Agritourism has always been about more than farm visits, pick-your-own fruit, or seasonal experiences. Today, it’s emerging as a powerful response to global uncertainty, food system disconnects, and a growing desire for meaningful, place-based experiences.
In episode 5 of the Agri-Tourist Podcast, host Jennifer Ross connects with Lisa Chase, a nationally and internationally recognized leader in agritourism research, policy, and education. Lisa serves as a Natural Resources Specialist with University of Vermont Extension and is the Director of the Vermont Tourism Research Center.
Their conversation spans Vermont farms, maple syrup season, food access, global agritourism trends, and why reconnecting people to agriculture has never been more important.
Agritourism as a Bright Spot in Uncertain Times
At a moment when many people feel overwhelmed by national and global challenges, agritourism stands out as a tangible way to make a difference—locally.
As Lisa explains, farms are uniquely grounded places. They feed communities, protect land, and educate visitors about sustainable and regenerative practices.
“Focusing locally—feeding our communities, educating people about agriculture—those are tangible actions all of us can take,” Lisa shares.
This renewed attention on where food comes from has prompted many consumers to rethink their shopping habits, moving away from large, globalized grocery chains and seeking out farm stands, co-ops, and direct-from-farm options.
Vermont’s Secret Weapon: Community Food Co-Ops
One advantage Vermont has over many regions is its strong network of food cooperatives. These independently owned co-ops work directly with local farmers, making regional food accessible year-round—even in winter.
For visitors, co-ops provide an entry point into the local food system. For farmers, they offer reliable markets that value transparency, seasonality, and fair pricing.
This infrastructure plays a major role in why Vermont continues to be a national leader in agritourism.
Farms Are Open All Year—Not Just in Harvest Season
A common misconception is that farms shut down once fall ends. In reality, winter may be one of the most fascinating times to visit.
“There’s livestock to care for year-round,” Lisa explains. “Goats, sheep, cows, chickens—and then there’s maple syrup season.”
Maple sugaring season is often the first “harvest” of the year in northern climates. Visitors can experience sap flowing, evaporators boiling, and sugarhouses filled with the warm, unmistakable scent of spring.
“That smell,” Lisa says, “is the smell of spring.”
Why Real Maple Syrup Costs What It Does
One of the most eye-opening parts of the conversation centers on education—especially around food value.
It takes about 40 gallons of sap to produce just one gallon of pure maple syrup. Once people see the process firsthand, price resistance often disappears.
“If you knew what went into that one jar,” Jennifer notes, “you would never question the price.”
Agritourism bridges that gap between production and perception, helping consumers understand the true value of food.
The Hidden Cost of Food Disconnection
Lisa highlights a sobering statistic: 98% of the U.S. population does not work on a farm.
This disconnect affects more than consumer knowledge—it impacts environmental health, community resilience, and even mental well-being. Research increasingly shows that time spent in nature, working with soil, plants, and animals, supports physical and mental health.
“We evolved with deep connections to food and nature,” Lisa explains. “Losing that connection has consequences.”
Agritourism offers a pathway back.
Farmers as Innovators and Entrepreneurs
One of the strongest trends Lisa has observed is farmer creativity. Beyond traditional farm visits, experiences now include:
- Yoga and movement classes on farms
- Ballet and dance performances in barns and fields
- Theater productions integrated into agricultural settings
- Hands-on cheesemaking and food production workshops
A standout example is Isham Family Farm, where agriculture and performing arts intersect in unexpected ways.
“Farmers are the ultimate entrepreneurs,” Lisa says.
Vermont’s Global Reach in Agritourism
While agritourism feels deeply local, Vermont’s influence extends worldwide.
Lisa is a co-founder of the Global Agritourism Network, a rapidly growing community with more than 1,300 members across 116 countries. The network connects farmers, researchers, tourism professionals, policymakers, and educators—breaking down silos that often limit progress.
Upcoming global conferences in Scotland and Italy will continue this knowledge exchange, allowing regions to learn from one another and adapt ideas locally.
Challenges Facing Agritourism—And Why Collaboration Matters
Across the U.S., farmers cite challenges such as:
- Liability and insurance costs
- Farm safety regulations
- Marketing and visibility
- Designing experiences that match farm capacity
Globally, the issues vary—but marketing, education, and experience design remain universal concerns.
One key takeaway: bigger is not always better. Many visitors prefer small, intimate farm experiences over large tour buses. Agritourism success comes from aligning offerings with the right audience—not forcing a one-size-fits-all model.
A Future Rooted in Connection
From Vermont sugarhouses to olive farms in Italy, agritourism continues to evolve as a bridge between people and food.
“Agritourism isn’t just an industry,” Lisa reflects. “It’s a sector that inspires, educates, and supports farmers while reconnecting people to the land.”
And in a world craving authenticity, that connection may be its greatest strength.
Click here to listen to Episode #5 of the Agri-Tourist Podcast with Lisa Chase.
