{"id":41513,"date":"2026-03-16T15:14:43","date_gmt":"2026-03-16T19:14:43","guid":{"rendered":"https:\/\/cnr.ncsu.edu\/news\/?p=41513"},"modified":"2026-03-16T15:17:05","modified_gmt":"2026-03-16T19:17:05","slug":"agritourism-rural-livelihoods-farm-experience","status":"publish","type":"post","link":"https:\/\/cnr.ncsu.edu\/news\/2026\/03\/agritourism-rural-livelihoods-farm-experience\/","title":{"rendered":"Agritourism Boosts Rural Livelihoods While Connecting Visitors to Farm Life"},"content":{"rendered":"\n\n\n\n\n<p><strong>Key Takeaways <\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Agritourism strengthens rural economies:<\/strong> By diversifying income streams, agritourism helps family farms survive and supports livelihoods in rural communities.<\/li>\n\n\n\n<li><strong>Hands-on experiences connect people to agriculture:<\/strong> Visitors gain meaningful, educational experiences through interactive farm activities, deepening their understanding of food systems and farm life.<\/li>\n\n\n\n<li><strong>Cultural and environmental preservation are central:<\/strong> Agritourism highlights local traditions, heritage and sustainable farming practices while encouraging authentic engagement and community development.<\/li>\n<\/ul>\n\n\n\n<p>As cities grow and more people want to reconnect with the source of their food, farms around the world are increasingly offering agritourism experiences. These hands-on opportunities teach visitors about farming and rural life while supporting local economies and helping sustain family farms, according to a North Carolina State University professor.<\/p>\n\n\n\n<p><a href=\"https:\/\/cnr.ncsu.edu\/directory\/carla-barbieri\/\">Carla Barbieri<\/a>, a professor and Extension specialist in the Department of Parks, Recreation and Tourism Management at NC State, has spent years studying agritourism around the globe, and her new book <a href=\"https:\/\/www.e-elgar.com\/shop\/usd\/rethinking-agritourism-9781035317516.html\"><em>Rethinking Agritourism<\/em><\/a> draws on her research and on-the-ground observations to highlight key developments and guide future scholarship and practice.<\/p>\n\n\n\n<p>Over the course of nine chapters, Barbieri examines agritourism within its broader agricultural, tourism and societal contexts. She covers agritourism\u2019s foundations, offerings and benefits, the roles of farmers \u2014 especially women \u2014 and tourists, its impact from local to global, and emerging trends.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2.jpg\" data-fullsize=\"1500x844\" data-zoom=\"true\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-1024x576.jpg\" alt=\"A woman wearing an orange shirt, khaki pants and glasses stands outdoors, smiling and looking toward the camera.\" class=\"wp-image-6742\" srcset=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-1024x576.jpg 1024w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-300x169.jpg 300w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-768x432.jpg 768w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-460x259.jpg 460w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-920x518.jpg 920w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-376x212.jpg 376w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-752x423.jpg 752w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-345x194.jpg 345w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-690x388.jpg 690w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-950x535.jpg 950w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-783x441.jpg 783w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-720x405.jpg 720w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-1440x810.jpg 1440w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-600x338.jpg 600w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-848x477.jpg 848w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-555x312.jpg 555w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-1110x625.jpg 1110w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-360x203.jpg 360w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-220x124.jpg 220w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-440x248.jpg 440w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-825x464.jpg 825w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-659x371.jpg 659w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-1318x742.jpg 1318w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-992x558.jpg 992w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2.jpg 1500w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-1200x675.jpg 1200w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-500x281.jpg 500w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-1000x563.jpg 1000w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-410x231.jpg 410w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-820x461.jpg 820w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-285x160.jpg 285w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-570x321.jpg 570w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption class=\"wp-element-caption\">NC State professor Carla Barbieri has spent more than a decade researching agritourism and sustainable tourism development around the world, examining how farm-based tourism can help diversify farm income and support rural livelihoods. Photo by Andrew Moore<\/figcaption><\/figure>\n\n\n\n<p>Barbieri said the idea for <em>Rethinking Agritourism<\/em> is rooted in her firsthand experience with family farming and small-scale agriculture. Seeing the challenges family farms faced amid the growth of corporate agriculture, she viewed agritourism as a strategy to help farmers remain on their land and maintain profitability while creating meaningful connections with visitors.