FARM TOURISM

Learn to Develop and Manage Agritourism

• Supplement farm income - on farm or off-farm.
• Diversify agricultural business
• Study Farm tourism remotely!

Agricultural (also known as agritourism) is a broad term that can encompass both visiting farms or visiting farming regions to engage with not only farms, but any attractions or destinations associated with farms. Farm tourism is more specifically focussed on visiting farms.

This is an experiential learning-based course. Throughout your studies you will have the opportunity to network with and learn from a variety of industry professionals. Establishing real-world relationships and confidence is key to career success. 

Lesson Structure

There are 8 lessons in this course:

1. The Scope and Nature of Rural and Agricultural Tourism
   • Background and History of Farm Tourism
   • Forms of Agribusiness for Managers and Farmers
   • Agritourism Beyond the Farm
   • Types of Agricultural Tourism
   • Possible Issues
   • Animal Welfare
2. Creating an Agritourism Setting
   • Planning Your Offering
   • Resource Management
   • Selecting Target Markets – Market Segmentation
   • Marketing Approaches
   • Legal and Health & Safety Requirement
3. Managing an Agritourism Business
   • Managing the Physical Resources
   • Managing People
   • Setting up and Running a Farm Shop
4. Agricultural Tourism Accommodation
   • Styles of Accommodation
   • Costing Accommodation
   • Maintenance
   • Farm Tours and Activities
   • Identifying Major Target Groups
   • Tours Within the Farm
   • Tour Schedules and Bookings
5. Designing and Conducting Tours and Activities
   • Creating and Delivering Activities
   • Creating Activities Outside the Farm – Mobile & Online
6. Agritourism Events
   • Types of Agricultural Events
   • Planning for an Agricultural Event
   • Phases of Delivering an Agricultural Event
   • Dealing with Event Issues
   • Managing Visitor Access
7. Marketing and Promoting an Agritourism Business
   • Introduction to Customer Relationships
   • Customer Care Policy
   • Customer Care – Levels of Involvement
   • Effective Communication
   • Dealing with Complaints
   • Self-Evaluation
   • Maximising Customer Service
   • Importance of Market Research
   • Analysing Costs and Benefits
8. Special Project - PBL – Design a Farm Tour Activity Problem-Based Learning Project

Farm Tourism/Agritourism is an industry that is evolving from the need to add different revenue streams to a farm or primary producer or others working in the agricultural sector - and when it is done right, it can be big business.

Farm tourism can be a way of transforming ailing farms into something new. It can offer a new product to an existing farm to attract new customers, or it can part of the natural transition of a farm as new opportunities arise.

Whether you work on or own a farm, or you are considering moving into farming, planning for farm tourism can help you stand apart from the pack.   

An Introduction to Farm Tourism

There are various ways farms and rural communities can develop extra income streams (value add) to offset the variability/uncertainty of income from farm produce.  

• Processing their produce to create a saleable product, e.g., a bottle of wine, cheese, smallgoods, sheepskins, fruit preserves

• Providing agritourism services and attractions

Farm visitors can be a minor or major contributor to farm income.

In 2018, UNESCO set up the Ruritage Project. The name combines the words ‘rural’ and ‘heritage’ and was chosen to represent the organisation’s goals to support rural regeneration and to build on the traditional practices and processes occurring in rural areas. This combined focus on regeneration and preserving traditional skills and practices offered the potential to keep rural communities thriving and to find innovative ways of diversifying a rural business – especially when natural disasters, climate change or economic difficulties might impact on a community’s ability to survive. Opportunities to encourage tourism, especially where it involves an educational element, are some of the key outcomes arising from the project.  

In some cases, rural regeneration can be addressed by improving transport infrastructure and internet accessibility – once both are confirmed, the area becomes more attractive to remote workers, and to businesses that do not require an urban location. 

While these activities bring valuable services, fresh ideas, and new families to the community, they do not address the central issues relating to rural and agricultural tourism: 

• How to diversify an existing farm or rural business and develop new income streams

• How to identify what new practices will work best for your farm, rural business, or community

• The extent to which tourist activities could provide a valuable new income stream

• How to attract the tourists you need to make your rural tourism efforts work for you.

Tourism itself appears to be a potentially risky business in the post-pandemic period, as international tourism is expected to be severely limited for some time. However, this gives rural businesses a chance to do their research into the needs and interests of their target tourists and develop new business models that will work effectively for them. Proper planning and a carefully managed introduction of a new tourist-related activity is essential for your long-term success.

Why Study with ACS?

Design your own learning pathway.

Study at your own pace, from anywhere, at any time. 

Receive prompt, expert support from our team of committed and friendly tutors.

Your learning is our priority. We are flexible and adaptable to meet your educational needs!