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Agritourism Business Plan

If you are very much grounded with nature and want diverse income in a rural area, then starting an agritourism business is one of the best ideas.

Anyone can start a new business, but you need a detailed business plan when it comes to raising funding, applying for loans, and scaling it like a pro!

Need help writing a business plan for your agritourism business? You’re at the right place. Our agritourism business plan template will help you get started.

Free Business Plan Template

Download our free agritourism business plan template now and pave the way to success. Let’s turn your vision into an actionable strategy!

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How to Write an Agritourism Business Plan?

Writing an agritourism business plan is a crucial step toward the success of your business. Here are the key steps to consider when writing a business plan:

1. Executive Summary

An executive summary is the first section planned to offer an overview of the entire business plan. However, it is written after the entire business plan is ready and summarizes each section of your plan.

Here are a few key components to include in your executive summary:

• Introduce your Business: Start your executive summary by briefly introducing your business to your readers.
• This section may include the name of your agritourism business, its location, when it was founded, the type of agritourism business (E.g., farm tours & farm stays, u-pick farms, farm-to-table restaurants, wine or brewery tours), etc.
• Market Opportunity: Summarize your market research, including market size, growth potential, and marketing trends. Highlight the opportunities in the market and how your business will fit in to fill the gap.
• Products and Services: Highlight the agritourism products & services you offer your clients. The USPs and differentiators you offer are always a plus.
• For instance, you may include farm tours, agricultural workshops & classes, farm products & crafts, etc as some of your products & services.
• Marketing & Sales Strategies: Outline your sales and marketing strategies—what marketing platforms you use, how you plan on acquiring customers, etc.
• Financial Highlights: Briefly summarize your financial projections for the initial years of business operations. Include any capital or investment requirements, associated startup costs, projected revenues, and profit forecasts.
• Call to action: Summarize your executive summary section with a clear CTA, for example, inviting angel investors to discuss the potential business investment.

Ensure your executive summary is clear, concise, easy to understand, and jargon-free.

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2. Business Overview

The business overview section of your business plan offers detailed information about your business. The details you add will depend on how important they are to your business. Yet, business name, location, business history, and future goals are some of the foundational elements you must consider adding to this section:

• Business Description: Describe your business in this section by providing all the basic information:
• Farm tours & farm stays
• Farm-to-table restaurants
• Wine or brewery tours
• Educational workshops and classes
• Rural accommodation
• Nature & adventure activities
• Explain where your business is located and why you selected the place.
• Owners: List the names of your agritourism business’s founders or owners. Describe what shares they own and their responsibilities for efficiently managing the business.
• Mission Statement: Summarize your business’ objective, core principles, and values in your mission statement. This statement needs to be memorable, clear, and brief.
• Business History: If you’re an established agritourism service provider, briefly describe your business history, like—when it was founded, how it evolved over time, etc.
• Additionally, If you have received any awards or recognition for excellent work, describe them.
• Future Goals: It’s crucial to convey your aspirations and vision. Mention your short-term and long-term goals; they can be specific targets for revenue, market share, or expanding your services.

This section should provide a thorough understanding of your business, its history, and its future plans. Keep this section engaging, precise, and to the point.

3. Market Analysis

The market analysis section of your business plan should offer a thorough understanding of the industry with the target market, competitors, and growth opportunities. You should include the following components in this section.

• Target market: Start this section by describing your target market. Define your ideal customer and explain what types of services they prefer. Creating a buyer persona will help you easily define your target market to your readers.
• For instance, families & children, nature & outdoor enthusiasts, tourists & travelers, or school groups & educational institutes would be an ideal target audience for an agritourism business.
• Market size and growth potential: Describe your market size and growth potential and whether you will target a niche or a much broader market.
• For instance, the agritourism industry was valued at USD 5.95 in 2021, so it is crucial to define the segment of your target market and its growth potential.
• Competitive Analysis: Identify and analyze your direct and indirect competitors. Identify their strengths and weaknesses, and describe what differentiates your agritourism services from them. Point out how you have a competitive edge in the market.
• Market Trends: Analyze emerging trends in the industry, such as technology disruptions, changes in customer behavior or preferences, etc. Explain how your business will cope with all the trends.
• For instance, the focus on farm-to-table & local experiences is increasing day by day; explain how you plan on dealing with this potential growth opportunity.
• Regulatory Environment: List regulations and licensing requirements that may affect your agritourism business, such as zoning & land use regulations, business licenses & permits, health & food safety regulations, liability & insurance, etc.

Here are a few tips for writing the market analysis section of your agritourism farm business plan:

• Conduct market research, industry reports, and surveys to gather data.
• Provide specific and detailed information whenever possible.
• Illustrate your points with charts and graphs.
• Write your business plan keeping your target audience in mind.

4. Products And Services

The product and services section should describe the specific services and products that will be offered to customers. To write this section should include the following:

• Farm activities
• Workshops & Classes
• Farm-to-table experiences
• Accommodation
• Special events
• Organic farm products
• Describe each service: Provide a detailed description of each service you provide:
• For instance, for farm activities – describe the different interactive activities that guests can take part in, such as gathering fruit and vegetables, feeding animals, milking cows, riding horses or tractors, or helping out on the farm.
• Additional Services: Mention if your agritourism business offers any additional services. You may include services like farm markets, nature trails or outdoor recreational activities, community engagement, etc.

In short, this section of your agritourism plan must be informative, precise, and client-focused. By providing a clear and compelling description of your offerings, you can help potential investors and readers understand the value of your business.

5. Sales And Marketing Strategies

Writing the sales and marketing strategies section means a list of strategies you will use to attract and retain your clients. Here are some key elements to include in your sales & marketing plan:

• Unique Selling Proposition (USP): Define your business’s USPs depending on the market you serve, the equipment you use, and the unique services you provide. Identifying USPs will help you plan your marketing strategies.
• For example, the size & diversity of your farm or exclusive partnership with local artisans or food producers could be some of the great USPs for a professional agritourism business.
• Pricing Strategy: Describe your pricing strategy—how you plan to price your products & services and stay competitive in the local market. You can mention any discounts you plan on offering to attract new customers.
• Marketing Strategies: Discuss your marketing strategies to market your services. You may include some of these marketing strategies in your business plan—social media marketing, Google ads, brochures, content marketing, and print marketing.
• Sales Strategies: Outline the strategies you’ll implement to maximize your sales. Your sales strategies may include partnering with other businesses, offering referral programs, etc.
• Customer Retention: Describe your customer retention strategies and how you plan to execute them. For instance, introducing loyalty programs, discounts & offers, personalized service, etc.

Overall, this section of your agritourism business plan should focus on customer acquisition and retention.

Have a specific, realistic, and data-driven approach while planning sales and marketing strategies for your agritourism business, and be prepared to adapt or make strategic changes in your strategies based on feedback and results.

6. Operations Plan

The operations plan section of your business plan should outline the processes and procedures involved in your business operations, such as staffing requirements and operational processes. Here are a few components to add to your operations plan:

• Staffing & Training: Mention your business’s staffing requirements, including the number of employees, chefs, or other staff needed. Include their qualifications, the training required, and the duties they will perform.
• Operational process: Outline the processes and procedures you will use to run your agritourism business. Your operational processes may include visitor reservations & bookings, farm activity management, hospitality management, food service & retail management, etc.
• Equipment & Machinery: Include the list of equipment and machinery required for agritourism, such as farm vehicles, farm implements, livestock equipment, kitchen equipment, workshop equipment, safety equipment, etc.
• Explain how these technologies help you maintain quality standards and improve the efficiency of your business operations.

Adding these components to your operations plan will help you lay out your business operations, which will eventually help you manage your business effectively.

7. Management Team

The management team section provides an overview of your agritourism business’s management team. This section should provide a detailed description of each manager’s experience and qualifications, as well as their responsibilities and roles.

• Founders/CEO: Mention the founders and CEO of your agritourism business, and describe their roles and responsibilities in successfully running the business.
• Key managers: Introduce your management and key members of your team, and explain their roles and responsibilities.
• It should include, senior management, and other department managers (e.g. operations manager, hospitality manager, customer services manager.) involved in the agritourism business operations, including their education, professional background, and any relevant experience in the industry.
• Organizational structure: Explain the organizational structure of your management team. Include the reporting line and decision-making hierarchy.
• Compensation plan: Describe your compensation plan for the management and staff. Include their salaries, incentives, and other benefits.
• Advisors/Consultants: Mentioning advisors or consultants in your business plans adds credibility to your business idea.
• So, if you have any advisors or consultants, include them with their names and brief information consisting of roles and years of experience.

This section should describe the key personnel for your agritourism business, highlighting how you have the perfect team to succeed.

8. Financial Plan

Your financial plan section should provide a summary of your business’s financial projections for the first few years. Here are some key elements to include in your financial plan:

• Profit & loss statement: Describe details such as projected revenue, operational costs, and service costs in your projected profit and loss statement. Make sure to include your business’s expected net profit or loss.
• Cash flow statement: The cash flow for the first few years of your operation should be estimated and described in this section. This may include billing invoices, payment receipts, loan payments, and any other cash flow statements.
• Balance sheet: Create a projected balance sheet documenting your agritourism business’s assets, liabilities, and equity.
• Break-even point: Determine and mention your business’s break-even point—the point at which your business costs and revenue will be equal.
• This exercise will help you understand how much revenue you need to generate to sustain or be profitable.
• Financing needs: Calculate costs associated with starting an agritourism business, and estimate your financing needs and how much capital you need to raise to operate your business. Be specific about your short-term and long-term financing requirements, such as investment capital or loans.

Be realistic with your financial projections, and make sure you offer relevant information and evidence to support your estimates.

9. Appendix

The appendix section of your plan should include any additional information supporting your business plan’s main content, such as market research, legal documentation, financial statements, and other relevant information.

• Add a table of contents for the appendix section to help readers easily find specific information or sections.
• In addition to your financial statements, provide additional financial documents like tax returns, a list of assets within the business, credit history, and more. These statements must be the latest and offer financial projections for at least the first three or five years of business operations.
• Provide data derived from market research, including stats about the industry, user demographics, and industry trends.
• Include any legal documents such as permits, licenses, and contracts.
• Include any additional documentation related to your business plan, such as product brochures, marketing materials, operational procedures, etc.

Use clear headings and labels for each section of the appendix so that readers can easily find the necessary information.

Remember, the appendix section of your agritourism business plan should only include relevant and important information supporting your plan’s main content.

The Quickest Way to turn a Business Idea into a Business Plan

Fill-in-the-blanks and automatic financials make it easy.

This sample agritourism business plan will provide an idea for writing a successful agritourism plan, including all the essential components of your business.

After this, if you still need clarification about writing an investment-ready business plan to impress your audience, download our agritourism business plan pdf .

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Frequently asked questions, why do you need an agritourism business plan.

A business plan is an essential tool for anyone looking to start or run a successful agritourism business. It helps to get clarity in your business, secures funding, and identifies potential challenges while starting and growing your business.

Overall, a well-written plan can help you make informed decisions, which can contribute to the long-term success of your agritourism business.

Where to find business plan writers for your agritourism business?

There are many business plan writers available, but no one knows your business and ideas better than you, so we recommend you write your agritourism business plan and outline your vision as you have in your mind.

What is the easiest way to write your agritourism business plan?

A lot of research is necessary for writing a business plan, but you can write your plan most efficiently with the help of any agritourism business plan example and edit it as per your need. You can also quickly finish your plan in just a few hours or less with the help of our business plan software .

How do I write a good market analysis in an agritourism business plan?

Market analysis is one of the key components of your business plan that requires deep research and a thorough understanding of your industry.

We can categorize the process of writing a good market analysis section into the following steps:

• Stating the objective of your market analysis—e.g., investor funding.
• Industry study—market size, growth potential, market trends, etc.
• Identifying target market—based on user behavior and demographics.
• Analyzing direct and indirect competitors.
• Calculating market share—understanding TAM, SAM, and SOM.
• Knowing regulations and restrictions
• Organizing data and writing the first draft.

Writing a marketing analysis section can be overwhelming, but using ChatGPT for market research can make things easier.

Can a good agritourism business plan help me secure funding?

Indeed. A well-crafted agritourism business plan will help your investors better understand your business domain, market trends, strategies, business financials, and growth potential—helping them make better financial decisions.

