agritourism business plan pdf

How to Write an Agritourism Business Plan + Example Templates

Elon Glucklich

5 min. read

Updated February 7, 2024

Free Download:  Sample Agritourism Business Plan Template

Agritourism is a rapidly growing industry. From winery tours, to concerts, to letting tourists experience a day working on a farm or ranch, farmers more than tripled their revenue through agritourism uses over the past two decades.

The practice has opened up valuable new revenue streams for entrepreneurial farmland owners looking to diversify their traditional farming operations.

But there are serious challenges to running a commercial enterprise on agricultural land. Any farm, forest or ranch-based business has to balance the expectations and safety of their customers with the need to preserve the environment and maintain daily agricultural operations. There can also be complex regulations to work through.

And even if you’re in the clear legally, you’re at the mercy of seasonal fluctuations and weather disruptions.

Yet all of these challenges can be mitigated with effective business planning. It’s an essential piece to secure funding from an investor or a loan from a bank, develop a solid marketing strategy, and identify opportunities for diversifying revenue sources.

An agritourism business plan contains much of the same information you’d see for other industries. Here on Bplans, we’ve got a great guide already on how to write a traditional business plan. In this article, we’ll look at how to write a business plan specifically for an agritourism business. You can also download our free sample agritourism business plan to get started.

• 1. Thorough market research is essential

Because of the startup costs and unique land use considerations involved in agritourism, it’s crucial to invest significant time in researching your market before getting started. 

If you’ve already identified the site of your business, make sure you understand the allowable activities on the property. Checking with the relevant government agencies and documenting that your proposed use meets all the legal requirements will add credibility to your plan.

Conduct your own research in the local and regional tourism industry by compiling information on:

• Regional demographics and psychographics
• Seasonal tourism and travel trends
• Visitor numbers at regional tourist destinations
• Direct competitors (other agritourism offerings) and indirect competitors (other recreation activities)

This information will help you understand what sets your business apart , so you can develop effective marketing campaigns around your competitive advantages.

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• 2. Emphasize the Mission in Your Plan

Succeeding in an industry that exposes the public to nature requires an authentic commitment to environmental stewardship. Your business plan is an opportunity to show that commitment. The plan lets you highlight the core values and mission that drive your agritourism venture, and explain how they align with the growing demand for authentic, sustainability-focused travel experiences.

Depending on the type of agritourism venture you plan to start and the atmosphere you hope to create, you can detail how your business will meet those demands. Will your business cater to an unmet need in an area with limited outdoor experiences? Or will it provide a one-of-a-kind offering in a region already known for nature-based attractions?

These are all factors to take into consideration when crafting your mission statement , and preparing to develop operations and marketing strategies.

• 3. Prepare for Unique Challenges

Operating an agritourism business comes with inherent risks, from weather-related disruptions to economic downturns that reduce tourism activity.

It’s important to identify the potential risks and challenges your business may face and develop contingency plans for addressing them.

Is your land owned or leased? Are your employees part-time, full-time or seasonal? From an operational perspective, you should show an understanding of the staffing, training, facility, maintenance and safety requirements.

Describe the processes and systems you will use to manage bookings, customer service, event coordination and visitor feedback. In addition, explain your plan for managing the agricultural side of your business. Your operations plan should demonstrate that you have a comprehensive understanding of both the tourism and agricultural aspects of your business.

• 4. Nail Your Go-To-Market Strategy

The sales and marketing section of your business plan is where you’ll outline how you plan to reach your target audience and promote your agritourism offerings.

Start by identifying your target market segments, such as families, couples, eco-conscious travelers, or educational groups. These are the audiences you’ll tailor your promotional efforts to.

Discuss your advertising and promotional efforts, emphasizing the most relevant channels to your target market. These might include niche travel websites, eco-tourism forums or local tourism boards. Consider creating content that will showcase your authentic experiences, sustainable practices and educational opportunities. Social media outreach and blogging can promote your business and create valuable partnership opportunities.

Speaking of partnerships, detail any plans to engage with tour operators, local businesses and other industry partners to create package deals, joint promotions, or referral programs that increase exposure for your business.

