) and we are at the final stages of obtaining a loan facility of $500,000 from our bank. All the papers and documents have been signed and submitted, the loan has been approved and any moment from now our account will be credited with the amount.

14. Sustainability and Expansion Strategy

The future of a business lies in the number of loyal customers that they have, the capacity and competence of their employees, their investment strategy and the business structure. If all of these factors are missing from a business, then it won’t be too long before the business closes shop.

One of our major goals of starting Frank Tyson® Commercial Farm Settlement, Inc. is to build a business that will survive off its own cash flow without the need for injecting finance from external sources once the business is officially running.

We know that one of the ways of gaining approval and winning customers over is to offer our agro tourism services a little bit cheaper than what is obtainable in the market and we are prepared to survive on lower profit margin for a while.

Frank Tyson® Commercial Farm Settlement, Inc. will make sure that the right foundation, structures and processes are put in place to ensure that our staff welfare are well taken of. Our company’s corporate culture is designed to drive our business to greater heights and training and retraining of our workforce is at the top burner.

We know that if that is put in place, we will be able to successfully hire and retain the best hands we can get in the industry; they will be more committed to help us build the business of our dreams.

Check List/Milestone

• Business Name Availability Check:>Completed
• Business Incorporation: Completed
• Opening of Corporate Bank Accounts: Completed
• Opening Online Payment Platforms: Completed
• Application and Obtaining Tax Payer’s ID: In Progress
• Application for business license and permit: Completed
• Purchase of Insurance for the Business: Completed
• Conducting Feasibility Studies: Completed
• Generating part of the startup capital from the founder: Completed
• Applications for Loan from our Bankers : In Progress
• Writing of Business Plan: Completed
• Purchasing of farm land and construction of farm settlement accommodation: In Progress
• Drafting of Employee’s Handbook: Completed
• Drafting of Contract Documents: In Progress
• Design of The Company’s Logo: Completed
• Printing of Packaging and Promotional Materials: Completed
• Recruitment of employees: In Progress
• Building /construction of cages and fence et al: In Progress
• Purchase of the needed working tools, machines and equipment: Completed
• Creating Official Website for the Company: In Progress
• Creating Awareness for the business (Business PR): In Progress
• Farm land Treatment, Health and Safety Arrangement: In Progress
• Establishing business relationship with travels and tours agencies, institutions, vendors and key players in the industry: In Progress

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Agritourism Best Management Practices and Plan of Operation

Maria Bampasidou , Hatch, Dora Ann

Introduction

Throughout the United States, farmers are recognizing that agritourism has the potential to sustain the farming industry and grow rural economies through tourism. Statistics provided by the Louisiana Travel Promotion Association in 2007 suggest that Louisiana has potential to grow an agritourism industry. This report cited that one in four travelers to Louisiana came to enjoy the great outdoors.

Those numbers aren’t surprising to owners of bed and breakfasts located on working farms and ranches who have hosted guests for years. To foster the statewide growth of this industry known as agritourism, the 2008 Louisiana Legislature passed a bill limiting liability for agritourism professionals known as La R.S. 9:2795.5.

The legislation provides that the Louisiana Department of Agriculture and Forestry will develop a set of rules and regulations and that the LSU AgCenter will define a “plan of operation” for an agritourism venture. This publication contains the definition for the plan of operation and suggests best management practices for agritourism professionals to follow to minimize their risks.

A copy of the plan of operation is included in this brochure. The plan can also be found online at www.lsuagcenter.com/agritourism.

With much of Louisiana’s agriculture in a challenging economic situation, specialty crops offer growers alternatives to consider. Specialty crops are crops new to a region where they have not been grown commercially before. They include fruits and vegetables, tree nuts, dried fruits and horticulture and nursery crops. A recent LSU AgCenter study highlights the importance of the specialty crops market, reporting that specialty crops have an economic impact on the state of about $400 million (LSU AgCenter 2016). Many specialty crops are used as staples in Louisiana cuisine and help make our food and culture unique. We encourage you to visit our Louisiana agritourism operations, where you can enjoy our specialty crops, including:

• Blackberries
• Blueberries
• Cabbage and other winter vegetables
• Christmas trees
• Cut flowers
• Foliage and ornamental plants
• Garlic and onions
• Organic fruits and vegetables
• Peaches and other fruit crops
• Pecans and other tree nuts
• Southern peas
• Strawberries
• Sweet and hot peppers
• Sweet potatoes
• Watermelons

What Is Agritourism?

Agritourism is a business operation on a working farm, ranch or agricultural enterprise that offers educational and fun experiences for visitors while generating supplemental income for the owner.

Visitors participate in friendly “discovery” and learning activities in natural or agricultural settings. Because it blends entertainment and education, agritourism is also known as “agrientertainment” and “agritainment.” (See LSU AgCenter Publication AC-5)

A Plan of Operation

A plan of operation is a planning document that assists agritourism professionals in identifying and addressing possible inherent risks on their operations through recommended best management practices. Components of the plan include a listing of activities, their risks, suggestions for minimizing those risks and a plan for the location of warning signs.

Under La R.S. 9:2795.5, agritourism activities are defined as activities related to agritourism as defined in rules and regulations adopted by the commissioner of Louisiana Agriculture and Forestry (LDAF). A copy of those rules and regulations can be obtained by logging onto the LDAF Web site at www.ldaf.state.la.us

Risks shall be defined as the “inherent risks of agritourism activity" as described in La R.S. 9:2795.5. “Inherent risks” mean those conditions, dangers or hazards that are an integral part of an agritourism activity, including surface and subsurface conditions of land and water; natural conditions of vegetation; the behavior of wild or domestic animals; those arising from the form or use of structures or equipment ordinarily used on a working farm, ranch or other commercial agricultural, aquacultural, horticultural or forestry operation; and the mistakes or negligent acts of a participant that may contribute to injury to the participant or others, including failing to follow instructions given by the agritourism professional or failing to exercise reasonable caution while engaging in the agritourism activity, according to La R.S. 9:2795.5.

Best Management Practices

Best management practices are suggested practices that an agritourism professional can use to minimize risks in an agritourism enterprise. These best management practices can be used in the plan of operation under “suggestions to minimize risks.”

When reviewing or inspecting the various areas and activities around an agricultural enterprise, identify potential hazards and try to consider how others without your agricultural knowledge and experience would view each situation. Consider the perspectives of customers with little or no knowledge of potential agricultural hazards, especially your most at-risk customers, such as children or the elderly. Also, consider the perspectives of your employees who may also have little or no knowledge of potential agricultural hazards and may need training in identifying and handling hazards.

You may consider asking a friend or representative from an appropriate agency to assist in this process. Friends who have operated similar enterprises can point out potential hazards or management difficulties. Your insurance agent may be able to identify items with a history of contributing to claims. Activities subject to regulation should be reviewed and may require inspection prior to opening as well as at other times. It is better to discover and correct problems before injuries and, perhaps, legal problems occur.

Access to the Enterprise

You have heard the old adage, “You never get a second chance to make a first impression.” The entrance to your enterprise is often one of the first impressions customers will have of your business, and the entrance should, of course, be free of hazards. In particular, make sure traffic can safely enter and leave your enterprise.

The following suggestions may help to ensure safe access to your enterprise. Use the check boxes provided to indicate items relevant to your planned or existing operation. You may also want to mark actions you want to explore further.

