The way people travel is evolving as explorers seek memorable and immersive experiences, with many tourists now looking for experiences in nature and an escape the noise of daily life.
Agritourism could attract Millennials and Gen Z
When asked ‘How important are environmental issues to you?’ 45% of Global respondents answered with ‘Extremely important’. While this is in itself a strong indication that environmental issues are at the forefront of many travelers’ minds, the younger generations, Millennials and iGen (Gen Z) are more conscious of environmental issues than the global average, with 48% and 46% responding with ‘Extremely important’ compared to just 35% of the Silent Generation. Agritourism caters to this rising demand for new and varied experiences, by offering insight into industries that are often otherwise unseen. The development of agritourism is important, as these additional revenue streams can be fundamental for the continued success of small, sustainable farms and producers.
Agritourism meets growing demands for more immersive experiences
These trips can be either an experience, ranging from fishing, horseback riding, or touring a tea plantation, to a fully immersive stay in which guests participate in regular upkeep of crops and livestock for several days. Diversifying income is an important risk management strategy and organic farmers want to learn more about successful agritourism ventures. These are all strong strategies to help independent farms and businesses with the mounting uncertainty of modern agriculture. This could be attractive to younger travelers, namely iGen (Gen Z) and Millennials, as this demographic is more likely to go for involved experiences as opposed to older generations preferring sun and beach holidays. According to GlobalData’s Q3 2021 consumer survey, while only 5% of the Silent Generation and 11% of Boomers took eco holidays, 20% and 23% of iGen (Gen Z) and Millennials chose this type of holiday.
Agritourism could be used a force for good in the travel industry
Agritourism is seen as a diversification option which could assist in creating jobs for the vulnerable and unemployed farm community, while at the same time create financial incentives to the farmer. This industry is a good example of how travelers can amend their consumer habits to benefit others, whether that be the planet, or independent businesses, as agritourism focuses on bringing together those travelers that are passionate about people and planetary health, with agritourism and the idea of paying it forward. Once again, this element has the potential to tap into the growing environmental concerns of younger travelers, creating a wider market.
It is important to note, that like many aspects of tourism, there are benefits and drawbacks to the agritourism sector, however, in the case of agritourism, the positives far outweigh the negatives. With more environmentally friendly and sustainable travel emerging as a priority for many travelers in recent years, trips offered by agritourism destinations are as varied as the travelers taking them, meaning the growth potential for the industry is one that will most likely see strong growth in the coming years.