Your plan should also include a pricing strategy for your offerings. Make sure the prices you set cover your costs, and are competitive with other tourism offerings.

• 5. Plan for the Future

Though it’s growing in popularity, agritourism revenue makes up less than 6 percent of all farm-related income, according to recent data .

Some business models have been established around agritourism offerings like farm stays, educational workshops, farm-to-table dining experiences and seasonal festivals. But uncertainties around regional preferences, seasonal factors, and regulatory changes make it more challenging to plan an agritourism business than some other ventures.

That’s why you should explain in your business plan how you will measure success and make changes when they become necessary . Outline possibilities for scaling your business over time, including any new products or services, facility upgrades, or additional locations.

Also, consider how you will respond to external threats, from new competitors in your area, to economic downturns, to poor weather seasons.

Taking time to and plan your agritourism business will help you respond to unforeseen challenges and pivot to meet new opportunities. You’ll need it to ensure you can afford to add a new service, purchase new equipment, host events to promote your business or add employees.

• Download your free Agritourism business plan template

If you’re ready to start your own agritourism business, you can download our free sample agritourism business plan from our library of over 550 sample business plans . Get started today, and see first-hand why businesses that plan grow 30% faster than those that don’t.

See why 1.2 million entrepreneurs have written their business plans with LivePlan

Elon is a marketing specialist at Palo Alto Software, working with consultants, accountants, business instructors and others who use LivePlan at scale. He has a bachelor's degree in journalism and an MBA from the University of Oregon.

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

• Fill in the blanks – Outline
• Financial Tables

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:

• 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:

Products and services:.

• For instance, you may include farm tours, agricultural workshops & classes, farm products & crafts, etc as some of your products & services.

Marketing & Sales Strategies:

Financial highlights:, call to action:.

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:

• 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.

Mission Statement:

Business history:.

• Additionally, If you have received any awards or recognition for excellent work, describe them.

Future Goals:

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:

• 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:

• 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:

Market 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:

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:

Highlight your offerings:

Mention the agritourism products & services your business will offer. This list may include

• Farm activities
• Workshops & Classes
• Farm-to-table experiences
• Accommodation
• Special events
• Organic farm products

Describe each service:

• 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:

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):

• 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:

Marketing strategies:, sales strategies:, customer retention:.

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:

Operational process:, equipment & machinery:.

• 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:

Key managers:.

• 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:

Compensation plan:, advisors/consultants:.

• 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:

Cash flow statement:, balance sheet:, break-even point:.

• This exercise will help you understand how much revenue you need to generate to sustain or be profitable.

Financing needs:

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

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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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Creating an Agritourism Business Plan

Written by Dan Moore, AIANTA’s Agritourism Consultant 

Previously, we highlighted key obstacles to overcome and pitfalls to avoid when building an agritourism program. In this article, we will go a bit deeper into the importance and practice of building out a 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. While most agritourism programs are diversifications of existing businesses, it is still necessary to create a separate plan for the agritourism venture. Building out a solid business plan upon inception will ensure that you start on the correct path and “cross bridges” early on while you still have the opportunity to turn back without too much loss. Potential hidden costs and other obstacles will also become more apparent when planning.

When writing your business plan, consider the following:

Always Start with the Story

Gather together everyone you plan to work with on building your business – your family, business partner(s), community. First, define who you are; what is your story? What is your core purpose, or mission? Who do you want to serve? Then determine what success looks like. What do you hope to accomplish by opening this business? Identify a clear understanding of your goals and how you expect to achieve them. Work to refine these down to one statement that you keep handy and refer to for both marketing and operations. This statement will help keep you on track, and serve as a guide to achieve your long-term goals & objectives.

Capture the Overview of Your Business and Business Needs

To create an overview of your business, first concisely describe your agritourism idea including the products and / or services you will be offering. Then, write a description of your operation with more specifics. What is the size and location of the operation(s)? What activities will take place on the land? What facilities will be used? Do you currently have enough acreage to carry out your vision, or will you need to acquire more land? Then match up your current and needed assets with your financial resources. Will you have the money needed to open your business right away or will you need to borrow money? You will also need to determine your time and labor needs. Building a new business takes a lot of work, and it likely will require learning new skills and multitasking. Finally, at this stage, it will be important to examine safety, legal and accessibility concerns. For example, are their dangerous areas to which you will need to restrict access? How do you plan to address sanitation needs (restrooms, hand-washing, etc.)? What are the local regulations in relation to the activities you plan to offer? Do you need special permits or licenses? Is what you want to offer legal? What insurance do you need to obtain? It is your responsibility to address these issues prior to opening up your property to visitors.

