농촌체험관광 시장 규모, 점유율, 성장 및 세계 업계 분석, 지역별 인사이트 및 예측(2026-2034년)

Growth Factors of agritourism Market

The global agritourism market size was valued at USD 9.18 billion in 2025 and is projected to grow from USD 10.41 billion in 2026 to USD 28.38 billion by 2034, exhibiting a CAGR of 13.36% during 2026-2034. Europe dominated the global agritourism market with a 47.07% market share in 2025. Agritourism combines agriculture, rural experiences, recreation, farm stays, local food, and tourism activities, creating additional income opportunities for farmers while providing visitors with nature-based experiences.

The market is being supported by the increasing entrepreneurial approach among farmers, government initiatives, and growing consumer interest in economical, sustainable, and nature-based tourism. Governments, private organizations, and industry associations are increasingly launching agritourism projects and programs to strengthen both agricultural and tourism economies.

Market Definition and Scope

Agritourism refers to tourism activities conducted on farms, agricultural properties, and rural destinations where visitors participate in or experience farming, food production, farm stays, recreational activities, cultural experiences, and direct purchasing of agricultural products. The market includes event and recreation activities, direct-market activities, farm-based tourism, rural holidays, and related experiences.

Market Trends

A major trend in the global agritourism market is the increasing demand for agri-food tourism. Visitors are showing greater interest in local cuisines, farm-produced foods, agricultural products, and rural lifestyles. Agri-food tourism enables farms to showcase local culture, history, landscapes, food, and beverages while creating additional revenue opportunities for farmers.

Sustainable farming is also becoming increasingly important. Many agritourism farms are adopting organic farming, agroforestry, water conservation, and biodiversity conservation practices. Technology adoption, including online booking platforms, virtual farm tours, and mobile applications, is further improving visitor engagement.

Market Growth Factors

Governmental support is a significant growth factor for the agritourism industry. Governments are providing financial incentives, infrastructure development, training, promotional campaigns, and public-private partnerships. In India, the Agri Tourism Development Corporation was incorporated in 2005 to encourage farmers to adopt agriculture tourism and provide research and training.

Agritourism is also helping strengthen rural economies. Farmers can generate additional income through farm stays, recreational activities, direct sales, and tourism services. This provides an alternative revenue source for farmers affected by lower agricultural productivity.

Restraining Factors

The less organized structure of the agritourism industry across developing economies remains a major restraint. In several countries, agritourism lacks a standardized legal definition and formal industry structure. Limited awareness, fewer established operators, inadequate infrastructure, and insufficient professional tourism services can restrict market development.

Segmentation Analysis

By type, the market includes Event & Recreation and Direct-Market activities. The Event & Recreation segment is expected to maintain a prominent position due to increasing consumer interest in rural holidays, farm stays, orchard tours, fishing, tea garden visits, and other recreational experiences.

The Direct-Market segment is projected to hold a 36.06% share in 2026, supported by increasing demand for fresh farm-grown fruits, vegetables, agricultural products, and farm-based services. Direct purchasing allows visitors to support farmers while providing farms with additional revenue.

Regional Insights

Europe: Europe dominated the global market with a 47.07% share in 2025, supported by established agritourism destinations across the U.K., France, Italy, Belgium, Croatia, and Germany. The region benefits from numerous small and family-owned farms and increasing government support.

Asia Pacific: Asia Pacific is expected to be the fastest-growing regional market, supported by agriculture-intensive countries such as China and India. Government initiatives, private-sector investment, and rising rural tourism are supporting growth.

Australia: Increasing demand for rural holidays and farm stays is strengthening agritourism development.

U.S.: Growing consumer interest in farm-based recreational experiences and rural tourism supports market expansion.

Japan: Rising interest in rural tourism and farm-stay experiences is creating new opportunities.

Competitive Landscape

The global agritourism market is highly fragmented, with numerous small and large operators. Key companies include Liberty Hill Farm, Harvest Travel International, Farm to Farm International, STAR Destinations, Stita Group, Select Holidays, Agritours Canada Inc., Kisima Safaris, Field Farm Tours Limited, and Greenmount Travel. Partnerships, collaborations, and acquisitions are expected to contribute to greater market consolidation.