So, if you have a profitable and investable business, a comprehensive business plan can certainly help you secure your business funding.

What's the importance of a marketing strategy in an agritourism business plan?

Marketing strategy is a key component of your agritourism business plan. Whether it is about achieving certain business goals or helping your investors understand your plan to maximize their return on investment—an impactful marketing strategy is the way to do it!

Here are a few pointers to help you understand the importance of having an impactful marketing strategy:

• It provides your business an edge over your competitors.
• It helps investors better understand your business and growth potential.
• It helps you develop products with the best profit potential.
• It helps you set accurate pricing for your products or services.

About the Author

Upmetrics Team

Upmetrics is the #1 business planning software that helps entrepreneurs and business owners create investment-ready business plans using AI. We regularly share business planning insights on our blog. Check out the Upmetrics blog for such interesting reads. Read more

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Starting an Agritourism Business

Every farm has a story to tell..

What is agritourism? Starting an agritourism business can be unpredictable. Start your agritourism dreams off right with these tips from an expert.

I was in the audience the day a farmer was describing a school field trip on his farm. He told of how he reached under a hen in front of the group and pulled out an egg. A young voice rang out with, “Who put that there?” The tour continued to the milking barn. As he squeezed a handful of milk from one of the cows, another question was posed: “What will they think of next?” The question wouldn’t have been quite so disturbing, except it came from the teacher.

That day, I decided to take my farm public and educate the masses. Maybe you have a similar goal, in which case, I’m here to offer advice from my experiences.

What Is Agritourism?

When you start researching the term “agritourism,” it seems there’s a different definition for every individual operation. This is great, because it means agritourism is customizable to your farm.

After traveling the country and touring many different types and styles of operations, my definition is simple: inviting people to experience your farm dream.

I’ve seen some operations charge people to come onto the farm; others make enough money growing crops or as a working cattle ranch that they don’t charge anything; some take donations. As a hybrid, a few allow special groups to come out for free while charging the masses.

Determine Your Personal Plan

Honesty with yourself is key to being successful in agritourism. This honesty will help drive the design of your operation. Asking yourself specific questions up-front, especially hard questions, is better than being blindsided or worse: losing everything you’ve worked to build.

Each size of operation has its ups and downs, with extra labor needed the larger you get. Agritourism is no different. You’ll need to set realistic expectations. If you enjoy a 9-to-5 work schedule, then agritourism may not be for you. Even if you host only one annual event, there will be year-round tasks that need to happen for that event to succeed.

Figure out Personal Gifts and Interests

One factor of being successful is knowing your dreams and how big of an operation you eventually want to own. For example, if you simply want to teach a few people each year about backyard chickens, then a few hens could get you where you want to be.

You can’t imitate another operation and truly be successful. It doesn’t matter how prosperous the other farm appears to be. Your passions and strengths will help you build your personal success.

I once tried to copy a local operation and almost lost the farm. It was simple; they had a pumpkin patch, and I never had one. I thought I could just add pumpkins and everything would be great. This was flawed thinking. The weather turned and my pasture roads were flooded. I couldn’t open for pumpkin season that year. So, I had to wholesale my load of pumpkins to my neighbor who was located on higher ground. It wasn’t a break-even situation, but I learned a lesson: Mother Nature rules.

Are you a People Person?

Do you want to live in the middle of your property and not see anybody? If your answer is “yes,” then agritourism might not be for you. You can carefully design your operation if you’re not the most outgoing person, but you’ll still need some desire to connect with people.

One way to test your people skills is to imagine yourself striking up a conversation at the grocery store if you see someone buying carrots and you’re a carrot farmer. This can give you some insight into how comfortable you are with people on your homestead.

For the Love and Joy of Farming

No one should work as hard as a farmer or rancher unless they absolutely love what they do. This includes managing an agritourism business. But if you love what you do – whether raising crops, working with animals in extreme temperatures, or fixing fences  – it isn’t work. The endless hours we put in need to be fulfilling to us as individuals or we’ll burn out.

Look for Community

Agritourism can be lonely. Not everybody will understand your business. You don’t have to be alone; there are others who understand what you want to accomplish and want you to be successful. You’ll need a support system of people with experience in agritourism to call on when you need help.

Sometimes, just knowing another person understands your dream will be enough to get you through a bad day. But on the really tough issues, being able to call an ag-friend could save the farm. Our operations may be miles or oceans apart, but we can stay connected. I consult with people all over, and there are more similarities than differences when it comes to agritourism operations.

Remain Adaptable and Resilient

In business, and especially in agritourism, you have to remain adaptable. Things won’t always go as planned, and you’ll need to expect it, be okay with it, and be able to adjust to reach the best possible outcome.

Along with being adaptable, being a resilient, lifelong learner will help you stay on track. A constant research mode will keep you studying new ideas, new trends, and better ways of operating. This mindset will also help you figure out what people are looking for and what experiences you can give them on your farm.

Develop Your Agritourism Business Plan

A business plan is a road map for you to control the direction and destination of where you’re headed. Planning your business means you’ll be planning your work. To keep you on the path to success, business plans need to be written down as a living document, containing all the essential materials to help keep you on the side of success. Start small and grow from what works, learn from what doesn’t, and don’t add to your operation too fast. Using a business plan will outline what’s reality and what’s your hope for the future.

Risk is associated with being in business, and a proper plan will help you weigh the risk – especially when you plan to leverage anything. Taking out a loan or borrowing in any form needs to be extensively evaluated. It’s not advised to leverage against an agriculture venture. Markets change constantly, and this could put your farm at risk.

In a proper business plan, there’ll be a strength and weakness analysis, including your interest or aptitude to know which tasks you should do and which you should hire out. You’ll need to be a jack-of-all-trades, from growing plants and raising animals to managing employees, keeping the books, and creating a marketing plan.

Determine Your Target Market

In developing an accurate plan, you’ll want a clear vision of your customer so your marketing message will speak to them. Narrow down who you’ll focus on to sell your land’s bounty, and don’t be vague. “Everyone who eats meat” is too broad of a category.

Knowing your target audience will lead you to what they want and are willing to pay to experience. And with each experience, identify the potential add-ons or upsells your patrons may like or not even know you offer, such as how-to classes, fresh eggs, healthful produce , or bicycle tours.

For the reverse – getting the product to the customer – consider transportation costs, which is part of your overhead. Is your location close enough to allow your target audience to drive to you, or can you afford to transport the goods to the people? Don’t expect to meet every possible scenario, but be diversified to accommodate different tastes.

Are There Food and Beverage Requirements?

Besides acquiring the wholesale items required to serve food and drinks , what kinds of licenses and permits do you need? Every branch of agritourism has its own set of regulations, industry standards, and specific safety guidelines. Some of these rules and guidelines change annually, so keep up to date with your specific industry, or industries if your operations overlap.

What Buildings Will You Need?

If you have a location or are planning to acquire one, analyze your needs for infrastructure: food, water, shelter, and energy. Are temporary tents a possibility? Will you need to renovate an existing structure? Is it time for a new construction project? Where’s the energy or power coming from? And once people decide to visit your farm, how are they going to access your property? Don’t expect people to come back if they get stuck on a muddy field road. How are you going to let everyone go to the bathroom? Is your septic system large enough to handle public use, or are you going to bring in portable restrooms?

Examine Overhead and Finances

Overhead is the cost of doing business and needs to be considered for each venture of your agribusiness enterprise. In any enterprise, finances should be at the top of your list for discussion with your business partners or spouse.

Whether you’re open year-round or seasonally, you’ll have proportional costs associated with how long your gates are open, and you’ll have to generate enough revenue to cover the added infrastructure. The extra open hours will add to the wear and tear on your farm, and things will need to be maintained, including access to your farm.

Even if you have operating hours posted, people will show up at all times, and if the gate is open, they’ll come through. An open gate or unlocked gate policy could cost you time, energy, and money to deal with folks who don’t know better.

Evaluate your resources; think about your time, available capital, land, equipment, and all the assets you bring to the venture.

Insurance is another cost to consider. If your insurance costs $600 a month and you gross $200 per weekend (an average four-weekend month), then you’ll only make $200 to cover all other expenses.

Define Your Success

We must know our personal definition of success to discover when we’ve accomplished our mission. Without it, we may get lost. You might want to provide for your family and make a difference in your neighborhood. You might consider your efforts worthy if they make a positive impact in your city.

I believe all farm dreams can succeed and all farms need agritourism. And this is why: We all have a story to tell. We all can educate people who experience our operations. You can bring people onto your farm and teach them about your passion, whether it’s wool, tomatoes, or the natural history of your area.

Adventures in Agritourism

A Manual for Diversifying Your Farm Income

Avoid the pitfalls that most agritourism rookies experience and set yourself up for a successful foray into the agritourism world with topic expert Matt Stephens. In this one-of-a-kind resource, Stephens talks with six other agritourism farmers and examines the realities and hard work involved in adding an agritourism component to your farm. With the guidance provided by Stephens and his cohorts, you’ll understand what it takes and how to get started, the various types of agritourism available and which one will work best for your situation, and how to successfully manage the business side of the farm.

Matt Stephens was born and raised on a central Texas hobby farm. He’s an agritourism consultant and has spoken at events around the country, inspiring people to chase their farm dreams.

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Tribal Agritourism Resource Page

Case Studies in Tribal Agritourism

The stories within offer diverse examples of successful tribal agritourism business models from Choctaw Nation (Chahta Yakni) of Oklahoma, Yocha Dehe Wintun Nation (California), Icy Strait Point (Huna Tlingit, Alaska), Santa Ana Pueblo (New Mexico), Big Apple Fest (Oneida Nation of Wisconsin), and the Iroquois White Corn Project (Seneca Nation of Indians, New York).

They are not meant to be templates, but rather are intended to serve as a source of inspiration for tribal farmers, ranchers and producers.

Agritourism, located at the intersection between tourism and agriculture, involves the packaging of tourism-related product and services with an agriculture-based operation or activity for the primary purposes of providing enjoyment, education, or agribusiness expertise and practices for the public. Below, find carefully curated resources for tribal producers looking to create or expand their own agritourism enterprises.

According to the 2017 Census of Agriculture , the United States is home to nearly 80,000 Native American or Alaska Native farm producers. Although that number represents just 2.3 percent of the country’s 3.4 million producers, Native-owned farm acreage makes up more than 6 percent of total U.S. farmland—59 million acres to be exact.

With more than 80 percent of Native farmers living on their farm or ranch and/or reporting farming/ranching as their primary occupation, an increasing number of producers are looking to grow their revenue by diversifying their product offerings.

Agritourism Webinars

Seed Savers and Food Sovereignty

Webinar: Seed Savers and Food Sovereignty   Webinar: Seed Savers and Food Sovereignty April 11, 2023; 10 a.m. (Mountain) In this webinar, we...

Healthy One Bite at a Time with Native Food & Plants

Webinar: Healthy One Bite at a Time with Native Food & Plants Healthy One Bite at a Time with Native Food & Plants February 21, 2023; 10...

Product Pathways: Getting Your Product from the Field to the Shelf

We will follow your product from the farm to the market during this webinar. Learn how important it is to share the story about the cultural significance of your product.

Native Chefs Explore Food Sovereignty

Learn from Native chefs, Vincent Medina (Chochenyo Ohlone), and Louis Trevino (Rumsen Ohlone), who co-own the mak-‘amham/Café Ohlone in the San Francisco and Monterey Bay area.

Oneida Big Apple Fest: Developing An Agricultural Festival

Image courtesy of Oneida Nation of WisconsinOneida Big Apple Fest: Developing An Agricultural FestivalTribal Agritourism Webinar SeriesWebinar:...

Building a Native Agritourism Ecosystem

Building a Native Agritourism Ecosystem AIANTA Webinar SeriesBuilding a Native Agritourism Ecosystem Learn from the owner of DX Beef and The DX...

AIANTA Releases Ground-Breaking Tribal Agritourism Educational Handbook

Case Studies in Tribal Agritourism was created to serve as an inspiration for Native American and indigenous farmers, ranchers and other food producers interested in expanding their agricultural operations to include visitor components.

Native Chefs Celebrate the Holidays with Indigenous Cuisine, Recipes

As travelers remain grounded, AIANTA has created a virtual round up of Native cuisine.

View more articles from AIANTA’s Tribal Agritourism blog now.