Goals and Objectives

Goals and objectives allow you to define your vision further. When considering this vision, think of goals as broad accomplishments you hope to achieve; and objectives as the measurable steps you need to take to achieve those goals.

Here’s a simple tribal agritourism example:

Goal: To develop an agritourism program that builds local interest in learning how to harvest traditional foods that will be incorporated in the menus of local restaurants.

Objective: By August have 10 youth sign up and participate in a foraging club that will gather traditional foods.

In the example above, the goal is a bigger picture outcome. It helps guide our program development. The objective on the other hand is measurable – 10 youth signed up by August harvesting traditional foods. The outcome of your objective should give you a clear idea of your successes. Keep in mind that your goals and objectives need to be attainable. Saying you will have your entire program up and running in six months is unlikely, while completing stage one in six months is doable. Setting goals and objectives will help you determine what those stages are.

Conduct a Market Analysis

You are not the first to start an agritourism business. It is important to learn about who else is out there, and what you can learn from their experience. What businesses are doing well and why? What trends in the industry are you responding to with your business and how will you differentiate? Researching other agritourism businesses in your area is important in getting to know your competition, and also to find potential partners. Note, your “competition” could actually be potential partners, as you both have a similar objective of attracting customers to your area. Competition is actually a good thing if you offer complimentary services. You can team up with other businesses to market to a larger customer base and create an attraction that inspires people to travel from further away and to stay longer.

Build out an Operation and Management Plan

After you determine what your business or program is, and you define what success looks like, it is now a good time to create a plan for how you will run, or operate, this business. In creating this plan, consider the following questions: What is the legal structure of the enterprise? Will you need additional insurance than what you currently have? Who do you plan to hire and for which positions will you hire them? What are the skills and responsibilities required for the personnel involved in the operation? How will you find and attract these people? It is important at this stage to consider how the business might scale. You may not need as many people to assist you when you first begin, but in the middle of a growth phase you will not want to go back and rewrite your operation plan.

Identify Your Marketing Strategy

Your marketing strategy is where you harness the story you outlined in step one, and determine how you are going to disseminate this story to prospective customers. The first step here is to determine who your desired customer will be. Will they be from nearby towns or cities, or will they be coming from out of state? Will they be traveling with families, or are you hoping to attract only adults? Once you know what kind of traveler you are seeking you can delve into determining this customer’s general needs and interests, and make sure what you are offering meets these needs and interests. Next, determine how you plan to reach this traveler. There are plenty of paths to take: online, print, travel agents (resellers), media. Not all channels are going to work for all demographics, and choosing incorrectly can be a costly mistake. One way to reduce this cost is to collaborate with other local businesses that offer a similar or complimentary experience. It can also be useful to be a part of marketing efforts carried out by DMO’s (Destination Marketing Organizations) or associations (Chambers of Commerce, trade groups). This strategy will provide the blueprint for a Marketing Plan, which you (and your marketing team) will create prior to getting your business off the ground.  Here’s a helpful resource for creating your agritourism marketing plan: https://www.uvm.edu/~snrvtdc/agritourism/agchecklists/AgritourismMarketing.pdf . The U.S. Small Business Administration (SBA) also offers a helpful guide and sample template for when you are ready to create your marketing plan ( https://www.sba.gov/business-guide/manage/marketing-sales-plan-payment#section-header-0 ).