&nbsp;<\/p>\n\n\n\n<p>Through her research and extension work, Barbieri has observed the potential for agritourism to support family farms around the world. Her research has found that farm-based experiences not only help farmers diversify income and preserve their livelihoods but also strengthen local communities through economic and cultural engagement.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Exploring Modern Agritourism<\/strong><\/h2>\n\n\n\n<p>The definition of agritourism has evolved over the past decade. In <em>Rethinking Agritourism<\/em>, Barbieri defines agritourism as a farm enterprise developed by farmers for farmers. It can take many forms, including U-pick farms, farm-to-table experiences, vineyard tours and hands-on craft or food workshops.<\/p>\n\n\n\n<p>Barbieri&#8217;s early research broadened this definition by incorporating the perspectives of farmers, visitors and supporting agencies, collectively framing agritourism as any recreational or educational experience offered in working agricultural facilities, such as farms, nurseries or managed forests.<\/p>\n\n\n\n<p>However, definitions of agritourism are not uniform and can vary due to differences in local, state, and national regulations, as well as cultural practices. These factors influence how agritourism is categorized and practiced across regions. For instance, some countries classify farmers\u2019 markets as agritourism, while others do not, and in certain areas, agritourism can extend beyond private farms to include communal or public lands.<\/p>\n\n\n\n<p>To bridge regional differences, Barbieri led a global working group to <a href=\"https:\/\/globalagritourismnetwork.org\/definition-and-values\/\">develop a unifying definition for agritourism<\/a>: \u201cAgritourism is an agricultural diversification activity that results from the synergistic intersection of agriculture and tourism. Agritourism offers authentic experiences related to agricultural production that showcase the tangible and intangible resources of the region or locality.\u201d<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/coffee-plantation-dominican-republic-tourists-iStock-2260667019.png\" data-fullsize=\"1500x844\" data-zoom=\"true\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/coffee-plantation-dominican-republic-tourists-iStock-2260667019-1024x576.png\" alt=\"A group of people standing in a coffee plantation with dense, green bushes, engaged in conversation led by a man in a blue shirt.\" class=\"wp-image-41528\" srcset=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/coffee-plantation-dominican-republic-tourists-iStock-2260667019-1024x576.png 1024w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/coffee-plantation-dominican-republic-tourists-iStock-2260667019-300x169.png 300w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/coffee-plantation-dominican-republic-tourists-iStock-2260667019-768x432.png 768w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/coffee-plantation-dominican-republic-tourists-iStock-2260667019.png 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption class=\"wp-element-caption\">Tourists stand with a coffee plantation owner in the Dominican Republic as they learn about shade-grown cultivation. Many plantations now offer guided farm tours where visitors walk through coffee fields, observe harvesting and roasting and sample freshly brewed coffee grown on-site. Photo by xavierarnau via iStock<\/figcaption><\/figure>\n\n\n\n<p>By framing agritourism as an authentic agricultural experience beyond a particular place, this definition highlights a key principle: the value of personal interaction. Even minimal interaction \u2014 such as a brief conversation or simply observing farm life \u2014 can enrich the visit, deepen understanding and make the experience truly memorable.<\/p>\n\n\n\n<p>Modern trends are reshaping how agritourism experiences are designed, delivered and experienced, according to Barbieri. Younger farmers are applying entrepreneurial and digital skills to design engaging experiences, while visitors, especially millennials and Gen Z, seek hands-on connections to food, farming and outdoor recreation.<\/p>\n\n\n\n<p>In response, farms are exploring new strategies to engage visitors more directly. One approach is co-creation, which involves visitors actively participating in farm activities such as harvesting, workshops or farm-to-table cooking rather than passively observing. But for co-creation to be effective, it must remain rooted in the farm\u2019s authentic traditions and way of life.