New Agritourism strategy sets roadmap for long term sector growth

Aiming to provide a roadmap for farmers to unlock new business opportunities and encourage jobs for regional communities, the Agritourism 2030 strategy has been launched today at the inaugural National Agritourism Conference in Ballarat.

Unveiled by Australian Regional Tourism as part of a wider project of agritourism initiatives made possible by a Federal Government Building Better Regions Fund grant, the strategy brings two of the nation’s major industries together to highlight agritourism as a new opportunity for economic growth in regional Australia - Agritourism (Agriculture plus Tourism) being travel that connects people with produce and farmers, all experienced in a farm setting.

A sector expected to double in size by 2030, the new strategy has been developed in partnership with Airbnb, building on previous work done in the sector in 2018.

Tourism itineraries that visit a farm or farm gates are currently estimated to have a value of $7.4 billion in tourism expenditure, with the Commonwealth Scientific and Industrial Research Organisation (CSIRO) forecasting it as having an opportunity value of $18.6 billion by 2030.

Today’s launch of the inaugural National Agritourism Strategy Framework (Agritourism 2030), shows the need for resourcing, stakeholder alignment and leadership as enablers to unlock the potential of new visitor experiences.

Coralie Bell, Chair of Australian Regional Tourism (ART), advised “most Australian states have some agritourism, be it wineries, brewers, distillers offering visitor experiences. This strategy seeks to add National leadership to the sector and advocate for growth in the quality and quantity of farm gates, farm stays and on farm experiences by 2030.

“During our research we found that Farmers diversify to broaden their economic, social and employment prospects, benefiting both themselves and their broader region.”

Australia’s Agriculture and Tourism industries combined pre COVID employed more than 700,000 Australians and represent Australia’s third and sixth largest export categories retrospectively

Advising that demand is growing from travellers, Susan Wheeldon, Airbnb Country Manager for Australia and New Zealand, who partnered with ART on Agritourism 2030, stated “among all the unique types of listings in Australia from tiny homes, lighthouses, and even trains - among others - farm stays are the most booked category, with nights booked in these type of listings growing by over 60% since 2019

“Regional bookings now make up almost 30% of nights booked on Airbnb in Australia, and when comparing the second quarter of 2022 with the pre-pandemic second quarter of 2019, are up about 60% in Australia, with Hosts earnings in that period more than doubled.” Ms Wheeldon continued.

Advising that ART is hoping Australia’s International reputations for agriculture and tourism when combined will create a winning formula, Bell added “our people and communities are friendly, with wide open spaces and clean, natural produce.

“We think Australian Agritourism could be just what the world needs as the pandemic nears its end.”

Following consultation with nearly 200 stakeholders nationally, Australian Regional Tourism’s project steps out six strategic priorities that underpin growth to 2030:

1. Sustainable & inclusive farm diversification
2. Community capability and capacity building with a focus on regional employment
3. Develop new, high quality, distinctly Australian agritourism experiences
4. Promote the sector responsibly, with an alignment to food and drink
5. Encourage genuine collaboration and enduring partnerships, and
6. Provide leadership to support growth.

Noting that providing farmers with ways to diversify may help some families stay on the land, Bell added “this is a long term roadmap for growth, we have many stakeholders in agriculture, tourism and regional communities to bring with us as we grow agritourism.”

With the strategy now launched, Australian Regional Tourism will take the Agritourism 2030 recommendations to the Federal Tourism and Agriculture ministers seeking support for a series of initiatives focused on making it easier for farmers to diversify into tourism.