Agritourism: from farm to fun
Florida, well-known for its vibrant tourism and vigorous agricultural sectors, is seeing the rapid growth of a unique industry: Agritourism. This innovative union of the state’s top two economic drivers offers visitors an authentic, hands-on experience of rural life beyond the typical theme park attractions.
Agritourism offers a unique and authentic experience for travelers who want to explore otherareas, learn about agriculture and sustainable farming practices, and immerse themselves in local culture and traditions. There are six essential elements of agritourism sustainability, according to the Natural Resources Conservation and Research (NRCS), which are authenticity, fun, values, relationships, learning, and involvement (Simos, 2023).
What is Agritourism?
Agritourism is a form of tourism where activities directly focus on agriculture, leveraging the distinctive offerings of Florida’s agriculture-rich communities. It allows travelers to delve into rural areas, discover sustainable farming practices, and immerse themselves in local culture and traditions. The appeal of agritourism lies in its authenticity, fun, and emphasis on values, relationships, learning, and involvement, according to the Natural Resources Conservation and Research (NRCS).
Education
Field Trips
Tasting and Tours
Direct Sales
U-Pick
Farm Stand
Entertainment
Harvest Festival
Farm Dinner
Outdoor Recreation
Hiking
Hourseback Riding
Lodging
Camping
Farm Stays
Benefits of doing Agritourism
It’s an exciting new initiative for many farmers and landowners, offering them additional income streams and new marketing and sales channels for their products. This includes tapping into trends like the farm-to-table movement, which allows producers to directly offer their goods to the public while growing the agricultural side of their business. As the Florida Agritourism Association aptly puts it, they “give visitors a place to play and help farmers add value to every acre". With examples ranging from tastings, farm stays, pick-your-own operations, farm markets, festivals, and horseback riding, agritourism offers a rich tapestry of experiences. It’s a growing industry that keeps farms and ranches viable, preserves agricultural lands, creates new employment opportunities, promotes agricultural products, diversifies tourism offerings, and most importantly, connects people with nature.
The Florida Agritourism Association (FATA)
FATA is the leading statewide organization championing this expanding market. FATA plays a crucial role in promoting agritourism operations through its website (www.VisitFloridaFarms.com), mobile app, social media channels, e-newsletter, and strategic partnerships with entities like the Florida Department of Agriculture and Consumer Services (FDACS) and VISIT Florida. Beyond marketing, FATA also provides essential business development opportunities and networking events for its members. Their overarching goals include the promotion and expansion of agritourism across Florida, with a focus on education, marketing, and legislative advocacy.
Getting Started
For those considering venturing into agritourism, it’s important to understand that it involves taking on new tasks and adhering to additional regulatory compliance. However, a wealth of resources is available to assist, including FDACS, VISIT FLORIDA, Florida Farm Bureau, Agritourism World, and the Agricultural Marketing Resource Center. Florida A&M University’s Cooperative Extension actively supports this movement by working with farmers and landowners through training and teaching initiatives. They contribute to empowering individuals and families for healthy lives and economic success, and strengthening both urban and rural community economic development. FATA has developed resources to guide you through the process of starting your own agritourism operation. You can download the toolkit booklet from their website.
Dr. Angel Forde is the Tourism, Park, Recreation, and Natural Resource ManagementFaculty Extension Agentfor Florida A&M University Cooperative Extension