Agritourism Market Size, Share & Trends Analysis Report By Activity (On-farm Sales, Outdoor Recreation, Entertainment, Educational Tourism, Accommodations), By Sales Channel (Travel Agents, Direct Sales), By Region, And Segment Forecasts, 2022 - 2030

Report Overview

The global agritourism market size was valued at USD 5.95 billion in 2021 and is expected to develop at a compound annual growth rate (CAGR) of 11.4% from 2022 to 2030. The market growth is primarily attributed to shifts in farmers' behavior, and the rising inclination towards entrepreneurship around the globe. Moreover, the growing trend of taking a healthy and relaxing holiday on lush green farms, riding a bullock cart, milking a cow, and driving a tractor is significantly accelerating the market growth.

Furthermore, the increasing popularity and growing opportunities for agricultural manufacturers in agro-tourism are expected to accelerate the market growth. In addition to this, according to the Census of Agriculture, in the U.S., nearly 28,575 farms are involved in agritourism and recreational services.

The outbreak of COVID-19 around the world had badly affected the global economy. In order to break the chain and spread of the coronavirus, lockdown and social distancing guidelines were imposed by various countries across the world. This had a devastating impact on domestic and international travel globally. Furthermore, the COVID-19 pandemic is having a deep impact on the global agritourism industry due to travel restrictions, closed borders, and cancelations of booking around the world. In addition to this, according to the World Tourism Organization's most recent data, the overwhelming effects of COVID-19 on the industry caused international visitor arrivals to drop by 93.0% in June as compared to the same month in 2019.

The gradually increasing popularity of farm tourism among children, urban families, and even the corporate world is expected to propel market growth throughout the forecast period. In addition, the rising demand for farm halts and growing curiosity about rural and farm activities among millennials and young minds across the globe is further boosting the market growth.

Moreover, farm tourism is expanding rapidly and getting a big push from the tourism ministry of various countries, which is anticipated to boost the market growth. Additionally, the growing digital innovation, constantly shifting consumer expenditure behaviors, and rising urbanization are collectively projected to drive the agritourism market growth.

Farm tourism, where people can experience a green, peaceful ambiance, rural lifestyle, and farm activities that the public cannot find simply in urban zones, is expected to boost the farm tourism industry. Nowadays, individuals are progressively finding innovative and new ways of entertainment and peace in their life and also finding alternate ways to go and stay in village areas, which is accelerating the market growth.

Agritourism is gaining the most important traction in the farmer community, as it not only offers added income to the farmers along with their farm production actions but also better sustainability across the globe. Farm tourism has huge potential to provide good business opportunities to the farmers and also offer cost-effective and family-oriented recreation surroundings, which is driving the market growth. However, unpredictable climate changes and environmental degradations are a few possible risks associated with the agritourism industry.

Activity Insights

The outdoor recreation segment contributed to the largest market share of around 35.0% in 2021 and is expected to expand at a CAGR of 11.0% from 2022 to 2030. The growth of the segment is driven by rising tourist inclination towards sports activities, including hiking, horseback riding, fishing, and hunting, among others. The activities included in outdoor recreation have a lower risk level and thus have become popular among children and millennials, which is expected to accelerate the market growth during the forecast period. Additionally, rising demand for adventure activities and growing inclination towards agritourism among the older age group are the factors expected to further drive the market growth.

The educational tourism segment is expected to witness the fastest growth rate of 13.2% from 2022 to 2030. The growing educational tours across the globe are accelerating market growth. Many schools and educational institutes are organizing trips to such places where students are made to understand rural and agricultural lifestyles by spending time with farm animals like horses, cattle, birds, and even reptiles; these factors are propelling the market growth. Moreover, the rising interest of the new generation of people in farm activities and their eagerness to have some knowledge along with entertainment has projected to boost market growth throughout the forecast period.

Sales Channel Insights

The direct sales segment contributed to the largest market share of around 75% in 2021 and is expected to expand at a CAGR of 11.1% from 2022 to 2030. This is attributed to the huge trips and travel packages offered by the agencies, keeping travelers’ budgets and comfort in mind across the globe, which is driving the market growth. Moreover, the increasing number of tourists booking their farm tours and packages through direct sales channels, owing to the convenience and tailored experience, is accelerating the market growth. Furthermore, key initiatives taken by market players such as online campaigns and social media advertising, which are expected to attract prospective customers to initiate their bookings through direct mode, is anticipated to accelerate the market growth.

The travel agents segment will register the fastest CAGR of 12.3% from 2022 to 2030. The growth of the segment is driven by the rising hotel bookings, outdoor recreation, entertainment, educational tourism, and other services by people through travel agents, due to reliable transport, personalized service, and exclusivity. Customers are encouraged to purchase their holiday packages through travel agents since they provide quick booking services and a chance to compare different accessible travel alternatives, which is propelling the market growth. Moreover, the increasing middle-class population in developing economies along with rising globalization and disposable income has been driving the market growth during the last few years.

Regional Insights

North America emerged as the largest regional market for agritourism with over 45% share in 2021, owing to rising income levels across the region, an improving business environment in the U.S. and Canada, and government initiatives to promote farm tourism activities. Moreover, the farmers of the region are adopting adjoined business and additional revenue along with their regular farm activities, which is projected to boost market growth during the forecast period. In addition, the U.S. is opening its agro-based companies and farms for visitors and showing them how they oversee production and inviting them to take actual experience on the farm, which is expected to accelerate the market growth.

Asia Pacific is expected to expand at the highest CAGR of 12.8% from 2022 to 2030, owing to government initiatives to promote farm tourism in the regional market to drive economic and employment growth. Additionally, most urban families and people are visiting agro-tourism farms where families get to spend valuable time together and understand the village culture, which is anticipated to propel the market growth. Moreover, the increase in spending power and rising standards of living are some of the major factors accountable for attracting people to the agritourism industry that is fueling the market growth.

Key Companies & Market Share Insights

Both small and large players are introducing attractive packages and expanding their portfolios in order to appeal to consumers across the globe. Moreover, key market participants have depended on tactics like product launches and business growth to increase their market shares and maintain relevance in the international agritourism industry. Some of the prominent players in the global agritourism market include:

• Farm to Farm Tours

• Bay Farm Tours.

• Star Destinations 

• Expedia, Inc. 

• Select Holidays

• Green mount Travel.

• Blackberry Farm, LLC.

• GTI Travel

• Kansas Tourism

• Trump Tours Inc.

Agritourism Market Report Scope

Global Agritourism Market Segmentation

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2017 to 2030. For this study, Grand View Research has segmented the global agritourism market report based on the activity, sales channel, and region:

• Agritourism Market Activity Outlook (Revenue, USD Million, 2017 - 2030)

  • On-farm Sales

  • Outdoor Recreation

  • Entertainment

  • Educational Tourism

  • Accommodations

  • Others

• Agritourism Market Sales Channel Outlook (Revenue, USD Million, 2017 - 2030)

  • Travel Agents

  • Direct Sales

• Agritourism Market Regional Outlook (Revenue, USD Million, 2017 - 2030)

  • North America

    • U.S.

    • Canada

    • Mexico

  • Europe

    • Germany

    • U.K.

    • Austria

  • Asia Pacific

    • China

    • India

    • Japan

  • Central & South America

    • Brazil

  • Middle East & Africa

    • South Africa