<\/p>\n\n\n\n<p>Ann Morgan Hawthorne, a graduate student in Barbieri\u2019s <a href=\"https:\/\/barbieri.wordpress.ncsu.edu\/\">Agritourism and Societal Well-being Lab<\/a>, recently completed a study to identify how co-creation, authenticity and community embednessness can contribute to agritourism creativity to support visitor learning and their connections with farm life.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Cultivating More Than Crops<\/strong><\/h2>\n\n\n\n<p>Barbieri said successful agritourism often begins with what farms already have: local natural, agroecological and cultural resources, as well as family traditions. These elements help farms stand out, engage visitors in meaningful ways and preserve the economic and social value of family farming.<\/p>\n\n\n\n<p>In North Carolina and other parts of the United States, farms often highlight recreational and educational activities around their agricultural production, such as U-pick experiences, where visitors harvest fruits, vegetables or flowers themselves. These activities combine hands-on engagement with outdoor enjoyment, giving visitors a direct connection to the farm and its products.<\/p>\n\n\n\n<p>Meanwhile, farms in other parts of the world shape agritourism around signature agricultural products, traditional practices and cultural storytelling. Vineyards in Italy and olive groves in Spain, for example, offer tours, tastings and educational experiences that showcase local production while immersing visitors in the region\u2019s culture and traditions.<\/p>\n\n\n\n<p>\u201cThe beauty of agritourism is that each region has its own agricultural and cultural uniqueness and each farm family its own stories, which, when used to program agritourism results in an unlimited mosaic of experiences and offerings. The potential for distinctiveness is huge,\u201d Barbieri said.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/woman-picking-strawberries-iStock-1254190082.png\" data-fullsize=\"1500x844\" data-zoom=\"true\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/woman-picking-strawberries-iStock-1254190082-1024x576.png\" alt=\"Person harvesting strawberries with containers of fruit among lush green plants.\" class=\"wp-image-41525\" srcset=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/woman-picking-strawberries-iStock-1254190082-1024x576.png 1024w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/woman-picking-strawberries-iStock-1254190082-300x169.png 300w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/woman-picking-strawberries-iStock-1254190082-768x432.png 768w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/woman-picking-strawberries-iStock-1254190082.png 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption class=\"wp-element-caption\">A woman picks strawberries in a field. U-pick farms have grown in popularity, inviting visitors to harvest their own fruit while learning about local agriculture and seasonal crops. Photo by fotografixx via iStock<\/figcaption><\/figure>\n\n\n\n<p>Agritourism generates both tangible and intangible rewards for everyone involved, according to Barbieri. Farmers gain income and new opportunities to engage the public, communities benefit from preserved heritage, stronger local businesses, and increased civic pride, and visitors develop agricultural knowledge along with a deeper connection to their food systems.<\/p>\n\n\n\n<p>Farms and ranches in the U.S. generated about <a href=\"https:\/\/www.ers.usda.gov\/data-products\/charts-of-note\/chart-detail?chartId=110552\">$1.26 billion in agritourism income<\/a> in 2022, according to the U.S. Department of Agriculture\u2019s Census of Agriculture. About 57% of U.S. counties reported agritourism revenue, with a median of roughly $161,000 per county, highlighting its growing presence in rural economies.<\/p>\n\n\n\n<p>Behind this expanding sector are individuals whose contributions are not always reflected in economic statistics. In <em>Rethinking Agritourism<\/em>, Barbieri highlights the often-overlooked role of women in developing and sustaining agritourism enterprises. From North Carolina to other parts of the world, women are often the creators, innovators and managers behind these operations.<\/p>\n\n\n\n<p>While women have always worked alongside men in farming, their contributions have been historically less visible and recognized. Beyond managing household and family responsibilities, women have long been responsible for ensuring the family\u2019s subsistence, shaping both daily life and the farm\u2019s economic survival.<\/p>\n\n\n\n<p>This hands-on experience has carried over into agritourism, according to Barbieri. Women\u2019s creativity, honed through overcoming challenges like repurposing cotton, sugar and feed sacks into clothing, is now applied on farms, where old tools, equipment and family items are transformed into decorations or interactive elements for visitors.