Dynamite Hill Farms

Icy Strait Point

Oneida Nation Apple Orchard

Choctaw Hunting Lodge

Ute Mountain Ute Bow and Arrow Brand

View some of our tribal tourism partners by clicking on the images above or learn how you can claim your own listing at NativeAmerica.travel now.

Native American Agriculture Fund (NAAF)

United States Department of Agriculture (USDA)

🍴 Office of Tribal Relations 🍴 Tribal Programs and Services 🍴 Council for Native American Farming and Ranching 🍴 National Institute of Food and Agriculture (NIFA) 🍴 2017 USDA Rural Development Program Reference Guide 🍴 2016 USDA Tribal Guide 🍴 Recreation, Tourism & Rural Well Being

Intertribal Agriculture Council (IAC)

First Nations Development

On-Farm Market Directory The Office for American Indian, Alaskan Native, and Native Hawaiian Programs (OAIANNHP) is creating a searchable list of American Indian, Alaskan Native, and Native Hawaiian farmers through the United States Department of Agriculture’s (USDA) On-Farm Market Directory. If you are currently selling or plan to sell farm products directly to consumers, please click here to be considered for inclusion

CDC Native Diabetes Wellness Program 🍴   Traditional Foods Program and Map 🍴   Traditional Foods in Native America

Environmental Protection Agency (EPA) 🍴   Smart Growth

ATTRA Sustainable Agriculture Program / National Center for Appropriate Technology (NCAT)

New Entry Sustainable Farming Project An initiative of Tufts University’s Friedman School of Nutrition Science and Policy and additional partners, New Entry Sustainable Farming Project works locally, regionally, and across the country to strengthen local food systems by supporting new farmers. They serve and collaborate with the people, communities, and organizations in Massachusetts, the Northeast, and beyond.

Sustainable Agriculture Research and Education (SARE) Since 1988, the Sustainable Agriculture Research and Education (SARE) grants and education program has advanced agricultural innovation that promotes profitability, stewardship of the land, air and water, and quality of life for farmers, ranchers and their communities. www.sare.org

Agritourism around the US—Findings from a National Survey

International Workshop on Agritourism

Agritourism Articles & Research

Intertribal Food Systems A national intertribal survey and report (2915)

Fisheries and Tourism – Creating Benefits for the Community This guide is intended for those Fisheries Local Action Groups (FLAGs) that would like to develop tourism activities in their areas, while also ensuring that benefits accrue to the local fisheries community. (2014)

Alternative Enterprises and Agritourism: Farming for Profit and Sustainability  VIew article

An Introduction to Agritourism: A Power Tool for Storytelling and Revenue Generation Agritourism, a portmanteau of agriculture and tourism, is a fast-growing subsector of the tourism industry. Read Full Article

Is Your Tribe Ready for Agritourism? Is your tribal community or your farming/ranching operations ready to expand your cultural impact and your economic base? Read Full Article

Curating Agritourism Experiences: Product Development While there are plenty of benefits to engaging in culinary and agritourism, as with any tourism effort, attention should be given to crafting a compelling experience and determining whom your desired audience is. Read Full Article

Overcoming Challenges to Successfully Launch Agritourism Experiences Many communities and entrepreneurs around the country have harnessed travelers’ increasing interest in food and farming as an opportunity to invest in traditional cuisine and practices. Beyond leading to increased community pride, many of these opportunities also provide an effective avenue for perpetuating Native cultures and traditions through education and first-hand experiences. Read Full Article

Creating an Agritourism Business Plan No matter how great the prospective market, available resources, or the people in your community, without a comprehensive and nimble business plan, the most effective and efficient path to creating a successful agritourism business can be hard to find.  Read Full Article

Big Apple Fest, Oneida Nation Big Apple Fest, a family event in Oneida, Wisconsin highlights Oneida culture and history. Here, visitors can pick apples in the Oneida Orchard while also experiencing Oneida culture in five fully-restored historic log homes. They can also play games, see live animals, ride horse-drawn wagons and be entertained by Rhea the Trick Horse. Food is available through vendors and at the farmer’s market.

Held the third Saturday in September, Big Apple Fest is planned and operated by the Oneida Tourism Department and is sponsored by the Oneida Tourism Department, Oneida Cultural Heritage Department, Oneida Nation Apple Orchard, and Tsyunhehkwa Retail store.

Big Apple Fest , authored by Oneida Nation

Icy Strait Point ; Hoonah, Alaska Icy Strait Point—America’s only private cruise ship destination—offers two programs emphasizing the agri-culinary offerings of Southeast Alaska. In addition to providing distinctive culinary options for guests, the Tlingit Kitchen program teaches guests about the subsistence lifestyle of the local Tlingit people.

Icy Strait Point​ , authored by Dan Moore (Consultant) & edited by AIANTA Staff​

Seminole Nation Vineyard ; Seminole, Oklahoma Although communal farming was an important part of traditional Seminole life, most Seminole people are at least three generations removed from farming, and 99 percent of Seminole owned arable land is not in production.

Native American-owned and Oklahoma-based Seminole Nation Vineyard and Winery (SNVW) features seven acres of dedicated vines, providing a path for Seminole people to get back to farming. The winery supports a growing tourism effort by the Nation, which also creates a ready market for the product produced by Seminole farmers.

Seminole Nation Vineyard , authored by Dan Moore (Consultant) & edited by AIANTA Staff

Tribal Agritourism Marketing Tools Part 2 Using NativeAmerica.travel to promote tourism and your agritourism products Presenters: Sandra Anderson, AIANTA; Dan Moore, Agritourism Consultant Presented in Partnership with First People’s Fund

• Administration
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• Public Information & Public Records
• Vermont Agriculture & Environmental Laboratory
• Water Quality
• Weights & Measures
• Flooding Disaster Response and Recovery Resources

Business Planning for Agritourism Enterprises

March 1, 2024

Business planning is vital for agritourism ventures, just as it is for any enterprise. In this blog, we'll explore why having a solid plan is crucial, discuss key considerations when crafting one for your agritourism business, and introduce an easy-to-use online tool to guide you through the process.

What is business planning and why is it important?

Business planning is the process of outlining the goals, strategies, and actions needed to achieve success in a business venture. It involves setting objectives, assessing resources and potential challenges, and developing a roadmap for how your business will operate and grow over time.

The purpose of business planning is to provide clarity, direction, and a framework for decision-making to guide your business toward its objectives. However, it’s not only about the finished product. Engaging in the process of business planning allows you to thoroughly evaluate your ideas, commit them to paper, and see them come together in a cohesive strategy. This process serves as a crucial form of risk management, providing you the opportunity to test the viability of your concepts and make necessary adjustments.

If you have ever sought out any sort of funding to support your business, whether through grants or loan programs, you have probably been asked to provide a business plan. Lenders and grantors want to know that you have dedicated time to strategizing your long-term goals and can demonstrate proof of concept. Even if you already possess a business plan for your farm, it’s important to revisit this process for any new ventures you want to include, such as agritourism.

What should I include in my business plan?

Business plans typically include an executive summary, a business description, a market analysis, an overview of the organization and its management, a marketing plan, and a financial plan incorporating sales projections and potential sources of external funding. Following these steps aids in developing a robust business structure and contemplating current and future opportunities that may otherwise be overlooked.

When planning for agritourism specifically, be sure conduct thorough research into local land use and zoning laws, land acquisition strategies (if relevant), the proximity of your farm (or desired area) to population centers, and strategies for attracting visitors. Evaluate the successes of other farms and agritourism operations in your area, discerning their unique qualities and identifying potential gaps and niches you could fill. How can you offer a truly unique experience?

And don’t overlook important lifestyle considerations, such as your personal priorities and the time commitment required to achieve your goals. For instance, if privacy and peace and quiet are top values for you, hosting large farm dinners weekly may not align with your vision.

Where can I get help with my business plan?

If you’d like guidance and accountability in drafting your agritourism business plan, you're in luck! A newly launched online tool is here to assist you. AgPlan , an online program managed by the Center for Farm Financial Management at the University of Minnesota, provides business planning templates tailored to various agricultural enterprises. Thanks to a grant from Northeast Extension Risk Management Education and the collaborative effort of extension and agricultural service providers nationwide, led by the University of Vermont, there's now a free agritourism version available for your use!

The AgPlan agritourism template guides you through each step of the business planning process, offering agritourism-specific examples and concise video courses on writing each section. It simplifies the process of developing your business plan, helping you understand what to include with tips and resources and showcasing sample plans for inspiration. Upon signing up, you can create multiple business plans, store all your content for easy access, invite others to contribute and provide feedback, and export the document for presentation to lenders or partners.

Start utilizing the AgPlan template today by signing up at https://agplan.umn.edu/ !

For additional support and accountability, consider joining a 7-week virtual training session where agritourism experts guide you through AgPlan section by section. While three sessions have already occurred, it's not too late to participate! Each session is recorded , allowing you to follow along at your own pace or catch up and join the next session. If you’re reading this in the future (hello!) and the 7-week training series has ended, you can still watch each of the recorded sessions and guide yourself through the process. If you complete each of the weekly assignments, you'll have a comprehensive draft of your agritourism business plan by the end of the training!

• Agritourism Business Planning with AgPlan will be taught via Zoom and runs from 1:00 to 2:00 PM every Tuesday from February 13 through March 26, 2024. Register here: Agritourism Business Planning - Zoom
• Or, watch the recorded sessions, here: Agritourism Business Planning - Recorded Sessions

Additionally, Vermont farms can access one-on-one business planning support through the Farm Viability Program at UVM Extension  and  Vermont Farm & Forest Viability Program through Vermont Housing & Conservation Board .

Business planning for agritourism is just as crucial as it is for any other business endeavor. It offers clarity, direction, and serves as a vital risk management tool, especially crucial when seeking funding or embarking on new ventures like agritourism. Happy planning!

Thanks for reading the  Marketing and Agritourism Blog ! I’m your host, Kristen Brassard, Marketing & Agritourism Specialist at the Vermont Agency of Agriculture, Food & Markets. Stay tuned every month for tips on marketing and incorporating agritourism practices on your farm and be sure to sign up for the  Vermont Ag Bulletin  so you never miss a post!

Agro Tourism Business Plan [Sample Template]

By: Author Tony Martins Ajaero

Home » Business Plans » Tourism & Hospitality

Do you want to start an agro tourism company and need to write a plan? If YES, here is a sample agro tourism business plan template & feasibility report.

An agro tourism agency is a good business to start in the United States because, aside from Israel, the United States can boast of having some of the best inventions when it comes to the agricultural industry. As a matter of fact, the united states is among the top destinations for foreigners looking for countries to understudy new breakthroughs in agriculture.

Agro tourism receives massive support from the government because it gives farmers and other stakeholders in the industry opportunity to generate additional income and an avenue for direct marketing of their produce to consumers. Aside from that, agro tourism provides educational opportunities to the public, helps to preserve agricultural lands, and allows states to develop business enterprises.

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If you are sure this type of business is what you truly want to do after you must have conducted your feasibility studies and market research.

The next step to follow is to write a good business plan; a detailed blueprint of how you intend raising your seed capital, setting up the business, managing the flow of the business, sorting out tax and marketing your services. Below is a sample agro tourism business plan template that will help you write yours with little effort.

A Sample Agro Tourism Business Plan Template

1. industry overview.

The travel and tourism industry of which agro tourism belongs to is a big and profitable industry in the United States of America and in most developed countries with known breakthroughs in the agriculture industry. Agritourism or agro tourism involves any agriculturally based operation or activity that brings visitors to a farm or ranch especially for the purpose of understudying.

Agro tourism is a booming line of business in the United States. Agro tourists can choose from a wide range of activities that include picking fruits and vegetables, riding horses, tasting honey, learning about wine and cheesemaking, or shopping in farm gift shops and farm stands for local and regional produce or hand-crafted gifts.

According to the USDA Cooperative State, Education and Extension Service, “Tourism is becoming increasingly important to the U.S. economy. A conservative estimate from the Federal Reserve Board in Kansas, based on 2000 data, shows that basic travel and tourism industries accounted for 3.6 percent of all U.S. employment.

Even more telling, data from the travel industry Association of America indicate that 1 out of every 18 people in the U.S. has a job directly resulting from travel expenditures”.

