United Kingdom (UK) Agritourism Market Overview, 2029

Agritourism in the United Kingdom is a thriving and expanding industry that combines agriculture and tourism, providing visitors with unique experiences in rural locations. Agritourism in the UK has evolved to include farm stays, pick-your-own activities, farm shops, wine and cider tours, educational farm visits, and countryside festivals. Diversification has not only helped farmers financially, but it has also contributed to the preservation of rural heritage and traditions. Compliance with environmental standards is critical, particularly for farms located in protected regions or that practise organic farming, to ensure that tourism activities do not impact the natural environment. Furthermore, data protection requirements, such as the General Data Protection Regulation (GDPR), are critical to ensuring the privacy of visitors. Agritourism events, such as harvest festivals and country fairs, celebrate local culture and provide an opportunity for communities to come together. With foreign travel restrictions in effect, there was an increase in domestic tourism as individuals sought out local experiences. Agritourism profited from this trend as adults and families sought safe, outdoor activities in the United Kingdom. This resulted in a rise in visits to farms, wineries, and rural attractions, particularly those that provided outdoor activities. Small Agritourism companies faced financial issues as visitor numbers fell and operational costs rose. Government assistance programs and grants gave some relief, but many firms struggled to survive during protracted times of uncertainty.

According to the research report "United Kingdom Agritourism Market Overview, 2029," published by Bonafide Research, the United Kingdom Agritourism market is expected to reach a market size of more than USD 230 Million by 2029. One of the primary themes driving this expansion is the growing need for authentic and immersive experiences. Consumers are looking for more meaningful encounters with nature and local cultures, resulting in an increase in farm stays, pick-your-own fruit farms, and farm-to-table dining experiences. Several notable enterprises and start-ups have emerged as pioneers in the UK's Agritourism sector, each with creative solutions to meet expanding demand. Farm Stay UK is a well-known cooperative that promotes farm accommodation throughout the UK. Fabulous Farm Shops is another key participant, offering a forum for local farmers to market their products and connect with customers. FarmDrop, a company, is a digital marketplace that connects consumers directly with local farms, focussing on sustainable food production and distribution. FarmDrop uses technology to increase transparency and allow customers to trace the origins of their food, harmonising with the growing consumer trend towards ethical consumption. Another creative business, Local Food Britain, provides a curated directory of local food and drink producers, farm shops, and experiences, making it easier for travellers to find Agritourism destinations.

Furthermore, sustainability has become a key priority in the sector, with Agritourism operators increasingly implementing eco-friendly techniques to appeal to environmentally concerned travellers. Farms are emphasising organic farming, renewable energy, and wildlife conservation, in line with broader cultural tendencies towards sustainability and responsible travel.


Different parts of the UK Agritourism industry are experiencing differing levels of success and challenges. The accommodation component, which includes farm stays, cottages, and rural lodges, dominates the Agritourism business. The demand for distinctive and immersive rural experiences has increased, particularly in the aftermath of the epidemic, as travellers seek accommodations that provide more solitude, space, and connection to nature. Outdoor leisure has grown significantly, owing to a desire for open-air activities that improve health and wellbeing. The epidemic hastened this tendency, as people seek safe, outside alternatives to congested metropolitan attractions. Hiking, cycling, bird watching, and fishing on farms are increasingly popular activities that allow tourists to engage directly with nature. Educational tourism has remained consistent, with schools and families still valuing farm trips for instructional purposes. According to John Stanyer, who farms at Wallace Lane Farm in Wigton, many visitors come to stay on a working farm because they have a romanticised idea of farm life. However, he noted that people frequently leave his farm, a hill farm in west Cumbria where he grows rare breed sheep and free range hens, with a deeper appreciation of the daunting obstacles that some farmers confront.

Direct sales have emerged as the major section in the UK Agritourism business, owing to a shift in customer preferences for authenticity, flexibility, and digital interaction. Consumers can now research, book, and review Agritourism experiences on their own thanks to the proliferation of internet platforms and smartphone applications. Websites like Airbnb and Booking.com have sections dedicated to rural stays, which encourages direct bookings. The cost savings associated with direct bookings (due to the absence of agent commissions) can be enticing to budget-conscious travellers, who may discover greater value when booking directly. In Agritourism, travel agents serve as intermediaries, providing designed holiday packages that include lodging, activities, and tours centred on rural and farm experiences. Travel agents can provide exceptional experiences that are not available to the general public by partnering with local farmers and rural businesses. Classic Cottages provides a diverse choice of countryside accommodations that prioritise quality and authenticity, and frequently incorporate experiences such as farm excursions or local food tastings. Inntravel is recognised for its leisurely travel packages, which emphasise walking and cycling trips across rural settings while staying in farm-based hotels.



Travel agents function as mediators in Agritourism, offering tailored holiday packages that include hotels, activities, and tours focused on rural and agricultural experiences. By collaborating with local farmers and rural businesses, travel agents may offer unique experiences that the general public cannot get. Modern travellers are increasingly seeking personalised and authentic experiences that link them with local cultures and landscapes. Individual travel meets this desire by providing flexible and customisable solutions. Social media and online reviews also have a huge impact on individual travellers, who frequently rely on peer recommendations to discover hidden treasures. Tour operators or travel brokers usually organise pre-planned itineraries for group travel. These itineraries frequently include a variety of activities, such as farm visits, wine tasting, and rural excursions, all geared to provide a thorough experience. Group trips allow for social interaction, which appeals to travellers who prefer travelling with others. They can be especially appealing to senior travellers, overseas visitors, and special speciality groups like educational trips or business retreats.

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

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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.