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Planting the Seeds of Success<\/strong><\/h2>\n\n\n\n<p>Looking ahead, Barbieri said agritourism faces major challenges, including environmental degradation, growing urban populations and cultural shifts, which together will affect the demand and supply of agritourism and shape the range of experiences \u2014 from simple recreation to activities focused on learning, wellness and personal growth.<\/p>\n\n\n\n<p>Climate change and environmental stress, for example, may affect farming practices and landscapes, limiting what farms can grow or how they manage their land. And rising urban populations and changing lifestyles could increase demand for outdoor recreation, widening opportunities for farmers to provide hands-on experiences, education programs and wellness activities that connect people with nature.<\/p>\n\n\n\n<p>As these environmental and societal changes reshape both the challenges and demands facing farms, they are simultaneously opening new avenues for agritourism. By responding to growing interest in social farming, locavorism and creative placemaking, farms can diversify their offerings while engaging more deeply with their communities.<\/p>\n\n\n\n<p>\u201cThe more I learn about different agritourism activities and good practices around the world, the more I trust that agritourism can truly serve its purpose of supporting farmers, strengthening the bond between food-and-fiber producers and consumers and revitalizing rural communities worldwide,\u201d Barbieri said.\u00a0<\/p>\n\n\n\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/japan-rice-field-group-tour-iStock-2165280415.jpg\" data-fullsize=\"1500x844\" data-zoom=\"true\"><img decoding=\"async\" width=\"1024\" height=\"576\" src=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/japan-rice-field-group-tour-iStock-2165280415-1024x576.jpg\" alt=\"Several people gather around a man showing rice plants in a field.\" class=\"wp-image-41523\" srcset=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/japan-rice-field-group-tour-iStock-2165280415-1024x576.jpg 1024w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/japan-rice-field-group-tour-iStock-2165280415-300x169.jpg 300w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/japan-rice-field-group-tour-iStock-2165280415-768x432.jpg 768w, https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/japan-rice-field-group-tour-iStock-2165280415.jpg 1500w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/a><figcaption class=\"wp-element-caption\">Tourists gather around a Japanese farmer as he shows rice plants. In areas like the Gifu and Nara regions of central Japan, visitors can experience traditional, hands-on rice farming during late spring and early autumn. Photo by recep-bg via iStock<\/figcaption><\/figure>\n\n\n\n<p>In <em>Rethinking Agritourism<\/em>, Barbieri expanded the concept of agritourism beyond traditional farmland, noting that it can include practices like agroforestry, take place in unconventional settings such as water bodies or forests and incorporate artistic, cultural or religious expressions that celebrate local agricultural traditions, including festivals and rituals.<\/p>\n\n\n\n<p>Barbieri cautioned against \u201cagritainment,\u201d farm-themed attractions that include some agricultural elements \u2014 like crops or animals \u2014 for staging purposes, but lack real farming activity. These spaces are rarely run by working farms or family farmers and can dilute agritourism\u2019s core values: supporting farmers and offering visitors immersive, meaningful experiences.<\/p>\n\n\n\n<p>For farmers considering agritourism, Barbieri advised starting slowly and growing organically to learn what visitors want. She emphasized aligning activities with family skills and focusing on creativity rather than imitation. \u201cCopying and pasting\u201d other operations doesn\u2019t work; farmers should highlight their own distinctiveness, she said<\/p>\n\n\n\n<p>Above all, farmers should carefully consider whether agritourism is the right fit for their farm and family. When approached thoughtfully and with clear planning, it can strengthen farms, build community ties and provide visitors with meaningful, memorable experiences, but it requires a significant investment of time and effort.<\/p>\n\n\n<aside class=\"wp-block-ncst-highlight\">\n    <h2 class=\"highlight__label\">Related<\/h2>\n    <a \n      href=\"https:\/\/www.e-elgar.com\/shop\/usd\/rethinking-agritourism-9781035317516.html\"\n      class=\"highlight__link\"\n    >\n            <div class=\"highlight__text-container\">\n        <h3 class=\"highlight__heading\">Rethinking Agritourism<\/h3>\n                  <p class=\"highlight__teaser\">Barbieri&#8217;s new book, <em>Rethinking Agritourism<\/em>, serves as a comprehensive guide for students, educators, farmers and professionals engaged in both agriculture and tourism.<\/p>\n                          <p class=\"highlight__cta\">\n            <span class=\"text\">Learn more<\/span>\n            <span class=\"arrow-indicator\">\n              <svg class=\"wolficon\" role=\"img\" aria-hidden=\"true\">\n                <use xlink:href=\"#wolficon-arrow-right-bold\"><\/use>\n              <\/svg>\n            <\/span>\n          <\/p>\n              <\/div>\n    <\/a>\n  <\/aside>\n","protected":false,"raw":"<!