Travel, like farming, has been around for a long time. It was initially driven by the need for exploration — to scope out resources elsewhere like timber, minerals, metals, food, spices, or land itself. While today’s travelers benefit from technology to make the journey easier, some of those early motivations remain today.
Nowadays, people travel to escape from routine, learn something new, meet new people, and experience new things. Agritourism, or farm tourism, can provide these benefits and other fulfilling and unique experiences visitors seek. Visiting a working farm or farm stand allows travelers to meet people who grow food for a living, learn about the operation and livelihood, and sample fresh local food.
From a farmer’s standpoint, agritourism can provide supplemental income and the chance to connect with community members and visitors who appreciate the fruits of their labor. They can serve as ambassadors for the farming community and exchange ideas with people from different backgrounds and cultures.
Many farmers have found that adding a tourism component to a farming operation doesn’t have to mean giving up control of their privacy or property. By establishing clear parameters in the beginning and careful planning throughout, adding agritourism can be a refreshing and rewarding new business direction.
There are many ways to offer activities on your farm, such as giving hayride tours, offering educational programs, teaching about farm animals, or hosting events. Some farmers may wish to adapt their property to add a gathering or entertainment facility with farm-themed activities, while others opt for seasonal pick-your-own experiences or farm stands.
Regardless of your direction, one key to success is to be authentic to your operation; you should not add anything that goes against the grain of your farm’s mission and values. Regardless of the degree to which agritourism becomes a part of your business model, it has the potential to boost sales. Many resources are available online and in person for farmers wishing to start or add an agritourism product. Cooperative Extension offices in every state provide resources to generate ideas and address concerns such as liability. For example, the North Carolina Tourism Extension program offers various ideas, guidance, and information on agritourism policy on its website. The UPLIFT program, also working in rural North Carolina to support tourism development, partnered with the NC Tourism Extension to create a five-part video series on agritourism housed on the UPLIFT website, along with information on applicable grants and loans. Each state’s department of agriculture has resources to support agritourism, and there are organized trade associations just for agritourism farmers. North Carolina has a farm tourism app called Visit NC Farms and a website for visitors to peruse. The NC Agritourism Networking Association is a farmer-to-farmer learning organization that provides peer support and education.
The essence of agritourism is providing an experience and telling your story. People will always enjoy good food, meeting new people, and learning new things. They also enjoy live music, having engaging entertainment for their children, and being surrounded by a peaceful setting for events. If you are considering incorporating agritourism into your operation, now is a perfect time to start planning for 2025.
Locklear Farms
Locklear Farms, located in Pembroke, NC, has flourished for over 22 years, offering fresh seasonal produce and hands-on agritourism experiences. Ellery Locklear’s year-round produce stand welcomes visitors from 7:00 a.m. to 5:00 p.m., Monday through Saturday. Seasonal experiences include picking strawberries from April to May, exploring the pumpkin patch from September to October, and accessing the greenhouse from April to June to purchase ferns and flowers. Through dedication and word of mouth, the farm has blossomed into a cherished local destination. Its rewards extend beyond financial gains, with patrons having a sense of ownership and community in the operations. Over the years, Locklear has learned the importance of listening to customers’ preferences, and while they may differ from his own, he recognizes adapting to their needs is essential for business success in the agritourism industry. Locklear values the journey of learning and growth and embraces challenges with resilience and creativity. Locklear Farms represents a fusion of agriculture and hospitality, fostering connections and lifelong memories for all who visit.
Freedom Org
Freedom Org is a dynamic community organization in the Princeville/Tarboro area within Edgecombe County, NC. Since its formation in 2019, the organization has been dedicated to cultural and historical preservation, community economic development, and agricultural advancement.
Much of Freedom Org’s work centers around education and preservation of the histories of enslaved and emancipated people in Edgecombe County, especially in Princeville, which, in 1885, was the first municipality incorporated by Black people in the United States. Freedom Org also works to create educational and economic opportunities in disinvested communities, including by strengthening food systems. In 2023, Freedom Org expanded by purchasing an incubator farm and community garden. Led by Kendrick Ransome, Aerhealle Chace, and Marquetta Dickens, the farm program’s goals emphasize getting people outside, connecting with their community, and growing their own food.
Freedom Org offers year-round programming with increased activities in the summer, such as Princeville Homecoming and Farmlympics summer camp. The Princeville Homecoming is the centerpiece of Freedom Org’s tourism efforts, offering educational activities for all ages, farm-to-table meals, local vendors, and cultural presentations and performances. Uniquely, the Freedom Org team considers their main agricultural product to be education, as they support people in growing food to promote self-sufficiency and sustainable practices. Freedom Org is a beacon of community development, blending cultural preservation, food sovereignty, economic growth, and sustainable agriculture. Through its agritourism initiatives, the organization reconnects people with the land, promotes environmental stewardship, and aims to enhance people’s well-being through hands-on agricultural experiences, fostering a sustainable, connected, and engaged community.
Lu Mil Vineyard
Lu Mil Vineyard, dubbed “Bladen County’s best-kept secret” by the Bladen Journal, is located on the historic family farm of Lucille and Miller Taylor near Dublin, NC. Originally a tobacco farm, it transitioned to viticulture in the early 2000s, producing its first estate wines in 2005. Leveraging muscadine grapes, Lu Mil has become a thriving agritourism destination, offering curated wine tastings, multi-use event venues, and charming on-site accommodations. Community engagement is central to Lu Mil, hosting events like the annual NC Grape Festival, May Day Jamboree, and the Festival of Lights, drawing visitors from throughout Bladen County.
Denise Taylor Bridgers, granddaughter of the Taylors, shares three key lessons from her agritourism experience. First, always be adaptable. Just as with traditional agriculture, you’re at the mercy of Mother Nature. Instead of worrying about what she cannot control, Bridgers instead creates backup plans for when it rains on event days. Second, partnering with other local businesses can ensure a deep community connection. As she explains, no one is coming to Lu Mil for a weekend and staying on the property the whole time. Promoting and supporting surrounding businesses and activities fuels not only her own guests’ experiences but the local community as well. She notes, “The better each of us do, the better we do as a whole.” Lastly, let agriculture be the true foundation of the tourism experience. Through maintaining the natural environment, upholding her family’s values, and educating guests on muscadine viticulture, she curates an experience rooted in her farm and family history.
Dr. Carol Kline is a professor in the Hospitality and Tourism Management program at Appalachian State University. Her experience includes working at East Carolina University’s Center for Sustainable Tourism and the Department of Recreation & Leisure Studies, as well as a decade-long collaboration with the NC Cooperative Extension to address tourism development issues in rural NC communities. For this article, Carol was supported by her colleagues at the UPLIFT project, which provides practical insights into the impact