Agritourism Market by Activity (Accommodations, Educational Tourism, Event and Recreation), Tourist Type (Group Travelers, Individual Travelers), Age Group, Booking Channel - Global Forecast 2024-2030

Agritourism Market by Activity (Accommodations, Educational Tourism, Event and Recreation), Tourist Type (Group Travelers, Individual Travelers), Age Group, Booking Channel - Global Forecast 2024-2030

The Agritourism Market size was estimated at USD 29.86 billion in 2023 and expected to reach USD 32.23 billion in 2024, at a CAGR 8.11% to reach USD 51.57 billion by 2030.

Agritourism is a form of tourism that combines elements of agriculture and tourism to offer visitors experiences related to farming, food production, and rural lifestyle. Essentially, it involves any agriculturally based operation or activity that brings tourists to a farm, ranch, or any agricultural, horticultural, or agribusiness operation. Agritourism activities can range from farm stays, u-pick fruit and vegetable operations, and winery tours to more involved experiences such as participating in farming activities, learning about sustainable agriculture practices, or attending agricultural festivals and farmers' markets. This form of tourism provides entertainment and education to visitors about the agricultural sector, serves as an additional revenue stream for farmers, and contributes to the preservation of rural traditions and lifestyles. A growing number of tourists seek authentic and sustainable travel experiences, driving demand for agritourism. In addition, there's a rising trend among consumers to understand the origin of their food and to participate in its production process, significantly fueling interest in agritourism activities. However, many rural and farming areas lack the necessary infrastructure and accessibility, making visiting difficult for tourists. Language differences and cultural misunderstandings between hosts and visitors may pose challenges in some regions. Moreover, the government proposes to encourage the agriculture tourism industry through various initiatives and investment policies, which is a significant opportunity for the key companies.

Regional Insights

Agritourism in the Americas varies widely from farm stays and pick-your-own produce to wine tours and agricultural festivals. It appeals particularly to families seeking educational experiences and consumers interested in organic and locally-produced food. The USDA National Agricultural Library periodically updates resources and information, fostering growth in this sector. At the same time, EMEA has a strong tradition of agritourism, with Italy and France being notable examples. The experiences are deeply embedded in the local terroir, offering wine tours, cheese-making workshops, and farm stays. The EU's Common Agricultural Policy supports rural development, including agritourism. The agritourism market in the Asia Pacific region is experiencing significant growth due to increased interest in rural lifestyles and sustainable agriculture practices among urban populations. Factors such as the rising middle class, higher disposable incomes, and the expansion of internet connectivity facilitating online bookings have contributed to this uptrend. Countries such as Thailand, India, Japan, and China are significant in this growth by leveraging their rich cultural heritage, diverse agriculture, and scenic landscapes to attract tourists.

Market Insights

Market Dynamics

The market dynamics represent an ever-changing landscape of the Agritourism Market by providing actionable insights into factors, including supply and demand levels. Accounting for these factors helps design strategies, make investments, and formulate developments to capitalize on future opportunities. In addition, these factors assist in avoiding potential pitfalls related to political, geographical, technical, social, and economic conditions, highlighting consumer behaviors and influencing manufacturing costs and purchasing decisions.

Market Drivers

• Growing interest in authentic and sustainable travel experiences among tourist
• Rising trend among consumers to understand the origin of sustainable foods and their production process

Market Restraints

• Lack of necessary infrastructure and accessibility in rural & farming areas

Market Opportunities

• Favorable government initiatives and investments to support agriculture tourism
• Increasing adoption of digital platforms for booking, virtual farm tours, and online marketing strategies

Market Challenges

• Language differences and cultural misunderstandings between hosts and visitors

Market Segmentation Analysis

• Activity: Adoption of varied entertainment activities in agritourism to attract a large number of tour enthusiasts while expanding a business growth
• Booking Channel: Growing preference for online booking platform due to its fast convenience and accessibility

Market Disruption Analysis

• Porter’s Five Forces Analysis
• Value Chain & Critical Path Analysis
• Pricing Analysis
• Technology Analysis
• Patent Analysis
• Trade Analysis
• Regulatory Framework Analysis

FPNV Positioning Matrix

The FPNV positioning matrix is essential in evaluating the market positioning of the vendors in the Agritourism Market. This matrix offers a comprehensive assessment of vendors, examining critical metrics related to business strategy and product satisfaction. This in-depth assessment empowers users to make well-informed decisions aligned with their requirements. Based on the evaluation, the vendors are then categorized into four distinct quadrants representing varying levels of success, namely Forefront (F), Pathfinder (P), Niche (N), or Vital (V).

