Agritourism, a burgeoning sector blending agriculture and tourism, is proving to be a significant economic and social opportunity for family farms and their communities. This diverse industry continues to expand, offering a wide range of experiences tailored to individual farm situations and products.
Rod Bain of Agriculture USDA recently spoke with Audrey Comerford of Oregon State University Extension to delve into the latest trends in agritourism. Comerford highlighted the remarkable diversity within the sector, noting that within 50 miles of her residence, she observes operations ranging from a tulip farm to a small dairy producing single-cow cheese and even vodka from whey. “We’re seeing a lot of ingenuity here with the farms,” Comerford remarked, pointing to blueberry producers who offer frozen products year-round to extend their season.
The very nature of agritourism’s diversity makes a precise definition challenging. Comerford broadly defines it as “anytime the visiting public is coming onto a farm or ranch.” This encompasses a wide array of activities, including:
- Direct Sales: Farm stands, U-pick, U-cut operations.
- Entertainment: Festivals, pumpkin patches.
- Hospitality: Tastings, farm-to-table dinners.
- Outdoor Recreation: Hiking, birding, horseback riding.
- Education: Classes, demonstrations.
Recent data from the USDA’s 2022 Census of Agriculture sheds light on the growing impact of agritourism. The census estimated that 1.5% of the 1.9 million U.S. farms reported engagement in some form of agritourism, accounting for 6% of direct-to-consumer sales. Agritourism operations were reported in 57% of the nation’s counties.
Perhaps the most compelling trend is the substantial increase in income generated. Total income from agritourism and recreational services reached $1.26 billion in 2022, marking an over 12% increase from the 2017 census. While 57% of U.S. counties reported agritourism, almost 50% of the total income originated from just four states: California, Texas, Colorado, and Hawaii, contributing over a quarter of the total $1.26 billion in agritourism sales in 2022.
Cooperative Extension levels are also actively gathering data on agritourism trends. A national survey conducted in 2019 and 2020 by the University of Vermont Extension revealed an encouraging trend: “We’re seeing a lot of these agritourism operations identifying as either woman-owned or woman-led,” Comerford stated. “That is really encouraging to see that this may be a spot that… could be a strong avenue for Women in Ag to make their mark.”
A Taste of the Farm Life
One of the most popular forms of agritourism in Oklahoma is the U-Pick operation. Throughout the warmer months, visitors can enjoy the satisfaction of picking their own fresh fruits and vegetables. Depending on the season, this could include:
- Summer: Strawberries, blueberries, blackberries, peaches, lavender, herbs, and various vegetables.
- Fall: Pumpkin patches are a staple, often accompanied by corn mazes and other festive activities.
- Winter: Families can head out to choose and cut their own Christmas trees.
These farms often provide more than just produce; they offer a sensory experience, with the smell of earth, the warmth of the sun, and the simple joy of connecting with where food comes from. To see all the Oklahoma U-Pick Opportunities, click here:
An Oregon State Extension study focusing on agritourism in the Willamette Valley offered insights into consumer behavior. The majority of agritourism customers (66%) resided within 50 miles of the farm, indicating a strong local community connection. Another 19% traveled from more than 50 miles, with 15% representing overnight visitors.
Comerford acknowledged the ongoing challenge of data collection due to agritourism’s broad and loosely defined nature. “Doesn’t have as much data behind it as we would like,” she admitted, emphasizing that extension services are actively working to provide more comprehensive numbers to further these important conversations.
Rod Bain concluded the Agriculture USA segment, highlighting the continued growth and evolving landscape of agritourism in the United States.