According to the Small Farm Center at the University of California, “Agricultural tourism or agritourism, is one alternative for improving the incomes and potential economic viability of small farms and rural communities. Some forms of agritourism enterprises are well developed in California, including fairs and festivals.

Other possibilities still offer potential for development”. The UC Small Farm Center has developed a California Agritourism Database that “provides visitors and potential entrepreneurs with information about existing agritourism locations throughout the state.

The Tourism industry that agro tourism business is a subset of is a thriving sector of the economy of the United States and the industry generates over $970 billion annually from more than 443,165 tourism companies (strictly agro tourism agencies inclusive) scattered all around the United States of America.

The industry is responsible for the employment of over 5,546,023 people. Experts project the industry to grow at 1.0 percent annual rate. The market for the tourism industry is open to all stakeholders because no tourism agency has the lion market shares in the industry

A recent report published by IBISWorld shows that in the last five years, the Tourism industry has experienced relatively steady growth.

However, despite increasing consumer sentiment, declining unemployment and an increase in the number of trips domestic and international travelers were taking in the United States, revenue growth was sluggish early during the period amid heightened competition and unstable commodity markets.

Nevertheless, consumer spending continued to increase over the past five years, due to rising disposable income and positive consumer sentiment, benefiting industry operators.

Some of the factors that encourage entrepreneurs to start their own agro tourism business could be that the business is easy to set up and the startup capital is indeed affordable; you can actually start your own agro tourism business from a small farm.

But you must ensure that you have things in place or activities that will compel people (tourists) to travel from far and wide to pay to tour your farm.

2. Executive Summary

Frank Tyson® Commercial Farm Settlement, Inc. is a registered commercial farm with strong bias in generating additional income from agro tourism. The farm will be located in a farming community in Steamboat Springs – Colorado.

Frank Tyson® Commercial Farm Settlement, Inc. is a 500 – acre family – owned and operated farm that hosts over 40 attractions and activities for visitors between May and their Harvest Festival in October. Our visitors (tourists) have the opportunity to feed their baby animal addiction by visiting during the Baby Animal Days, or they can can participate in our many festivals, such as the Sunflower Festival.

From activities such as apple cannons and pig races, there are many different opportunities to entertain the entire family all the while learning about farm life. We will also offer agro tourists the chance to work on cattle ranches, and sometimes participate in cattle drives.

We are aware that while revenue and education are often primary drivers for farmers to diversify and invite guests onto their property, we will ensure that safety is always a top priority to us.

Frank Tyson® Commercial Farm Settlement, Inc. is a client-focused and result driven agro tourism business that provides excellent treatment and broad-based experience at an affordable fee that won’t in any way put a hole in the pocket of our clients.

At Frank Tyson® Commercial Farm Settlement, Inc., our client’s best interest would always come first, and everything we do is guided by our values and professional ethics. Which is why our visitors are greeted with a beautiful building that houses a café and souvenir shop.

We also have in the visitor center area an agriculture-themed escape room and interactive stations for people of all ages to learn about the agriculture industry and our farm, from what farmers do. We will ensure that we hire professionals who are well experienced in the industry.

Frank Tyson® Commercial Farm Settlement, Inc. will at all times demonstrate her commitment to sustainability, both individually and as a firm, by actively participating in our communities and integrating sustainable business practices wherever possible.

We will ensure that we hold ourselves accountable to the highest standards by meeting our client’s needs precisely and completely.

Frank Tyson® Commercial Farm Settlement, Inc. is founded by Frank Tyson and his immediate family members. He has over 15 years’ experience working at various capacity within the agriculture industry and of course the travel and tour industry in the United States of America.

3. Our Products and Services

Frank Tyson® Commercial Farm Settlement, Inc. is going to offer varieties of services within the scope of the agro tourism line of business in the United States of America. Our intention of starting our agro tourism business is to make profits from the industry and we will do all that is permitted by the law in the United States to achieve our business goals. Our business offerings are listed below;

• Giving visitors (tourists) first hand experience of farm life
• (Accommodation services) – Renting out our agriculture-themed escape room and interactive stations
• Food services and drinking place services
• Donkey, Cart and Horse rental
• Travel agent and tour arrangement services
• Sell our farm produce to visitors (farm market)

4. Our Mission and Vision Statement

• Our vision is to build an agro tourism brand that will become the number one choice for clients who are seeking to visit Steamboat Springs – Colorado or any commercial farms in the United States for the purpose of agro tourism.
• Our mission is to provide the most ideal environment, ambiance and activities that will encourage people to visit our farms.
• We will position the business to become the leading brand in agro tourism in the whole of Steamboat Springs – Colorado, and also to be amongst the top 20 agro tourism destinations in the United States of America within the first 10 years of operation.

Our Business Structure

Frank Tyson® Commercial Farm Settlement, Inc. will build a solid business structure that can support the growth of our business.

We will ensure that we hire competent hands to help us build the business of our dream. The fact that we want to become one of the leading commercial farms that is also engaged in agro tourism in the United States makes it highly necessary to build a well – structured business from the onset.

We will make sure that we hire people that are qualified, honest, customer centric and are ready to work to help us build a prosperous business that will benefit all the stakeholders.

As a matter of fact, profit-sharing arrangement will be made available to all our member of staff and it will be based on their performance for a period of ten years or more. In view of that, we have decided to hire qualified and competent hands to occupy the following positions;

• Chief Operating Officer

General Farm Manager

Administrator/Accountant

• Cattle Ranch Manager/Supervisor
• Agro Travels and Tours Consultant
• Sales and Marketing Executive
• Field Employees
• Front Desk Officer

5. Job Roles and Responsibilities

Chief Operating Officer:

• Increases management’s effectiveness by recruiting, selecting, orienting, training, coaching, counseling, and disciplining managers; communicating values, strategies, and objectives; assigning accountabilities; planning, monitoring, and appraising job results
• Responsible for providing direction for the business
• Creating, communicating, and implementing the organization’s vision, mission, and overall direction – i.e. leading the development and implementation of the overall organization’s strategy.
• Responsible for signing checks and documents on behalf of the company
• Evaluates the success of the organization
• Responsible for the planning, management and coordinating all farm activities across the various sections on behalf of the organization
• Supervise other section managers
• Ensure compliance during project executions
• Providing advice on the management of farming activities across all sections
• Responsible for carrying out risk assessment
• Using IT systems and software to keep track of people and progress of the growth of crops, fishes, birds and animals
• Responsible for overseeing the accounting, costing and sale of farm produce after harvest
• Represent the organization’s interest at various stakeholders meetings
• Ensures that farming goals desired result are achieved, the most efficient resources (manpower, equipment, tools and chemicals et al) are utilized and different interests involved are satisfied. Responsible for preparing financial reports, budgets, and financial statements for the organization
• Defining job positions for recruitment and managing interviewing process
• Carrying out staff induction for new team members
• Responsible for training, evaluation and assessment of employees
• Oversee the smooth running of the daily farming activities across the various farming sections.

Agro Travel and Tour Consultant

• Responsible for booking flight tickets, securing transit visas, booking for shuttle buses/taxi cabs, car rentals, hotel bookings amongst many other agro tour services
• Liaise with clients (potential agro tourists) to identify their needs and to ensure customer satisfaction
• Conduct market research, gather information and negotiate contracts prior to closing any deals
• Provide feedback and periodic reports to stakeholders
• Propose ideas to improve provided services and agro tourism quality
• Ensure compliance with insurance, legal, health and safety obligations
• Cooperate with marketing and PR to promote and publicize agro related events
• Conduct pre- and post – agro events evaluations and report on outcomes
• Research market, identify agro tour opportunities and generate interest
• Responsible for overseeing the smooth running of HR and administrative tasks for the organization
• Responsible for preparing financial reports, budgets, and financial statements for the organization
• Responsible for financial forecasting and risks analysis.
• Responsible for developing and managing financial systems and policies
• Responsible for administering payrolls
• Ensuring compliance with taxation legislation
• Handles all financial transactions for the company
• Serves as internal auditor for the company

Cattle Ranch and Animal Manager/Supervisor

• Responsible for managing boarding services, breeding services, dairy support services, livestock health services, farrier services, and shearing services et al.
• Work closely with the General Manager to achieve the organizations’ goals and objectives

Sales and Marketing Officer

• Identify, prioritize, and reach out to new partners, and business opportunities et al
• Identifies development opportunities; follows up on development leads and contacts
• Writing winning proposal documents, negotiate fees and rates in line with company policy
• Responsible for handling business research, marker surveys and feasibility studies for clients
• Responsible for supervising implementation, advocate for the customer’s needs, and communicate with clients
• Document all customer contact and information
• Represent the company in strategic meetings
• Help increase sales and growth for the company especially as it relates to attracting agro tourists from within and outside of the United States of America.

Field Workers

• Serve as tour guides within the farm settlement
• Responsible for feeding cattle and other livestock as instructed by the supervisor
• Responsible for cleaning the cattle ranch
• Change the water in the water trough / trench as instructed by the supervisor on a regular basis
• Handles farm implements and machines
• Carries out task in line with the stated job description
• Handles any other duties as assigned by the farm manager

Client Service Executive/Front Desk Officer

• Welcomes visitors (agro tourists) by greeting them in person or on the telephone; answering or directing inquiries.
• Ensures that all contacts with clients (e-mail, walk-In center, SMS or phone) provides the client with a personalized customer service experience of the highest level
• Through interaction with clients on the phone, uses every opportunity to build client’s interest in the company’s products and services
• Consistently stays abreast of any new information on the company’s products, promotional campaigns etc. to ensure accurate and helpful information is supplied to clients
• Receives parcels/documents for the company
• Distribute mails in the organization
• Handles any other duties as assigned by the manager

6. SWOT Analysis

Frank Tyson® Commercial Farm Settlement, Inc. engaged the services of a core professional in the area of business consulting and structuring to assist the firm in building a well – structured agro tourism business that can favorably compete in the industry.

Part of what the team of business consultant did was to work with the management of our organization in conducting a SWOT analysis for Frank Tyson® Commercial Farm Settlement, Inc. Here is a summary from the result of the SWOT analysis that was conducted on behalf of Frank Tyson® Commercial Farm Settlement, Inc.;

The fact that we have a standard commercial farm, with vast land and facilities that will meet the needs of visitors (agro tourists) from within and outside the United States and also good working relation with travel and tour agencies gives us edge over our competitors.

We have a team that can go all the way to give our visitors value for their money; a team that are trained and equipped to pay attention to details when executing their jobs. We are well positioned and we know we will attract loads of visitors (agro tourists) from the first day we open our facility to visitors.

As a new agro tourism business, it might take some time for our organization to break into the market and gain acceptance especially from corporate clients who are looking for highly mechanized farms to visit; that is perhaps our major weakness.

• Opportunities:

This industry relies on the number of domestic day trips and overnight stays. The more consumers travel domestically, the more likely they are to spend on tourism-related activities. Domestic trips by US residents are expected to increase in the coming year, presenting a potential opportunity for the industry.

Outbound US resident travel results in a loss of potential revenue to the local industry due to purchases made overseas. However, some industry segments such as international airlines and travel agents, may still receive income from bookings. International trips by US residents are expected to increase in the coming year, posing a potential threat to the industry.

7. MARKET ANALYSIS

• Market Trends

In recent time, agro tourism has become a necessary means for many small farms’ survival. By diversifying business operations, farm operators are able to ensure a more stable income. This is because agritourism activities can occur during times of the year that crops may not be in season, and they provide a completely separate stream of income.

Some studies have found that agritourism operations often benefit their surrounding communities by drawing tourists to the area. The economic boost by the increase in traffic can be beneficial to rural areas in need of diversified streams of income.

The agro tourism line of business is in a continuous state of evolution and as such, ground breaking strategies and ideas that are once highly successful are no longer as productive as they were in time past.

Close observation of the trend in the industry reveals that the past few years has seen the rise and proliferation of social media and new tech tools. The trend also extends to increased attention paid to engagement and new market segments, adopting eco-friendly measures and sustainability when planning agro tours events.

As a matter of fact, social media has now become one of the most important tools agro tours agencies leverage on to disseminate information about their events, interact with clients, solicit feedback, and create year-round engagement with their target audience. Furthermore, new software apps and emerging technology have made it easier for agro tours agencies to gather all the needed data and information that will help them plan and project for the future.

Lastly, people have become more interested in how their food is produced. They want to meet farmers and processors and talk with them about what goes into food production.