Key Industry Developments

Recent developments include the formation of the Global Agritourism Network in April 2023, initiatives to empower rural communities through sustainable agritourism, and the Pacific Agritourism Conference held in August 2023. Government funding programs, including U.S. agricultural grants, are also supporting local food systems and agritourism-related infrastructure.

Report Coverage

The report provides qualitative and quantitative insights into the global agritourism market, including market size, growth trends, segmentation, regional analysis, market dynamics, competitive landscape, industry developments, regulatory factors, and emerging opportunities.

Conclusion

The global agritourism market is positioned for strong expansion, growing from USD 9.18 billion in 2025 to USD 10.41 billion in 2026 and reaching USD 28.38 billion by 2034. Rising demand for sustainable rural tourism, government support, farm-based recreation, agri-food experiences, and additional farmer income opportunities will continue to strengthen the industry. Europe remains the leading regional market, while Asia Pacific is expected to offer significant future growth opportunities.

Segmentation By Type

• Direct-market
• Education & Experience
• Event & Recreation

By Region

• North America (U.S., Canada, and Mexico)
• Europe (Italy, United Kingdom, Germany, France, Austria, and the Rest of Europe)
• Asia-Pacific (China, India, Japan, Australia, and the Rest of Asia-Pacific)
• South America (Brazil, Argentina, and the Rest of South America)
• Middle East & Africa (South Africa, UAE, and the Rest of the MEA)

Table of Content

1. Introduction

• 1.1. Research Scope
• 1.2. Market Segmentation
• 1.3. Research Formology
• 1.4. Definitions and Assumptions

2. Executive Summary

3. Market Dynamics

• 3.1. Market Drivers
• 3.2. Market Restraints
• 3.3. Market Opportunities
• 3.4. Emerging Trends

4. Key Insights

• 4.1. Overview of the Tourism Market
• 4.2. Industry SWOT Analysis
• 4.3. Supply Chain Analysis
• 4.4. Recent Industry Developments - Policies, Partnerships, New Product Launches, and Mergers & Acquisitions

5. Global Agritourism Market Analysis, Insights and Forecast, 2021-2034

• 5.1. Key Findings / Summary
• 5.2. Market Size Estimates and Forecast
  • 5.2.1. By Type (Value)
    • 5.2.1.1. Direct-market Agritourism
    • 5.2.1.2. Education & Experience Agritourism
    • 5.2.1.3. Event & Recreation Agritourism
  • 5.2.2. By Region (Value)
    • 5.2.2.1. North America
    • 5.2.2.2. Europe
    • 5.2.2.3. Asia Pacific
    • 5.2.2.4. South America
    • 5.2.2.5. Middle East & Africa

6. North America Agritourism Market Analysis, Insights and Forecast, 2021-2034

• 6.1. Key Findings / Summary
• 6.2. Market Size Estimates and Forecast
  • 6.2.1. By Type (Value)
    • 6.2.1.1. Direct-market Agritourism
    • 6.2.1.2. Education & Experience Agritourism
    • 6.2.1.3. Event & Recreation Agritourism
  • 6.2.2. By Country (Value)
    • 6.2.2.1. U.S
    • 6.2.2.2. Canada
    • 6.2.2.3. Mexico

7. Europe Agritourism Market Analysis, Insights and Forecast, 2021-2034

• 7.1. Key Findings / Summary
• 7.2. Market Size Estimates and Forecast
  • 7.2.1. By Type (Value)
    • 7.2.1.1. Direct-market Agritourism
    • 7.2.1.2. Education & Experience Agritourism
    • 7.2.1.3. Event & Recreation Agritourism
  • 7.2.2. By Country (Value)
    • 7.2.2.1. Italy
    • 7.2.2.2. UK
    • 7.2.2.3. Germany
    • 7.2.2.4. France
    • 7.2.2.5. Austria
    • 7.2.2.6. Rest of Europe