• Make your driveway or entrance visible from at least 500 feet in either direction so motorists can see vehicles entering and leaving with time to stop safely. According to the Louisiana Office of Motor Vehicles Handbook, the total stopping distance for a car traveling at 55 mph is 228 feet, and at 60 mph the total stopping distance is 305.7 feet.
• Keep the entrance free of brush, weeds, signs, junk and other obstructions that could block drivers’ views of the driveway and highway from all vehicle heights (low cars to high SUVs or pickups). Signage must not be on the public right-of-way and must not obstruct visibility for people entering and leaving your property.
• Make the driveway entrance wide enough to allow a turning space for the longest vehicles, such as school buses, to enter and leave without swinging across the highway center line into oncoming traffic, dropping wheels off the drive or backing up.
• Remove limbs, brush and other items that can scratch or damage vehicles.
• Make the driveway wide enough for the largest vehicles to meet and pass. If you can’t, provide pullouts adequate for even the largest vehicles or use one-way routing.
• If your driveway has a steep slope, sharp turn or other characteristics that could be problems, create a plan for alternative routes, closures or transportation for customers. Consider the hazards in both good and bad weather conditions.
• If there are concerns about load limitations on bridges on your property, consult with an engineer or your highway department to check maximum load limit.
• Make sure all bridges and drop-off hazards, for both vehicles and pedestrians, have adequate guardrails that will prevent vehicles from falling from the roadway or people falling from the walkway. If the drop-offs are along a public road, contact the highway department for assistance.
• If vehicles are required to drive through a creek, ditch or other waterway, have a plan to prevent vehicles from attempting to cross during flash floods. As little as 1 foot of flowing water pushing against the body of a vehicle can lift and carry it away.
• If your driveway is along a busy highway or if you are planning a major event, consider hiring off-duty law enforcement officers to provide traffic assistance.

Parking and Traffic Control

The second impression customers get of your business might be the parking lot. Check local ordinances regarding parking requirements for businesses. Some local jurisdictions may have specific requirements based on the type of business and expected number of vehicles. Here are some general recommendations for parking areas:

• Provide parking spaces adequate for the largest expected crowd, including spaces for both automobiles and larger vehicles such as RVs and buses, depending upon the customers you expect.
• Make traffic lanes in the parking area at least 20 feet wide so automobiles can enter and leave parking spaces easily. Lanes and turnarounds in bus parking areas must have a minimum turning radius of 55 feet.
• Make parking areas firm, smooth and adequately drained to minimize the risk of vehicles getting stuck.
• Fill all holes to prevent falls and injuries.
• Keep the area mowed low, so customers’ shoes and clothes do not get wet from dew or rain on the grass.
• If the parking area also serves as a pasture, remove the livestock a couple of days before parking vehicles there and use a drag harrow to scatter manure piles.
• Be prepared to order a load of gravel to fill muddy areas that develop in the drives and lanes during wet weather. You can avoid the negative publicity by maintaining good driveways and parking areas.
• If used between dusk and dawn, provide the parking area with adequate lighting for security and for customers to see where they are going.
• A pickup and drop-off location closer than the parking area.
• Wheelchair/handicap accessible parking spaces that are level, on a firm surface and as close as possible to activities
• Valet parking or golf cart shuttle services for customers with disabilities.

The walkways between parking and other facilities may be the next opportunity to make a good impression and prevent safety hazards. Walkways should be easily identified, with clear signage directing customers to the areas they wish to visit.

• Walkways must have firm, smooth surfaces to minimize the risk of trips, slips or falls. The surfaces should be safe for all customers, including customers with disabilities. Avoid loose materials like sand, gravel and mulch. However, a smooth surface of firmly packed crusher-run 75 3/8-inch and under gravel (includes particles 3/8-inch diameter down to fines) can accommodate wheelchairs and scooters.
• Walkways must have a minimum clear width of 36 inches for wheelchairs and scooters used by individuals with disabilities.
• Walkways must have adequate drainage and be free of puddles and mud.
• Avoid steep grades whenever possible. The maximum grade for walks and ramps used by wheelchairs is 1:12; that is, 1-inch rise for every 12 inches (1 foot) of horizontal run.
• Minimize the use of steps and stairs as much as possible. They are not only tripping and falling hazards but are barriers to customers with some disabilities.
• Provide handrails on all stairways and guardrails or other barriers around all drop-offs, including wheelchair ramps.
• Remove or barricade all overhangs, obstructions, sharp objects or other hazards that could cause injury if customers bumped against them. Check regularly for loose bolts, nails and other protrusions and correct identified hazards immediately.

Access to Buildings, Food Services, and Restrooms

Customers must have safe access to business facilities. While regulations permit some exceptions to the accessible design guidelines, you must provide reasonable accommodations for all customers. Building codes for both new construction and remodeling older facilities require accessible design. Structures that can accommodate individuals with disabilities are also easier for able-bodied people to use. Refer to the Americans With Disabilities Act manual online at http://www.ada.gov/

Consider the following access guidelines:

• Provide step-free access to the entrance, either by designing the ground surface and doorway at the same elevation or by installing an ADA-compliant ramp. Many customers will use the ramp instead of the stairs because they feel safer. You can also use hand trucks and carts on the ramp.
• Make sure doorways have a minimum clear-opening width of 32 inches to accommodate wheelchairs.
• Avoid installation of raised thresholds and elevation changes from room to room. These can trip customers and are also difficult for wheelchair users.
• Make sure door hardware have handles that do not require a strong grip. Replace round knobs or install handle extensions. Test existing doorknobs, bathroom fixtures and other fixtures yourself. You should be able to operate them with a closed fist. If not, the devices should be replaced or upgraded.
• Make wheelchair-accessible bathroom stalls a minimum of 5 feet by 5 feet to accommodate the wheelchair. If using portable toilets for events, you must provide a wheelchair accessible toilet. These also benefit customers with small children by providing enough space to change diapers or assist children.
• Place portable toilets in shaded locations, especially wheelchair-accessible toilets. Summertime temperatures can become dangerously high in portable toilets located in full sun. Customers with disabilities may require more time in the toilet, and heat-related conditions are a real threat to those who no longer have the ability to regulate their body temperature.

Proper lighting is essential both for preventing injuries and as a security measure. Lighting considerations include the following:

• All public areas must be lighted if customers are present at night. If darkness is a key ingredient of parts of the business, walkways can have low-level lighting to help prevent trips and falls.
• All stairs or steps must be lighted to minimize trips and falls.
• Position lights so they do not blind drivers using driveways or public roads.

It is important for your customers to feel safe and secure at your operation. Customers may be unlikely to return if they feel unsafe or uneasy, for either their personal safety or the safety of their vehicle and belongings. Adopting the following procedures will help customers feel safe:

• Clearly identify all staff, whether paid employees or volunteers, so customers will know whom to contact for assistance.
• Train all staff to recognize potential safety and security threats and to implement proper communications and response procedures.
• Monitor parking, walkways and other public areas. Staff should occasionally walk or ride through the various areas to look for problems and offer assistance.
• Check off-limits and restricted areas for trespassers, who should be escorted back to the proper locations. If they refuse to cooperate, contact law enforcement for assistance. Be sure to document any incidents.
• Enforce a zero-tolerance anti-drug policy — including illegal use of tobacco and alcohol. Contact law enforcement for assistance immediately upon discovery of illegal activities and document any incidents.

Animal Control and Biosecurity

Animals are part of the farming experience, but safety should be a major consideration when deciding how animals are to be included in your agritourism operation. Animal control and biosecurity procedures may include the following:

• Dogs and other farm pets should not be permitted to roam freely. Some people are afraid of dogs, and many people are allergic to cats. Maybe your dog has never bitten anyone, but there is a first time for everything. Also, customers may not want your dog marking their vehicles as his territory.
• All livestock pens, stables, dairies, pastures and kennels should be secured and off-limits. This is necessary for the safety of people as well as the animals and also as a biosecurity measure to prevent introduction of diseases.
• Petting zoos, in addition to the federal licensing requirements, should have animals appropriate for the intended audiences. Supervision by adults with proper training and experience can minimize injuries to customers.
• Hand-washing facilities or hand sanitizers should be available, and all visitors should be instructed to wash their hands upon leaving the petting zoo area.
• Customers should not be permitted to bring personal pets to the operation.
• Customers from other farms or who have recently returned from other countries should be restricted to nonlivestock areas to prevent introduction of diseases.

