About

Summary 

Agritourism is a growing niche market worldwide as farms seek to diversify their main business and add a new income stream to their businesses. Agritourists are enthusiastic about visiting rural environments and connecting with agricultural culture and traditions. Authentic and immersive experiences are key and they must be delivered sustainably. 

Acorn Tourism was commissioned by the CBI to undertake thorough research to help SMEs in developing countries to understand and target the potential of agritourism, and sell their agritourism products to the European market.  

Our Approach 

Acorn Tourism undertook comprehensive research into the agritourism segment, a rapidly growing niche market that is attracting a large following of global tourists. We identified a wide range of agritourism experiences across the world, highlighting the key factors that come together to create an agritourism experience. Acorn Tourism also provided a segmentation of the market, dominated by domestic tourists but whose interest in rural tourism is likely to extend to other countries when they travel. The main European source markets for agritourism were profiled, for their strong connections and interest in their own agricultural heritage, along with the trends that are influencing growth in the sector. 

A range of practical advice was offered to SMEs looking to attract this market, including the need for a set of clear steps to take to develop an agritourism product. Practical examples were offered, along with best practices from other agritourism providers to help enhance the message. The link between agritourism and sustainability was clearly outlined as an essential factor for all agritourism products. 

Acorn Tourism’s research uncovered the main sales channels for agritourism products and outlined some of the main competing destinations and agritourism businesses to provide context and further information. 

This study accompanies a wide range of  detailed business guides aimed at SMEs in developing countries commissioned by the CBI, the Netherlands Enterprise Centre, one of Acorn Tourism’s long-term clients.

Outcome 

Acorn Tourism’s guide to help local tour operators all over the world develop agritourism products sustainably provided a thorough study of the market with a wide range of information and practical tips.