Presented to Practical Farmers of Iowa Field Day

Richard Black’s Farm, Farnhamville, IA

July 23, 2005

By Madeline Schultz, Iowa State University Extension Value-Added Agriculture Program

Agritourism is defined as the act of visiting a working farm or any agriculture, horticulture or agribusiness operation for the purpose of enjoyment, education, or active involvement in the activities of the farm or operation that also adds to the economic viability of the region. Agritourism is just one part of cultural tourism activities that serve to educate, inform, and entertain travelers though the arts, heritage or experiencing the special character of a place. Nationwide, agritourism is one of the fastest growing segments within the tourism industry.

In Iowa, tourism was the third largest industry in 2003, with revenues totaling $4.6 billion. According to the U.S. Travel Data Center, visiting family and shopping are the number one and number two most popular activities travelers participate in. Rural tourism activities are the third most popular activities in Iowa, and spending on rural trips accounted for more than 8 percent of total Iowa tourism revenues. In all, 21.2 million trips were taken within the state of Iowa in 2003; 38 percent of the travelers originated in Iowa; the average travel party size was slightly more than two people; they vacationed for about three days per trip, and per-day spending by travel party averaged $171.00 in 2003.

The University of California at Davis Extension conducted a study to learn why people take trips and vacations. The results offer us some insight into the growing popularity of agritourism. 

• The number one reason for going on vacation is to be together as a family. People look to travel as an opportunity to rekindle relationships. Many also view vacations as a time for making new friends.
• The second reason to take a trip is to improve health and well-being. The study found that most people want to refresh and renew themselves by actively participating in outdoor activities.
• Rest and relaxation is the third most common reason why Americans vacation. They want to get away from the work and worries of everyday life.
• Many travelers are also seeking adventure. Whether dangerous or romantic, consumers are looking for exciting experiences that stir emotions.
• Travelers enjoy anything different than their normal routines and seek out pretty scenery, a slower pace, cleaner air, quieter surroundings or festive surroundings.
• Learning and discovery are also strong motivators for today’s travelers. They want to see, touch or feel something unfamiliar.
• Another strong motivator for travel is to mark special occasions and celebrate milestones in life such as birthdays, special honors, marriages, and professional achievements.
• Money and time constrain nearly every vacation decision, and more and more people are choosing to travel close to home to make the most of their available time and money.
• Vacationers also love to reminisce. They want to relive fond memories such as a rural upbringing, or simpler times and safe places.

With all of these findings, it is no wonder travelers are flocking to the countryside. So, how can you get them to come to your operation?

Start by doing some good market research and business planning. You’ll want to develop an understanding of who your target customers are and what they want to buy from you. You’ll also want to dig a little deeper into your own goals and study how the potential products and services you want to offer will affect your operation and personal lifestyle. Your enthusiasm will soar and your business will succeed when you can match up customer desires with your own goals, and this will be different for each grower.

One grower may find a comfortable fit by offering a bed and breakfast experience overlooking a scenic vineyard in a peaceful setting, while another grower may decide to open a gift shop and host a special festival on the farm with lively music.  

Many excellent resources can help you with your market research and business planning. The Agricultural Marketing Resource Center Web site is a great place to research agritourism opportunities and download helpful business planning tools. Many Extension educators around the state have developed the expertise and resources to help guide you as you develop your plans for your business.

As you begin to plan your agritourism business, the next suggestion I can offer you is to do a lot more of what you are doing right now. That is to network, collaborate and link with others. What about the farmer on the other side of town who grows apples, and oh yes, there is a nice greenhouse and farm market nearby as well. Working together with other agritourism businesses can benefit everyone though joint marketing efforts, sharing knowledge about how many bathrooms might be needed, or providing a great day of tours for a bus load of visitors.

Now keep thinking about who else you might want to collaborate with. The local school house museum, the annual threshing days and the community band concerts are all cultural tourism activities that would appeal to many of the same consumers you are marketing to. Be sure to work with your local Chamber of Commerce, economic developers and tourism specialists as well. They can help you market your business.

Tourism in Iowa continues to grow, and everyone has unique assets and experiences to offer agritourism visitors. Careful planning will help you match customer wants with your personal goals.