8. Asia-Pacific Agritourism Market Analysis, Insights and Forecast, 2021-2034

• 8.1. Key Findings / Summary
• 8.2. Market Size Estimates and Forecast
  • 8.2.1. By Type (Value)
    • 8.2.1.1. Direct-market Agritourism
    • 8.2.1.2. Education & Experience Agritourism
    • 8.2.1.3. Event & Recreation Agritourism
  • 8.2.2. By Country (Value)
    • 8.2.2.1. China
    • 8.2.2.2. India
    • 8.2.2.3. Japan
    • 8.2.2.4. Australia
    • 8.2.2.5. Rest of Asia-Pacific

9. South America Agritourism Market Analysis, Insights and Forecast, 2021-2034

• 9.1. Key Findings / Summary
• 9.2. Market Size Estimates and Forecast
  • 9.2.1. By Type (Value)
    • 9.2.1.1. Direct-market Agritourism
    • 9.2.1.2. Education & Experience Agritourism
    • 9.2.1.3. Event & Recreation Agritourism
  • 9.2.2. By Country (Value)
    • 9.2.2.1. Brazil
    • 9.2.2.2. Argentina
    • 9.2.2.3. Rest of South America

10. Middle East & Africa Agritourism Market Analysis, Insights and Forecast, 2021-2034

• 10.1. Key Findings / Summary
• 10.2. Market Size Estimates and Forecast
  • 10.2.1. By Type (Value)
    • 10.2.1.1. Direct-market Agritourism
    • 10.2.1.2. Education & Experience Agritourism
    • 10.2.1.3. Event & Recreation Agritourism
  • 10.2.2. By Country (Value)
    • 10.2.2.1. South Africa
    • 10.2.2.2. UAE
    • 10.2.2.3. Rest of Middle East & Africa

11. Competitive Matrix

• 11.1. Business Strategies Adopted by Leading Players
• 11.2. Global Agritourism Market Revenue Share/Ranking Analysis, By Key Manufacturer

12. Company Profiles

• 12.1. Liberty Hill Farm
  • 12.1.1. Overview
  • 12.1.2. Description
  • 12.1.3. Product Portfolio
  • 12.1.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.1.5. Recent Developments
• 12.2. Harvest Travel International
  • 12.2.1. Overview
  • 12.2.2. Description
  • 12.2.3. Product Portfolio
  • 12.2.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.2.5. Recent Developments
• 12.3. Farm to Farm International
  • 12.3.1. Overview
  • 12.3.2. Description
  • 12.3.3. Product Portfolio
  • 12.3.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.3.5. Recent Developments
• 12.4. STAR Destination
  • 12.4.1. Overview
  • 12.4.2. Description
  • 12.4.3. Product Portfolio
  • 12.4.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.4.5. Recent Developments
• 12.5. Stita Group
  • 12.5.1. Overview
  • 12.5.2. Description
  • 12.5.3. Product Portfolio
  • 12.5.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.5.5. Recent Developments
• 12.6. Select Holidays
  • 12.6.1. Overview
  • 12.6.2. Description
  • 12.6.3. Product Portfolio
  • 12.6.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.6.5. Recent Developments
• 12.7. AgriTours Canada Inc.
  • 12.7.1. Overview
  • 12.7.2. Description
  • 12.7.3. Product Portfolio
  • 12.7.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.7.5. Recent Developments
• 12.8. Kisima Safaris
  • 12.8.1. Overview
  • 12.8.2. Description
  • 12.8.3. Product Portfolio
  • 12.8.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.8.5. Recent Developments
• 12.9. Field Farms Tuors Ltd.
  • 12.9.1. Overview
  • 12.9.2. Description
  • 12.9.3. Product Portfolio
  • 12.9.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.9.5. Recent Developments
• 12.10. Greenmount Travel
  • 12.10.1. Overview
  • 12.10.2. Description
  • 12.10.3. Product Portfolio
  • 12.10.4. Financials (Data as available in public domain and/or on paid databases)
  • 12.10.5. Recent Developments

13. Appendix