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Summer is a great time to make memories with friends and family outdoors, whether it’s picking berries, horseback riding, eating dinner on a pizza farm or attending a barn wedding. These and other on-farm activities are part of the growing agritourism industry.
Extension Educator DeeDee LeMier answers questions about the state of agritourism in Minnesota.
Q: What is agritourism?
LeMier: Agritourism is a fluid industry at the intersection of tourism and agriculture, and reflects common activities — entertainment, hospitality, direct sales, outdoor recreation and education — that are flexible to different life and farm stages.
Farmers new to agritourism may be surprised to find that it is a well-established international business sector. Farmers worldwide have found that tapping into tourism audiences allows them to meet their personal, business and family goals.
Q: How can agritourism help support farmers?
LeMier: Farmers have long been looking for ways to diversify their businesses to provide financial stability. Weather and economic conditions can make it hard for farmers to plan for the future. Beyond financial stability, changes in farming practices and community demographics have led to increased social isolation. Agritourism provides a range of opportunities for farmers to diversify their operations. For example, some livestock producers host on-farm events, like farm-to-table dinners, for their customers. Others may develop creative activities like corn mazes to provide community connection.
There are important considerations to make whether farmers are interested in year-round projects or small-scale trials. Resources developed by University of Minnesota Extension, Minnesota Grown, Explore Minnesota and other partners provide key tools for addressing on-farm safety, liability insurance, and marketing resources for farmers interested in adding agritourism to their business.
Q: How does agritourism impact Minnesota’s economy?
LeMier: As an emerging sector in Minnesota, the full economic impact is not yet well understood. According to the Agricultural Census, 3,862 of Minnesota’s 68,822 farms offer direct sales or agritourism, and about 25% of those farms made less than $10,000 from these efforts. But economic impact is about more than just receipts or profits. Beyond direct transactions, like produce sales or apple orchard admission, we should account for visitors who stop for gas, dine out or stay overnight in the area.
One far-reaching impact is the Minnesota State Fair, where people travel from around the country to see a variety of agricultural exhibits and experiences. In the most recent annual report, the economic impact was estimated at $300 million. While this is undoubtedly the largest single agritourism event in the state each year, it is also a great example of how the success of the fair has direct impacts on farmers who grow food for the event and compete for recognition to help promote their businesses.
Q: How can people support agritourism in their communities?
LeMier: You can support agritourism through direct sales, events and activities. The creativity in the sector is incredible — goat yoga, anyone? — and there are so many opportunities to learn more about your community and connect to others with similar interests.
Supporting farmers in your area by purchasing their products and attending their events is always encouraged. Groups and organizations can support farms by organizing visits, and schools and restaurants can source local foods. Community organizations such as chambers of commerce, convention and visitors bureaus, and small business support organizations are encouraged to include agritourism businesses in their efforts.
If you aren’t sure where to start, visit the Minnesota Grown directory website at minnesotagrown.com. It is a great resource for finding events, farmers markets and “u-pick” farms in your area.
Q: What University of Minnesota resources are there to explore agritourism?
LeMier: University of Minnesota Extension has a wide range of resources, and anyone interested in learning more is encouraged to visit z.umn.edu/agritourism for more on how to plan for and promote agritourism. If you want to dig in further, a new business planning tool is available at agplan.umn.edu. This free resource guides users through developing an agritourism-specific business plan to share with business partners and other stakeholders.
DeeDee LeMier is an Extension educator specializing in community economics, agritourism and sustainable tourism development in rural areas. She leverages mobile data and cross-sector partnerships to develop resources and workshops that serve the unique needs of highly seasonal tourism economies. Her work not only contributes to the economic vitality of small communities, but also strengthens the bonds among residents and celebrates the distinctive local culture.
University of Minnesota Extension shares research-based knowledge through educational programs focused on agriculture, natural resources, communities, youth development and the health and wellbeing of families. See extension.umn.edu to learn about Extension’s work across the state, nation and world. For more news from U of M Extension, visit extension.umn.edu/news.
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