For many people who visit farms, especially children, the visit marks the first time they see the source of their food, be it a dairy cow, an ear of corn growing in a field, or an apple they can pick right off a tree. Farmers and ranchers use this interest to develop traffic at their farm or ranch.  

8. Our Target Market

The market for agro tourism is usually divided into two groups; those who are looking to understudy a farm and the processes that are involved in the farm especially as it relates to farming techniques and of course those who are just looking for a farm settlement to tour and engage in fun-filled activities.

These groups of people cut across different divides in the community. In essence we will ensure we position our business to attract the following visitors (agro tourists);

• International tourists
• Family and household
• Newly wedded couples
• Research institutions

Our Competitive Advantage

The level of competition in the agro tourism line of business depends largely on the location of the business and of course the capacity of your farm especially as it relates to the activities and facilities you have on ground. If you can successfully create a unique brand identity for your agro tourism business or carve out a unique market, you are likely going to experience less competition.

For instance, if you are one of the few agro tourism farms in your location that owns a farm – themed guest house, you are sure going to be making monopolize the market. Frank Tyson® Commercial Farm Settlement, Inc. might be a new entrant into the industry in the United States of America, but the management staffs and owners of the business are considered gurus.

They are people who are core professionals and licensed and highly qualified agro travels and tours experts in the United States. Our farm, varieties of activities, our facilities are what agro tourists will pay to visit. These are part of what will count as a competitive advantage for us.

Lastly, our employees will be well taken care of, and their welfare package will be among the best within our category in the industry meaning that they will be more than willing to build the business with us and help deliver our set goals and objectives.

9. SALES AND MARKETING STRATEGY

• Sources of Income

Frank Tyson® Commercial Farm Settlement, Inc. is established with the aim of maximizing profits in the business and we are going to ensure that we do all it takes to attract clients on a regular basis. Frank Tyson® Commercial Farm Settlement, Inc. will generate income by offering the following agro related services;

• Food and drinking service
• Travel and tour arrangement services

10. Sales Forecast

One thing is certain, there would always be individuals, families and corporate organizations who would travel on a daily basis within the United States and to other parts of the world basically for agro tourism.

We are well positioned to take on the available market in the U.S. and we are quite optimistic that we will meet our set target of generating enough income/profits from the first six months of operation and grow the business and our clientele base beyond.

We have been able to examine the agro travel and tour market, we have analyzed our chances in the industry and we have been able to come up with the following sales forecast. Below are the sales projection for Frank Tyson® Commercial Farm Settlement, Inc., it is based on the location of our business and the wide range of agro services that we will be offering;

• First Fiscal Year (FY1): $350,000
• Second Fiscal Year (FY2): $550,000
• Third Fiscal Year (FY3): $750,000

N.B : This projection was done based on what is obtainable in the industry and with the assumption that there won’t be any major economic meltdown and natural disasters within the period stated above. There won’t be any major competitor offering same agro tourism activities as we do within same location. Please note that the above projection might be lower and at the same time it might be higher.

• Marketing Strategy and Sales Strategy

We are mindful of the fact that there are stiff competitions amongst commercial farms that are also engaged in agro tourism in the United States of America, hence we have been able to hire some of the best business developers to handle our sales and marketing.

Our sales and marketing team will be recruited base on their vast experience in the industry and they will be trained on a regular basis so as to be well equipped to meet their targets and the overall goal of the organization.

We will also ensure that our excellent job deliveries speak for us in the marketplace; we want to build a standard agro tourism business that will leverage on word of mouth advertisement from satisfied clients. Frank Tyson® Commercial Farm Settlement, Inc. is set to make use of the following marketing and sales strategies to attract clients;

• Introduce our business by sending introductory letters alongside our brochure to corporate organizations, schools, travel and tour agencies, households and key stake holders in all around the globe.
• Advertise our business in relevant agro and travels and tours magazines, newspapers, TV stations, and radio station.
• List our business on yellow pages ads (local directories)
• Attend relevant international and local agro travel and tours expos, seminars, and business fairs et al
• Create different packages for different category of visitors (tourists) in order to work with their budgets and still deliver quality experience and services to them when they tour our farms
• Leverage on the internet to promote our business
• Engage direct marketing approach
• Encourage word of mouth marketing from loyal and satisfied clients

11. Publicity and Advertising Strategy

We have been able to work with our brand and publicity consultants to help us map out publicity and advertising strategies that will help us walk our way into the heart of our target market. We are set to take the industry by storm which is why we have made provisions for effective publicity and advertisement of our agro tourism business.

Below are the platforms we intend to leverage on to promote and advertise Frank Tyson® Commercial Farm Settlement, Inc.;

• Place adverts on both print (international agro and travels – based newspapers and magazines) and electronic media platforms
• Sponsor relevant community based events/programs
• Leverage on the internet and social media platforms like; Instagram, Facebook, twitter, YouTube, Google + et al to promote our brand
• Install our Billboards in strategic locations all around Steamboat Springs – Colorado.
• Distribute our fliers and handbills in target areas
• Ensure that all our workers wear our branded shirts and all our vehicles are well branded with our company’s logo et al.

12. Our Pricing Strategy

At Frank Tyson® Commercial Farm Settlement, Inc. we will keep our fees below the average market rate by keeping our overhead low and by collecting payment in advance.  In addition, we will also offer special discounted rates to some clients, nonprofits, cooperatives, and small social enterprises seeking to visit our farm settlement.  

• Payment Options

The payment policy adopted by Frank Tyson® Commercial Farm Settlement, Inc. is all inclusive because we are quite aware that different customers prefer different payment options as it suits them but at the same time, we will ensure that we abide by the financial rules and regulation of the United States of America.

Here are the payment options that Frank Tyson® Commercial Farm Settlement, Inc. will make available to her clients;

• Payment via bank transfer
• Payment with cash
• Payment via credit cards
• Payment via online bank transfer
• Payment via check
• Payment via mobile money transfer

In view of the above, we have chosen banking platforms that will enable our client make payment for all our services and accommodation without any stress on their part. Our bank account numbers will be made available on our website and promotional materials.

13. Startup Expenditure (Budget)

Below are some of the basic areas we will spend our startup capital in setting up our commercial farms and agro tourism business;

• The total fee for incorporating the business in United States of America – $750.
• The budget for key insurance policies, permits and business license – $2,500
• The amount needed to acquire/lease a farm land – $150,000
• The amount needed for the construction and furnishing of farm settlement lodges / accommodation – $200,000
• The amount required for preparing the farm land (for construction of cattle ranch and cages / fencing et al et al) – $100,000
• The cost for acquiring the required working tools and equipment / machines / fencing et al – $50,000
• The amount required for purchase of the first set of cattle (cows, oxen, bulls, bullocks, steers, heifers and calf et al) – $150,000
• The cost of launching an official Website – $600
• The amount required for payment of workers for a period of 3 months – $100,000
• Additional Expenditure (Business cards, Signage, Adverts and Promotions et al) – $2,000

Going by the report from detailed research and feasibility studies conducted, we will need an average of $750,000 to start a standard agro tourism business in the United States of America.

Generating Funds/Startup Capital for Frank Tyson® Commercial Farm Settlement, Inc.

Frank Tyson® Commercial Farm Settlement, Inc. is a private registered business that is owned and financed by Mr. Frank Tyson and his immediate family members. They do not intend to welcome any external business partner which is why he has decided to restrict the sourcing of the startup capital to 3 major sources.

• Generate part of the startup capital from personal savings
• Source for soft loans from family members and friends
• Apply for loan from my Bank

N.B: We have been able to generate about $250,000 (Personal savings $150,000 and soft loan from family members $100,000) and we are at the final stages of obtaining a loan facility of $500,000 from our bank. All the papers and documents have been signed and submitted, the loan has been approved and any moment from now our account will be credited with the amount.

14. Sustainability and Expansion Strategy

The future of a business lies in the number of loyal customers that they have, the capacity and competence of their employees, their investment strategy and the business structure. If all of these factors are missing from a business, then it won’t be too long before the business closes shop.

One of our major goals of starting Frank Tyson® Commercial Farm Settlement, Inc. is to build a business that will survive off its own cash flow without the need for injecting finance from external sources once the business is officially running.

We know that one of the ways of gaining approval and winning customers over is to offer our agro tourism services a little bit cheaper than what is obtainable in the market and we are prepared to survive on lower profit margin for a while.

Frank Tyson® Commercial Farm Settlement, Inc. will make sure that the right foundation, structures and processes are put in place to ensure that our staff welfare are well taken of. Our company’s corporate culture is designed to drive our business to greater heights and training and retraining of our workforce is at the top burner.

We know that if that is put in place, we will be able to successfully hire and retain the best hands we can get in the industry; they will be more committed to help us build the business of our dreams.

Check List/Milestone

• Business Name Availability Check:>Completed
• Business Incorporation: Completed
• Opening of Corporate Bank Accounts: Completed
• Opening Online Payment Platforms: Completed
• Application and Obtaining Tax Payer’s ID: In Progress
• Application for business license and permit: Completed
• Purchase of Insurance for the Business: Completed
• Conducting Feasibility Studies: Completed
• Generating part of the startup capital from the founder: Completed
• Applications for Loan from our Bankers : In Progress
• Writing of Business Plan: Completed
• Purchasing of farm land and construction of farm settlement accommodation: In Progress
• Drafting of Employee’s Handbook: Completed
• Drafting of Contract Documents: In Progress
• Design of The Company’s Logo: Completed
• Printing of Packaging and Promotional Materials: Completed
• Recruitment of employees: In Progress
• Building /construction of cages and fence et al: In Progress
• Purchase of the needed working tools, machines and equipment: Completed
• Creating Official Website for the Company: In Progress
• Creating Awareness for the business (Business PR): In Progress
• Farm land Treatment, Health and Safety Arrangement: In Progress
• Establishing business relationship with travels and tours agencies, institutions, vendors and key players in the industry: In Progress

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Agritourism and Your Whole Farm Business Plan

The resources below center around incorporating agritourism into your whole farm business plan.

OSU Resources

Developing an Agritourism Business Plan - OSU Extension fact sheet 

OSU Small Farms Business Planning  - A website dedicated to creating and maintaining a farm business plan.

OSU Small Farms Business School Recordings and Resources

Other Resources

• Recording: Business Planning for Agritourism Enterprises - General agritourism business planning and introduction to the free software AgPlan . Hosted by Global Agritourism Network and National Extension Tourism Network Agritourism Working Group.
• Oregon Start a Business Guide - Oregon Secretary of State, Corporate Division, 2018
• Small Business Development Center - Find Local Assistance. U.S. Small Business Administration

OSU Extension Service

• Community vitality
• Agritourism

Adding agritourism: How to create successful tours for your farm or ranch

Hosting tours on your farm or ranch not only provides additional income but helps tell an important story about Oregon agriculture, rural communities and local food production. Below are key topics to consider when deciding whether or not to add farm tours to your business.

Deciding what to demonstrate

Determining points of interest on your operation is a first step in setting up a farm tour. While certain farming aspects may not seem interesting to you as the operator, the general public may find them intriguing.

Keeping your visitors entertained and safe are the main goals.

One way to decide what should be showcased on the tour is by walking friends or other producers around your property and taking note of what they notice and find most interesting. Create a route around these points of interest while avoiding potentially dangerous or unattractive areas.

Keeping your visitors entertained and safe are the main goals. For example, farm animals always delight visitors but could pose a safety risk. When choosing whether to include animals on the tour, take into consideration their health, friendliness, barn facilities and handwashing options.

Facilities on the farm

Now that you have determined the points of interest on your operation, it is time to consider the facilities.

Restroom facilities are a major factor on whether you can offer farm tours. What is the current public restroom situation? Does the farm have a septic system and can the system support the number of visitors anticipated? You may need to rent portable restrooms, whether seasonally or year-round.

Upon arriving, your guests should find clearly marked parking and be able to gather in an area out of weather.

Another consideration is parking. Upon arriving, your guests should find clearly marked parking and be able to gather in an area out of weather. Make sure the footing is as level as possible to make getting in and out of cars as easy as possible for the visitors. If your farm is open to the public you may need to comply with ADA regulations.

For schools and large groups that arrive in buses, there are some additional things to consider. Will this space be available at all tour times? Can a larger vehicle get in, turn around and get out of the space fairly easily? Is the ground going to be soft at certain times of the year, causing the possibility of stuck vehicles?