Water Features

Natural water features – ponds, lakes, streams, rivers or swimming pools may be part of the landscape in agricultural enterprises. Because water poses a danger, care should be given by:

• Posting warning signs near the water features
• Fencing in or fencing off the water feature from customers
• Instructing children not to go near the water without an adult
• Providing rescue equipment nearby the water surface in case of an accident

Pest Control

West Nile Virus and other diseases can be spread to animals and humans by insects and other vectors (a vector is an organism that does not cause disease itself but which spreads infection by conveying pathogens from one host to another). Rabies can be spread by mammals, particularly skunks, raccoons, and bats. Flies, roaches, mice and other pests can also be vectors for diseases. Therefore, a pest control program must be in place. Consult regulations for the particular enterprise you will be operating to determine specific requirements. Pest control methods may include the following:

• Develop an Integrated Pest Management (IPM) plan. An IPM is a safer and usually less costly option for effective pest management. It employs commonsense strategies to reduce sources of food, water, and shelter for pests. IPM programs take advantage of all pest-management strategies, including judicious, careful use of pesticides when necessary.
• Always use pesticides in strict compliance with label instructions. Restricted-use pesticides should be applied only by licensed applicators.
• Keep records of all pesticide applications. Areas that have been treated with pesticides must be posted as required by the EPA Worker Protection Standard. Contact your county extension office for information on the EPA Worker Protection Standard requirements for worker training and compliance, or visit http://eppserver.ag.utk.edu/PSEP/Worker_Protection.htm .

Food Safety

All food and drinks must be stored, prepared, served and sold in strict compliance with health department regulations and guidelines. All food service establishments should pass the health department inspection, even concession stands that may not require a permit. Contact your parish health department regarding permits and requirements. Contact the LSU AgCenter for information on proper food handling and your parish health department for information on food service employee classes.

One often-ignored aspect of food safety is customer sanitation practices, particularly hand washing. Provide hand-washing facilities and/or waterless hand sanitizers and post signs encouraging proper sanitation. When hosting school groups and similar tours, direct employees or chaperones to require hand washing before serving snacks or meals.

Fire Prevention

A fire can have a devastating impact on any business, but particularly if it occurs in crowded areas. Therefore, you should develop a fire prevention and control strategy for your agritourism enterprise.

• Store flammable and combustible materials properly. That’s one of the first rules of fire prevention. This means minimizing the accumulation of combustible materials against and near buildings. Maintain fire-safe zones that are kept clean and green — free of combustible debris — and use low-flammability landscaping plants and materials.
• Enforce a strict no-smoking policy except in designated smoking areas located downwind of other customers. Smoking, besides its negative health impacts, contributes to many fires. Careless disposal of ashes or cigarette remnants can ignite hay, dead grass, crop stubble and other materials.
• Purchase and install Class A-B-C multipurpose fire extinguishers in all vehicles; on all tractors and major equipment; and in the office, cooking areas, barns, and fuel storage areas. These extinguishers are safe for almost all fires likely to be encountered on the farm. If you have sufficient pressure and flow, water hoses can be installed for controlling small fires in barns and outdoors.
• Finally, develop an emergency exit plan for all areas of the enterprise and train all staff on how to evacuate customers in the event of a fire or other emergency.

Operation of Machinery

Farm machinery is fascinating to children of all ages. Tractors and other machinery, however, are designed for one operator and no passengers, with few exceptions. Therefore, the operation of machinery should be kept to a minimum and incorporated into only very carefully planned activities that do not place staff and customers at risk. Some safety procedures for machinery operation include the following:

• Do not operate tractors or other machinery in public areas. There can be significant blind spots around farm machinery, and children, in particular, can be run over. Mowers and other machinery that can eject objects should never be operated near people.
• Do not permit passengers on tractors for any reason.
• Keep all guards and shields in place on all machinery or equipment, even tabletop exhibits. In cases where installing guards would be impractical or detract from the historical significance of the machine, such as with antique engines, rope off or barricade safety zones to prevent access and contact with the equipment.
• Equipment must never be left running unattended. Instruct staff to shut down any unattended equipment.
• Chock wheels on all parked equipment, even on level ground, and never rely solely on parking brakes. People examining or climbing on the equipment could release the brake, resulting in a runaway.
• Lower all implements to the ground and cover all blades and sharp protrusions.

Transportation of Employees and Customers

When transporting employees and customers, use vehicles designed for that purpose. When transporting people on public roads, use only licensed motor vehicles with manufacturer-provided seating for each passenger. Golf carts and other off-road utility vehicles are suitable choices for many off-road trips.

As suggested earlier, there may be times when it is desirable or necessary to transport personnel and customers for events such as hayrides. This should be done with great care. Properly used, tractors and wagons can be safe for off-road transportation. Proper use includes:

• Being sure the tractor is heavier than the loaded wagon in order to have adequate braking ability
• Using a locking coupler and safety chain
• Putting front, rear and side walls or rails on wagons to keep people from being jostled off
• Requiring every passenger to stay seated with no legs or arms dangling over the sides or ends of the wagon
• Requiring steps and/or sturdy rails for loading passengers onto trailers or wagons
• Stating the safety rules after everyone is seated
• Traveling at speeds safe for the operating
• Using an experienced operator who can start and stop smoothly

Recreational Activities

Providing recreational activities can increase customers’ enjoyment of their visits and allows them to spend more time or visit more often, perhaps increasing sales. As with other aspects of the enterprise, however, recreation is not without certain risks. Research the activities and learn the potential risks; then select appropriate activities and enforce safe behavior. Here are some examples:

• Horseback riding — Proper dress is long pants, shirt, shoes or boots with heels and approved equestrian riding helmet.
• Bicycling — Proper dress is close-fitting pants and shirt, closed-toe shoes and approved cycling helmet.
• Shooting — Use approved eye protection (ANSI Z87 rating) and hearing protection.
• Boating — Use U.S. Coast Guard approved Personal Flotation Device (PFD).
• Use only large-diameter natural fiber ropes for tug-of-war games because they will not stretch and cause recoil injuries if broken. The working load limit should be at least 100 pounds times the number of children on each side and 200 pounds times the number of adults on each side of the game. Never use nylon ropes for tug-of-war as they can stretch considerably and will recoil like a giant rubber band if they break, severing fingers and causing other injuries in the process.

Storage Areas

Storage areas are necessary for agritourism ventures, but they also can pose a danger if not properly secured by a lock. Storage areas can be used to store unused equipment that poses a danger to children. Having a storage area that can be locked will eliminate the need for roping or fencing off areas. When selecting storage items:

• Store equipment not in use.
• Store sharp equipment such as tools and power tools.
• Place chemicals that are used on the farm, such as fertilizers, pesticides, and fuels, in a storage facility.
• Store loose grains, bags of feed, etc. behind locked doors.

Attractive Nuisances

Some states have attractive nuisance laws that require property owners to safeguard customers, visitors and even trespassers from attractive nuisances. Their laws and court judgments concerning attractive nuisances address their risks to children, but similar concerns may exist for adults unfamiliar with farms and individuals with developmental disorders.

