Onliness, where your business needs to be

We live in interesting times. Consumers have fewer dollars in their pockets and are more selective where they spend them. Plus, farms, like other businesses, are seeing the cost of doing business become more expensive.

What happens now?

As in the past, most businesses in challenging times will reduce their marketing and pull up the hatches to try and weather the storm. These businesses will often fail in economic climates such as now. Other businesses will develop new strategies with the aim of growing their business and will be ready when the crisis finishes.

How you manage your agritourism business depends on where you see yourself in the evolution of your business.

Many of us started with a market stall on the side of the road selling our produce. We were “produce” sellers. Some farms stayed like that, while other farms evolved to the next level and became retailers or agritourism operators. We learned about the importance of signage, customer flow and merchandising, and our average sale and customer count went up.

Having proven the formula to be right, some of these farms evolved into experience retailers who provided a retail or agritourism experience for our consumers. Many businesses plateau at this stage.

The leaders developed again and became “Onliness” operators in their marketplace. They became the place to visit. Examples in our industry include Tully’s Farm in the UK and Willowtree Farm Market in Ontario.

In a challenging world, many agritourism operators will find it difficult because of the competition, while the “Onliness” operators will develop their market niche and often grow their business because they are the venue of choice in their catchment area. They are “Unique” in the consumer's mind and not seen as a “me too” operator.

Consumers want to escape the urban environment and have time in the country.

They want to venture to somewhere that is memorable and get the strategy right; they will help with your marketing.

Now is the time to develop your business by identifying what makes you unique and developing a business and marketing plan to grow the business.

The Agritourism Training Academy is a comprehensive online training program for Agritourism operators. The Academy is operated by John Stanley and his daughter, Lara. To learn more, visit www.agritourismtrainingacademy.com

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By angie • April 23, 2026

Most people think they know what agritourism is. A farm. A pumpkin patch. Maybe a seasonal festival. And while those are agritourism… they’re only a small part of it. The bigger truth? A lot of destinations—and businesses—are already doing agritourism. They just don’t realize it yet. Let’s Start With the Definition At its core, agritourism is simple: Agritourism is an agricultural enterprise attracting visitors to a farm or ranch to experience a connection with agriculture production and/or processing through entertainment, education, and/or the purchase of farm products. That definition—commonly used by NAFDMA International Agritourism Association—is intentionally broad. Because agritourism isn’t about where you are. It’s about how people experience agriculture. So… How Do You Know If You’re Agritourism? Here’s the easiest way to think about it: If a visitor can engage with agriculture at your business or in your destination— you’re in the agritourism space. That engagement might look like: Having fun Learning something Eating or drinking something Buying something connected to agriculture If one (or more) of those is happening… you’re not adjacent to agritourism. You’re in it. All the Ways You Might Already Be Doing Agritourism You’re Agritourism If You… …Invite people onto a farm U-pick orchards Animal encounters Farm tours …Host events tied to agriculture Harvest festivals Bloom seasons (lavender, sunflowers, tulips) Pollinator or nature-based events …Serve food or drinks connected to agriculture Farm-to-table meals Wineries, cideries, breweries Tastings and culinary experiences …Sell products grown or made from agriculture Farm markets Value-added goods (jams, baked goods, honey) Branded farm products …Create experiences designed for fun on agricultural land Corn mazes Hayrides Playgrounds and attractions …Teach people something about agriculture Workshops Classes Demonstrations …Offer a place to stay connected to agriculture Farm stays Glamping Cabins on agricultural land …Connect multiple experiences across a destination Farm trails Local food routes Partnerships between farms, restaurants, and lodging If you checked even one of these… You’re not “considering” agritourism. You’re already doing it. The Real Question Isn’t If—It’s How Well Most destinations don’t need to “add” agritourism. They need to: Recognize what they already have Connect the pieces Design the experience more intentionally Because the real opportunity is in building an ecosystem where: Visitors stay longer Spend more And leave with a stronger connection Final Thought Agritourism isn’t a label you earn. It’s a lens you apply. And once you start looking through it, you realize: You were closer to it than you thought.