If bus parking is tricky or not possible, make sure you communicate this during the booking process or reconsider the tour size your farm can accommodate.

General farm tours or topic specific?

When planning a tour, think about what type it will be. Is the tour going to cover the farm in a general sense or is it going to showcase a specific aspect or activity on the farm?

Themed tours are one way to show different aspects of the farm and attract visitors interested in specific topics.

For example, if you have an orchard operation with a farm stand where you sell pressed cider, you could give a general tour of the whole operation or a cider-themed tour highlighting where the apples are grown, pressing and processing the cider, bottling and distribution.

Themed tours are one way to show different aspects of the farm and attract visitors interested in specific topics. Themed tours may change throughout the year featuring seasonal activities. A few examples of these types of tour are: soil restoration, orchard care, renewable energy, animal husbandry and crop production.

Self-guided tours

Organizing a self-guided tour is one way you can offer the tour experience without having to staff the position or lead the tour yourself. A successful self-guided tour needs good signage, well-marked routes or trails, and a map for the guests to follow. The map may point out interesting things such as buildings or plants and offer guidance, indicating rough terrain and off-limit areas.

A successful self-guided tour needs good signage, well-marked routes or trails, and a map for the guests to follow.

We recommend that there is a person to greet visitors upon arrival and to answer questions.

An interactive option for a self-guided tour is a scavenger hunt, a list of locations to visit or items to find. This can be an engaging and organized way to have visitors tour the operation without a personal guide. A small prize or incentive may be offered for a completed scavenger hunt such as a drawing entry, coupon, or free gift.

While this style of tour requires minimal staffing, it may lose the personal touch of having an actual tour guide. Lack of supervision may also lead to visitors in areas that are not desired or off limits.

Tours for school groups

When designing a tour for school groups and children, there are a few additional factors to consider. Tours for children should be a faster pace and include activities that are hands-on and educational.

The age of the children should also be kept in mind. A tour and the corresponding information and activities for middle school students may not hold the attention of elementary school students.

Field trips can be a large expense for schools so it is important to follow through with what has been promised.

Also, it’s helpful to have specific days and timeslots set aside for larger groups when scheduling school tours so you can be prepared with extra staff and activities if needed. When booking group tours, be sure to review the itinerary and expectations so that teachers can be prepare students and have adequate volunteers.

Field trips can be a large expense for schools so it is important to follow through with what has been promised and give consistent, well-planned educational experiences. For more information and resources on farm school tours, please visit the Oregon Farm to School program.

Budgeting for tours

Consider how tours fit into your business plan. You may choose to provide short tours at no cost that draw customers to your farm to purchase your farm products or design in-depth educational tours that share about farm production and generate additional income. Either way, tours require additional staffing.

Charging for tours may be less risky than offering free or low-cost tour and hoping customers buy product.

To determine a tour cost, take into account expenses versus possible income. Income includes registration cost of the tour plus farm stand purchases, as offering tours can lead to more product purchases. Expenses may include staff time coordinating and hosting the tours, value of products sampled, advertising, signage, self-guided tour brochures and keeping facilities tidy and welcoming. Use a break-even analysis to determine the minimum amount of guests per tour to make these activities profitable.

Charging for tours may be less risky than offering free or low-cost tour and hoping customers buy product. However, you can encourage sales of farm products by ending at a farm store or place to purchase your farm products. Each operation is unique and one budget does not work for all.

Tour registration

Developing a way to keep track of your tour schedule is critical so that you are prepared and ready to welcome guests. Scheduling can be as simple as guests contacting the farm via phone or email and scheduling on a calendar, an organized computer spreadsheet or using a more advanced scheduling program such as Bookeo.

Before booking, you should know the minimum and maximum guests per tour.

Before booking, you should know the minimum and maximum guests per tour. Also, consider whether a deposit is required or if a late or no-show policy is right for you. Selling advanced tickets using online platforms such as Eventbrite, Brown Paper Tickets or through your farm website is another option.

Importance of customer service

Customer service and hospitality are essential for the staff, whether it's you or an employee leading the tours. When leading a farm tour, the guide is the face of the farm so having staff members who are energetic and social and have skills working with the public is important.

Explain the farm products in an easy and sequential way and use sensory elements when possible.

The tour guide should always introduce themselves and say what their position is on the farm. The guide is setting the tone of the tour so let the group know at the beginning if they can ask questions during the tour, where the restrooms are and how long the tour will take, etc. If the tour is longer than an hour, consider providing a rest stop where guests can sit, get out of the weather and possibly have a refreshment.

Explain the farm products in an easy and sequential way and use sensory elements when possible. Seeing, hearing, smelling and tasting may ingrain that farm experience deeper and make it more relatable to the guest. If visitor attention is diverted, stop and talk about what caught their interest and make it a teachable moment.

Photo opportunities with farm signage are fun for guests and provide another source of advertising as guests often share photos on social media.

At the end of the tour be sure to say thank you and explain what else there is to do on their farm visit. Can guests walk around the buildings? Are there places to picnic or stay after the tour?

Lastly, asking guests for a post-tour review, whether on paper or electronically, may help with feedback to improve the tour.

Safety and risk management

When welcoming visitors onto the farm, minimizing your risk and keeping everyone safe are priorities. Be sure that your liability insurance policy is up to date and covers the activities you provide.

It is your responsibility to minimize hazards as much as possible.

In Oregon, limited-liability signage is available to inform guests that they are entering a working farm and there are inherent risks with doing so. To be protected by this regulation, the signs must be placed at the entrance of the farm and at key points where agritourism activities are taking place.

You may make your own regulation sign, as long as the lettering is one inch in size and includes the language as listed in the law, or purchase one from Oregon Agritourism Partnership or Plate and Pitchfork . More information about ORS 30.671 to 30.677 can be found online.

It is your responsibility to minimize hazards as much as possible. This may include walking surfaces, structures, walking paths from cars and farm equipment. Animals that are unsafe or unhealthy should be removed from public view.

Make sure the correct warning signs are displayed and visible. Examples of warning signs are: electric fences, no climbing on hay bales or farm equipment, wet and slippery surfaces, guard dogs on duty, and moving machinery.

Promoting the tour

Promoting farm and ranch tours is not just limited to websites and social media. Partnering with other businesses to cross-promote can be beneficial for all involved. For instance, if a berry farm sells its products to a bakery for pies, the bakery may advertise for the farm tours.

Partnering with other businesses to cross-promote can be beneficial for all involved.

Connecting with lodging establishments may also help bring new visitors to the farm and give the lodging operators a confident recommendation to their guests who are looking for local activities.

Lastly, always keep websites and social media up to date with photographs and videos to give potential guests a sneak peek of the operation and what to expect when they visit.

• How to Develop a Farm Tour
• Oregon Farm to School program
• Oregon Agritourism Partnership Regulation Limited Liability signs
• ORS 30.671 to 30.677
• Plate and Pitchfork Regulation Limited Liability signs

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Business planning for agritourism enterprises.

Draft your business plan in seven weeks! This online series of seven sessions guides business owners and managers through the process of developing a business plan using AgPlan . Each session covers a different section of the business planning process. We hosted the live webinars between February 13 and March 26, 2024. You can follow the recordings at your own pace. If you do your homework in between sessions, you'll have a business plan drafted in seven sessions.

Business Planning Overview and Business Description

Slides (PDF)

Homework assignment for this week:

• Draft a business description in AgPlan .
• Begin to think about the next section coming up on Tuesday, February 20th, which is Operations.

Need help with your homework?

• Phone: (612) 625-1964
• Email: [email protected]
• Web: https://cffm.umn.edu

Additional resources:

• From the National Agricultural Law Center: States with agritourism statutes including limited liability protections
• For those in Vermont: Guide to Navigating Vermont's Agritourism Regulations

Please take the weekly survey:

• Please help us with our reporting for the grant that is paying for this series! Complete the following survey after you've watched this week's session.

Business Planning for Agritourism Enterprises - Operations

• Draft your Operations section in AgPlan . If you don't have your own agritourism operation, create a sample plan to familiarize yourself with the business planning process.
• Begin to think about the next section coming up on Tuesday, February 27th, which is Marketing.
• Visit https://go.uvm.edu/agplan for the recordings and resources
• We appreciate your feedback! Please complete this survey every week, even if you are answering some of the same questions.  Complete the following survey after you've watched this week's session.

Business Planning for Agritourism Enterprises – Marketing

• Draft your Marketing section in AgPlan . If you don't have your own agritourism operation, create a sample plan to familiarize yourself with the business planning process.
• Begin to think about the next section coming up on Tuesday, March 5th, which is Management and Organization.

Business Planning for Agritourism Enterprises – Management and Organization

• Draft your Management & Organization section in AgPlan . If you don't have your own agritourism operation, create a sample plan to familiarize yourself with the business planning process.
• Begin to think about the next section coming up on Tuesday, March 12, which is Financials.

Business Planning for Agritourism Enterprises – Financial Section

• Begin to think about the next section coming up on Tuesday, March 19, which is the Executive Summary.

Additional Resources

• Farm Financial Management Toolbox
• Developing & Interpreting Your Financial Statements and Measures
• Example budgets from the Ag Risk & Farm Management Library
• Farm Financial Standards Council Guidelines
• Book: Financial Statements
• Book: Agricultural Accounting

Business Planning for Agritourism Enterprises – Executive Summary

• Draft your Executive Summary section in AgPlan . If you don't have your own agritourism operation, create a sample plan to familiarize yourself with the business planning process.
• The last session in this series is Tuesday, March 26. We’ll have time for Q&A on anything related to business planning and agritourism. Come ready to ask questions and share your experience!

Business Planning for Agritourism Enterprises – Closing Session

• Continue to work on your business plan
• Invite someone to review your plan
• Sign up for a one-on-one consultation through the survey link below
• Celebrate your accomplishments to date!

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We have over 550 sample business plan templates . So, make sure the plan is a close match, but don't get hung up on the details.

Your business is unique and will differ from any example or template you come across. So, use this example as a starting point and customize it to your needs.

2. Remember it's just an example

Our sample business plans are examples of what one business owner did. That doesn't make them perfect or require you to cram your business idea to fit the plan structure.

Use the information, financials, and formatting for inspiration. It will speed up and guide the plan writing process.

3. Know why you're writing a business plan

To create a plan that fits your needs , you need to know what you intend to do with it.

Are you planning to use your plan to apply for a loan or pitch to investors? Then it's worth following the format from your chosen sample plan to ensure you cover all necessary information.

But, if you don't plan to share your plan with anyone outside of your business—you likely don't need everything.

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How to Write a Business Plan for Investors

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10 Qualities of a Good Business Plan

How to Start a Business With No Money

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Agritourism

Overview Types of Agritourism Businesses Management Marketing Risk Management Resources and Links  

According to the U.S. Travel Association, travel and tourism is a $1,127 billion industry in the United States that has directly generated more than 9 million jobs. An increasingly popular and growing opportunity for agricultural producers is agritourism.

The U.S. Census of Agriculture shows an increasing trend in agritourism and related recreational services as well as direct sales of agricultural products. The Census of Agriculture first used the term “agri-tourism” in 2007 with a question about “agri-tourism and recreational services such as farm or winery tours, hay rides, hunting, fishing, etc.” Using this limited definition, agritourism income grew by 67% over 10 years (between 2007 and 2017) and more than doubled when including direct sales of agricultural products, which is viewed as an important part of agritourism by many definitions. According to the 2017 Census of Agriculture, 28,575 farms offered agritourism and recreational services resulting in $949 million in sales. In addition, direct-to-consumer sales brought in $2.8 billion in sales for 130,056 farms. The next Census of Agriculture will be performed in 2022.

