Voices from the Field: Agritourism Operators
Agritourism is often discussed through strategies, policies, and development frameworks. But at its core, it is shaped by people who live and work in rural areas every day. As part of the Agri Tour project, we engaged directly with agritourism operators from Europe and the Pacific region to better understand how they perceive their role, how their services are evolving, and how they imagine the future of agritourism in their communities.
This blog post shares key insights emerging from a large-scale survey conducted among agritourism and agri-food tourism operators across partner countries. Rather than presenting statistics, it offers a qualitative snapshot of recurring themes and narratives that emerged from the field.
Agritourism as a living, evolving practice
Across regions, operators described agritourism not as a fixed business model, but as a living practice that evolves over time. Many began with a limited offer—often accommodation, local food, or basic farm visits—and gradually expanded their services in response to visitor expectations, personal motivations, and changing rural realities.
Operators spoke about adding educational activities, nature-based experiences, cultural events, or new forms of hospitality as a way to diversify income, but also to remain authentic and connected to their local environment. For many, innovation did not mean radical transformation, but rather small, incremental adaptations that respect local traditions and available resources.
Motivation beyond profit
One of the strongest messages emerging from operators’ responses is that agritourism is rarely driven by economic motivation alone. While financial sustainability is essential, operators repeatedly referred to personal values, attachment to place, and responsibility toward their community as central drivers of their work.
Many see agritourism as a way to keep rural areas alive, to pass knowledge to younger generations, and to create meaningful encounters between visitors and local life. Environmental awareness and respect for cultural heritage are often embedded in business decisions, even when they are not formally labelled as “sustainability strategies.”
Responding to changing visitor expectations
Operators are acutely aware that visitor expectations are changing. Younger tourists, families, and international visitors are increasingly looking for experiences that are authentic, educational, and emotionally engaging. Operators mentioned growing interest in hands-on activities, local food systems, digital detox, and community interaction.
At the same time, operators highlighted the tension between rural life and tourist demand. While visitors seek comfort and accessibility, rural contexts are shaped by seasonality, limited infrastructure, and the rhythms of agricultural work. Navigating this balance remains one of the key challenges in shaping agritourism services.
Challenges on the ground
When reflecting on challenges, operators across regions pointed to similar constraints. Limited investment capacity, lack of trained staff, difficulties in promotion and digital visibility, and strong seasonality were frequently mentioned. In more remote or island contexts, these challenges are often compounded by geographic isolation and climate-related pressures.
Despite these obstacles, operators expressed a strong willingness to adapt, learn, and collaborate—provided that support mechanisms, training opportunities, and realistic development pathways are available.
Imagining the future of agritourism
Looking ahead, operators tend to imagine agritourism as becoming more ecological, more community-based, and more closely linked to local food systems. Digital tools are increasingly recognised as necessary, particularly for visibility and communication, although many operators feel they lack the skills or time to fully exploit them.
Importantly, agritourism is often seen as an opportunity for youth engagement—either by attracting young visitors or by creating new professional pathways in rural areas. This forward-looking perspective highlights the potential of agritourism as a bridge between tradition and innovation.
From operators’ voices to project action
The insights shared by agritourism operators form a crucial foundation for the next phases of the AGRI-TOUR project. Their perspectives directly inform the design of the project’s digital learning activities (WP3) and the internship framework (WP4), ensuring that future training and mobility pathways respond to real needs and realities on the ground.
By listening closely to those who operate agritourism services every day, the project aims to support a form of rural tourism that is not only economically viable, but also socially meaningful, culturally respectful, and environmentally responsible.