-- wp:ncst\/dynamic-header {\"block\":\"ncst\/default-post-header\"} -->\n<!-- wp:ncst\/default-post-header {\"caption\":\"Photo by Alex Potemkin via iStock\",\"displayCategoryID\":121} \/-->\n<!-- \/wp:ncst\/dynamic-header -->\n\n<!-- wp:paragraph -->\n<p><strong>Key Takeaways <\/strong><\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:list -->\n<ul class=\"wp-block-list\"><!-- wp:list-item -->\n<li><strong>Agritourism strengthens rural economies:<\/strong> By diversifying income streams, agritourism helps family farms survive and supports livelihoods in rural communities.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Hands-on experiences connect people to agriculture:<\/strong> Visitors gain meaningful, educational experiences through interactive farm activities, deepening their understanding of food systems and farm life.<\/li>\n<!-- \/wp:list-item -->\n\n<!-- wp:list-item -->\n<li><strong>Cultural and environmental preservation are central:<\/strong> Agritourism highlights local traditions, heritage and sustainable farming practices while encouraging authentic engagement and community development.<\/li>\n<!-- \/wp:list-item --><\/ul>\n<!-- \/wp:list -->\n\n<!-- wp:paragraph -->\n<p>As cities grow and more people want to reconnect with the source of their food, farms around the world are increasingly offering agritourism experiences. These hands-on opportunities teach visitors about farming and rural life while supporting local economies and helping sustain family farms, according to a North Carolina State University professor.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p><a href=\"https:\/\/cnr.ncsu.edu\/directory\/carla-barbieri\/\">Carla Barbieri<\/a>, a professor and Extension specialist in the Department of Parks, Recreation and Tourism Management at NC State, has spent years studying agritourism around the globe, and her new book <a href=\"https:\/\/www.e-elgar.com\/shop\/usd\/rethinking-agritourism-9781035317516.html\"><em>Rethinking Agritourism<\/em><\/a> draws on her research and on-the-ground observations to highlight key developments and guide future scholarship and practice.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Over the course of nine chapters, Barbieri examines agritourism within its broader agricultural, tourism and societal contexts. She covers agritourism\u2019s foundations, offerings and benefits, the roles of farmers \u2014 especially women \u2014 and tourists, its impact from local to global, and emerging trends.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image {\"id\":6742,\"sizeSlug\":\"large\",\"linkDestination\":\"media\"} -->\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2.jpg\"><img src=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2019\/05\/CarlaBP2-1024x576.jpg\" alt=\"A woman wearing an orange shirt, khaki pants and glasses stands outdoors, smiling and looking toward the camera.\" class=\"wp-image-6742\"\/><\/a><figcaption class=\"wp-element-caption\">NC State professor Carla Barbieri has spent more than a decade researching agritourism and sustainable tourism development around the world, examining how farm-based tourism can help diversify farm income and support rural livelihoods. Photo by Andrew Moore<\/figcaption><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>Barbieri said the idea for <em>Rethinking Agritourism<\/em> is rooted in her firsthand experience with family farming and small-scale agriculture. Seeing the challenges family farms faced amid the growth of corporate agriculture, she viewed agritourism as a strategy to help farmers remain on their land and maintain profitability while creating meaningful connections with visitors.&nbsp;<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Through her research and extension work, Barbieri has observed the potential for agritourism to support family farms around the world. Her research has found that farm-based experiences not only help farmers diversify income and preserve their livelihoods but also strengthen local communities through economic and cultural engagement.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"levelOptions\":[2,3,4,5,6]} -->\n<h2><strong>Exploring Modern Agritourism<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>The definition of agritourism has evolved over the past decade. In <em>Rethinking Agritourism<\/em>, Barbieri defines agritourism as a farm enterprise developed by farmers for farmers. It can take many forms, including U-pick farms, farm-to-table experiences, vineyard tours and hands-on craft or food workshops.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Barbieri's early research broadened this definition by incorporating the perspectives of farmers, visitors and supporting agencies, collectively framing agritourism as any recreational or educational experience offered in working agricultural facilities, such as farms, nurseries or managed forests.