Louisiana is different concerning attractive nuisance laws. “The traditional common law categories defining the duty of care to persons on the premises according to their status as invitee, licensee, trespasser or child trespasser were abandoned in the Shelton and Cates cases in 1976 and 1977. The attractive nuisance doctrine as to child trespassers was also abandoned. The resulting rule is that a landowner owes a duty of care according to the degree of danger and the foreseeability on the premises of those who might be harmed.” (Crawford, William E., James J. Bailey Professor Law, Louisiana State University, Louisiana Civil Law Treatise, Volume 12, Tort Law, St. Paul, MN, West Group 2000 pages 362-363.)

The duty of care for a landowner in Louisiana would require that the landowner take responsibility for the unseen; things that are not observable by an individual. For example, if a landowner allowed someone to swim in a pond that had old pier pilings hidden under the water’s surface, and the swimmer became injured, the landowner could be guilty of negligence because he did not warn the swimmer about the dangerous condition of the pond. In the same way, an agritourism business is protected from liability except for “An act or omission that constitutes willful or wanton disregard for the safety of the participant and that act or omission caused injury, damage, or death to the participant” (5) (LA R.S. 9:2795.5); for example, a donkey that frequently kicks people being allowed to run loose among agritourism guests.

This immunity statute gives further protection to agritourism businesses provided they follow the rules and regulations set forth by the Louisiana Department of Agriculture and Forestry in La R.S. 9:2795.5 and complete a plan of operation and post warning signs.

Weather-related Emergencies and Natural Disasters

Perhaps no other business is as affected by weather as agricultural enterprises. Even the best plans can be wiped out by unfavorable growing conditions. Similarly, agritourism operations can be influenced by weather. Severe thunderstorms may be the most threatening situation. They pose multiple threats such as lightning, high winds and tornadoes, hail, heavy rains and flash flooding. They can also arrive quickly. Other elements such as heat, cold, sun and wind also can be hazardous.

Louisiana experiences almost every form of natural disaster. Some can be forecast several days in advance, such as tropical and ice storms. Your safety and emergency response plan should include procedures and preparations to protect customers and employees from weather or natural-disaster-related injury.

• You should have at least two ways to keep yourself and your employees informed of approaching storms. Most local radio and television stations routinely broadcast weather forecasts and many broadcast emergency information from the National Weather Service. Cable television channels, such as The Weather Channel, also can provide up-to-date radar images, forecasts, and warnings. The internet offers a variety of sources for weather information and warnings. The National Weather Service Web site provides local weather forecasts, current warnings, and radar images. You can also subscribe to notification services that deliver e-mail and text messages for local warnings and watches. Finally, consider purchasing a NOAA Weather Radio, especially one of the newer models with Specific Area Message Encoding (SAME) that can be programmed to deliver warnings for only your parish.
• Designate shelters for customers during storms. Shelters should be structurally sound and not in danger of collapse during severe thunderstorms and should provide protection from wind, blowing debris and lightning. Do not permit anyone to seek shelter near trees or other tall objects and keep them away from doorways, windows, electrical appliances and plumbing. Wired telephones should not be used during thunderstorms because of the risk of electrocution, but cordless and cellular phones are safe to use.
• Provide access to shaded or air-conditioned areas during hot weather and access to heated areas in cold weather.
• Provide adequate supplies of cool drinking water and paper cups at various locations around the farm. Water coolers must be sanitized daily.
• Train staff to recognize symptoms of hypothermia and heat stress. Your staff also should be familiar with at least basic first-aid measures.

Responding to Injuries and Medical Emergencies

Because a quick response is critical in medical emergencies, someone trained in basic first aid and CPR should be on the premises whenever the business is open. In fact, the Occupational Safety and Health Administration (OSHA) standard for general industry, 29 CFR 1910.151, requires that employers provide personnel trained to administer first aid and that first aid supplies be made available unless there is a hospital, clinic or infirmary in “close proximity” for treating all injuries.

The purpose of this standard is to provide first aid until emergency medical services can respond. OSHA does not define “close proximity.” Past interpretations from OSHA, however, suggest that a response time of three to four minutes is needed in incidents involving suffocation, severe bleeding and other life-threatening or permanently disabling injuries.

Other injuries or conditions may permit longer response times, but prompt treatment is still needed. Medical personnel often refer to the first hour immediately after a serious injury, when caring for the victim is critical to survival, as the golden hour. For many conditions, the prospects of survival and full recovery decrease drastically if medical care is delayed beyond the first hour.

• Several employees should complete the American Red Cross courses for Community First Aid and Safety, Adult CPR and Infant and Child CPR. These employees should keep their certification cards in their possession. There should be enough trained employees to provide emergency first-aid in all areas of the agritourism business. Each should have a functional cell phone or two-way radio available for emergency communications.
• Inform customers of the location of the first-aid station with an appropriate sign. There should be at least one first-aid kit that can be readily accessed by any staff member. Inspect the kit often, replacing any missing or out-of-date supplies. Additional first-aid kits might be placed at locations that are more than a few minutes’ walk from the first aid-station.

Warning Signs

According to La R.S. 9:2795.5, “Every agritourism professional shall post and maintain signs that contain the warning notice:

Under Louisiana law, R.S. 9:2795.5, there is no liability for an injury to or death of a participant in an agritourism activity conducted at this agritourism location if such injury or death results from the inherent risks of the agritourism activity.

Inherent risks of agritourism activities include, among others, risks of injury inherent to land, equipment, and animals, as well as the potential for you to act in a negligent manner that may contribute to your injury or death. You are assuming the risk of participating in this agritourism activity.

It shall be placed in a visible location at the entrance to the agritourism location and at the site of the agritourism activity. The warning notice shall consist of a sign in black letters, with each letter to be a minimum of 1 inch in height. Every written contract entered into by an agritourism professional for the providing of professional services, instruction or the rental of equipment to a participant, whether or not the contract involves agritourism activities on or off the location or at the site of the agritourism activity, shall contain in clearly readable print the warning notice above.”

Liability Insurance

It is suggested that agritourism professionals purchase liability insurance. Insurance provides coverage to protect your investment and the safety of others. La R.S. 9:2795.5 does not exist to replace insurance but provides a limitation of liability for certain agritourism activities.

To learn more about your needs:

• Consult with your present insurance agent for price quotes.
• Ask the agent to walk through your venture and point out ways you can reduce your risk.

La R.S. 9:2795.5

Failure to comply fully with the requirements of La R.S. 9:2795.5 shall prevent an agritourism professional from invoking the limitation of liability provided by the law. A plan of operation must be approved by the LSU AgCenter to show compliance with LA R.S. 9:2795.5.

Although the primary goal of a business is usually to earn a profit, failing to maintain a safe environment for your family, employees and customers can contribute to injuries, illnesses and property damage. This can result in significant financial losses from direct expenses, fines, legal fees and lost income due to disruptions in the business and negative publicity. In other words, safety matters.

For assistance from the LSU AgCenter contact, Bruce Garner, by calling (318) 428-3571 or e-mailing [email protected]

This brochure is intended to provide useful information, but it does not constitute legal counsel. Information provided is understood to be correct and current with regulations in force and information available at the time of publication. Regulations, however, are subject to interpretation and are often amended, repealed or added. All agritourism ventures are unique, and the authors recognize that no one document can address all the needs of any agritourism professional.

Have a question or comment about the information on this page?

Email maria bampasidou, innovate . educate . improve lives.

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Agritourism

Overview Types of Agritourism Businesses Management Marketing Risk Management Resources and Links  

According to the U.S. Travel Association, travel and tourism is a $1,127 billion industry in the United States that has directly generated more than 9 million jobs. An increasingly popular and growing opportunity for agricultural producers is agritourism.

