Thinking of starting an agritourism business? Here’s what you need to know first

The idea of turning your farm into a visitor experience is exciting — but where do you start?

Whether you’re dreaming of long-table paddock lunches, farm stays, or seasonal events, agritourism can be a great way to diversify income, build community, and share your story.

Before you hang out the welcome sign, here’s what you need to know.

1. Agritourism is more than just farm stays

Agritourism includes any visitor experience linked to agriculture, such as:

• Farm tours

• Pick-your-own produce experiences

• Long-table meals in the field

• Educational workshops

• Events and festivals

• Cellar doors and on-farm tasting rooms

Start by thinking: What do I love about life on the land — and how can I share it in a way people will value and pay for?

2. Start with what makes you unique

Australia has thousands of farms. What makes yours different and worth visiting? A ‘hook’ that makes your offering stand out in the minds of visitors is powerful.

• Is it your location, history, or produce?

• Do you have a great view, a rare breed, or a quirky farm dog?

• Are you passionate about sustainability?

Use this to shape your rural experience design and your brand story.

Some of the gaps in agritourism experiences include agritourism experiences that connect visitors with 

• How food and fibre is grown, irrigated, produced, processed and distributed 

• Large-scale, broadacre farming, such as cropping 

• Agriculture in action, demonstrating processes and outcomes 

• The challenges of growing food and fibre, including being productive as well as sustainable 

• On-farm conservation that addresses the challenges of being productive and sustainable 

• How Indigenous knowledge is enhancing contemporary agricultural practices and production 

• How to choose food that reflects one’s values, how to identify quality food, and how to identify food and fibre that has been responsibly and sustainably grown or raised. 
  

3. Understand your legal & safety obligations

Yes, it’s the boring part — but it's essential. Check:

• Planning regulations - Can you legally run visitor experiences from your farm? What’s involved in getting development approval?

• Insurance coverage for public liability and business operations

• Food safety standards (if you’re serving food or drink)

• Accessibility and parking considerations

Tip: Speak to your Council or a planning consultant early to get a clear overview of all compliance that’s required.

4. Think experience first, not just products

Today’s travellers want to connect, learn, and experience.

Design experiences that engage the senses, allow hands-on involvement, and tell your story, such as

• A beekeeper-led learning about bees and tasting different honeys

• Milking a goat followed by making your own butter

• A pick your own salad for a shared meal, using produce from your garden
  

5. Start small, test often

You don’t need to build cabins or hire staff right away.

Start with one low-cost offer — such as a monthly farm tour or workshop — and gather feedback.

Refine as you go. Small steps build confidence and proof of demand.

6. Marketing matters (and it’s easier than you think)

You don’t need a huge budget, but you do need an online presence.

• A simple website (even a one-pager) with photos and a booking button

• A Google Business Profile so you appear on local searches

• A listing on the Australian Tourism Data Warehouse to get listed on your state and national tourism websites

• Listings on websites that do your marketing for you, such as Airbnb for accommodations, Hipcamp for camping, and RedBalloon for bookable experiences such as farm tours

• An Instagram or Facebook page to share behind-the-scenes farm life

Tips:

• Partner with your regional tourism organisation — many offer free listings or promotions.

• If you’d like travel agents and tour operators to be able to do the selling for you, learn how to sell with commission.
  

7. Grants and mentoring are available

You’re not alone. There are increasing funding opportunities for agritourism development, including:

• Business start-up grants

• Infrastructure and accessibility upgrades

• Experience development mentoring (like ours at Tilma!)

Check with your regional tourism organisation for current opportunities (be sure to sign up to their industry newsletter to be notified when grants become available).

Thinking about launching an agritourism business but not sure where to begin?

Explore our agritourism development support services – from one on one mentoring to strategic planning and grants, we help farmers turn their ideas into visitor-ready experiences.

Note: This article was written with the support of AI.