Agritourism in Australia is more than “opening the farm gate”, it’s a complex but powerful path to farm diversification and regional growth. This article unpacks the real opportunities and challenges, from greater control over pricing and storytelling to the demands of hospitality, compliance, and customer experience. The key insight - successful agritourism doesn’t reinvent farming it adds value to what already exists. For farmers, tourism operators, and regional leaders, understanding this balance is critical to building resilient, future-ready agribusinesses.

Agritourism in Australia has evolved from a trend into a proven pathway for farm diversification. Drawing on more than a decade of hands-on experience, Sparrowly Group’s Giovanna Lever and Jackie Hicks share what truly makes agritourism work - from authenticity and viable business models to accessibility, policy alignment and place-based collaboration.

Tourism, workforce and community development are deeply connected drivers of regional economic growth. Sparrowly Group’s Giovanna Lever shares key takeaways from recent collaborations across the visitor economy, workforce and industry sectors - highlighting how sharing knowledge, strengthening partnerships and learning from peers can help regions and people thrive together.

Agritourism is any activity where agriculture and tourism intersect and can be a lifesaver especially in light of recent devastation across the country.