Entering the European agritourism market

Source: Acorn Tourism Consulting, 2024

Offer high-quality on-farm tourism experiences

Agritourism experiences and activities must be immersive and hands-on. Visitors want to learn firsthand about life on your farm and in the region, and how farming relates to your way of life. You should provide high-quality agritourism experiences and consider the following during development:

• Guided farm tours should clearly explain and show farming processes. Use inspiring stories highlighting culture and tradition to engage your visitors and encourage immersion and participation. Make sure your tour has educational value too. Visitors should be able to try planting, harvesting, feeding animals, and so on, as well as interact with local people on the farm. Provide interpretation to help visitors understand the process from planting to harvesting, packaging and selling. 
• Offer workshops that explore environmentally friendly farming techniques or make products, like pressing olive oil, weaving traditional mats from grasses, or cooking with farm produce. Cooking experiences are especially popular amongst European tourists these days. 
• Offer dining experiences featuring traditional foods from farm produce and/or locally sourced produce. Be careful if the food you offer is very spicy – European tastes vary greatly in this respect.
• Take advantage of seasonal events such as Easter, Christmas or harvest time, to adapt your offer throughout the year. 
• Ensure that clean and accessible toilet facilities are available, with clear signage and well-maintained pathways. 
• Safety is also important: provide clear guidelines for interacting with animals, machinery, etc. Provide shaded areas for rest and protection from the sun. Fans are a good idea if your region is especially hot. 
• Offer unique accommodations like yurts, cabins or tents when your agritourism business includes homestays, farmstays or on-site camping. Accommodations must be clean, safe and secure, with bedlinen and towels provided. Luxury is not necessary, but cleanliness for the European market is essential. There should also be private bathroom facilities if possible, or exclusive use of bathroom facilities if en suite is not possible.  
• Consider partnering with local accommodation providers (if you do not offer accommodations yet) to encourage visitors to stay longer for an enhanced experience.
• Make sure you have the best guides, who are friendly and knowledgeable. Provide some training in hospitality and customer service. Consider employing someone who has a done an agritourism educational course, or provide training. There are remote learning offerings on the market, like the Agricultural tourism online course. 

Agritourism South Africa has several materials to help farmers establish sustainable agritourism experiences. Take note of their list of practical ideas that could be built into your agritourism experience. 

Figure 2: Ideas to incorporate into your agritourism experience

Source: Agritourism South Africa, 2017

Study these best-practice examples of agritourism experiences and note how they focus on providing an immersive experience for visitors: 

• Agritourism and artisanal cheese production (Finca El Paraiso, Costa Rica) 
• Banana brewing, cycling and volunteering (Emburara Farm Lodge, Uganda) 
• Wet rice growing tour (Hanoi Eco Tours, Vietnam) 
• Farming experience in Sri Lanka (Soul Sri Lanka)

Be a sustainable agritourism business

Successful agritourism strongly focuses on sustainability and responsibility. It is important that your farming business and associated agritourism activities be managed using sustainable principles, using organic (if possible) and recognised sustainable farming practices. 

Sustainable agritourism is similar to sustainable community-based tourism (CBT). Community participation is the most important factor. Local people take the lead in managing and delivering tourism in their communities so they can develop economic independence, gain new skills, and foster pride in preserving their traditions and culture. This community-based approach is also suitable for agritourism. 

Sustainability should be embedded throughout your business in the three areas of environmental stewardship, economic viability and social responsibility. Conserving habitats and encouraging biodiversity, employing local staff and paying them a fair wage, and delivering an authentic experience to agritourists are all part of being a sustainable tourism business. 

By integrating sustainability into agritourism, you can ensure your farm remains workable and profitable while protecting the environment and making positive contributions to communities. This well-rounded approach benefits all involved – farmers, visitors, the local community and the planet.

Figure 3: Eight elements of a sustainable tourism business

Source: Acorn Tourism Consulting, 2022

Three CBI studies can help you take steps to embed sustainability into your business:

• How to be a sustainable tourism business
• 10 tips to go green in the tourism sector
• 9 tips on how to become more socially responsible in the tourism sector

What is the most interesting channel for you?