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>However, definitions of agritourism are not uniform and can vary due to differences in local, state, and national regulations, as well as cultural practices. These factors influence how agritourism is categorized and practiced across regions. For instance, some countries classify farmers\u2019 markets as agritourism, while others do not, and in certain areas, agritourism can extend beyond private farms to include communal or public lands.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>To bridge regional differences, Barbieri led a global working group to <a href=\"https:\/\/globalagritourismnetwork.org\/definition-and-values\/\">develop a unifying definition for agritourism<\/a>: \u201cAgritourism is an agricultural diversification activity that results from the synergistic intersection of agriculture and tourism. Agritourism offers authentic experiences related to agricultural production that showcase the tangible and intangible resources of the region or locality.\u201d<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image {\"id\":41528,\"sizeSlug\":\"large\",\"linkDestination\":\"media\"} -->\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/coffee-plantation-dominican-republic-tourists-iStock-2260667019.png\"><img src=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/coffee-plantation-dominican-republic-tourists-iStock-2260667019-1024x576.png\" alt=\"A group of people standing in a coffee plantation with dense, green bushes, engaged in conversation led by a man in a blue shirt.\" class=\"wp-image-41528\"\/><\/a><figcaption class=\"wp-element-caption\">Tourists stand with a coffee plantation owner in the Dominican Republic as they learn about shade-grown cultivation. Many plantations now offer guided farm tours where visitors walk through coffee fields, observe harvesting and roasting and sample freshly brewed coffee grown on-site. Photo by xavierarnau via iStock<\/figcaption><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>By framing agritourism as an authentic agricultural experience beyond a particular place, this definition highlights a key principle: the value of personal interaction. Even minimal interaction \u2014 such as a brief conversation or simply observing farm life \u2014 can enrich the visit, deepen understanding and make the experience truly memorable.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Modern trends are reshaping how agritourism experiences are designed, delivered and experienced, according to Barbieri. Younger farmers are applying entrepreneurial and digital skills to design engaging experiences, while visitors, especially millennials and Gen Z, seek hands-on connections to food, farming and outdoor recreation.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In response, farms are exploring new strategies to engage visitors more directly. One approach is co-creation, which involves visitors actively participating in farm activities such as harvesting, workshops or farm-to-table cooking rather than passively observing. But for co-creation to be effective, it must remain rooted in the farm\u2019s authentic traditions and way of life.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Ann Morgan Hawthorne, a graduate student in Barbieri\u2019s <a href=\"https:\/\/barbieri.wordpress.ncsu.edu\/\">Agritourism and Societal Well-being Lab<\/a>, recently completed a study to identify how co-creation, authenticity and community embednessness can contribute to agritourism creativity to support visitor learning and their connections with farm life.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"levelOptions\":[2,3,4,5,6]} -->\n<h2><strong>Cultivating More Than Crops<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Barbieri said successful agritourism often begins with what farms already have: local natural, agroecological and cultural resources, as well as family traditions. These elements help farms stand out, engage visitors in meaningful ways and preserve the economic and social value of family farming.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>In North Carolina and other parts of the United States, farms often highlight recreational and educational activities around their agricultural production, such as U-pick experiences, where visitors harvest fruits, vegetables or flowers themselves. These activities combine hands-on engagement with outdoor enjoyment, giving visitors a direct connection to the farm and its products.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Meanwhile, farms in other parts of the world shape agritourism around signature agricultural products, traditional practices and cultural storytelling. Vineyards in Italy and olive groves in Spain, for example, offer tours, tastings and educational experiences that showcase local production while immersing visitors in the region\u2019s culture and traditions.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>\u201cThe beauty of agritourism is that each region has its own agricultural and cultural uniqueness and each farm family its own stories, which, when used to program agritourism results in an unlimited mosaic of experiences and offerings. The potential for distinctiveness is huge,\u201d Barbieri said.