Develop Your Financial Strategy

Your financial strategy is basic to making management decisions and obtaining financing. In this section, you will identify sources of existing debt and financing needs. You will also develop financial statements including a profit-loss statement, a balance sheet and a cash flow projection that includes sales projections. It is important to understand what your costs will be, and have a projection for where your break-even point is. To get up and running there will likely be some upfront costs. How do you plan to finance the operation? If you do not have the cash on hand are there sources that you could seek funding from – loans, grants, assets? For example, USDA offers value-add grants as well as loans. If your program has community development aspects (job training, youth employment, sustainability, cultural perpetuation) consider researching foundations with programs in these areas. You could also reach out to your current financial institution to see what kind of assistance they could provide.

This section especially highlights the diverse knowledge required and might seem more foreign to those without a business background. While extremely important, the learning curve is quite attainable, compared to the much more difficult task of coming up with a great idea to base your business on. There are plenty of resources available to get you up to speed on these terms and concepts.

First Nations has an Indian Agriculture Curriculum that might be helpful.  The first four Modules of the Participant Workbook provide a useful guide ( http://www.firstnations.org/knowledge-center/foods-health/biz-of-indian-ag ).

Create an Executive Summary

At the completion of all the components of your business plan, create a one page summary of your venture that includes the business description; mission statement; the market and it’s potential; an overview of your management team; and your financial analysis. This summary will be useful when seeking investors / funders, partners, employees, etc., who may be less likely to read your entire report.

A successful agritourism program has great potential to positively impact your community while also providing you with financial benefits. Few to none of these outcomes will be achieved if there is not a solid business plan to back up the program. Answering these questions early will save a lot of time and energy by avoiding foreseeable issues, and offering the time to develop a successful and valuable product.

This project was funded by the Food and Farm Communications Fund

Bureau of Indian Affairs

Juan Bautista de Anza National Historic Trail

Native American Agriculture Fund

Lewis & Clark National Historic Trail

Bureau of Land Management

National Endowment of the Arts

National Park Service

United States Forest Service

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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]
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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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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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Starting Up a Agritourism Business

Every farm has a story to tell..

What is agritourism? Starting up a 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.

Agritourism Adventures

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.

• Updated on Apr 30, 2024
• Originally Published on Apr 25, 2024

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Agritourism Diversification: A Business Planning Questionnaire

Wedding sign. Image: Pixabay

If you are considering expanding agritourism activities on your farm, one of the most important steps is to develop a business plan. Selecting or making changes to the products or experiences that your agritourism business offers demands that you thoughtfully plan out how the new venture fits into your current business operations since you want to ensure that the venture is both profitable and an asset to your brand.

This document will outline your goals for the business, how you plan to achieve them, and the associated risk management and costs. It is important to be as detailed as possible in your business plan to have a clear idea of what you are getting into. This article will discuss the components of an agritourism expansion business plan.

The following questionnaire will guide you through the relevant topics you should consider and plan. If you have experience with business planning, you will notice the overlap with that process. However, since you have an existing agritourism business, this questionnaire will focus on the elements that should be considered when adding or changing your products or experiences.

Part 1 – Values and Goals

The first section of your business plan should describe your business mission and the goals and objectives of your agritourism operation. This includes outlining the activities you want to offer, how long they will last, what type of visitors are likely to come to your farm, and any potential revenue sources. You also need to discuss resources needed - who will be responsible for managing the operation and any additional resources or personnel requirements.

Proposed Diversification Option

Provide a brief general description of the product or experience you consider adding to your agritourism business.

Business Values and Mission

Your business values and mission statement guide decision-making and describe why you're in business and what you want to achieve. The success of your agritourism business plan depends on a clear vision for success that is in line with your values and mission statement. Establishing these items will help you create a roadmap for success and determine essential activities. Keep these in mind as you answer the following questions.

• What are the critical values that guide business decisions? What is most important to you as owners?
• How does the diversification option enhance your ability to fulfill your mission or demonstrate your business values?

Diversification Description

This section asks you to describe in greater detail the product or experience you are considering adding to your agritourism business. Try to be as specific as you can. Doing so will ultimately improve your decision-making ability to move forward with this option.

• Brief description of product/experience to be offered (options, packages, prices, etc.)
• What resources are necessary to adopt/implement the diversification option?
• Brief description of owners, personnel, their qualifications, and anticipated responsibilities

Market Analysis

A solid understanding of the potential for success with your agritourism product/experience is essential. This section asks you to describe the market trends and the marketing plan to enable your business to reach its goals with the diversification option. You need to define who your target market is and identify how best to reach them with your product/experience.

