Agritourism continues to expand as a valuable economic driver for agricultural producers and rural communities. As this sector grows, so does the data available to understand its trends and maximize its benefits. Oklahoma’s Agriculture Secretary, Blayne Arthur, has long championed the advantages of agritourism and value-added agriculture. Recent trends highlight the diverse nature of this industry and its potential for growth.
Rod Bain looks at some recent trends in agritourism in this edition of “Agriculture USA” with Audrey Comerford of Oregon State University Extension.
“Large, diverse opportunities there, and it really depends on your situation, your farm, and what you produce,” Comerford said.
This diversity is a key characteristic of agritourism, making it somewhat challenging to define precisely. Comerford explains, “Anytime the visiting public is coming onto a farm or ranch. This could be for things like direct sales – so farm stands, you-picks, and you-cuts. It could be for entertainment, such as festivals or pumpkin patches. It could be for hospitality reasons. These could be tastings, farm-to-table dinners, outdoor recreation, hiking, birding, and horseback riding. We also have education, which is classes, demonstrations, those types of things.”
She noted the wide range of agritourism offerings within just 50 miles of her home, from tulip farms and small dairies to blueberry farms offering frozen products. “We’re seeing a lot of ingenuity here with the farms,” she observed.
Data from the USDA’s 2022 Census of Agriculture provides valuable insights into these trends. “1.9 million US farms were estimated to basically report, and one and a half percent reported themselves being engaged in some sort of agritourism and 6% of direct to consumer sales. The national data looks at those two things separately,” Ford explains.
The latest census reported Agritourism operations in 57% of US counties. Even more telling is the increase in income generated by this sector. Total income generated from agritourism and recreational services through the 2017 census was $1.26 billion, according to the 2022 census, reflecting a 12% increase. However, this income is concentrated in certain areas. Almost 25% of the total agritourism income originated from counties in just four states: California, Texas, Colorado, and Hawaii.
Beyond national statistics, data is also being gathered at the cooperative extension level. A national survey conducted by the University of Vermont Extension in 2019 and 2020 revealed an encouraging trend: “We’re seeing a lot of these agritourism operations identifying as either woman-owned or woman-led,” Comerford said. “That is really encouraging to see that this may be a place that could be a strong avenue for women in ag to make their mark.”
Research also sheds light on the consumers who participate in agritourism. An Oregon State Extension study in the Willamette Valley found that “The majority of Agritourism customers work within 50 miles of the farm, so we’re looking at 66% of that. Your local community, the folks that are regularly visiting these farms, know about them, and then we’re looking at the folks coming from farther away. That’s still a pretty good percentage. 19% are coming from more than 50 miles, and 15% are overnight visits.”
Comerford acknowledges the need for more comprehensive data on agritourism due to its broad definition. “Because of the very broad nature of the loose definition of agritourism, it doesn’t have as much data behind it as we would like, and so extension services are looking to see how best we can provide numbers to further these conversations.”
Oklahoma offers a wealth of agritourism experiences, from You-Pick farms and farmers markets to farm-to-table dining, vineyards, breweries, and more.
The state encourages residents and visitors to explore its diverse agritourism offerings, including museums, heritage centers, country stays, and its burgeoning craft brewery and wine scene.
You can check out all of the Oklahoma Agritourism Events here.
