Farmers needed to help better understand expanding agritourism sector

By Laura Thomas

Farm tourism is said to be one of the fastest-growing corners of Australia’s visitor economy and now, new research will help paint a better picture of where both farmers and the sector is really at.

Tourism Australia has commissioned the first ever National Farm Tourism Survey.

Designed for farmers and producers who have diversified into tourism, the survey will help gather useful insight into where they stand – from property tours and farm stays to workshops and food experiences.

According to the survey, “visits to farms and farm experiences now represent 14% of all tourism experiences, are now valued at an estimated $20 billion in tourism revenue and something Australia has an international strength in”.

The sector’s growth is being fuelled by an increasing number of consumers heading to regional and rural areas to see how their produce is made and where it comes from.

And as previously reported in Friday Olive Extracts, there is opportunity aplenty for Australian olive growers, as consumers increasingly head to the farm gate for authentic boutique food and tourism experiences.

Tourism Research Australia data has revealed Australian agritourism grew in trips, nights and spend in 2024, demonstrating the sector’s strong contribution to visitor economy growth.

It also showed visitors who engage in an agritourism during a trip have a higher than average spend.

And as the demand for Australian agritourism continues to grow, so too do opportunities for olive growers.

“Agritourism is a genuine growth opportunity for our industry, as visitors increasingly seek out farmgate experiences and growers welcome guests into their groves,” Australian Olive Association Michael Southan said.

“Consumers want to experience where their food comes from, so agritourism is such a great fit, especially for small, boutique olive producers.

“There is no better place to connect with consumers and sell the story of your quality, homegrown product, than the very place it was grown and produced.”

Opportunity aplenty for olive growers

Thinking of exploring agritourism opportunities on your property?

Take a look back at this article and find out how South Australian olive grower Mel Hollick is already tapping into the agritourism market at her grove, Peninsula Providore, on the Fleurieu Peninsula.

Join the Australian Farm Tourism Survey

The survey is now open for farmers and producers who have diversified into tourism.

Complete the survey or share it among your networks and help build a national economic benchmark.

Survey findings will be compiled and are expected to be released in early October 2026.

You can read more about the survey’s purpose, timeline and findings, here.

Sources:
National Farm Tourism Survey
Australian Olive Association
Nourish Group
Tourism Research Australia