Agritourism drives $20.3 billion in visitor spending in 2024

Ray White Group research revealed that agritourism activities in 2024 generated $20.30 billion in visitor spending, accounting for 14% of total national tourism expenditure and growing 5% year-on-year, according to bluemountainsgazette.com.au.

The research highlighted that visitors engaged in agritourism spend significantly more than average tourists. Domestic agritourism travelers spent an average of $863 per trip compared to $462 for domestic travelers overall, while international agritourism visitors spent $3,894 per trip versus $2,721 for all international arrivals, the Moree Champion reported.

Agritourism activities include visits to farms, breweries, distilleries, vineyards, farm gates, food markets, or Aboriginal food experiences. These visits are spreading beyond capital cities into established food regions such as the Barossa Valley, Margaret River, the Hunter Valley, the Mornington Peninsula, and the Northern Rivers, as noted by edenmagnet.com.au.

Victoria and New South Wales are the primary states for agritourism trips, with Queensland, Western Australia, and South Australia also seeing significant visitor numbers. The growth in agritourism is linked to the food and wine sector, business events, and the wellness sector, fueling opportunities for agribusiness operators.

The Ray White Group Head of Research, Vanessa Rader, stated that the farm gate has become a destination in its own right, and the full implications of this shift on the visitor economy are still being measured.

Almost 84% of overseas visitors expressed interest in agritourism experiences on future holidays, indicating continued growth potential for the sector.