The global agritourism market was valued at USD 69.24 billion in 2019 and is anticipated to reach USD 197.37 billion by 2032, reflecting a CAGR of 8.88% throughout the forecast period. Europe held the largest market share of 47.07% in 2019.

The growing inclination of farmers worldwide towards entrepreneurship is significantly impacting the agritourism sector. Additionally, the market is witnessing rapid growth due to government initiatives across various economies aimed at enhancing revenue from both agriculture and tourism industries. Rising consumer preference for affordable, nature-focused, and sustainable travel experiences is also driving market expansion. Furthermore, increased efforts by governments, private entities, and associations to establish robust agritourism projects and programs are expected to propel market growth further.

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Key Questions Addressed in This Report:

  • What are the main drivers and challenges influencing market growth?
  • What opportunities and barriers exist within this market?
  • Which market segment is anticipated to dominate in the future?
  • Which region is likely to emerge as the leader in the near term?
  • What strategies are businesses adopting to advance agro-tourism?

Market Drivers & Restraints

Farmers Converting Properties into Agritourism Sites to Fuel Market Expansion

Tourism and recreational activities are playing a significant role in boosting revenue for agricultural farms globally. Consequently, a growing number of farm owners are transforming their properties into agritourism destinations. This trend is a major factor driving market growth. For instance, data from the U.S. Census of Agriculture reveals that agritourism revenues from farms increased threefold between 2002 and 2017. This rise in investment is primarily attributed to farmers exploring alternative income sources to offset financial losses caused by declining crop productivity.

Impact of COVID-19 on the Global Market

The COVID-19 pandemic has severely affected the tourism sector:

  • Lockdowns and travel restrictions have significantly hindered agritourism activities worldwide.
  • The market continues to face unpredictability due to the ongoing uncertainties surrounding the pandemic.
  • Nonetheless, as conditions stabilize, the industry is expected to recover, paving the way for renewed growth.

Market Segmentation

Direct-market Agritourism Segment to Gain from Increasing Farm Product Sales

By type, the direct-market agritourism segment held a 36.06% market share. This growth is supported by rising government investments aimed at strengthening the agricultural economy. Efforts to enhance farm product sales are attracting tourists interested in rural lifestyles and authentic farm goods. Over time, farm owners have diversified their offerings to include fresh produce and other farm-grown products, further driving the segment’s expansion.

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Regional Insights

Europe to Dominate the Market Driven by Innovative Promotional Strategies

Europe generated USD 32.59 billion in revenue in 2019 and is projected to maintain its leading position in the coming years. This dominance is fueled by:

  • Increasing interest from both international and domestic tourists in educational and recreational agritourism.
  • Strong government backing for agritourism initiatives.
  • Diversification and expansion of farm product offerings.
  • Advanced promotional strategies aimed at increasing farm sales.

Competitive Landscape

Companies Emphasize Collaborations to Enhance Market Presence

The agritourism market is highly fragmented, with a mix of small, medium, and large enterprises operating globally. Many businesses are forming partnerships with local startups to broaden their reach and improve farmers’ income streams.

LIST OF KEY COMPANIES PROFILED:

  • Liberty Hill Farm – United States
  • Harvest Travel International – United States
  • Farm to Farm International – New Zealand
  • STAR Destinations – United States
  • Stita Group – United Kingdom
  • Select Holidays – Canada
  • Agritours Canada Inc. – Canada
  • Kisima Safaris – Kenya
  • Field Farm Tours Limited – United Kingdom
  • Greenmount Travel – Australia

Key Industry Developments:

  • 2019: U.K.-based Field Farm Tours, a specialist in farming-related tours, organized multiple global events, including the Devon World Conference, IFMA Pre & Post Tours, World Charolais Congress, Red Poll World Conference, and the 4th World Guernsey Conference. These initiatives were aimed at boosting revenue and strengthening the company’s market position.
  • January 2017: Stayzilla, an Indian homestay network, partnered with the Agri Tourism Development Company (ATDC) to promote agritourism homestays across India. This collaboration sought to expand Stayzilla’s footprint in the rural tourism sector.

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