Farming and rural travel experiences will come together at the second annual Agritourism Summit in regional New South Wales on 12-13 August.
The two-day event in Orange will feature insights from industry leaders, networking opportunities, farmer-led panel discussions and immersive tours to inspire and inform attendees about the future of agritourism.
In the NSW Government’s NSW Visitor Economy Strategy review last year, agritourism was identified as a growth opportunity for the state.
By 2030, it is expected to generate around $19 billion nationally.
“In Australia, where farmers face the daily challenges of climate extremes, agritourism presents a drought-proofing strategy and a sustainable solution for the future,” said event organiser Gary FitzRoy, who also runs on-farm accommodation.
“However, developing and scaling the sector will require supportive government policy and a roadmap for growth. This year, we want to delve into how we can unlock agritourism’s potential, break through some of the barriers which exist and come up with a sector-led action plan to present to policy makers.”
Agritourism’s program is being curated by Claire Taylor, founder of Agvocacy Consulting and a Nuffield Farming Scholar from Scotland, who has relocated to Orange.
According to Taylor, agritourism offers travellers a unique opportunity to immerse themselves within working farms, rural life and understand where their food and fibre come from.
“I’d love to see travel agents and tour operators partner more closely with agritourism providers, incorporating them into itineraries,” she told travelBulletin. “There’s a huge opportunity to broaden Australia’s tourism story beyond the beaches and cities, and highlight the incredible stories unfolding in our paddocks, orchards, and vineyards.”
Agritourism across the globe
During her career, Taylor has witnessed some of the most successful agritourism industries around the world, including Scotland, where she previously worked.
According to Taylor, Scotland’s sector is particularly strong due to its connected, collaborative national agritourism network that brings together operators from across the country to share ideas and support each other. She also credited the strength of its advocacy, which has led to agritourism gaining traction with policymakers.
Scotland will be holding the Global Agritourism conference in June 2026.
“Australia has a huge opportunity to follow suit,” she said. “A unified national voice for agritourism could help bring the sector to the attention of federal decision-makers and secure the recognition and support it deserves.
Other countries which offer flourishing agritourism industries include Italy, New Zealand, Japan and the US.
“Italy has long been regarded as a global leader in agritourism, with its well-established ‘agriturismo’ model offering authentic farm stays, cooking classes, and wine and olive oil tastings, plus much more,” explained Taylor. “It’s an integrated part of the country’s tourism and rural development strategy.
Meanwhile, New Zealand offers immersive regional experiences, including sheep shearing, beekeeping, vineyard tours and Maori cultural experiences. Of note is Hobbiton, a working sheep farm that welcomes around half a million visitors a year to tour the film set.
The US has had a huge growth in agritourism, particularly around seasonal events like pumpkin patches, corn hazes, harvest festivals and U-pick fruit farms.
“During my recent travels [to Japan], I was struck by how intentionally they connect people with the origins of their food,” observed Taylor. “There’s a clear focus on education, seasonality, and family-friendly activities, all of which help to build stronger links between rural producers and urban consumers.”