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image {\"id\":41525,\"sizeSlug\":\"large\",\"linkDestination\":\"media\"} -->\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/woman-picking-strawberries-iStock-1254190082.png\"><img src=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/woman-picking-strawberries-iStock-1254190082-1024x576.png\" alt=\"Person harvesting strawberries with containers of fruit among lush green plants.\" class=\"wp-image-41525\"\/><\/a><figcaption class=\"wp-element-caption\">A woman picks strawberries in a field. U-pick farms have grown in popularity, inviting visitors to harvest their own fruit while learning about local agriculture and seasonal crops. Photo by fotografixx via iStock<\/figcaption><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>Agritourism generates both tangible and intangible rewards for everyone involved, according to Barbieri. Farmers gain income and new opportunities to engage the public, communities benefit from preserved heritage, stronger local businesses, and increased civic pride, and visitors develop agricultural knowledge along with a deeper connection to their food systems.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Farms and ranches in the U.S. generated about <a href=\"https:\/\/www.ers.usda.gov\/data-products\/charts-of-note\/chart-detail?chartId=110552\">$1.26 billion in agritourism income<\/a> in 2022, according to the U.S. Department of Agriculture\u2019s Census of Agriculture. About 57% of U.S. counties reported agritourism revenue, with a median of roughly $161,000 per county, highlighting its growing presence in rural economies.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Behind this expanding sector are individuals whose contributions are not always reflected in economic statistics. In <em>Rethinking Agritourism<\/em>, Barbieri highlights the often-overlooked role of women in developing and sustaining agritourism enterprises. From North Carolina to other parts of the world, women are often the creators, innovators and managers behind these operations.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>While women have always worked alongside men in farming, their contributions have been historically less visible and recognized. Beyond managing household and family responsibilities, women have long been responsible for ensuring the family\u2019s subsistence, shaping both daily life and the farm\u2019s economic survival.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>This hands-on experience has carried over into agritourism, according to Barbieri. Women\u2019s creativity, honed through overcoming challenges like repurposing cotton, sugar and feed sacks into clothing, is now applied on farms, where old tools, equipment and family items are transformed into decorations or interactive elements for visitors.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:heading {\"levelOptions\":[2,3,4,5,6]} -->\n<h2><strong>Planting the Seeds of Success<\/strong><\/h2>\n<!-- \/wp:heading -->\n\n<!-- wp:paragraph -->\n<p>Looking ahead, Barbieri said agritourism faces major challenges, including environmental degradation, growing urban populations and cultural shifts, which together will affect the demand and supply of agritourism and shape the range of experiences \u2014 from simple recreation to activities focused on learning, wellness and personal growth.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Climate change and environmental stress, for example, may affect farming practices and landscapes, limiting what farms can grow or how they manage their land. And rising urban populations and changing lifestyles could increase demand for outdoor recreation, widening opportunities for farmers to provide hands-on experiences, education programs and wellness activities that connect people with nature.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>As these environmental and societal changes reshape both the challenges and demands facing farms, they are simultaneously opening new avenues for agritourism. By responding to growing interest in social farming, locavorism and creative placemaking, farms can diversify their offerings while engaging more deeply with their communities.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>\u201cThe more I learn about different agritourism activities and good practices around the world, the more I trust that agritourism can truly serve its purpose of supporting farmers, strengthening the bond between food-and-fiber producers and consumers and revitalizing rural communities worldwide,\u201d Barbieri said.\u00a0<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:image {\"id\":41523,\"sizeSlug\":\"large\",\"linkDestination\":\"media\"} -->\n<figure class=\"wp-block-image size-large\"><a href=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/japan-rice-field-group-tour-iStock-2165280415.jpg\"><img src=\"https:\/\/cnr.ncsu.edu\/news\/wp-content\/uploads\/sites\/10\/2026\/03\/japan-rice-field-group-tour-iStock-2165280415-1024x576.jpg\" alt=\"Several people gather around a man showing rice plants in a field.