• Assessment of Market Demand. (How many potential customers exist for your proposed product/experience? Are they current customers, or will you be marketing to a new set of consumers?)
• Sales Plan. (What are your sales targets, and who are the buyers? How will you determine if you are meeting your targets? Will you offer incentives?)
• Pricing Levels. (Outline how your product/experience will be priced)
• Analysis of Competition. (What other agritourism businesses in your geographic area offer the same or similar products/experiences? What will set your business apart?)
• Promotion and Communications Plan. (How will you share with current and potential customers that you have this new product/experience?)  Consider combining traditional and digital marketing tactics, such as social media, email campaigns, and website optimization.

Part 2: SWOT and Risk Analysis

A SWOT analysis is an integral part of any business plan. It helps you identify your strengths, weaknesses, opportunities, and threats. This information can help you make decisions about the direction of your business and how to best reach your target market.

SWOT Analysis

Describe this diversification option's major Strengths, Weaknesses, Opportunities, and Threats (SWOT). Strengths (S) and Weaknesses (W) are internal to the business. These are items that you have direct control over or represent an internal feature of the business. This section may include the following: specific skills, quality of resources (buildings, equipment), cash flow position, access to credit, or labor/staffing.

Opportunities (O) and Threats (T) are external to the business. These are items you do not have direct control over, but they impact the business. This may include issues like weather, market trends, or changing regulations.

The first step in conducting a SWOT analysis for your agritourism idea is identifying your business's strengths. These could include excellent customer service experiences from previous customers or having a unique market niche that sets you apart from other agritourism operators. Next, you need to identify the weaknesses of your business. This could include a lack of capital or resources, a limited marketing budget, inadequate customer service experience, etc.

Thirdly, you should look for opportunities in the local area and industry. These could include a niche market that you can capitalize on, emerging trends or requests stated by your customers, or partnerships with other local businesses.

Finally, you should identify any potential threats to your business. These could include competition from similar businesses in the area, changes in customer preferences, or changes in the local economy.

By conducting a SWOT analysis, you can better understand your agritourism business and identify any areas that need improvement or strategies that could be implemented to increase success.

Management Analysis

Describe who will manage key aspects of the diversification option. Include the strengths of particular people, and it can also include plans for additional training. Management areas include operations and maintenance, human resources/employee management, customer service, food safety, and marketing.

Adding or changing products, events or experiences can be costly. This section asks questions intended to guide you in assessing the financial viability of your proposed diversification option. You should provide an overview of your start-up costs, projected revenue and expenses, cash flow forecast, and pricing strategy. This will help you understand your expansion plans' financial feasibility and how to manage your resources best.

You should account for all of the costs associated with running an extended agritourism operation, including operational expenses like supplies and equipment, overhead costs such as insurance and taxes; and any marketing or advertising campaigns you plan to launch. You need to ensure that your estimated income covers the business's total costs.

 Address the following:

• Are any large investments/purchases, repairs, or improvements required to adopt this option? If yes, explain what they are and give approximate expenses.
• How will these items be paid for (from business revenue, loans, owner savings or other sources)? Will you apply for new loans, credit, or other forms of capital to adopt and implement the option?
• What is the sales target for each of the first three years that the product/experience will be offered?
• Developed financial projections for this product/experience. Financial projections include enterprise budgets, cash flow statements, etc.
• Are projected profits satisfactory?
• Does the current insurance cover the new activities? Is additional coverage needed?

Risk Management

Agritourism can be unpredictable. You have to manage your farm, the consumer, and the individual product/experience. This section will guide you through describing the risk factors that may impact your agritourism diversification option. Describe the risks that you may face in each of the following areas. Your plan should also include actionable steps to ensure success. This could include developing a customer service plan, creating marketing campaigns, hiring staff, etc. Identify the resources needed to achieve the above goals and manage the risk, such as labor or capital.

