When I first interviewed Lisa Chase in 2024, agritourism was already gaining serious momentum. Now, more than a year later — and over 90 podcast episodes into my journey — it was time to reconnect.
What’s happening in agritourism today?
What’s evolving globally?
And what should farmers, travelers, and industry leaders be paying attention to?
Lisa, Natural Resources Specialist with the University of Vermont Extension and Director of the Vermont Tourism Research Center, offered insight that was both grounding and expansive.
And one thing is clear: agritourism is no longer a niche — it’s a movement.
Why Agritourism Matters More Than Ever
In a turbulent world, people are craving something tangible.
They want:
- Transparency in their food system
- Connection to nature
- Hands-on learning
- Experiences that feel real
Lisa emphasized that agritourism offers something deeply restorative:
Farmers are grounded. They focus on regenerative practices, sustainability, and educating communities. This is work we can all feel good about.
With 98% of the U.S. population no longer working directly in agriculture, there is a massive disconnect between consumers and food production. Agritourism bridges that gap — not just economically, but socially and emotionally.
And research increasingly shows that time spent in nature and agriculture supports mental wellness, community resilience, and environmental stewardship.
Vermont: A Year-Round Agritourism Destination
Many people think farms “close” after apple picking season.
Not true.
In Vermont, agritourism is alive year-round:
- Winter livestock visits
- Farm dinners
- On-farm education programs
- Maple syrup season
- Art and theater experiences on farms
Maple Syrup Tourism: A Powerful Example
Maple season is one of Vermont’s most immersive agritourism experiences.
When visitors step inside a sugar house and smell boiling sap, they understand something most grocery shoppers don’t:
It takes approximately 40 gallons of sap to produce just 1 gallon of maple syrup.
That reality transforms how people value food pricing. When consumers witness the labor, science, and care involved, they no longer balk at the cost — they understand it.
Agritourism turns products into stories.
Stories create value.
The Rise of Creative Farm Experiences
Farmers, Lisa says, are the ultimate entrepreneurs.
Across Vermont and beyond, farms are expanding beyond traditional U-pick models to include:
- Ballet on the Farm
- Yoga and movement workshops
- Theater productions
- Visual art installations
- Cheesemaking classes
- Farm-to-table immersive dinners
At Isham Family Farm in Vermont, for example, agriculture and performing arts now coexist — blending culture with cultivation.
The modern agritourism guest doesn’t just want to observe agriculture.
They want to participate in it.
The Global Agritourism Network: Connecting 116 Countries
Perhaps the most exciting development since our last conversation is the continued growth of the Global Agritourism Network (GAN).
Founded in 2023, the network now includes:
- 1,300+ members
- 116 countries represented
- Farmers, researchers, policymakers, tourism leaders, insurers, and marketers
What makes GAN unique is its cross-sector collaboration. Unlike many industry associations that silo farmers away from researchers or policymakers, GAN brings everyone to the same table.
Upcoming initiatives include:
- Educational webinars (marketing, design, definitions, measurement standards)
- Coordinated international research efforts
- Policy and advocacy work
- A Global Agritourism Conference in Scotland (2026)
- A major conference in Italy (June 2026)
Currently, membership is free — an intentional move to ensure global equity and accessibility.
Agritourism Challenges: U.S. vs. Global
While agritourism is growing, challenges remain.
In the United States:
- Liability concerns
- Insurance costs
- Safety regulations
- Legal complexity
Globally:
- Marketing and visibility
- Experience design
- Access to appropriate visitor segments
Interestingly, Italy — often viewed as the gold standard of agriturismo — faces many of the same challenges as U.S. farms. Some struggle with over-commercialization, while others compete against large tour-bus operations that overshadow smaller, more intimate farm experiences.
The key insight?
There isn’t one agritourism model.
There are multiple markets:
- Large coach tours
- Boutique immersive stays
- Week-long farm residencies
- Single-day educational visits
- Hands-on production workshops
Smaller farms do not need to compete with bus tours — they can design personalized, high-value, experience-based offerings for travelers seeking authenticity.
The Experience Economy Is Shifting
Through my own recent experiences in Sicily and Tuscany — including olive harvest immersion and farm consultations — I’ve seen firsthand how global agritourism is evolving.
Some farms are asking:
- How do we design experiences without losing our identity?
- How do we reach travelers without depending on tour buses?
- How do we stay authentic?
Lisa’s perspective reinforces this: the future lies in clarity of audience, cultural awareness, and strategic marketing.
Language matters.
Cultural positioning matters.
Experience design matters.
What’s Next for Agritourism?
Here’s what’s emerging:
- Greater global collaboration
- Stronger research coordination
- Increased policy advocacy
- Deeper consumer education
- More immersive, multi-day farm experiences
And perhaps most importantly — renewed appreciation for local agriculture.
As supply chains feel unstable and large retailers move further from local sourcing, consumers are beginning to rethink where their food comes from.
Agritourism isn’t just about tourism.
It’s about rebuilding connection.
Final Thoughts: Why This Work Matters
Agritourism is not simply an industry.
It is:
- Education
- Economic development
- Environmental stewardship
- Cultural preservation
- Community health
Lisa Chase’s leadership through the University of Vermont and the Global Agritourism Network is helping shape a sector that is collaborative, research-driven, and globally connected — while remaining deeply rooted in local soil.
And that balance — local impact, global learning — may be the most powerful force in agriculture today.
If you’re a farmer, researcher, tourism professional, or simply someone passionate about where your food comes from, now is the time to pay attention.
Agritourism is not slowing down.
It’s evolving.
And the world is watching.
Click here to listen to the full Episode 92 of the Agri-Tourist Podcast with Lisa Chase.