First concentrate on direct sales. This means you need a good website so agritourists know how to make contact with you. Also use your social media channels to market your tours and drive visitors to your website. List your trips on any suitable agritourism platforms.

3. What competition do you face on the European agritourism market?

As agriculture is present in most countries around the world, agritourism is becoming more common as a means of diversifying and generating additional income to support the main purpose of farming. Therefore, agritourism has the potential to be very competitive. For now, agritourism can be considered to be in its infancy. Hence there are good opportunities for agritourism providers to be ahead of the crowd, develop agritourism sustainably and responsibly, and create immersive and authentic experiences for all types of visitors. 

Which countries are you competing with?

Agritourism is gaining visibility worldwide. Some of the best places to enjoy agritourism experiences are India, South Africa, Colombia and the Philippines. You should also consider Brazil, Cambodia, Chile, Curaçao, Fiji, Grenada, Sri Lanka and Taiwan as competing destinations. But do not forget your local destinations – there are likely many farms near you that promote agritourism. Profiles of India, South Africa, Colombia and the Philippines are presented below.

India

Agriculture plays an important part in India’s economy. It accounts for 13% of the country’s GDP, and more than 65% of the population relies on agriculture for work. Agritourism is growing fast in India, with a continued expectation of a 19.9% CAGR (compound annual growth rate) between 2023 and 2028. Agritourism is now common across the country in states like Punjab, Maharashtra, Kerala, Karnataka and Rajasthan. 

Agri Tourism India (ATDC) is an agritourism association that was established in 2005 by Pandurang Taware, credited with spearheading the agritourism concept in India. Established in the state of Maharashtra, ATDC works to empower rural economies, promote local agriculture, and help small farms be sustainable and provide good agritourism experiences. Since its inception, ATDC has empowered more than 600 farmers to diversify. You can read more about his journey to develop sustainable agritourism in the article Father of Agritourism.

The Punjab state is known as the ‘granary of India’, and has successfully integrated agritourism where visitors can experience life on a working farm, partake in farming activities and enjoy traditional Punjabi cuisine. Maharastra is the pioneer state for agritourism, connecting farmers with tourists and providing authentic rural experiences while benefiting the local farming communities. The state of Kerala is well known for its spice plantations. Its aromatic spice gardens and lush green landscapes provide good opportunities for agritourism.

Agritourism providers in India do face numerous challenges though. Many farmers still remain unaware of the potential benefits of agritourism and infrastructure, and accessibility is often poor in rural areas. Complex regulations and bureaucracy can be a barrier, and farmers often lack the skills needed to manage tourism activities. These skills are important to ensure high quality and standards demanded by European tourists. 

TourdeFarm is an Indian farm activity and agritourism portal. It is dedicated to promoting diverse and authentic farm experiences along with farmstay accommodations. There are farmstays on the platform all over India, e.g. in Goa, Gujarat, Kerala, Mumbai and Pune, and experiences include food-based activities, fruit picking, organic farming and winery tours. The platform also enables users to sort by farm type, such as agri resorts, agrotourism centres, animal and fish farms, jungle farms, wellness farms and working farms. 

South Africa

Agriculture and tourism are key contributors to the country’s economy. Agritourism has been around in South Africa for many decades. Early agritourism involved visits to game farms and ranches in the 1950s, followed by visits to ostrich farms for racing and riding. Wine tourism has been one of the most successful agritourism exports since the 1970s. 

More farms are offering agritourism these days. A study conducted in 2021 found that economic benefits, job creation, community upliftment and preservation of cultures and habitats are the more important reasons for agritourism provision in South Africa. The most popular agritourism activities were found to be farmstays, hunting, hiking and nature trails, wildlife viewing and photography, cycling and farm tours. 

