China Agritourism Market Overview, 2029

China's Agritourism sector is a burgeoning industry, merging agriculture with tourism to create unique rural experiences. It has emerged as a vital strategy for rural revitalization, offering farmers alternative income sources and preserving cultural heritage. With its vast rural landscape and diverse agricultural practices, China possesses immense potential for Agritourism development. The nation's inclusion of eight villages on the UNWTO's "Best Tourism Villages" list is a testament to its burgeoning success in this domain. These villages, characterized by their rich cultural heritage, stunning natural beauty, and sustainable practices, have become models of rural revitalization. By leveraging their unique attributes, such as Huangling's iconic crop drying tradition or Xidi's well-preserved ancient architecture, these destinations are not only attracting domestic tourists but also gaining international recognition. This trend is indicative of a broader shift in China's tourism industry, as it moves beyond urban centers to embrace the allure of rural living. As a result, the country is witnessing a surge in rural tourism, with millions of visitors seeking authentic experiences and opportunities to connect with local communities. As consumer interest in authentic and sustainable travel grows, Agritourism is positioned to become a significant contributor to the country's tourism economy. According to the research report "China Agritourism Market Overview, 2029," published by Bonafide Research, the Chinese Agritourism market is projected to grow by more than 7% CAGR from 2024 to 2029. One of the primary drivers of China's Agritourism is the increasing urbanization of the population. As more and more people move to cities, they develop a longing for rural life and experiences. Agritourism offers a chance to escape the urban hustle and bustle, immerse themselves in nature, and learn about traditional farming practices. Additionally, there is a growing middle class with disposable income, willing to spend on leisure and experiential tourism. The Chinese government has recognized the potential of Agritourism to boost rural economies and has implemented policies to encourage its development. This includes financial incentives, infrastructure improvements, and training programs for farmers. Moreover, the concept of "leisure agriculture" aligns with the government's goal of rural revitalization, making it a priority for development. Despite these positive factors, the Chinese Agritourism market faces several challenges. One of the most significant is the lack of standardized services and quality control. While many farms have opened their doors to tourists, the level of hospitality and the quality of experiences can vary widely. This inconsistency can deter potential tourists and damage the overall reputation of the sector. Another challenge is the seasonal nature of agricultural activities. Many farms are only attractive to visitors during specific times of the year, such as harvest season. This limits the tourism period and makes it difficult for farmers to generate consistent income. To overcome this, diversifying offerings beyond agriculture, such as incorporating cultural experiences or recreational activities, is essential. Furthermore, there is a need for improved infrastructure in rural areas. Many farms are located in remote regions with limited transportation options and inadequate facilities. Investing in better roads, public transportation, and accommodation will be crucial for attracting tourists and enhancing their overall experience.

On-farm sales, a cornerstone of agricultural tourism, involve tourists purchasing fresh produce, processed food items, or handicrafts directly from farms. This segment is particularly strong in regions famed for specific agricultural products, like the tea plantations of Yunnan or the apple orchards of Shandong. Accommodations, ranging from homestays to luxury farm resorts, provide tourists with immersive rural experiences. These accommodations often incorporate local architectural styles and offer farm-to-table dining. Entertainment, another key segment, includes activities like farm-themed shows, traditional performances, and recreational facilities. For instance, pumpkin patches, corn mazes, and animal petting zoos are popular in many parts of China. Educational tourism focuses on imparting knowledge about agricultural practices, rural life, and environmental sustainability. These programs often target school groups, but adult tourists are also interested in learning about traditional farming techniques or organic agriculture. Outdoor recreation, such as hiking, cycling, fishing, and camping, is becoming increasingly popular on farms. The mountainous regions of southwest China, for example, offer stunning scenery and opportunities for adventure tourism. The sales channel for China's Agritourism market is largely divided into two primary segments including travel agents and direct sales. Travel agents, particularly those specializing in domestic tourism, play a crucial role in packaging and selling Agritourism products. These agents often offer comprehensive tour packages including transportation, accommodation, meals, and guided farm visits. This channel is popular among tourists who prefer a hassle-free experience and are willing to pay a premium for convenience. On the other hand, direct sales involve farmers or farm owners selling their tourism products independently. This channel is gaining traction as more farmers become aware of the potential of Agritourism and seek to increase their income. Direct sales often target specific demographics, such as families or young adults, and offer personalized experiences. While direct sales can be more cost-effective for tourists, it may require more effort in terms of planning and booking. China's Agritourism market can be further segmented based on the type of tour: group tours and individual travel. Group tours are typically organized by travel agents and cater to a larger number of tourists. These tours often follow a fixed itinerary, with predetermined stops at various farms and agricultural attractions. Group tours are popular among older tourists, families, and corporate groups seeking a convenient and social travel experience. In contrast, individual travel involves tourists planning and booking their Agritourism experience independently. This segment is growing rapidly as younger, more independent travelers seek authentic and personalized experiences. Individual travelers often prefer to visit smaller, family-owned farms and engage in hands-on activities. This segment offers opportunities for niche tourism products, such as farm stays, agricultural workshops, and culinary experiences. Considered in this report • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029 Aspects covered in this report • Agritourism market Outlook with its value and forecast along with its segments • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation By Activity • On-farm Sales • Accommodations • Entertainment • Educational Tourism • Outdoor Recreation • Others By Sales Channel • Travel Agents • Direct Sales

By Tour • Group • Individual Travel ? The approach of the report: This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources. Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Agritourism industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry. Considered in this report • Historic year: 2018 • Base year: 2023 • Estimated year: 2024 • Forecast year: 2029 Aspects covered in this report • Agritourism market Outlook with its value and forecast along with its segments • Various drivers and challenges • On-going trends and developments • Top profiled companies • Strategic recommendation By Activity • On-farm Sales • Accommodations • Entertainment • Educational Tourism • Outdoor Recreation • Others By Sales Channel • Travel Agents • Direct Sales By Tour • Group • Individual Travel ? The approach of the report: This report consists of a combined approach of primary and secondary research. Initially, secondary research was used to get an understanding of the market and list the companies that are present in it. The secondary research consists of third-party sources such as press releases, annual reports of companies, and government-generated reports and databases. After gathering the data from secondary sources, primary research was conducted by conducting telephone interviews with the leading players about how the market is functioning and then conducting trade calls with dealers and distributors of the market. Post this; we have started making primary calls to consumers by equally segmenting them in regional aspects, tier aspects, age group, and gender. Once we have primary data with us, we can start verifying the details obtained from secondary sources. Intended audience This report can be useful to industry consultants, manufacturers, suppliers, associations, and organizations related to the Agritourism industry, government bodies, and other stakeholders to align their market-centric strategies. In addition to marketing and presentations, it will also increase competitive knowledge about the industry.