• Production risk (weather, climate, pests). You'll need to understand the local climate and how it affects your business.  Develop a plan to mitigate weather risks, such as scheduling events or alternative activities less likely to be affected by storms or other adverse conditions.
• Human risk (labor, partnerships). This plan section should provide an overview of your current staff and analyze their strengths and weaknesses. It should also include a strategy for recruiting, training and retaining employees.
• Market risk (price trends, consumer demand). The success of any business relies heavily on the quality of its services and how effectively it meets customer needs. You should assess your current operations and determine the areas where some improvements can be made.
• Financial risk. I t is important to keep general market conditions in mind as these can impact financing options.
• Legal risk (food safety, regulations, contracts, or legal agreements). More information can be found here: Agritourism in Pennsylvania - Legal and Regulatory Issues . Will your agritourism product/experience require you to purchase additional insurance (policies and protection for buildings, product inventory, equipment, etc.)?

Part 3: Implementation Plan

Producing a new agritourism product or launching a new experience may seem daunting. Make sure to create a timeline for achieving your goals and objectives. This includes identifying when certain milestones are expected to be met and setting deadlines. Breaking things down into smaller elements can improve your ability to focus and plan.

Outline the following:

• List key short-term (year 1 – 3) activities (including planning) that will enable the diversification option to achieve its goals.
• List intermediate activities (year 4 and later) that enable the diversification option to achieve its goals.
• Who is responsible for each activity? What is the timeline for the successful completion of each task?

Final Analysis

Synthesizing all of your answers to the previous questions, it is time to analyze the viability of the agritourism diversification option under consideration. Complete the following:

• Describe key practices that are important to the success of the agritourism diversification option.
• Describe ways the business can manage the negative consequences resulting from the "threats" described in the SWOT Analysis section

Finally, set aside some time to review your agritourism business plan regularly and ensure it is still on track for success. This will help ensure that you meet your goals and stay in line with your values. By regularly monitoring and making adjustments to the plan, you can be confident that you are proactive in working toward success.

Additional Resources

Kime, L., and W. McGee. (June 16, 2016). Conducting a SWOT Analysis . Penn State Extension.

Kime, L., W. McGee, S. Bogash, and J. Harper. (March 2, 2016). Developing a Business Plan . Penn State Extension.

University of Vermont. Maple Business Plan . The University of Vermont Extension.

This material is based upon work supported by USDA/NIFA under Award Number 2021‐70027‐34693 . Northeast Extension Risk Management Education US Department of Agriculture/National Institute of Food and Agriculture (USDA/NIFA)

• Value-added agriculture
• Agricultural entrepreneurship
• Value-added dairy entrepreneurship
• Value-added dairy foods marketing
• Online marketing and sales
• Social media
• Direct marketing
• Farm and ag business management
• Business planning

• Local food systems
• Agritourism
• Craft Beverages
• Agricultural Policy Analysis

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Adding Agritourism to Your Farm in Oregon

Benefits of agritourism, challenges of agritourism, legal requirements, methods of reducing risk, marketing your business, customer service and hospitality, about the authors.

A guide directs a tour group at the Wooden Shoe Tulip Farm in Woodburn. Educational tours provide visitors with valuable information about Oregon agriculture.

Agritourism can help improve your farm's name recognition and expand your customer base. This publication will help you understand the personal and legal implications of opening up your Oregon farm for direct sales and events. Follow the steps below to decide if agritourism may be right for you and your farm business.

Adding on-farm sales and activities is one way to diversify your farm or ranch operation. These activities, generally referred to as agritourism, bring farmers and members of the public together, usually on farmland. As agritourism strengthens the connection between farming, farmland and the public, it can help market, promote and sell your farm products. Agritourism can potentially lead to loyal, repeat customers.

Categories of agritourism activities include:

• Direct sales (farm stands, U-cut, U-pick)
• Education (classes, workshops, tours)
• Entertainment (open farm days, harvest festivals)
• Hospitality (private events, farm-to-table dinners, overnight stays)
• Outdoor recreation (photography, hiking)

The benefits of agritourism vary depending on your farm business’s scale, location and products. Agritourism:

• Engages directly with customers to promote the sale of your farm product.
• May allow you to charge a higher price for your farm products.
• Improves farm viability by adding revenue.
• May provide income during the off-season.
• May allow you to employ an additional family or community member on the farm.
• May aid in farm succession.
• Builds relationships with the community.
• Educates the public about farming.