South Africa has several agritourism routes. The Elgin Agritourism Route southeast of Cape Town was the first route to be established, and is known for apple orchards, wineries and dairy farms. The KZN South Coast Agritourism Route offers experiences like cheesemaking workshops, oyster farming tours, macadamia nut processing tours and visits to aloe vera plantations. The Route 62 Wine Route focuses on the wineries in the Western Cape Province along with ostrich farms and historical towns.

The Association of Agritourism South Africa (ASA) is an online platform for agritourism providers to list their experiences, and for tourists to book agritourism activities. It aims to empower farmers and rural communities to work together to promote agritourism and agritourism routes as well as create a sustainable environment within which to network and grow. South Africa’s vast travel distances mean that groups of farmers could effectively work together to create a trail. 

ASA provides training to help establish agritourism for a small fee of R450 (€23). The platform also features NightsBridge, an online booking feature that connects to providers’ own property management systems. 

Colombia

Agritourism in Colombia has been growing, and it is set to continue. The industry was estimated to be worth US$4.1 billion in 2023 and is forecast to be worth US$7.2 billion in 2032. This represents a CAGR of 6.2%. Demand for agritourism has flourished since the Colombian government began to focus on attracting foreign investment to bring tax benefits to investors. 

Colombia has a rich agriculture sector (coffee, avocado, sugarcane, banana, pineapple, flowers and cocoa) and more than 50% of the land is agricultural. Colombia is also well-known for friendly and welcoming people who are keen to share their culture and traditions with visitors. 

Coffee is one of Colombia’s best-known exports and symbolises the national culture of the country, so coffee agritourism experiences are especially popular and widespread. Activities are centred on several coffee-growing areas like Antioquia, Boyaca, Huila, Narino, Santander, the Sierra Nevada de Santa Marta and Tolima. Other agritourism experiences centre around Colombia’s ‘llaneros’ (cowboys) and rural farms. Tourists can enjoy horse riding while experiencing a day in the life of a farmer and seeing the wildlife. 

Figure 6: Learning how coffee beans are processed in Colombia

Source: Acorn Tourism Consulting, 2023

ACOTUR (Asociación Colombiana de Turismo Responsable) is the national organisation working to develop and promote responsible tourism in Colombia. Partners include rural accommodation sites, agricultural experiences, indigenous families, farmers and others.

The Philippines

Agritourism in the Philippines is commonly referred to as farm tourism. It is a thriving sector, actively supported by the government. In 2016, the Department of Tourism (DOT) launched the Farm Tourism Development Program to help farmers develop farm tourism. It provides financial assistance, training and marketing support to farmers seeking to diversify. 

To support recovery after the pandemic, in 2022 DOT launched a Future Farms digital campaign, promoting farm tourism to encourage travellers to visit farms for a ‘breath of fresh air’. The campaign produced several videos to ‘must-see’ farms in the Philippines, including one for the Orchard Valley Farm in Iloilo. Read more about the Future Farms campaign on the Philippines tourist board website, Love the Philippines. 

Popular farm tourism experiences in the Philippines include strawberry farms in Benguet in the northern mountainous province of Luzon, the Banaue Rice Terraces (a UNESCO World Heritage Site), coffee plantations in Bukidnon, and mango farms in the island province of Guimaras. The island province of Bohol in central Visayas is known for cacao farms and chocolate making.

Which companies are you competing with?

Companies you are competing with are generally other farms that offer agritourism, particularly those farming the same produce or providing similar services like farmstays or homestays. Other CBT programmes are also competing businesses. Carefully analyse what they offer to see what you can learn from them.

India

Sahakari Spice Farm is located in Goa, in an area known for its rich cultural heritage. The farm was developed in 1979 from barren land; today the area is a flourishing plantation with fruit trees, spices (including vanilla, cinnamon, nutmeg, cardamom and chilli) and medicinal herbs. Besides farm tours, there is a restaurant on site serving dishes made from produce grown on the farm. The farm also does agro-processing of cashew nuts and vanilla sourced from other local farms. 

