Agritourism is a growing industry worldwide, offering rural communities the potential to diversify income and increase resilience.
It is also a tool for farmers to create value and markets for produce, strengthening agrifood value chains, Lincoln University Associate Professor of Tourism and Sport Joanna Fountain said.
“It is no longer just shearing a sheep or watching a hunting dog round up a mob.
“In the past agritourism may have been viewed as synonymous with farm tourism but it is now recognised as much broader than that,” Fountain said.
“Agritourism is where agriculture and tourism intersect, incorporating a diverse range of experiences that provide opportunities for tourists to connect with primary producers and the agricultural settings in which they live and work,” Fountain said.
For farmers and other primary producers, agritourism offers an opportunity to diversify and create supplementary income, share their way of life, and showcase their products and stories with people from all over the world.
At the same time, increasingly visitors are looking to escape urban environments to connect with the land and the people who work and live there, to hear stories, participate in activities, and learn about the origins of their food and fibre.
“Tourism has shifted from sightseeing, taking a photo of a beautiful river, to memorable experiences with agritourism engaging in all the senses, growing in scope and becoming increasingly professional as links between agriculture and tourism strengthen,” Fountain said.
“Agritourism is becoming a profession and farms have an important part to play with cycleways, pure pods, the classic Devonshire tea in a heritage homestead, but also much broader.”
So why get involved as a producer?
“It diversifies the income base of farmers, provides employment opportunities for family members, social opportunities, and creates brand recognition and brand loyalty.
“It maintains control of the brand story, provides an alternative distribution channel for agrifoods products and there is demand for these types of experiences.”
It’s a good way of bridging the urban-rural divide as consumers increasingly want to know how their food is produced.
“Tourists are looking for deeper experiences, stories of sustainable farming practices, stories of agricultural and family heritage, stories of food provenance.”
Fountain encouraged farmers to respond to the opportunities, to be inclusive rather than exclusive.
For Tim Loughnan, agritourism is what has enabled him and his wife Jaymie to stay on the land with his parents Mike and Elspeth on the family farm near Cheviot, North Canterbury.
The 320ha dryland Tawanui Farm traditionally runs sheep and beef in a trading and finishing prime beef and lamb operation.
In 2016 the decision was made to sell off some land to manage the high debt level, meaning the property could now support only one family.
“The farm still needed plenty of development and we needed a way to generate more income.
“Diversification was essential,” Tim said.
Options included continuing with the contracting business, considering more potentially risky land use such as dryland dairy, diversifying to generate broader income, or having Tim and Jaymie move off farm.
“In 2017 we went down the tourism route,” Tim said.
“Why? Because we needed to do something, we like hosting and showing people where we live and what we do, we are passionate, it’s an exciting venture and financially it is good return on investment.”
It allowed Tim to remain and help run and develop the now regenerative farming operation and it “revitalised Mike and Elspeth”.
“We had access to 100km of the Hurunui River. Jetboating is a huge passion of mine – this was the catalyst for us, remembering the word ‘passion’, that passion is what you need to succeed.”
Customised trips under the branding Energy Jet Hurunui River Experiences became very popular.
From there accommodation was developed, adding a glamping experience in geodesic domes with a base kitchen built from timber from the farm, closely followed by the addition of farm tours via a six-seater purpose-designed quad.
“There is good return on investment if you do it the right way,” Tim said. “It has allowed me to stay on farm and the farm to get up to speed.
“You really do need to assess your own situation to see what drives you and you really have got to have that passion – the income is awesome but that can’t be your driver.
“Agritourism has to fit and work around the farm and the driver has to be passion.
“The rewards come in the feel-good factor, in supporting family members, helping to connect people to farming and the environment, building your own brand and, of course, financially.”
