From Fields to Resorts—Tourism and Agriculture’s Mega-Merger Predicted to Generate Billions in Revenue

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South Australia’s tourism industry is strategically positioned to tap into the lucrative $17.4 billion Agricultural Tourism market nationwide. 

Agricultural Tourism, commonly called agritourism, offers an immersive travel experience connecting people with products directly on farming land. Wine tourism, a subset of agritourism, currently contributes $894 million to the overall $994 million spent on agritourism in South Australia. 

Today, the South Australian Tourism Commission, on behalf of the State Government, unveils the South Australian Agritourism Sector Plan 2025. This ambitious plan sets forth a vision to achieve a visitor spend of $295 million (excluding wine tourism) in the agritourism sector by December 2025.

Building upon the state’s globally renowned wine tourism expertise, the plan aims to transfer the knowledge and insights gained to other “on-farm” visitor experiences, unlocking the untapped potential of the broader agritourism market.

South Australia already boasts a range of captivating agritourism experiences that drive demand. These include pick-your-own experiences at Beerenberg Farm and @Lenswood in the Adelaide Hills, farm-to-fork cooking classes at The Farm Eatery in the Barossa, farm tours at Jurlique Farm in the Adelaide Hills and Smoky Bay Oyster Farm in the Eyre Peninsula, behind-the-scenes tours at Emu Ridge Distillery and KI Living Honey on Kangaroo Island, and enriching farm stays such as Rawnlsey Park Station in the Flinders Ranges and Outback.

Tourism Australia’s consumer research reveals that agritourism strongly appeals to South Australia’s key international markets, including the United Kingdom, United States, New Zealand, Germany, France, and Italy.

Minister for Tourism Zoe Bettison will officially launch the plan at the South Australian Tourism Conference, the state’s annual event dedicated to tourism networking and professional development, hosted by the Tourism Industry Council SA (TiCSA).

Following the plan’s launch, an agritourism working group will be established to consult with industry stakeholders and develop a comprehensive action plan to realise the 2025 target.

Zoe Bettison expresses enthusiasm for the significant opportunities agritourism presents in South Australia. 

“This growing sector not only appeals to our priority international markets but also enables us to build upon the success of wine tourism by offering new on-farm products and experiences. The launch of the Agritourism Sector Plan 2025 marks a pivotal moment, and collaborative efforts with the SATC and industry consultations will define the necessary actions to reach our $295 million target,” Bettison said.
“By increasing the value of agritourism in South Australia, we boost our overall tourism revenue, fortify regional economies, and foster sustainable environmental and social benefits for rural communities in the years to come,” concludes Zoe Bettison.

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