Agricultural Tourism
Agricultural Tourism is a very diverse tourism sector. Agri-tourism encompasses activities such as visiting a working guest ranch, farm based attractions/events, u-pick farms and market gardens.
In order to assist you in the development of your agri-tourism business we have provided general agricultural tourism resources below.
For further information related to starting a bed and breakfast operation, country vacation or guest ranch, visit:
Insurance & Risk Management Information
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Alberta Tourism, Parks, Recreation & Culture has compiled a list of publications providing information on insurance for the agri-tourism industry.
Product Development
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Alberta Agriculture, Food and Rural Development [AAFRD]
AAFRD provides a number of different publications related to agritourism development through their website:
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Ag Tourism is Alberta Agriculture, Food and Rural Development's portal to Agricultural Tourism Information. The webpage contains lists of publications, research documents, and regulations related to developing an agricultural tourism business in Alberta. The webpage also contains a link to a directory of agricultural tourism businesses located in North America.
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Ag Tourism: Rural Festivals and Special Events [10 pages]
This publication provides an overview of the key management issues associated with developing and operating festivals and special events in Alberta.
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Managing Risk for Farm Direct and Ag Tourism Ventures [10 pages]
This fact sheet discusses some of the basic components of risk management for farm direct marketing and agricultural tourism ventures as it relates to liability issues.
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Providing Farm Tours [4 pages]
This fact sheet discusses some of the basic components and strategies of providing farm tours.
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Research
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Alternative Agricultural Markets Study
In 2004 the Ag-Entrepreneurship Division of Alberta Agriculture, Food and Rural Development undertook a study to quantify the current value, and determine the potential growth, of the Ag-Tourism, Farm Direct, Farmers' Markets and Regional Cuisine markets in Alberta. In addition to determining current consumer expenditure and market potential by 2010 [the estimated market value by 2010 is $1.7 Billion], the study discusses market profile, market penetration and consumer awareness. The study calculates the growth potential for agri-tourism, farm direct, farmers' markets and regional cuisine marketing in Alberta, currently valued at $963 million annually.
- Full Version [86 pages]
- Condensed Version [42 pages]
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Event Based Marketing Potential for Ag Tourism - Final Report [91 pages]
Over the fall 2003 and spring 2004 In Fact Research and Consulting Inc. were commissioned by Alberta Agriculture, Food and Rural Development to undertake a survey to investigate the cross marketing potential offered by existing agri-tourism events: rodeos, fairs, and destination farmers' markets. This study includes information regarding four "agri-experience" activity categories: horse riding on a ranch; country shopping, food, and entertainment; having fun learning about the country; and attending country style events.
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Ontario Ministry of Tourism and Recreation
The Ontario Ministry of Tourism and Recreation produces a number of publications with information from the Canadian Travel Survey, International Travel Survey and the Travel Activities and Motivation Survey [TAMS].
After accessing the website, under the heading:
Travel Activities and Motivation Survey look for:-
Interest in Agri-Tourism Profile Report - May 2001 [35 pages]
From September 1999 to April 2000 a study was conducted to examine travelers' interests in agricultural tourism. This report provides the demographic profile of travelers participating in agri-tourism related activities and reveals other vacation experiences these travelers have pursued.
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Other Resources
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This 30-page document created by the Virginia State University describes the process to follow when developing an agri-tourism venture. This publication also contains marketing and risk management information, as well as links to other related resources. A PDF version of this document is available for download at the very bottom of the webpage.
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Agricultural Marketing Resource Center
The Agricultural Marketing Resource Center is the national information resource for value-added agriculture administered by the Iowa State University. They exist to supply industry members with information on market and industry trends; the creation and operation of an agricultural tourism business; and research results for value-added markets and businesses. They provide a variety of resources related to agri-tourism including case studies and development publications.
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Alternative Enterprises and Agri-tourism
The Natural Resources Conservation Service [NCRS] of the United States Department of Agriculture provides a list of resources related to the agricultural tourism industry including success stories, information sheets and a Farming for Profit and Sustainability Resource Manual.
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Farming for Profit and Sustainability Resource Manual
This resource manual contains 2,300 pages of resource material divided into 20 chapters discussing topics related to alternative enterprises and agri-tourism. Subjects covered include rural tourism, agri-tourism, heritage tourism, business planning, liability insurance, marketing, funding programs and resources.
The Table of Contents and Abstracts at the beginning of each chapter includes a brief description of articles, books and publications. Source information includes websites, telephone numbers, email and addresses on how to obtain copies of the subject matter. Each chapter contains articles, short publications and technical notes from books and other publications.
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These information sheets discuss topics including community-supported agriculture, value-added agriculture and tips on how to develop an agritourism business successfully.
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The NCRS provides case studies depicting best practices for agritourism ventures including bed and breakfasts, u-pick farms, farmers markets and horse-drawn wagon rides.
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Considerations for Agritourism Development
The Cornell Cooperative Extension of Cornell University in Ithaca, NY has produced a publication entitled Considerations for Agri-tourism Development. This document focuses on the three main components of agri-tourism development: small businesses, agricultural events, and regional agri-tourism initiatives. Considerations for each of these components are discussed, along with case studies that expand on these considerations. Additional resources on agri-tourism are also identified.
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The University of California created the Small Farm Center as a place where family farm owners could come and obtain information on farm enhancement. The website also contains a section devoted to agricultural tourism.
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The University of California has created this portion of the website in coordination with their launch of the Agricultural Tourism Project in California. Located on this website are various resources and links related to agricultural tourism development.
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These fact sheets located in the agricultural tourism portion of the website describe various aspects of developing an agri-tourism venture.
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