The U.S. Census of Agriculture shows an increasing trend in agritourism and related recreational services as well as direct sales of agricultural products. The Census of Agriculture first used the term “agri-tourism” in 2007 with a question about “agri-tourism and recreational services such as farm or winery tours, hay rides, hunting, fishing, etc.” Using this limited definition, agritourism income grew by 67% over 10 years (between 2007 and 2017) and more than doubled when including direct sales of agricultural products, which is viewed as an important part of agritourism by many definitions. According to the 2017 Census of Agriculture, 28,575 farms offered agritourism and recreational services resulting in $949 million in sales. In addition, direct-to-consumer sales brought in $2.8 billion in sales for 130,056 farms. The next Census of Agriculture will be performed in 2022.

Types of Agritourism Businesses

An agritourism business can be defined as any person, farm, or corporation actively engaged in the operation, management, or promotion of an agriculturally-related tourism business open to the public. Examples of agritourism activities include but are not limited to: 

• U-pick farms give customers a hands-on farm experience by inviting them to come pick products from the field to purchase and take home. Common types of products offered at u-pick farms include fruits, vegetables, pumpkins, flowers, and Christmas trees.
• On-farm markets give customers the opportunity to come purchase produce and/or products on the farm property. Common types of farm markets include farm stands (outdoor booth on the farm) and farm stores (enclosed store on the farm).
• Farms that grow and sell pumpkins. On-farm pumpkin patches often sell their pumpkins as a u-pick and/or through an on-farm market. 
• A maze cut out in a cornfield that customers can navigate through.
• Farms and businesses engaged in growing grapes for wine and/or wine making. Many wineries provide on-farm entertainment including, but not limited to, wine-tastings, wine-trails, music, and on-farm dinners.
• A flower farm that invites visitors to come see or experience the flower crop in the field . Floriculture farms may host events and workshops, provide a flower u-pick and offer photography opportunities.
• A working farm that invites visitors on their property to see or experience the farm . Examples of demonstration farms include but are not limited to dairies, conservation farms, and cattle ranches.
• A farm that invites customers to pick or buy Christmas trees on their farm.
• Farm stays invite visitors to stay on a farm property.
• A farm that engages with visitors by giving them a tour of their farm.
• An educational opportunity for kids to come experience a farm and engage in agriculture practices.
• On-farm dining experience, often including a specialty chef, farm fresh food, and entertainment.
• Opportunities for visitors to come interact with horses on the farm. Types of equine agritourism can include trail riding, horseback riding lessons, dude ranches, horse camps, boarding facilities, and equine therapy farms.
• Landowners opening up their pond to visitors for fishing.
• Landowners inviting visitors on their land to hunt usually for a fee.

Best Management Practices for an agritourism business include:

• Providing an authentic farm or ranch experience
• Providing an educational experience
• Providing excellent customer service
• Providing adequate public facilities
• Maintaining a safe and accessible environment
• Creating good community relations
• Planning for your financial future

When starting an agritourism business or assessing your existing operation, consult the available resources and consider the following best management practices:

• Authentic Farm or Ranch Experience  - Agritourism provides visitors with an educational experience aside from one that is solely commercial. It is important to keep in mind that your farm/ranch is often the “face of farming and ranching” in your community, region, or state. A product you offer to visitors may be the experience of farm or ranch living. It is also important to understand what aspects of agriculture your local associations (agricultural, tourism, and marketing) emphasize in your region so that you can develop your own niche in coordination with other farms and attractions nearby.
• Educational Experience  - Farms and ranches can offer an agriculturally-oriented educational experience suitable for different ages. Food and fiber production, land stewardship, and history of agriculture are common topics that visitors enjoy learning about.  Another way to diversify your operation and educate guests may be on-property recreational activities (e.g., fishing, hunting, trail riding, cross-country skiing, or hiking).
• Customer Service  - This should be an integral part of your business planning. Training your staff to interact with customers in an appropriate way will ensure a safe and high quality experience for customers. It also ensures these customers will return and tell other potential customers about your business.
• Adequate Public Facilities  - Your farm/ranch needs to have sufficient capacity (staff and infrastructure) to provide basic services such as parking, transportation, signage, customer assistance, education, and roads. In order to maintain a safe and customer friendly business, provision of services and facilities like restrooms becomes necessary.
• Safe and Accessible Environment  - You should ensure that your property and facilities are maintained and in compliance with zoning, health, food safety, and environmental regulations. It is useful as well to create a risk management plan for your farm/ranch. In addition, depending on your type of business, consider compliance with the Americans with Disabilities Act, which mandates equal customer access to certain facilities (entrances, exits, and bathrooms).
• Community Relations  - To create good community relations, it is important to regularly provide opportunities for organized groups and individuals in your community to visit your property (e.g., schools and business associations).
• Planning for your Financial Future  - Regularly review your business plan and appropriately add value (price) to all farm/ranch services, products, and experiences in order to provide for the long-term sustainability of your business.

What is your farm story? How you market and promote your farm is an essential part of managing your business. Telling your story, having a clear mission and creating a culture for customers to engage in will help develop an environment where customers feel welcome. It is important that you understand and are passionate about the agritourism business you are promoting.

Start by developing a marketing plan. Who is your target audience? What experience and education do you want to share with them? How are you going to communicate with them? Thinking about your target audience will help you narrow down your best marketing channels. Having an online presence through websites, blogs, social media, e-newsletters, and Google is a great way to reach a broad audience. It is important to keep your business information updated on a regular basis. Other forms of marketing may include print-ads, mailers, cooperative marketing, tourism organizations, and agritourism/farm associations.

A powerful business marketing tool is reviews from satisfied customers. Whether it is by word-of-mouth, social media, or Google reviews, satisfied customers will be an asset to your business. New customers grow your business; satisfied repeat customers sustain and market your business to another wave of customers. 

Many producers who are involved in agritourism note there is synergism in having non-competing agritourism enterprises in the area to increase traffic to the area and provide more tourism attractions for customers. A list of resources and organizations supporting agritourism can be found  here .

Risk Management

Farmers and ranchers are legally responsible (liable) for the well-being of their customers and employees.  Considering safety and minimizing risk are important parts of business planning. To protect your agritourism business, it is important to create a risk management plan.   Some of the main areas of risk and negligence include site safety risk, product risk, employee related risk, and financial risk.  To ensure the well-being of your business, it is recommended that you avoid certain activities, use liability waivers, purchase insurance, practice good management techniques, train employees, and pay attention to the legal structure of your business.

Checklist for Managing Risk

• Key consultants to determine your needs are lawyers, insurance agents, financial managers, and accountants.
• Before you start implementing any business plans it is critical that you review local, state and federal laws and regulations; such as zoning, signage, employee tax withholding, food-related inspections, licenses or fees, and the risk management planning associated with animal exhibits and animal-human health concerns. Contact your county planning department to learn about your property’s zoning requirements and to figure out what permits you may need.
• Site Safety: Consider physical site hazards including visitor activities and attractive nuisances such as farm equipment likely to attract children.
• Product: Consider what you are selling or producing and any health or safety regulations or considerations
• Employee related: Know your employees and know what will be required on-site to safeguard their health and safety
• Financial: Consider current record-keeping, billing processes, assets and debts
• Post rules for customers and conduct regular inspections
• Post and implement employee rules and regulations
• Using proper signage can help reduce liability, but it does not remove liability.
• Establish a labeling protocol for products
• Establish a protocol based on state regulations for handling products
• Business liability
• Product liability
• Workers’ compensation
• It is important to have a good insurance policy and a good working relationship with your insurance agent.
• Consider using preventative measures like waivers or product warnings if warranted.

Understand your state’s laws relating to your property and business. Work with a trusted lawyer to see that your farm is set up for success. 

