United States, Canada, Mexico: The Future of Agritourism and the $111.1 Billion Market Growth

Published on November 25, 2025

North America is rapidly emerging as a global leader in the agritourism market, with its immense potential driving unprecedented growth in the sector. This innovative blend of agriculture and tourism is reshaping the way travelers experience the countryside, providing them with hands-on, authentic encounters that make a meaningful connection to local communities and cultures. As more people seek sustainable, eco-conscious travel options, agritourism offers a perfect solution. In fact, the global agritourism market is expected to soar from a remarkable $33.8 billion in 2023 to a staggering $111.1 billion by 2032, with a CAGR of 12.5%. This rapid growth is driven by North America’s diverse offerings and growing appeal among tourists who seek culinary adventures, eco-friendly escapes, and educational experiences.

In this article, we delve into the factors propelling this growth, regional leadership, and key players that are dominating the North American agritourism landscape. With sustainability, culinary tourism, and local economic development at the forefront of agritourism, it’s clear that this sector is poised for remarkable expansion.

Agritourism Market Growth in North America: What You Need to Know

North America continues to dominate the agritourism sector, generating the highest market share in 2022 and continuing to hold a leading position through 2032. The U.S., Canada, and Mexico are key players driving this growth, each offering unique agritourism experiences that attract millions of tourists annually. These destinations cater to travelers seeking authenticity, immersion in nature, and the opportunity to support local economies while experiencing agriculture up close.

Key Growth Drivers in North America

• Increased Demand for Authentic Experiences: Modern travelers are increasingly looking for meaningful travel that connects them to the local culture, and agritourism delivers just that. Farm-to-table experiences, hands-on farming activities, and local culinary delights are at the heart of this market.
• Sustainability and Eco-Tourism: North America is home to a growing movement focused on sustainable travel. Agritourism allows visitors to experience nature while supporting environmentally friendly practices, such as organic farming, renewable energy use, and local product sourcing.
• Economic Impact on Rural Areas: Agritourism provides jobs and infrastructure development in rural areas, fueling local economies and driving rural development. This has become especially important in communities looking to diversify their sources of income.
• Growing Popularity of Food Tourism: Agritourism offers rich opportunities for food tourism, with activities such as wine-tasting, cheese-making, and local harvest festivals allowing tourists to directly engage in the agricultural processes.

The On-Farm Sales Segment: Dominating the Market

The on-farm sales segment is the largest contributor to the agritourism market, accounting for more than half of the global market revenue in 2023. The appeal of purchasing locally-produced goods directly from farms is driving this trend, with travelers eager to buy fresh produce, artisanal goods, and handmade products.

• Rise of Local Products: From farm-fresh vegetables to handcrafted cheeses, locally-made clothing, and crafts, agritourism centers are increasingly commercializing their offerings. The integration of local artisans and craftspeople adds an authentic touch that tourists love.
• Increase in Farm Visits: The number of visitors touring farms has increased as many agritourism locations provide unique experiences such as farm stays, petting zoos, pick-your-own produce events, and more.
• Local and Handmade Goods Appeal: Visitors are often drawn to products they can’t find in traditional stores. The ability to buy authentic items directly from their creators adds to the experience and enhances the tourist appeal of agritourism.

The Travel Agents Segment: A Major Driver of Growth

Travel agents continue to lead the agritourism market, accounting for two-thirds of global revenue in 2022. These agencies are critical in organizing tailored tours that include visits to farms, vineyards, and other agritourism destinations. As agritourism becomes more mainstream, travel agents are capitalising on the sector’s appeal by offering packaged experiences, ensuring a steady flow of visitors to rural areas.

• Rise of Specialized Travel Agencies: Agencies offering customised agritourism tours are experiencing significant growth. This includes guided farm tours, wine-tasting excursions, and cooking classes that teach visitors how to prepare regional specialties.
• Direct Bookings: The direct sales segment is expected to see a CAGR of 13.1% from 2023 to 2032. Online booking platforms and direct promotions by farms and tourism boards are making it easier than ever for tourists to plan their agritourism adventures.

North America’s Agritourism Market: Key Trends to Watch

Several emerging trends are shaping the future of the agritourism market in North America. These trends reflect shifting consumer preferences and the changing landscape of tourism in the region:

• Eco-Friendly and Sustainable Practices: There is an increasing focus on sustainability, with more agritourism businesses adopting eco-friendly practices such as solar energy, water conservation, and organic farming. Tourists are more likely to choose destinations that prioritize environmental stewardship, making sustainability a critical factor for success in agritourism.
• Experience-Driven Tourism: The modern tourist craves authentic experiences that connect them to the land. Agritourism offers opportunities for hands-on activities such as apple picking, dairy farm visits, and crop harvesting.
• Health and Wellness Focus: Health-conscious travelers are drawn to the wellness benefits of agritourism. Visiting farms that focus on organic foods, wellness retreats, and mindfulness practices is becoming increasingly popular.
• Virtual Agritourism: In the wake of the pandemic, many agritourism providers are offering virtual experiences, allowing people to visit farms online through live streams or interactive workshops. This virtual shift allows them to expand their reach and attract a global audience.

Impact on Local Economies and Communities

Agritourism is much more than just a fun activity for tourists; it plays a vital role in supporting local economies and rural development. With increasing demand for locally-sourced products, farm-based tourism creates new job opportunities in both the agricultural and tourism sectors. Additionally, local infrastructure development, such as roads, accommodation, and restaurants, gets a boost, further contributing to community growth.

• Job Creation: The expansion of agritourism has created thousands of jobs in rural communities, from farm hands to hospitality staff. The multiplier effect means these jobs also support other industries, such as transportation, food production, and retail.
• Supporting Local Farmers and Artisans: Agritourism creates opportunities for local farmers and artisans to sell their goods to a broader audience. By tapping into the tourism market, they gain financial stability and an increased customer base.
• Development of Rural Infrastructure: With the growing influx of tourists, rural communities have the opportunity to revamp infrastructure such as roads, accommodation, and restaurants to meet the needs of visitors.

Regional Performance: North America Continues to Lead

North America remains the dominant region in the agritourism market, driven by its strong agricultural base, the widespread appeal of eco-tourism, and its high number of food-focused travelers. U.S. agritourism alone continues to witness robust growth, with numerous states offering farm stays, vineyard tours, and family-friendly farm experiences.

While North America continues to lead, the LAMEA region (Latin America, the Middle East, and Africa) is experiencing the fastest growth rate. With the region’s natural beauty, such as rivers, mountains, and forests, agritourism is gaining traction among tourists seeking affordable and unique experiences in less-explored destinations.

Conclusion: Agritourism’s Future in North America

The North American agritourism market is experiencing a boom, with an expected growth from $33.8 billion in 2023 to $111.1 billion by 2032. The growth drivers of authentic experiences, sustainability, and economic development ensure that this sector is well-positioned for future success. Farm-to-table experiences, eco-friendly tourism, and local economic benefits are all compelling reasons why agritourism is shaping the future of travel in North America.