\" class=\"wp-image-41523\"\/><\/a><figcaption class=\"wp-element-caption\">Tourists gather around a Japanese farmer as he shows rice plants. In areas like the Gifu and Nara regions of central Japan, visitors can experience traditional, hands-on rice farming during late spring and early autumn. Photo by recep-bg via iStock<\/figcaption><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p>In <em>Rethinking Agritourism<\/em>, Barbieri expanded the concept of agritourism beyond traditional farmland, noting that it can include practices like agroforestry, take place in unconventional settings such as water bodies or forests and incorporate artistic, cultural or religious expressions that celebrate local agricultural traditions, including festivals and rituals.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Barbieri cautioned against \u201cagritainment,\u201d farm-themed attractions that include some agricultural elements \u2014 like crops or animals \u2014 for staging purposes, but lack real farming activity. These spaces are rarely run by working farms or family farmers and can dilute agritourism\u2019s core values: supporting farmers and offering visitors immersive, meaningful experiences.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>For farmers considering agritourism, Barbieri advised starting slowly and growing organically to learn what visitors want. She emphasized aligning activities with family skills and focusing on creativity rather than imitation. \u201cCopying and pasting\u201d other operations doesn\u2019t work; farmers should highlight their own distinctiveness, she said<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:paragraph -->\n<p>Above all, farmers should carefully consider whether agritourism is the right fit for their farm and family. When approached thoughtfully and with clear planning, it can strengthen farms, build community ties and provide visitors with meaningful, memorable experiences, but it requires a significant investment of time and effort.<\/p>\n<!-- \/wp:paragraph -->\n\n<!-- wp:ncst\/highlight {\"heading\":\"Rethinking Agritourism\",\"teaser\":\"Barbieri's new book, \\u003cem\\u003eRethinking Agritourism\\u003c\/em\\u003e, serves as a comprehensive guide for students, educators, farmers and professionals engaged in both agriculture and tourism.\",\"url\":\"https:\/\/www.e-elgar.com\/shop\/usd\/rethinking-agritourism-9781035317516.html\",\"callToAction\":\"Learn more\"} \/-->"},"excerpt":{"rendered":"<p>Farms around the world are offering hands-on experiences that support rural livelihoods, preserve agricultural traditions and educate visitors about farming practices and rural life, according to NC State expert Carla Barbieri.<\/p>\n","protected":false},"author":171,"featured_media":41538,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"source":"","ncst_custom_author":"","ncst_show_custom_author":false,"ncst_dynamicHeaderBlockName":"ncst\/default-post-header","ncst_dynamicHeaderData":"{\"displayCategoryID\":121,\"showAuthor\":true,\"showDate\":true,\"showFeaturedVideo\":false,\"caption\":\"Photo by Alex Potemkin via iStock\"}","ncst_content_audit_freq":"","ncst_content_audit_date":"","ncst_content_audit_display":false,"ncst_backToTopFlag":"","footnotes":""},"categories":[1,102,121,3,460],"tags":[43,42,268,272],"_ncst_magazine_issue":[],"class_list":["post-41513","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-hidden-news","category-hidden-newswire","category-prtm-research","category-research-innovation","category-thought-leadership","tag-extension-and-outreach","tag-parks-recreation-and-tourism-management","tag-prtm-research","tag-sustainable-tourism"],"displayCategory":{"term_id":121,"name":"Parks, Recreation and Tourism Management Research","slug":"prtm-research","term_group":0,"term_taxonomy_id":121,"taxonomy":"category","description":"","parent":3,"count":40,"filter":"raw"},"acf":{"ncst_posts_meta_modified_date":null},"_links":{"self":[{"href":"https:\/\/cnr.ncsu.edu\/news\/wp-json\/wp\/v2\/posts\/41513","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cnr.ncsu.edu\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cnr.ncsu.edu\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cnr.ncsu.edu\/news\/wp-json\/wp\/v2\/users\/171"}],"replies":[{"embeddable":true,"href":"https:\/\/cnr.ncsu.edu\/news\/wp-json\/wp\/v2\/comments?post=41513"}],"version-history":[{"count":14,"href":"https:\/\/cnr.ncsu.edu\/news\/wp-json\/wp\/v2\/posts\/41513\/revisions"}],"predecessor-version":[{"id":41545,"href":"https:\/\/cnr.ncsu.edu\/news\/wp-json\/wp\/v2\/posts\/41513\/revisions\/41545"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/cnr.ncsu.edu\/news\/wp-json\/wp\/v2\/media\/41538"}],"wp:attachment":[{"href":"https:\/\/cnr.ncsu.edu\/news\/wp-json\/wp\/v2\/media?parent=41513"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/cnr.ncsu.edu\/news\/wp-json\/wp\/v2\/categories?post=41513"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cnr.ncsu.edu\/news\/wp-json\/wp\/v2\/tags?post=41513"},{"taxonomy":"_ncst_magazine_issue","embeddable":true,"href":"https:\/\/cnr.ncsu.edu\/news\/wp-json\/wp\/v2\/_ncst_magazine_issue?post=41513"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}