Risk Management Education for Farmers with On-Farm Visitors, Iowa State University Extension & Outreach

This online curriculum offers information and tools to enhance the safety and health of an on-farm operation that allows visitors on their property. Participation in this program will lead to new skills and techniques to implement practical management solutions on your farm. 

Risk Management Education for Farmers with On-Farm Visitors Course Link  

Agritourism Safety and Health Best Practices Checklists, Iowa State University Extension and Outreach

Risk Management Planning

Risk Management Planning for Agritourism , University of Vermont Extension

“Don’t Break A Leg… Managing Risks on Your Small Farm,”  “Managing Marketing Risks” and other Risk Management Articles. The Small Farms Program-Cornell University

Farm Commons  

Health and Safety Guidelines National Institute for Occupational Safety & Health , Centers for Disease Control & Prevention (NIOSH)  Toll-Free: 800-CDC-INFO (800-232-4636) TTY: (888) 232-6348

National Safety Council  - Farm safety & workplace fact sheets (scroll down for Agricultural Safety) Toll-Free: 800-621-7615   NIOSH Agricultural Research Centers

The National Children's Center for Rural and Agricultural Health and Safety  

Insurance Information North American Farmer’s Direct Marketing Association  - Member’s liability insurance list, 62 White Loaf Road, Southhampton, MA 01073, 413-529-0386

National Center for Agricultural Law, Research, & Information , University of Arkansas, School of Law, 479-575-7646

Resources/Other Links

2019 Best Practices in Agritourism  (PDF)

How to Develop a Farm Stand  (PDF)

How to Develop a Farm Stay  (PDF)

How to Develop a Farm Tour  (PDF)

How to Develop a Pick-Your-Own Business  (PDF)

How to Host a Farm Dinner  (PDF)

How to Host a Summer Camp  (PDF)

How to Host Weddings  (PDF)

U.S. Travel Association , 2019. U.S. Travel and Tourism Overview

U.S. Census of Agriculture , USDA (2012, 2017). Table 6&7. Income From Farm-Related Sources

How Oregon State University Programming Supports the Development of Agritourism Activities (Including Farm-Direct Sales) in Oregon ,  2019

On-farm Agritourism Activities in Marion County, Oregon from 2017-2018 ,  2019

Vermont Agritourism Collaborative , University of Vermont Extension  

Additional Resources

National Resources USDA Risk Management Education Agency  - Develops educational materials for 50 states. National Ag Risk Library , University of Minnesota, St. Paul, MN, Toll-free 800-234-1111 Regional Risk Management Education Centers Northeast Center for Risk Management Education , University of Delaware, 302-831-2538

North Central Risk Mgmt Education Ctr , University of Nebraska, 402-472-2235

Southern Region Risk Mgmt Education Ctr , University of Arkansas, 501-671-2175

Western Center for Risk Management Education , Washington State Univ., 509-335-6360  

Accessibility Information and Technical Assistance on the Americans with Disabilities Act 800-514-0301 (voice) 800-514-0383 (TTY) State Resources Your State’s: Department or Agency of Agriculture, State Agritourism Organization, Department of Marketing or Tourism, University Cooperative Extension Service, and directories from the  National Association of Resource Conservation and Development Councils , and  Natural Resources Conservation Service .

Agritourism Value Added Producer Grant Profiles and Recipients 

African Alliance of Rhode Island (PDF)

Avena Botanicals (PDF)

Big Picture Farm (PDF)

Boothby's Orchard & Farm Winery (PDF)

Fuzzy Udder Creamery(PDF)

Gothberg Farms (PDF)

TMK Creamery (PDF)

When Pigs Fly Farm (PDF)

The U.S. Department of Agriculture (USDA) prohibits discrimination in all its programs and activities on the basis of race, color, national origin, gender, religion, age, disability, political beliefs, sexual orientation, and marital or family status. (Not all prohibited bases apply to all programs.) Many materials can be made available in alternative formats for ADA clients. To file a complaint of discrimination, write USDA, Office of Civil Rights, Room 326-W, Whitten Building, 14th and Independence Avenue, SW, Washington, DC 20250-9410 or call 202-720-5964.

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• Human Nutrition and Food Safety
• Local Foods and Communities

AgriTourism

Agritourism is a form of commercial enterprise that links agricultural production and/or processing with tourism to attract visitors onto a farm, ranch, or other agricultural business for the purposes of entertaining or educating the visitors while generating income for the farm, ranch, or business owner.[National Agricultural Law Center.  Agritourism - An Overview [nationalaglawcenter.org] .]

Selected Resources

Agritainment [psu.edu].

Opportunities and considerations for starting an entertainment venture on your farm.

Agritourism [agmrc.org]

Identifies agritourism businesses; discusses management, marketing and risk management issues; and provides related resources and links.

See also: Best Management Practices in Agritourism [agmrc.org] .

Come and Get It! What You Need to Know to Serve Food on Your Farm [misa.umn.edu]

A toolkit and roadmap to help farmers start an on-farm food service venture.

Growing Your Brand [msstate.edu]

Training modules, tools and guides to help you understand your market and create a marketing plan.

A Guide to Successful Agritourism Enterprises [uvm.edu] [pdf, 15 MB]

A comprehensive guide for starting an agritourism program, including information on assessing resources, creating a business plan, goal setting, record keeping and finances, as well as safety and risk management and marketing.

Vermont Agritourism Collaborative [uvm.edu]

An extensive collection of material pertinent to all aspects of agritourism including guides and factsheets, videos, tools, information contacts, funding resources, and more.

Key Tools and Products

Extension training for agritourism development.

The program teaches how to minimize farm safety risks, manage liability, mitigate financial risk, and improve marketing strategies.  It features workshops, webinars, web-based resources, videos and factsheets.

Agritourism - An Overview

The National Agricultural Law Center defines agritourism and provides background, examples, and related legal issues.  

Alternative Crops and Enterprises for Small Farm Diversification

Information about how to grow diverse crops, raise multiple animal species, or employ other techniques to minimize the risk of any farming endeavor.

Page Content Curated By

Agritourism Market

Agritourism market size, share & trends analysis report by activity (on-farm sales, outdoor recreation, agritainment, educational tourism, accommodations, entertainment, others), by sales channel (travel agents , direct) and by region(north america, europe, apac, middle east and africa, latam) forecasts, 2022-2030.

Market Dynamics

Regional analysis, report scope, segmental analysis.

• Recent Development

Top Key Players

• Report Overview
• Table of Content
• Segmentation

Download Free Sample

Market overview.

The global agritourism market size was worth USD 45,395 million in 2021. It is estimated to reach an expected value of USD 141 billion by 2030, growing at a CAGR of 13.4% during the forecast period (2022–2030).

 Agritourism is generally defined as visiting a working agricultural setting for leisure, recreation, or educational purposes. These usually include farm-based recreational activities. Agritourism is a part of tourism activities. It consents visitors to advance the knowledge of agriculture and escalate the exclusive rural lands and can be seldom liked as rural or farm tourism. Agritourism is generally indorsed in terms of a policy for protecting agricultural capitals and providing economic and social benefits.

Drivers: Growing Travel and Tourism Industry

Agritourism is a subset of rural tourism, and rural tourism is a considerable part of travel and tourism. The growth of the travel and tourism industry is likely to favor the development of the agritourism market during the forecast period. For instance, according to the World Tourism Organization, 1,440 million international tourist arrivals were recorded in 2018, increasing to 1,500 million international tourist arrivals. The growing popularity of agritourism activities, including farm stays, agritainment, and outdoor recreation, increasingly attracts tourists to agritourism centers.