While there are many potential benefits to agritourism, there are also challenges. First, you must be a person who wants to host the public on your farm. If you do not want to be the face of your operation and interact with the public, you will need to find a team member who does.

There is an inherent loss of privacy with agritourism, and not all visitors will be respectful. Some guests will wander around, looking for the perfect photograph. They may harvest crops they should not and stray from designated public spaces. If you are not comfortable with the loss of some privacy, you will want to carefully consider which types of agritourism you offer.

Depending on the agritourism activity, you may need to:

• Review land use laws and obtain permits.
• Improve infrastructure.
• Install signage for wayfinding and restricted areas.
• Purchase additional insurance coverage.
• Manage liability risk for you and your business.
• Implement safety plans for your customers.
• Market your activities.

Before starting agritourism, study Oregon’s land use laws. Determine allowable uses in resource zones and obtain needed permits. Contact your county planning department to find out the zoning for your property.

Overall, agritourism is a strategy for selling your farm or ranch products and cannot take the place of production farming. Any activities you do must be “incidental and subordinate” to your farming operation.

Certain activities are considered an outright farm use, such as U-pick or direct sales of your produce ( ORS 215.203 ). These activities do not need special permits because they are already allowed under Oregon law. Other activities such as festivals, on-farm lodging or permanent farm stands open to the public require permits. In Oregon, county planning departments issue these permits. Talk with your county planning department to find out what you can legally do on your farm. Before meeting with the planning department, determine the zoning of your property, the parcel size and what agricultural crops you have available to sell. You should be able to explain how agritourism will help your farm business viability.

Evaluate infrastructure, such as buildings, to determine if it can be used for your agritourism operation. Whether existing or new construction, structures open to the public must meet commercial standards and be approved by the county building department. Some facilities may also require accessible bathrooms and parking. Some agritourism operations have mobile restrooms and wash stations, especially those that are only open seasonally. In some cases, structures that do not require entry or use certain temporary coverings may be your best options.

Infrastructure includes roadway approaches, driveways and parking areas. Consider that visitor entry points to your farm cannot impact other private or public property.

Depending on their use, structures such as farm stands must be built in compliance with county building codes.

Managing risk on your farm includes prioritizing the physical safety of your guests. Since many visitors know little about working farms, they may not be aware of potential hazards. For example, uneven ground should be made level, holes should be filled in, and hoses or irrigation lines should be removed from walkways to reduce tripping hazards. Equipment and farm implements should be kept out of the public’s reach or line of sight.

Signage can be an inexpensive and effective way to help prevent visitors from injury. If you plan to open your fields for U-pick, consider posting a safety sign where tools are kept with information on safe handling.

If you are unsure of potential risks on your property, look at your farm from the customer’s perspective. Invite someone new to your farm for a walk-through. From the moment they drive onto your property to the time they get back in their car, evaluate all aspects of their experience. As you do so, consider the various ways people might injure themselves. See the checklists available through Integrating Safety into Agritourism .

In Oregon, one way to reduce your liability is to use the limited liability protection statutes to transfer some risk to the visitor or customer. The Oregon Agritourism Inherent Risk Law ( ORS 30.671 to 30.677 ) expands liability protections for all agritourism activities as defined by statute. To take advantage of this protection, you must follow the conditions and signage requirements provided in the law. The law does not offer protection, nor can you transfer the risk costs associated with your negligence. It also does not take the place of liability insurance. See more information on the Oregon Agritourism Limited Liability Signs in “Resources.”

Oregon Agritourism Limited Liability Signs warn visitors about inherent risks on these types of operations.

Maintaining good relationships with your neighbors is a critical risk-management strategy. Most conflict arises from people upset about extra traffic or noise, for example. Support positive relationships by having an initial conversation with your neighbors about what you are planning, followed by regular check-ins. Invite them out to see what you are doing, offer them free attendance at an event or give them a farm product. Friendliness and generosity can go a long way in building relationships — before there is extra traffic on the roads and on your farm.