Types of Agritourism Businesses

An agritourism business can be defined as any person, farm, or corporation actively engaged in the operation, management, or promotion of an agriculturally-related tourism business open to the public. Examples of agritourism activities include but are not limited to: 

• U-pick farms give customers a hands-on farm experience by inviting them to come pick products from the field to purchase and take home. Common types of products offered at u-pick farms include fruits, vegetables, pumpkins, flowers, and Christmas trees.
• On-farm markets give customers the opportunity to come purchase produce and/or products on the farm property. Common types of farm markets include farm stands (outdoor booth on the farm) and farm stores (enclosed store on the farm).
• Farms that grow and sell pumpkins. On-farm pumpkin patches often sell their pumpkins as a u-pick and/or through an on-farm market. 
• A maze cut out in a cornfield that customers can navigate through.
• Farms and businesses engaged in growing grapes for wine and/or wine making. Many wineries provide on-farm entertainment including, but not limited to, wine-tastings, wine-trails, music, and on-farm dinners.
• A flower farm that invites visitors to come see or experience the flower crop in the field . Floriculture farms may host events and workshops, provide a flower u-pick and offer photography opportunities.
• A working farm that invites visitors on their property to see or experience the farm . Examples of demonstration farms include but are not limited to dairies, conservation farms, and cattle ranches.
• A farm that invites customers to pick or buy Christmas trees on their farm.
• Farm stays invite visitors to stay on a farm property.
• A farm that engages with visitors by giving them a tour of their farm.
• An educational opportunity for kids to come experience a farm and engage in agriculture practices.
• On-farm dining experience, often including a specialty chef, farm fresh food, and entertainment.
• Opportunities for visitors to come interact with horses on the farm. Types of equine agritourism can include trail riding, horseback riding lessons, dude ranches, horse camps, boarding facilities, and equine therapy farms.
• Landowners opening up their pond to visitors for fishing.
• Landowners inviting visitors on their land to hunt usually for a fee.

Best Management Practices for an agritourism business include:

• Providing an authentic farm or ranch experience
• Providing an educational experience
• Providing excellent customer service
• Providing adequate public facilities
• Maintaining a safe and accessible environment
• Creating good community relations
• Planning for your financial future

When starting an agritourism business or assessing your existing operation, consult the available resources and consider the following best management practices:

• Authentic Farm or Ranch Experience  - Agritourism provides visitors with an educational experience aside from one that is solely commercial. It is important to keep in mind that your farm/ranch is often the “face of farming and ranching” in your community, region, or state. A product you offer to visitors may be the experience of farm or ranch living. It is also important to understand what aspects of agriculture your local associations (agricultural, tourism, and marketing) emphasize in your region so that you can develop your own niche in coordination with other farms and attractions nearby.
• Educational Experience  - Farms and ranches can offer an agriculturally-oriented educational experience suitable for different ages. Food and fiber production, land stewardship, and history of agriculture are common topics that visitors enjoy learning about.  Another way to diversify your operation and educate guests may be on-property recreational activities (e.g., fishing, hunting, trail riding, cross-country skiing, or hiking).
• Customer Service  - This should be an integral part of your business planning. Training your staff to interact with customers in an appropriate way will ensure a safe and high quality experience for customers. It also ensures these customers will return and tell other potential customers about your business.
• Adequate Public Facilities  - Your farm/ranch needs to have sufficient capacity (staff and infrastructure) to provide basic services such as parking, transportation, signage, customer assistance, education, and roads. In order to maintain a safe and customer friendly business, provision of services and facilities like restrooms becomes necessary.
• Safe and Accessible Environment  - You should ensure that your property and facilities are maintained and in compliance with zoning, health, food safety, and environmental regulations. It is useful as well to create a risk management plan for your farm/ranch. In addition, depending on your type of business, consider compliance with the Americans with Disabilities Act, which mandates equal customer access to certain facilities (entrances, exits, and bathrooms).
• Community Relations  - To create good community relations, it is important to regularly provide opportunities for organized groups and individuals in your community to visit your property (e.g., schools and business associations).
• Planning for your Financial Future  - Regularly review your business plan and appropriately add value (price) to all farm/ranch services, products, and experiences in order to provide for the long-term sustainability of your business.

What is your farm story? How you market and promote your farm is an essential part of managing your business. Telling your story, having a clear mission and creating a culture for customers to engage in will help develop an environment where customers feel welcome. It is important that you understand and are passionate about the agritourism business you are promoting.

Start by developing a marketing plan. Who is your target audience? What experience and education do you want to share with them? How are you going to communicate with them? Thinking about your target audience will help you narrow down your best marketing channels. Having an online presence through websites, blogs, social media, e-newsletters, and Google is a great way to reach a broad audience. It is important to keep your business information updated on a regular basis. Other forms of marketing may include print-ads, mailers, cooperative marketing, tourism organizations, and agritourism/farm associations.

A powerful business marketing tool is reviews from satisfied customers. Whether it is by word-of-mouth, social media, or Google reviews, satisfied customers will be an asset to your business. New customers grow your business; satisfied repeat customers sustain and market your business to another wave of customers. 

Many producers who are involved in agritourism note there is synergism in having non-competing agritourism enterprises in the area to increase traffic to the area and provide more tourism attractions for customers. A list of resources and organizations supporting agritourism can be found  here .

Risk Management

Farmers and ranchers are legally responsible (liable) for the well-being of their customers and employees.  Considering safety and minimizing risk are important parts of business planning. To protect your agritourism business, it is important to create a risk management plan.   Some of the main areas of risk and negligence include site safety risk, product risk, employee related risk, and financial risk.  To ensure the well-being of your business, it is recommended that you avoid certain activities, use liability waivers, purchase insurance, practice good management techniques, train employees, and pay attention to the legal structure of your business.

Checklist for Managing Risk

• Key consultants to determine your needs are lawyers, insurance agents, financial managers, and accountants.
• Before you start implementing any business plans it is critical that you review local, state and federal laws and regulations; such as zoning, signage, employee tax withholding, food-related inspections, licenses or fees, and the risk management planning associated with animal exhibits and animal-human health concerns. Contact your county planning department to learn about your property’s zoning requirements and to figure out what permits you may need.
• Site Safety: Consider physical site hazards including visitor activities and attractive nuisances such as farm equipment likely to attract children.
• Product: Consider what you are selling or producing and any health or safety regulations or considerations
• Employee related: Know your employees and know what will be required on-site to safeguard their health and safety
• Financial: Consider current record-keeping, billing processes, assets and debts
• Post rules for customers and conduct regular inspections
• Post and implement employee rules and regulations
• Using proper signage can help reduce liability, but it does not remove liability.
• Establish a labeling protocol for products
• Establish a protocol based on state regulations for handling products
• Business liability
• Product liability
• Workers’ compensation
• It is important to have a good insurance policy and a good working relationship with your insurance agent.
• Consider using preventative measures like waivers or product warnings if warranted.

Understand your state’s laws relating to your property and business. Work with a trusted lawyer to see that your farm is set up for success. 

Risk Management Education for Farmers with On-Farm Visitors, Iowa State University Extension & Outreach

This online curriculum offers information and tools to enhance the safety and health of an on-farm operation that allows visitors on their property. Participation in this program will lead to new skills and techniques to implement practical management solutions on your farm. 

Risk Management Education for Farmers with On-Farm Visitors Course Link  

Agritourism Safety and Health Best Practices Checklists, Iowa State University Extension and Outreach

Risk Management Planning

Risk Management Planning for Agritourism , University of Vermont Extension

“Don’t Break A Leg… Managing Risks on Your Small Farm,”  “Managing Marketing Risks” and other Risk Management Articles. The Small Farms Program-Cornell University

Farm Commons  

Health and Safety Guidelines National Institute for Occupational Safety & Health , Centers for Disease Control & Prevention (NIOSH)  Toll-Free: 800-CDC-INFO (800-232-4636) TTY: (888) 232-6348

National Safety Council  - Farm safety & workplace fact sheets (scroll down for Agricultural Safety) Toll-Free: 800-621-7615   NIOSH Agricultural Research Centers

The National Children's Center for Rural and Agricultural Health and Safety  

Insurance Information North American Farmer’s Direct Marketing Association  - Member’s liability insurance list, 62 White Loaf Road, Southhampton, MA 01073, 413-529-0386

National Center for Agricultural Law, Research, & Information , University of Arkansas, School of Law, 479-575-7646

Resources/Other Links

2019 Best Practices in Agritourism  (PDF)

How to Develop a Farm Stand  (PDF)

How to Develop a Farm Stay  (PDF)

How to Develop a Farm Tour  (PDF)

How to Host a Farm Dinner  (PDF)

How to Host a Summer Camp  (PDF)

How to Host Weddings  (PDF)

U.S. Travel Association , 2019. U.S. Travel and Tourism Overview

U.S. Census of Agriculture , USDA (2012, 2017). Table 6&7. Income From Farm-Related Sources

How Oregon State University Programming Supports the Development of Agritourism Activities (Including Farm-Direct Sales) in Oregon ,  2019

On-farm Agritourism Activities in Marion County, Oregon from 2017-2018 ,  2019

Vermont Agritourism Collaborative , University of Vermont Extension  

Additional Resources

National Resources USDA Risk Management Education Agency  - Develops educational materials for 50 states. National Ag Risk Library , University of Minnesota, St. Paul, MN, Toll-free 800-234-1111 Regional Risk Management Education Centers Northeast Center for Risk Management Education , University of Delaware, 302-831-2538

North Central Risk Mgmt Education Ctr , University of Nebraska, 402-472-2235

Southern Region Risk Mgmt Education Ctr , University of Arkansas, 501-671-2175

Western Center for Risk Management Education , Washington State Univ., 509-335-6360  

Accessibility Information and Technical Assistance on the Americans with Disabilities Act 800-514-0301 (voice) 800-514-0383 (TTY) State Resources Your State’s: Department or Agency of Agriculture, State Agritourism Organization, Department of Marketing or Tourism, University Cooperative Extension Service, and directories from the  National Association of Resource Conservation and Development Councils , and  Natural Resources Conservation Service .

Agritourism Value Added Producer Grant Profiles and Recipients 

African Alliance of Rhode Island (PDF)

Avena Botanicals (PDF)

Big Picture Farm (PDF)

Boothby's Orchard & Farm Winery (PDF)

Fuzzy Udder Creamery(PDF)

Gothberg Farms (PDF)

TMK Creamery (PDF)

When Pigs Fly Farm (PDF)

The U.S. Department of Agriculture (USDA) prohibits discrimination in all its programs and activities on the basis of race, color, national origin, gender, religion, age, disability, political beliefs, sexual orientation, and marital or family status. (Not all prohibited bases apply to all programs.) Many materials can be made available in alternative formats for ADA clients. To file a complaint of discrimination, write USDA, Office of Civil Rights, Room 326-W, Whitten Building, 14th and Independence Avenue, SW, Washington, DC 20250-9410 or call 202-720-5964.

The names, words, symbols, and graphics representing Iowa State University are trademarks and copyrights of the university, protected by trademark and copyright laws of the U.S. and other countries.

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Secure .gov websites use HTTPS A lock ( ) or https:// means you've safely connected to the .gov website. Share sensitive information only on official, secure websites.

• Human Nutrition and Food Safety
• Local Foods and Communities

AgriTourism

Agritourism is a form of commercial enterprise that links agricultural production and/or processing with tourism to attract visitors onto a farm, ranch, or other agricultural business for the purposes of entertaining or educating the visitors while generating income for the farm, ranch, or business owner.[National Agricultural Law Center.  Agritourism - An Overview [nationalaglawcenter.org] .]

Selected Resources

Agritainment [psu.edu].

Opportunities and considerations for starting an entertainment venture on your farm.

Agritourism [agmrc.org]

Identifies agritourism businesses; discusses management, marketing and risk management issues; and provides related resources and links.

See also: Best Management Practices in Agritourism [agmrc.org] .

Come and Get It! What You Need to Know to Serve Food on Your Farm [misa.umn.edu]

A toolkit and roadmap to help farmers start an on-farm food service venture.

Growing Your Brand [msstate.edu]

Training modules, tools and guides to help you understand your market and create a marketing plan.

A Guide to Successful Agritourism Enterprises [uvm.edu] [pdf, 15 MB]

A comprehensive guide for starting an agritourism program, including information on assessing resources, creating a business plan, goal setting, record keeping and finances, as well as safety and risk management and marketing.

Vermont Agritourism Collaborative [uvm.edu]

An extensive collection of material pertinent to all aspects of agritourism including guides and factsheets, videos, tools, information contacts, funding resources, and more.

Key Tools and Products

Extension training for agritourism development.

The program teaches how to minimize farm safety risks, manage liability, mitigate financial risk, and improve marketing strategies.  It features workshops, webinars, web-based resources, videos and factsheets.

