Robbie Sefton explores the rise of agritourism in Australia, unpacking both the opportunities and the often-overlooked challenges for farmers and regional communities. From additional income streams to community tension and infrastructure pressure, success depends on striking the right balance between agriculture and tourism.
07 May 2026
Insight from: Robbie Sefton
Does agritourism bring more worries or wins for farmers? An interesting question that many of us on the land, and living in rural and regional communities, may not have pondered much. But it is something we should probably be giving more thought to, and openly discussing within our communities, because agritourism has been growing in popularity, particularly in the past decade, and it’s certainly not going away.
I had the opportunity to consider this question when I was invited to join a debate as part of the Destination Riverina Murray Tourism Forum, held in Tocumwal last month. The question, the two teams debated on the day was actually ‘Agritourism- a sustainable diversification option, or a risk to traditional agriculture?’ I was part of the Alternative View (let’s be real about the challenges!) while the Affirmative side was arguing ‘farm diversification brings opportunities!’
For many people, it’s probably the positive outcomes of agritourism they’re more familiar with, and there are many. The value of a diversified business model, additional cashflow, positive social impacts of bringing new people to communities and the importance of increasing understanding of agriculture and what it contributes – all really good arguments for farm businesses considering an agritourism venture.
But, like every industry, along with the positives there are also challenges – both for the businesses themselves, and the communities around them. You may be forced to confront the fact your community is not totally on board with your agritourism dream. The moment you open your gate to visitors - strangers driving down your road, and theirs; getting lost and calling in for directions; parking in strange places and straying into places they’re not meant to be; loud music on weekends - you're changing the social fabric of a farming community that has its own rhythms, its own culture.
There's also a real question about what you're actually drawing on when you embark on an agritourism venture. Is it your own resources and genuine passion? Or are you quietly capitalising on shared community assets - roads, landscapes, river access, cultural heritage - without a plan to give back? Community goodwill is not a given - it has to be earned, and it can be lost fast. It’s also critical to ask yourself: is this my dream? Or did someone else think it was a good idea. Because passion is the engine of every successful agritourism operation, and its absence will have an impact on its viability.
I think the big takeaway from the debate was that anyone considering branching into agritourism should do it with their eyes wide open. It’s not going to be easy; there’s going to be long days; and for every dollar that comes in, there will be money going out to sustain the venture. Nothing farmers aren’t familiar with though, and indeed any small business operator will relate. On the other hand, this level of diversification is certainly attractive, particularly when dealing with unpredictable weather, unpredictable markets and the impact of global disruption.
Post-debate, I can certainly see both sides, and I should say that living in a country community, I know that agritourism can benefit other local businesses by attracting more people to town. It all comes down to managing this risk vs reward scenario, and acknowledging that responsibility can extend well beyond the business owner – to local council, other businesses, neighbours. Agriculture and tourism can mix, but a careful balance is needed to get it right.