Agritourism means that you will be marketing in new ways. Instead of only marketing products, you may be offering an experience that draws people to visit your farm. Ideally, more on-farm visitors will lead to an increase in sales. Telling the story of your farm and personalizing your branding are ways to align with customers and their values. What makes the experience at your farm different? By answering questions like this, you can begin to pinpoint your target customer base.

With so many other jobs on your farm, developing marketing materials might take a back seat. However, visibility to potential customers is an important use of time. Your website is the most reliable way to make sure your customers can find you and the information they are looking for. Social media is a great way to engage customers, but it should not replace your farm website.

You will need to determine how much time you can dedicate to marketing and the best way for customers to interact with you. You may also consider marketing tools like a farm newsletter, social media, Google Business Profile, brochures and cooperative marketing efforts like farm trails or loops. See “Resources” for examples.

Food trails and other partnerships help cross-promote farms and other local businesses.

Connections with other businesses and cross-promotion can also be good marketing. Take brochures or printed information to other farms, downtown businesses or wineries in the area. Seek opportunities to partner on events or promote at their locations. Other business owners are usually grateful to learn about reliable venues they can recommend to their visitors. And don’t forget, word of mouth is always a powerful marketing tool.

Since you are opening your farm to visitors, customer service must be part of your business plan. Building positive experiences and relationships is important for attracting and keeping customers.

Before customers even get to your property, how will they find information about you? An up-to-date digital footprint with hours and crop availability is important. This also extends to phone calls and voice messages. If customers are looking for information about your agritourism activities, they should be able to find it easily.

You will also need to manage visitors’ expectations. For example, a potential customer may read that your farm sells dahlias, but your website or social media page has neglected to say that dahlias are two weeks behind this season. If the person drives to your farm and finds out that the dahlias aren’t ready, they will be disappointed and may never visit again. Keep online sites up-to-date to help manage expectations.

Install welcome signs and parking instructions to improve visitors' experience.

Welcoming signage sets the tone as visitors enter your property. People have a better experience when they know where to park, where they should visit first and how to get there.

Along with signage, focus on curb appeal. Some simple tasks that enhance the visual appearance of your property include:

• Keeping the public areas clear of any large weeds.
• Providing trash and recycle cans to keep the area litter-free.
• Keeping the entrance and informational signs clean and readable.
• Keeping extra materials and equipment picked up and stored out of sight.
• Adding landscaping to entrances or public areas.

Your farm team will need basic customer service training. Make sure your staff is friendly, greets customers and can answer customer questions. The people working the public-facing part of the farm should know important information about the operation such as current crop status. They should be able to suggest other places to visit in the area, like restaurants or shopping. If you hire seasonal labor, do not assume that they have this information. Walk them through customer interactions or have them shadow you or someone who represents good customer service on the farm.

Reflect on the accessibility of the areas where you plan to host visitors. Level parking areas and walkways, strategically placed sitting areas and easy-to-read instructional signs with pictures are examples of customer hospitality.

There is a lot to consider when deciding whether or not agritourism is a good fit for you and your farm business. Some next steps to learn more about offering agritourism on your farm would be:

• Look through the Oregon-specific resources available at the OSU Extension Agricultural Tourism Project .
• Take the comprehensive self-paced online course Developing a Successful Agritourism Business in Oregon
• Contact your county planning department about any conditional use permits you may need for the agritourism activities you are interested in.
• Contact your insurance company to see if you need additional policies for your activities. (See Interview Questions for Deciding on an Insurance Agent fact sheet in "Resources.”)
• Oregon Agritourism Handbook
• University of Vermont, A Guide to Successful Agritourism

Types of agritourism

• OSU Extension Service, Is Starting a Farm Stand Right for You?
• Adding agritourism: How to create successful tours for your farm or ranch
• Oregon Revised Statute on Agritourism
• Adding agritourism: Developing your plan and working with your county

Risk management

• Integrating Safety into Agritourism
• Interview Questions for Deciding on an Insurance Agent
• Oregon Agritourism Limited Liability Signs
• Adding agritourism: How to cultivate neighbor and farmer relations to avoid conflict
• Agritourism marketing resources
• Farm trails and loops

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