Agritourism - An Overview

The National Agricultural Law Center defines agritourism and provides background, examples, and related legal issues.  

Alternative Crops and Enterprises for Small Farm Diversification

Information about how to grow diverse crops, raise multiple animal species, or employ other techniques to minimize the risk of any farming endeavor.

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Planning for Conflict in Agritourism

Image credit: Unsplash/Chris Liverani

The old saying, "An ounce of prevention is worth a pound of cure," should be your guide when planning -your agritourism activities. By considering various aspects of potential conflict as you think about what agritourism activities to offer and develop your business plan, you can save yourself from potential conflict in the future. It is often easier to stop something from happening than to repair the damage after it has happened. Things can escalate quickly, so it is important to be prepared!

Who is Affected by Conflict

To start, think about why conflict arises. Conflict can result from people having competing interests. It can occur when people identify diverse ways to reach a goal. It can also arise when people have conflicting values and feelings, but often, conflict arises because of a lack of communication, misinterpretation, and a fear of the unknown.

Conflict means different things to each of us based on our past experiences. While developing your plan, consider how your new venture and how you approach the situation might impact your community, leading to potential conflict. Your business plan should address how your new venture will affect your family, staff, and farm visitors. It should also address how it might impact local officials, volunteers, neighbors, the police and fire department, and surrounding businesses.

Your plan should include a communication strategy for each stakeholder group. The strategy should outline who you will speak to, their potential concerns, key information you want to share, when you will engage with them, and how you will keep each group informed as you move forward with your plans.

Potential Areas of Contention

When customers visit your farm, you represent the farming community and have an opportunity to educate them about where their food is coming from and agricultural best practices. At the same time, you are now open to criticism and scrutiny for all your on-farm practices. Educating your staff and following best practices can minimize public criticism and potential conflicts. When developing an agritourism business plan, you should address several factors to minimize potential future disputes. Factors to address include pollution, legal requirements, animal handling, staffing concerns, and other nuisance issues. It is important to follow the laws and regulations that apply to your operation. 

Noise, odor, and pollution are significant concerns, affecting visitors and neighboring properties. Regardless of how strict local ordinances are on these pollutants, you should ask yourself if there are additional limits you should establish to ensure you put your best foot forward and maintain good relationships with neighbors. Being aware of and minimizing nuisance impacts, such as noise and increased activity, is essential to maintain good relationships with the local community and avoid conflict.

Laws and Regulations

Your local zoning office is one of the first stakeholders you should engage with. Understanding local zoning and land use regulations is critical to ensure compliance with laws and to identify any restrictions that may apply to agritourism operations.

If you have animals at your agritourism farm, you should ensure they are kept in humane and ethical conditions, adhering to all relevant animal welfare regulations. Following proper housing, feeding, and biosecurity practices can minimize potential backlash from animal activist groups. As with any other agricultural operation, you should have a manure management plan in place to ensure appropriate disposal and utilization of animal waste, preventing environmental contamination, reducing odors, and complying with local agricultural regulations. If you are planning a petting zoo, you can find more information in the article: " Agritourism Diversification: Petting Zoos on the Farm" .

Clearly defining property boundaries helps prevent disputes and ensures that activities and visitors remain in the appropriate areas. Proper signage will ensure that visitors are aware of where the property lines are, and which activities are allowed in specific areas of your farm.

Traffic and road access must be addressed to accommodate increased visitor numbers without causing congestion or safety issues. A conversation with your local police and fire department should be on your pre-opening checklist. By proactively engaging with police and fire departments, you can ensure compliance and create a safe environment for your visitors, staff, and farm assets.

Your planning should also include a conversation with an insurance agent who understands your agritourism activities and business goals. A new farm enterprise can introduce potential risk of injury or loss to your staff, farm visitors, farm assets, and family. Standard agricultural insurance usually does not cover the unique risks associated with hosting visitors, such as liability for accidents, property damage, and health issues related to activities and facilities. This preemptive measure reduces the likelihood of disputes arising from incidents since the insurance policy should address claims efficiently and fairly. Furthermore, robust insurance coverage demonstrates your commitment to safety and responsibility, which can enhance trust and cooperation among staff, visitors, and regulatory bodies, fostering a more harmonious operational environment.

Accessibility

If your farm is open to the public, you must ensure that your public operations and events are accessible to visitors with disabilities. The required accommodations will vary based on the specific activities and nature of your farm. For further details, refer to the Americans with Disabilities Act (ADA) . For additional insights, look through our article, Creating an Inclusive Agritourism Experience . Many operators seek guidance on managing visitors' service animals. To learn more, please read our article, Service Animals on Agritourism Operations .

Staff and family

Existing staff and your family will want to know how new agritourism activities will impact workload and the need to acquire new skills or take on additional responsibilities. Some workers may be apprehensive about meeting their personal needs and how these needs may conflict with the new work requirements. They may need training related to guest interactions, event planning, and maintaining visitor facilities. They may also need additional training to handle customer conflict, safety protocols, and educational activities.

By carefully considering these factors, an agritourism plan can balance the needs of the staff, family, business, visitors, the local environment, and the community. If you face uncertainties or complex legal matters, seek legal counsel to mitigate damage or losses.

Building Trust Before You Start

Building trust within your community and stakeholders is a crucial step in reducing miscommunication. An excellent place to start is by fostering strong, transparent relationships. When people know and trust each other, it is more difficult to be confrontational. Trust reduces the likelihood of misunderstandings and promotes open, honest communication, making it easier to resolve issues constructively. You can create a foundation for a supportive community by being proactive and sharing your plans with stakeholders. Being a good neighbor can also reap rewards. You can do this by involving the community, engaging in dialogue with stakeholders, and asking for and addressing their feedback.

Ways to Connect with Stakeholders

Informing neighbors about your farm operations, including your practices, values, and goals, helps to demystify your activities and build understanding and support. It is important to let your neighbors know when you want to offer a new activity that may impact them, such as holding a music event, bigger events that may impact parking on the street, or an apple cannon. Another strategy for building positive neighbor relations is to help whenever possible, whether by lending a hand with tasks or participating in community initiatives. These actions demonstrate your commitment to being a responsible and contributing community member. Taking responsible actions goes a long way in building trust and goodwill.

Conflict Cycle

When unresolved conflict is not addressed, it can develop into a cycle of unresolved issues perpetuating further conflict. Unaddressed conflict tends to fester, leading to increased tension and misunderstandings. Over time, this can erode trust and communication, creating a negative feedback loop where each new disagreement exacerbates previous ones. This can make it increasingly difficult to resolve issues constructively. Proactively addressing issues before they can become a source of conflict, or at conflict onset, is essential to prevent them from escalating and becoming persistent problems that undermine relationships and success.

Mindful Conflict – Your Role During Conflict

In mindful conflict, understanding your role and controlling your emotions is crucial. You need to purposely decide how and when you will or will not engage. When emotions are high, it is probably not a good time to address a contentious situation.

Daniel Goleman (Goleman, 2011) described what he calls "Amygdala Hijacking" as when the primitive part of your brain takes over. When your primitive brain takes over, you may experience instinctive responses like fight, flight, or freeze. You may become defensive and argumentative. Or you may instinctively avoid conflict or fear taking action. In such moments, acting rationally is challenging, so it may be wise to step back, regain composure, and plan your response before engaging.

Recognizing and controlling your response to conflict can help prevent unnecessary escalation. Despite differences, what we all want, as individuals, is respect from others and to be heard when we have ideas and concerns. These universal desires serve as common ground for constructively finding mutual understanding and resolving conflicts.

It is, therefore, best to be proactive when conflict arises. Actions you can take include:

• Inform all involved parties upfront about plans.
• Be honest about plans and actions.
• Intervene when you see/sense a problem and address issues promptly.
• Be prepared to deal with your emotions and the emotions of others.
• Listen and paraphrase during a conversation.
• Encourage all parties to propose solutions and collaborate on finding mutually acceptable outcomes.
• Identify the next steps to move toward resolution.
• Try to end with a handshake.
• Document what was discussed.
• Follow-up on promises.

Consider Mediation

If, despite all your best efforts, you do continue having conflicts about an issue and want to avoid costly and lengthy administrative appeals or legal proceedings, consider participating in an agricultural mediation program. In the mediation process, a neutral facilitator assists all parties involved in discussing their conflicts, exploring potential resolutions, and reaching mutually agreeable solutions.  If you are in Pennsylvania and interested in participating in the mediation program, please contact Jackie Schweichler, the director of the Pennsylvania Agricultural Mediation Program . Many other states offer this program as well.

Maintaining Credibility to Maintain Trust 

Maintaining credibility involves several key practices and solidifies local trust. Begin by identifying potential sources of conflict and try not to avoid conflict when it arises. Instead, plan for it and face it head-on to find constructive solutions. Always get the facts to ensure informed decision-making, and document activities to maintain accountability. Demonstrate integrity, expertise, and competence through all your business and community practices. Be honest and transparent in all your dealings since honesty builds trust. Remain calm and intentional, especially in stressful situations. Follow through on promises and commitments to show reliability and integrity. Admit failures and address concerns openly, displaying humility and a willingness to improve. Strive for win/win outcomes, aiming for solutions that benefit all parties involved. 

Additional Resources

Rush, T. (March 15, 2018). Applying Mindfulness for Better Conflict Management , Cleveland Clinic ConsultQD.

Goleman, Daniel.  The brain and emotional intelligence: New insights . Vol. 94. Northampton, MA: More than sound, 2011.

Fetzer, L. (July 13, 2023). Agritourism and Ag Safety , Penn State Extension.

Schmidt, C., H. Crissy, R. Kralj, S. Cornelisse, and J. Schweichler. (March 30, 2023). Agritourism in Pennsylvania - Legal and Regulatory Issues , Penn State Extension.

Windon, S. and M. Stollar. (March 9, 2023). Conflict Styles, Outcomes, and Handling Strategies , Penn State Extension.

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Agritourism Market, Opportunity, Growth Drivers, Industry Trend Analysis and Forecast, 2024-2032

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Description

Table of contents.

Agritourism Market size is projected to record over 11% CAGR from 2024 to 2032, led by the surge in new offerings and tech innovations.

Of late, new agritourism experiences and services are being introduced to provide visitors with immersive, farm-based activities and educational opportunities. Moreover, technology is amplifying these experiences through virtual tours, interactive applications, and sophisticated booking systems, making agritourism more engaging and accessible. For example, in April 2023, the Global Agritourism Network (GAN) was inaugurated via a Zoom meeting, aiming to unite agritourism stakeholders and bolster global collaboration.

The overall market is segregated into activity, farm, sales channel, visitor, and region.

The educational tourism activity segment is set to drive significant growth in the agritourism market from 2024 to 2032. This surge is fueled by the rising appetite for hands-on learning at farms and agricultural sites. Agritourism operators are curating diverse educational offerings, from farm tours and sustainable practice workshops to interactive agricultural demonstrations. These initiatives are also shedding light on farming techniques, environmental care, and food production.

The livestock farm segment in the agritourism industry is projected to grow at a commendable rate through 2032. This growth is attributed to the rising demand for immersive experiences in animal husbandry and farm life. Livestock farms are rolling out activities like guided tours, hands-on animal feeding, and workshops on livestock care and sustainable farming. Through these engagements, visitors are gaining insights into animal behavior, breeding, and the daily nuances of managing a livestock farm.

Europe agritourism market size is set to experience robust growth from 2024 to 2032, spurred by burgeoning interest in rural tourism. As visitors gravitate towards authentic countryside experiences, activities like farm stays, local food tastings, and agricultural workshops are witnessing a surge. To meet this demand, rural areas are crafting distinctive agritourism offerings, blending traditional farming with contemporary visitor amenities. With rural tourism on the rise, the allure of agritourism in Europe is only set to intensify.

Chapter 1 Methodology and Scope

Chapter 2 executive summary, chapter 3 industry insights, chapter 4 competitive landscape, 2023, chapter 5 market estimates and forecast, by activity, 2021 - 2032 ($bn), chapter 6 market estimates and forecast, by farm, 2021 - 2032 ($bn), chapter 7 market estimates and forecast, by sales channel, 2021 - 2032 ($bn), chapter 8 market estimates and forecast, by visitor, 2021 - 2032 ($bn), chapter 9 market estimates and forecast, by region, 2021 - 2032 ($bn), chapter 10 company profiles.

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