They have a simple website that is a good example of how to successfully promote a farm. The website also has interesting information about agro-processing, and customer testimonials widely praise the tours and the food. 

Enchanted Forest Farm in the state of Sikkim offers a taste of village life in comfort. Activities include getting involved in organic farming, picnicking by the stream, birdwatching and walking around the 18-acre farm. It is off the beaten track and inaccessible by vehicle (a 15-minute walk to the property), which adds to its appeal for certain types of agritourists. The farmstay was featured in Condé Nast Traveller magazine in 2021. 

The business also has a well-managed Instagram account with inspirational images, videos and highlights. 

South Africa

IMLA Guest Farm is located on a working farm, Waterfall Farm, which is part of the IMLA Farm Group. It is located near the Marabeng Mountain range in the Eastern State. The farm provides a range of accommodation options, including camping, and is dedicated to providing local food and experiences to customers who stay on site. On its website, the farm clearly promotes the best practices it follows to align with agritourism.

Figure 7: Best practices for agritourism at IMLA Guest Farm

Source: Imla Guest Farm, 2024

This website is very detailed, offering good information about the farm and activities offered, including exploring the farm on foot, by bike or on horseback. The farm can also host weddings and events and is very committed to supporting the local workforce and their families through the IMLA Farm Workforce Empowerment philosophy. There is also a nice gallery of images on the website. The website links to the NightsBridge booking platform.

Primos Gin is located in the Limpopo Province, close to Kruger National Park. The farm grows citrus fruits from which they ferment and distil gin products. They offer farm tours, which includes a tour of the distillery and a meal overlooking the farm. There is also a tasting room. They make contributions to Elephants Alive from every purchase of their products. The Primos Gin website is a very simple, one-page site. It has good images and users can easily find what they need. There are also links to their social media platforms.

Theirs is a good example of a website that is likely easy to maintain and a good value. Some customer testimonials would make a good addition to the website through Tripadvisor or Google. 

Colombia:

Hacienda Venecia is an authentic and working coffee farm located outside Manizales in the Central Andean Cordillera near Los Nevados National Park. The area is a UNESCO World Heritage Site for its unique coffee cultural landscape. It has been in operation for over 100 years and began offering agritourism experiences in 2009. The range of tours offered includes a coffee-cupping workshop and goes beyond coffee, with an artisan chocolate workshop and an artisan rum-making experience. Visitors can also stay overnight in the main house or purpose-built accommodations.

The business features details about its social and environmental policies. It provides employment for local people, supports the local primary school, and promotes apiculture (beekeeping) to help increase pollination of coffee plants. It is a member of ACOTUR and the Colombian hotel and hostel associations. The website is user-friendly and can be viewed in both English and Spanish. Ground coffee and coffee beans are available for purchase on the website.

Finca Mariposa is a Colombian coffee farmstay in Jardin, Antioquia, in the heart of the Andes. Overnight stays in the finca are the main attraction along with joining coffee tours. They also offer birdwatching and hiking tours, and cultural tours in the nearby city of Jardin. This is a good example of an agritourism business offering services beyond the farm which can help visitors engage further. A video is also featured on their homepage, which is another good idea to appeal to European tourists so they can see firsthand what the finca is all about. 

Tours and accommodations can be booked through the website, and the finca is also available to book on Airbnb and Kayak.

Philippines

Vita Isola Leisure Farm offers a range of farming experiences. There is an organic farm and tours, fishing opportunities, aqua culture tours and a mangrove tour. Accommodations are also an option, and there is a restaurant on site that serves local dishes. The farm additionally offers corporate events. The website is nicely designed and has a contemporary feel with a scrolling image carousel on the homepage and a video. Images are inspirational and show all the activities that can be enjoyed at the farm. 

Diaspora Farm Resort is an agritourism business that has a Facebook page but no website. It is one of the farms that featured in the Future Farms digital campaign. Its page is kept current with posts and videos. Guests are invited to book through Facebook’s message app. It would be a good idea for this farm to build its own website so that it can reach more customers.