AGRITOURISM HARVESTS PROFIT FOR FARMS AND TRAVEL GROUPS

By Jane Eckert

There may not be a road sign in the country directing you to "increased profits," but you just have to look for the intersection of agriculture and tourism. That's where you'll find agritourism, which will lead you down the road to success.

When farmers open their barn doors to the public, they become part of agritourism, one of the fastest-growing segments of the travel industry. Many savvy farmers have realized that due to the economic realities of family farming, they had to diversify their operations to include country stores, huge corn mazes, elaborate family attractions, festivals, concerts, pick-your-own fruit orchards, B&Bs and more.

The results have been very profitable for farmers who have been willing to make these changes. And they've been profitable for the satisfied tour groups and leisure travelers whose farm visits became exciting country experiences.

Never has it made more sense to get into agritourism. According to the Travel Industry Association (TIA) the top trends in tourism all support the growth of farm visits:

1 Travelers are taking shorter trips and staying closer to home; weekend vacations are on the rise. They're looking for destinations close to the city, so a weekend drive into the country is a perfect get-away.

2 Travelers are increasingly using their cars as primary means of transportation. It's easy for these travelers to get off the highway for an interesting farm destination.

3 Travelers are looking for new experiences as an escape from their urban routines. Nothing offers a bigger change of pace than milking a cow, touring a cider mill or picking a peck of peaches.

4 Families want to travel as a way to strengthen relationships and spend time relaxing. A farm experience is the perfect environment for families, allowing them to relate and enjoy one another, without the stress of cell phones and traffic jams.

Another indication of the strength of agritourism comes from Kathy LaTarte, president of the National Tour Association (NTA), who also runs tours through her company, Horizon Travel. As she explains, "A major focus for the NTA is to add diverse experiences for travelers, and agritourism offers one of the most undiscovered special interest destinations we can promote."

Once farmers have entered the world of agritourism, how do they turn their farms into popular agri-destinations that attract larger crowds - and bigger profits?

The first step is to partner with a local tourism authority that will help drive guests to their farms (which drives sales at their farms). These groups have different names in different regions: Convention and Visitors Bureau (CVB), Economic Development Agency, Tourism Office or even the Chamber of Commerce. Check the yellow pages for "Tourist Information" or look under state listings.

While their names may differ, these groups all have the same mandate: increase the number of visitors to their region.

So how does your little farm fit into their big picture?

Simply put, in order for these tourism groups to meet their goals, they must offer new, diverse destinations for tourists. In essence, they're looking for you! And they want to promote your small destination to a very big pool of tourists.

Immediately your farm will be included in the group's professional marketing efforts to potential visitors around the country and the world. These groups publish local and regional travel guides, host tourism websites, as well as represent your locale at national tour, motor coach and travel conventions.

But joining a tourism authority is just the beginning. The key is to get involved. Attend the meetings to see how your farm fits into the tourism picture in your region. Learn how to meet the needs of the traveler and how to bring your farm up to par with competing attractions. The more quality you offer at your agri-destination, the bigger it will become.

It's time to make these changes. As farmers you know that timing is everything - when to plant seeds, when to fertilize and when to harvest. So be aware that the timing to get into agritourism is now, while it's a growing field.

Jane E. Eckert is principal of Eckert AgriMarketing (www.eckertagrimarkting.com), a full-service marketing and public relations firm that helps farmers to sell directly to consumers, diversify operations and become tourist destinations. Jane can be reached by phone 314-862-6288 or you may to email her directly.