Drivers: Adoption of Agri-Allied Businesses by Farmers

Farmers have been strongly urged to adopt agro-allied businesses to supplement their income. Agri-allied businesses are business activities that can be carried out along with farming without investing more money. It includes agritourism, animal husbandry, dairying, and fishing. Farmers are recommended by Agriculture organizations and farmer's welfare organizations, and governments to have an agro-allied business along with farming, owing to benefits associated such as these businesses increase farm revenue instead of depending on one source, for example, a farmer keeping fish and growing maize is better than a farmer who grows maize only. The government provides financial assistance and technical guidance to farmers to improve their condition of the farmers. Many farmers commit suicide for not getting reasonable prices for their farm produces. 

Restraint: Improper Commercialization of Agritourism

Most agritourism is not yet commercialized due to a lack of proper technical and financial guidance and assistance. Agritourism needs to have advertisement and marketing strategies to commercialize its status at the global level. With the current status of agritourism, most agritourism is facing electricity and accommodation challenges, which is expected to hamper the growth of the agritourism market during the forecast period.

Future Growth Opportunities Global Agritourism Market

Rise in health consciousness to support adoption of agritourism.

The pollution-free environment, fresh foods, recreational activities, and other health benefits related to agritourism encourage people to opt for inbound and outbound agritourism actively. The on-farm farmer's markets, U-Pick operations, pumpkin picking patches, and various other operations associated with agritourism allow tourists to choose fresh fruits directly from farms, which attracts many people toward agritourism.

Is North America Likely to Dominate the Global Agritourism Market?

By region, the global agritourism market share is segmented across North America, Europe, Asia-Pacific, and LAMEA.

North America holds the most commanding position in the market. It is estimated to reach an expected value of USD 29,080 billion by 2030 at a CAGR of 11.3%. The broad penetration of agritourism services in the US, Canada, and Mexico act as a catalyst in creating dominance. The growing consumer demand for economical, nature-based, and sustainable tourism among tourists drives the agritourism market. Agritourism is an untapped market and is gaining significant popularity. Therefore, many tourism services providing companies are increasingly entering the agritourism segment, which further bolsters the growth of the agritourism market during the forecast period.

The development of new innovative agritourism activities, commercialization of agritourism, and luxury farm stay accommodations are likely to attract tourists to agritourism centers. Growing tourist arrivals in North America further adds to the growth of the market in the region. For instance, according to a report published by the World Tourism Organization, North America gained a 16% share in 2019 for international tourism arrivals, which accounts for 216 million tourist arrivals.

Asia-Pacific is the fastest-growing region in the market. It is estimated to reach an expected value of USD 22,240 billion by 2030 at a CAGR of 16.9%. Asia-Pacific is an emerging and fast-growing market for agritourism. Countries are selected based on the production countries in this region, including China, India, Japan, Australia, Pakistan, Indonesia, Thailand, and the Rest of Asia-Pacific. Asia-Pacific has gained a considerable share in the global market for agritourism and is expected to sustain its claim during the forecast period. This is attributed to the government's growing financial and technical support for agritourism and increased demand for local food.

Furthermore, educational agritourism is an emerging segment of agritourism in which people are taking agritourism and rural tourism as the subject for study and R&D purposes. Many agritourism suppliers, along with the support of government officials, are promoting agriculture in the academic curriculums of schools and universities.

Europe stands second in the global agritourism market. It is estimated to reach an expected value of USD 27,090 billion by 2030 at a CAGR of 12.5%. Some of the major European countries are Germany, the UK, France, Russia, Italy, Spain, Finland, and the rest of Europe. The demand for agritourism is increasing significantly, owing to the rise in awareness of agritourism's mental and physical health benefits among consumers.

The Europe market for agritourism is experiencing impressive growth due to its establishment as a viable alternative to sustainable development and its ability to uncover new market opportunities for farm products and services. The surging demand of tourists for unspoiled destinations and personalized services in a natural environment also catalyzes the need for the agritourism European region. Italy has long been regarded as the world leader in agritourism. Three main criteria for its success were of particular interest to the Fellow –broad and innovative product range, sophisticated marketing systems, and, most importantly, extensive government support.

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The global agritourism market share has been segmented across activity, sales channels, and regions.

By activity, the global market is categorized into on-farm sales, outdoor recreation, agritainment, educational tourism, accommodations, and others.

The on-farm sales hold the most dominant position in the market. It is estimated to reach an expected value of USD 49,790 billion by 2030 at a CAGR of 12.7%. On-farm sales have been gaining a significant share in the global market for agritourism and are expected to sustain their share during the forecast period. This is attributed to the growing commercialization of the agritourism centers and the rise in demand for local food and handmade products. For commercialization of the agritourism centers, farm owners invite traditional craftspeople, traditional dresses and costume designers, and local specialty products. For instance, Rajasthan, India, is specialized and famous for Rajasthan Jodhpuri dresses.

A rise in demand for local food items and other non-food items and curiosity to know about the customs and traditions of the villages are likely to increase the growth of the agritourism market through the on-farm sales segment. Furthermore, pick your operations are gaining considerable popularity in agritourism. Farm visitors can go to the farm and select your farm products, which is fascinating to tourists.

The outdoor recreation segment holds the second-largest position in the market. It is estimated to reach an expected value of USD 17,825 billion by 2030 at a CAGR of 13.9%. Various outdoor recreation activities include hunting, fishing, horseback riding, hiking, camping, canoeing, kayaking and rafting, cross-country skiing, and picnicking and abseiling. Outdoor recreation or outdoor activity implies recreation engaged out of doors, most commonly in the natural environment. It includes nature-based tourism, camps, outdoor education, adventure therapy, and a full range of outdoor recreational activities such as cycling, fishing, bushwalking, canoeing, surfing, climbing, etc.

Outdoor recreation is gaining significant traction among tourists, owing to benefits such as prevention or reduction of stress, improved self-esteem, spiritual growth, and an increased sense of exhilaration. It improves mental health and physical health, including an enhanced immune system and the prevention of heart-related problems. Owing to these factors, its market is growing at the highest growth rate. For instance, according to the Bureau of Economic Analysis, the new US data show that the outdoor recreation economy accounted for 2.1% (USD 459.8 billion) of current-dollar gross domestic product (GDP) for the nation in 2019.

Accommodations are the fastest-growing segment in the market and are estimated to reach an expected value of USD 5,965 billion by 2030 at a CAGR of 18%. A farm stay (or farm stay) is the accommodation on a working farm. Some farm stays may be interactive. Some are family-focused, offering children opportunities to feed animals, collect eggs, and learn how a farm functions. Others do not allow children and instead provide a peaceful retreat for adults. Guests usually pay rates similar to area bed and breakfasts or vacation rentals for the accommodations, although pricing varies considerably.

Growth in disposable income, the standard of living, increase in demand for local food, and experiential rural lifestyle are significant drivers for developing accommodations on-farm or farm stays. Farm stays segment in agritourism has been growing at the highest growth rate and is expected to continue its growth rate during the forecast period. An increase in commercialization of agritourism and improvement in the accommodation facilities on-farm are further attracting visitors, which is expected to contribute to the market's growth. Due to the commercialization and marketing of agritourism, people can find nearby agritourism centers and book their family, couple, or individual farm stays.

Other activities in agritourism include hospitality services, events, trade, and exhibitions. For instance, events such as art shows, historical or culturally themed festivals (e.g., cowboy poets), and living history events. Growth in demand for innovative services is likely to attract tourists to agritourism. It is expected to increase the service value of agritourism, which can be further used for advertisement and marketing purposes.

