What Is Agritourism? Farm Visits, U-Pick, and the Growing Movement
Agritourism is one of the fastest-growing segments of American travel. This guide explains what it is, why it matters, and how to find great experiences.
Agritourism — tourism centered on agricultural operations, farms, and rural food production — has grown dramatically over the past two decades. What was once primarily a rural economic development strategy has evolved into a mainstream category of American leisure activity, drawing millions of visitors annually who want authentic connections to the land and the people who work it.
Defining Agritourism
The USDA defines agritourism as "a form of commercial enterprise that links agricultural production and/or processing with tourism in order to attract visitors to a farm, ranch, or other agricultural business for the purposes of enjoyment, education, or other active involvement."
In plain terms: agritourism is any tourist activity that takes place on a farm or agricultural property. This is an intentionally broad category that encompasses many different kinds of experiences.
Types of Agritourism
Direct Sales and U-Pick
The most common form of agritourism is farm-direct commerce — buying produce directly from the farm, or picking it yourself. This includes:
- U-pick or pick-your-own operations — strawberries, blueberries, apples, pumpkins, Christmas trees, and many other crops
- Farm stands — roadside or on-farm retail selling fresh produce, eggs, and other farm products
- Farmers markets — off-farm but farm-direct sales in community markets
Educational Agritourism
Farms open their operations to educate the public about agriculture, food systems, and rural life:
- Farm tours — guided or self-guided walks through a working farm
- School field trips — educational programs for children
- Farm dinners — dinners hosted on the farm connecting food to its source
- Cider pressing, cheese making, or other demonstrations — hands-on processing experiences
Entertainment Agritourism
Farms develop attractions and activities that draw visitors primarily for entertainment:
- Corn mazes — seasonal fall attractions at farms across the country
- Hayrides — tractor-pulled wagon rides through the farm
- Pumpkin patches with activities — petting zoos, barrel trains, jumping pads
- Harvest festivals — ticketed events celebrating the fall season
- Haunted farm attractions — seasonal Halloween events
- Bed and breakfast farms — overnight stays on working agricultural properties
Outdoor Recreation Agritourism
Some farms leverage their land for outdoor activities:
- Farm fishing — fee fishing at farm ponds
- Hunting — fee hunting on agricultural land
- Horseback riding — guided rides on ranch property
- Agritourism trails — organized loops connecting multiple farms in a region
Why Agritourism Has Grown
Consumer Desire for Authenticity
American consumers — particularly millennials and Gen Z adults — consistently express interest in authentic experiences, local sourcing, and connection to food production. Agritourism meets this desire directly. A u-pick strawberry farm visit is the opposite of a packaged, artificial experience — it is real farm work, real food, real connection.
Farm Economic Pressure
Traditional agricultural economics have become increasingly difficult for small and medium-scale family farms. Commodity prices, rising input costs, and competition from industrial agriculture squeeze margins. Agritourism provides diversified revenue streams that can make the difference between a farm surviving or closing. Many farms earn more per acre from agritourism than from wholesale crop sales.
Urban and Suburban Disconnection from Agriculture
The percentage of Americans who live or work on farms has dropped from over 40 percent in the early 20th century to less than 2 percent today. Most Americans have limited direct experience with how their food is grown. Agritourism bridges this gap in a tangible, enjoyable way.
Social Media Effect
Beautiful farm photos — sunflower fields, strawberry patches, apple orchards — are extremely popular on Instagram, Pinterest, and TikTok. This drives awareness and desire in ways that traditional farm advertising never could.
The Economic Impact of Agritourism
Agritourism contributes significantly to rural economies. According to USDA data, agritourism revenue in the US exceeds $1.5 billion annually, with tens of thousands of farms participating. Individual farms can earn from a few thousand to several hundred thousand dollars annually from agritourism activities.
Beyond the direct farm revenue, agritourism drives economic activity in rural communities — visitors stop at local restaurants, stay in local hotels, buy from local shops. Agricultural tourism has been credited with helping rural communities maintain economic vitality as other industries have declined.
How to Be a Good Agritourist
Several principles make for a better visitor experience and support the farms you visit:
Spend money at the farm. Beyond your picking or admission purchase, buy from the farm stand, try the cider, pick up a jar of jam. These value-added sales are often the most profitable per-dollar revenue for a farm.
Leave a review. Online reviews on Google, Yelp, or farm directory platforms help small farms attract new visitors. If you had a great experience, a few minutes spent writing an honest review is a meaningful contribution.
Return regularly. U-pick farms benefit enormously from repeat customers. The family that comes back for strawberries in June, blueberries in July, apples in September, and pumpkins in October is an incredible asset.
Follow farm rules. Farms that invite the public must balance hospitality with protection of their crops and operations. Rules about picking techniques, restricted areas, and payment are not arbitrary — they protect the farm that everyone is there to enjoy.
Tell your friends. Word of mouth remains among the most powerful marketing for small farms. Sharing a farm visit on social media or recommending it to friends creates ripple effects that support the operation.
Getting Started with Agritourism
If you are new to farm visits, the easiest entry point is a u-pick operation. Start with a crop you enjoy eating — strawberries in spring, blueberries in summer, apples in fall — and find a farm nearby. From there, the range of experiences available expands naturally.