Market Share Analysis

The market share analysis is a comprehensive tool that provides an insightful and in-depth assessment of the current state of vendors in the Agritourism Market. By meticulously comparing and analyzing vendor contributions, companies are offered a greater understanding of their performance and the challenges they face when competing for market share. These contributions include overall revenue, customer base, and other vital metrics. Additionally, this analysis provides valuable insights into the competitive nature of the sector, including factors such as accumulation, fragmentation dominance, and amalgamation traits observed over the base year period studied. With these illustrative details, vendors can make more informed decisions and devise effective strategies to gain a competitive edge in the market.

Recent Developments

Hilton's Strategic Partnership with Dan Company in Al-Ahsa, Saudi Arabia

Hilton partnered with Dan Company, a Public Investment Fund entity focused on agritourism, to manage three new resorts in Al-Ahsa, Saudi Arabia. This initiative, unveiled during a visit by Hilton's global executives to the Kingdom, marks the company's first foray into Al-Ahsa's farm-based tourism sector. This strategic partnership underscores a mutual commitment to enhancing Saudi Arabia's agritourism offerings, strategically positioning Al-Ahsa as a premier destination for eco-conscious and adventure-seeking travelers.

Enhancing Rural Communities through Agri-Food Tourism Initiatives with 300,000 Euros in Funding Support

The Department of Agriculture, Food and the Marine (DAFM) invites proposals for Agri-Food Tourism Initiatives through the 2024 Rural Innovation and Development Fund (RIDF), allocating nearly 300,000 Euros in support. This initiative targets innovative projects highlighting the agricultural-food sector as a tourist attraction, emphasizing sustainability without considering capital construction costs. The funding aims to strengthen agri-food tourism, including rural food markets, ensuring they have a lasting impact on the sector.

Saudi Arabia's Strategic Initiative to Bolster Agritourism Through the Establishment of Dan Company

The Saudi government unveiled the formation of the Dan Company, an enterprise orchestrated by its sovereign wealth fund, the Public Investment Fund (PIF). This initiative aims to advance agritourism and eco-tourism within the country, with its inaugural project sprawling over 1.8 million square meters in the Al Ahsa region. This project underscores Saudi Arabia's commitment to enhancing its tourism landscape, aligning with its broader objectives to become a global tourism hub.

Strategy Analysis & Recommendation

The strategic analysis is essential for organizations seeking a solid foothold in the global marketplace. Companies are better positioned to make informed decisions that align with their long-term aspirations by thoroughly evaluating their current standing in the Agritourism Market. This critical assessment involves a thorough analysis of the organization’s resources, capabilities, and overall performance to identify its core strengths and areas for improvement.

Key Company Profiles

The report delves into recent significant developments in the Agritourism Market, highlighting leading vendors and their innovative profiles. These include Agria Tours, AgriTravel by Leisure Time Group, Agriturismo.it by Feries Srl, Agrotours, Ananta Group Pvt. Ltd., Bay Farm Tours, Blackberry Farm, LLC, Dan Company, Expedia, Inc., Fair Oaks Farms, Farm to Farm Tours, FarmCamps B.V., Field Farm Tours, Green Mount Travel, GTI Travel, Hokkaido Farm Tomita, Liberty Mills Farm, Rupiper Tours, Select Holidays, Star Destinations, Trump Tours Inc., Underwood Family Farms, and ZAMAG Tours and Safaris.

Market Segmentation & Coverage

This research report categorizes the Agritourism Market to forecast the revenues and analyze trends in each of the following sub-markets:

• Activity
• Accommodations
• Educational Tourism
• Event and Recreation
• On-farm Sales/Direct-market
• Tourist Type
• Group Travelers
• Individual Travelers
• Age Group
• 15-25
• 26-36
• 36-45
• 46-55
• 55 Years Above
• Booking Channel
• Offline
• Online
• Region
• Americas
• Argentina
• Brazil
• Canada
• Mexico
• United States
• California
• Florida
• Illinois
• New York
• Ohio
• Pennsylvania
• Texas
• Asia-Pacific
• Australia
• China
• India
• Indonesia
• Japan
• Malaysia
• Philippines
• Singapore
• South Korea
• Taiwan
• Thailand
• Vietnam
• Europe, Middle East & Africa
• Denmark
• Egypt
• Finland
• France
• Germany
• Israel
• Italy
• Netherlands
• Nigeria
• Norway
• Poland
• Qatar
• Russia
• Saudi Arabia
• South Africa
• Spain
• Sweden
• Switzerland
• Turkey
• United Arab Emirates
• United Kingdom

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