Hospitality services in agritourism are becoming very famous as farm owners or agritourism owners offer commercialized hospitality services to their clients along with required facilities needed for the client's function or ceremony—hospitality services such as weddings, functions, restaurants, and social events. Growth in the popularity of agritourism and improvement in the assistance given by agritourism centers is likely to increase the development of the agritourism market through other agritourism activity segments.

Depending on the sales channel, the global market for agritourism is segregated into travel agents and direct.

The travel agents segment was the highest contributor to the market. It is estimated to reach an expected value of USD 30,070 billion by 2030 at a CAGR of 13.1%. Travel agents offer various attractive discounts, special rates, insider information, and special offers that help them provide the highest levels of expert advice for their customers. The travel agents segment has gained the highest share in the agritourism market and is expected to sustain its claim during the forecast period.

Since this market is a niche and emerging concept, very few people are aware of the concept of agritourism. In such a scenario, travel agents play a dual role, including advertiser and seller of agritourism packages. Most tourists use travel agents or agencies to book their holiday vacation trips due to benefits such as time and money-saving, perks, travel assistance, and travel recommendations. For instance, travel agents who book a high volume of trips often have access to perks that customers might not be able to get on their own. Travel agents often add perks to customer vacation plans, whether a room upgrade, a fee waiver, or even reservations at a hot resort or on a popular tour.

The direct sales channel is estimated to reach an expected value of USD 31,620 billion by 2030 at a CAGR of 14%. Agritourism's direct sales channel is expected to grow at the highest CAGR, owing to the increasing use of the internet for online booking and searching for information. The availability of data on the internet regarding agritourism and facilities to book holiday vacation trips with a single click is likely to increase the market for agritourism through the direct sales channel segment. People find as much information about agritourism and other tourism spots on the internet and through phone calls as they do not need a travel agent's guidance.

Market Size By Activity

Recent developments.

• March 2022 - As a team initiative, “Blackberry Gives” encourages employees across the Blackberry family of brands to give back to the community through team participation in service hours, need collection, and volunteering. Blackberry team members collected more than 770 pounds of food to give to Second Harvest Food Bank. Blackberry matched the team’s effort, bringing 1,600 pounds of food, resulting in more than 1,400 meals for East Tennessee families in need.
• January 2022 - The Blackberry Farm Foundation announced its 2022 grant recipients, donating more than USD 170,000 to charities in Blount County.

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Farming and agriculture are complicated businesses. To be successful, you need more than a green thumb and the willingness to get your hands dirty. You need to know how to operate your agricultural enterprise efficiently and not just forecast your crop rotations, but your cash position and revenue. To do that, you need a business plan.

How can a business plan help your farm or agriculture business?

A good business plan will help your farm or food production business grow. It can improve your chances of receiving government grants or loans, help you manage your business through hard times, and identify additional forms of revenue like tourism or consulting. Most lenders or investors require a business plan before they even consider funding a project. When you add in the numerous elements of running an agricultural business, and the factors like weather and government regulations that are often beyond your control, a business plan becomes an essential tool for effective management, strategic planning and communication across all the key stakeholders in your business.

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ACU grads sprout u-pick strawberry farm in Clyde

CLYDE, Texas — Owners of a growing strawberry farm are sharing their passion for agriculture with their new pick-your-own agritourism venture.

Fort Worth couple Ryan and Georgi Pleasant opened the fields of Pleasant Harvest Strawberry Farm , 6549 County Road 112 West, in April.

The couple met their freshman year at Abilene Christian University where they bonded over their humble upbringings in faith and agriculture.

Ryan, born and raised in Albany, grew up actively working in farming and ranching with his family. After receiving a degree in animal science, he knew he wanted to continue working within the industry.

The idea for a u-pick farm sprouted after seeing the success of similar farms near metropolitan areas, Ryan said.

Georgi jumped on board with Ryan's plan, and they started looking for property near Abilene.

"We have been wanting to move back to the area, especially since Ryan is from here," Georgi said. "We were blessed to find exactly what we wanted a couple miles outside of Abilene."

The couple purchased the 15-acre plot over two years ago and got to work getting the strawberries ready for spring harvest back in fall 2023.

"The thing we learned about planting strawberries is that it has to be done by hand," Ryan said.

They utilized equipment which prepared holes in the ground to speed up the hand planting of three varieties of strawberries and over 40,000 strawberry plants.

Ryan said their mission with establishing the strawberry farm was not only to continue their family's involvement with farming, but they wanted to provide a source for local and fresh fruit while also supporting organizations they were passionate about.

The Pleasants partnered with Mission Lazarus, a nonprofit Christian organization dedicated to helping people in third-world countries, by creating jobs for basket weavers and leather workers.

Visitors have the option of purchasing a red plastic bucket or a Mission Lazarus wicker basket to pick strawberries in the field.

In the farm store, Georgi and Ryan offer jam, made by Vam's Jams, which are made out of their harvested strawberries. They also offer cute T-shirts, caps and sweaters with the Pleasant Harvest brand designs and strawberry plants to take home and grow.

Although the end of the strawberry harvest season is coming soon, Pleasant Harvest Strawberry Farm has much to offer for families, couples and friends.

The farm is open only on weekends, so check the hours on the farm's Facebook page or website .

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Federal Govt To Set Up Committee To Promote Agritourism Sector

The federal government yesterday hinted at a plan to establish a national committee to drive and promote Nigeria’s agritourism while tapping into the growing global interest in the sector. 

The goal is to develop a framework and standard operating guidelines for agritourism to strengthen the agribusiness sector. 

Minister of state for Agriculture and Food Security, Sabi Abdullahi gave the hint in Abuja when he declared open the inaugural World Agritourism Day celebration in Nigeria. 

The minister lauded the World Agritourism Organisation (WAO) led by its President, Trust Henry Ogboi, for their pivotal role in developing agritourism and making the day’s celebration possible. 

He highlighted agritourism’s potential to provide financial, educational, and social benefits, with opportunities to connect visitors with the agricultural landscape through farm tours, festivals and educational programmes.

The minister also emphasised the ministry’s commitment to collaborating with various stakeholders, including other federal ministries and the private sector to create a sustainable system that will ensure standards and regulations are upheld.

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In his remarks, WAO president, Trust Henry Ogboi highlighted the importance of agritourism as an industry capable of generating substantial foreign exchange and contributing to Nigeria’s economy beyond its borders.

He expressed optimism that his aspirations for WAO remains to evolve it into the United Nations World Agritourism Organisation (UNWAO).  

The event also featured the launch of the Nigerian Agritourism Village initiative, a collaborative effort with the Federal Ministry of Agriculture and Food Security aimed at establishing agritourism sites across all 36 states and the FCT in a move to attract investments.

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Scottish Agritourism Month Business Breakfast

Scottish Agritourism Business Breakfast to signify Scottish Agritourism Month. Kindly sponsored by Burness Paul.

Date and time

Loch Leven's Larder

Refund Policy

About this event.

Bringing together a range of people who have an interest in seeing agritourism in Scotland thrive, this business breakfast celebrates Scottish Agritourism Month.

Professionals , business owners and managers from the sector supply chain, will join agritourism business owners and managers, industry leaders and elected representatives for a networking event over breakfast at one of Scotland's best known Agritourism businesses, Loch Leven's Larder.

We are grateful to Burness Paull for kindly sponsoring this event.

Newly returned from the World Agritourism Conference in Bolzano, Italy, Caroline Millar will provide an snapshot update of key agritourism trends and reserach from other countries.

Laura Paterson will share a flavour of the content created and shared by agritourism businesses across Scotland during Scottish Agritourism Month.

Riddell Graham, Chairman of Scottish Agritourism will welcome guests and provide an update on the organisation and plans for the rest of 2024.

Organised by