Bolstering Rural Food Economies and Connecting Community through Agritourism

For small producers in a precarious world, innovation and adaptation are important to a healthy and resilient farm business. Agritourism enterprises offer small farmers an opportunity to expand their business model, increase their visibility, and connect to the local community. 

The University of California defines agritourism as “a commercial enterprise at a working farm or ranch conducted for the enjoyment and education of visitors that generates supplemental income for the owner or operator.” 

Agritourism activities include: 

1. On-farm direct sales such as U-picks and farmstands

2. Education such as classes, workshops, tours, field trips, and tastings

3. Events and entertainment such as harvest festivals, corn mazes, farm-to-table dinners, and pumpkin patches

4. Lodging such as camping, glamping, and farm stays

5. Outdoor Recreation such as horseback riding, hiking, and swimming 

Agritourism’s Multi-Benefits

Agritourism offers a way for farmers to diversify their income and contribute to robust rural food economies. By incorporating agritourism activities into their farm production, farmers have the ability to generate additional income, increase farm viability, and generate off-season income. 

“Income diversification is a crucial aspect for small-scale farms to maintain economic viability. Supplementing traditional production with agritourism practices can help buffer seasonal fluxes in farm income and market volatility.” - Rilla, E., Hardesty, S. D, Getz, C., & George, H. (2011)

As the next generation of farmers grows smaller and many small family farms have no one to succeed their business, agritourism can be a way to incorporate younger generations into the farm business. With creative marketing opportunities, education and storytelling, and hospitality, there are many ways to engage the next generation of farmers and ensure the longevity of small family farms.

Connecting Community to their Local Food System

Agritourism has the potential to be of great benefit to local communities by offering a personal, hands-on experience with local agriculture. Education is a key component in agritourism activities. Some visitors may learn how their food is grown and experience the taste of local, freshly harvested food for the first time. This can contribute to increased support for local farmers, strengthening local food culture and regional identity.

Agritourism also fills a need in rural communities where recreation and leisure could be sparse. From annual events like harvest festivals, fruit jubilees, or unique experiences like farm stays, camping, and workshops, farmers can engage with locals and enrich community life.

Agritourism in the San Joaquin Valley

To support agritourism within the San Joaquin Valley, the UC Sustainable Agriculture Research and Education Program (SAREP) and F3 Local are launching the Central Valley Agritourism Intensive Program. This 4-week program will support interested farmers with:

1. Assessing their potential

2. Understanding safety, liability, rules, and regulations

3. Crafting their business plan

4. Crafting a marketing plan 

5. Learning from guest speakers and visits to local agritourism sites 

This program is also a chance for farmers to connect with their peers and local resources. The program begins September 8th and runs every Tuesday until September 29th in Fresno. Interested participants should register on the UCANR Events page, or contact Marisa Yvonne Johnson at myjohnson@ucanr.edu or 530-750-1200 ext. 1830

Central Valley Agritourism Intensive

Sources: 

1. https://sarep.ucdavis.edu/sustainable-ag/agritourism

2. https://subramanyam.house.gov/sites/evo-subsites/subramanyam.house.gov/files/evo-media-document/usda-agritourism-resource-manual-final-4325.pdf

3. https://www.ers.usda.gov/amber-waves/2019/november/agritourism-allows-farms-to-diversify-and-has-potential-benefits-for-rural-communities

4. https://cnr.ncsu.edu/news/2026/03/agritourism-rural-livelihoods-farm-experience/

5. https://southernagtoday.org/2025/03/21/developing-rural-economic-opportunities-through-agritourism/

6. https://www.ibrc.indiana.edu/ibr/2006/fall/article3.html

7. https://ucanr.edu/site/california-agritourism/strengthening-california-food-networks-agritourism-and-direct-sales

8. Rilla, E., Hardesty, S. D, Getz, C., & George, H. (2011). California agritourism operations and their economic potential are growing. California Agriculture, 65(2). Retrieved from https://escholarship.org/uc/item/4sk770zs