Farmers are facing a tough reality. Volatile markets. Unpredictable weather. Economic pressures that just won’t quit. For many, the traditional way of life is becoming harder to sustain. It’s a constant struggle. But what if there was another way? A way to stabilize revenue, connect with the community, and build something new right on the land they already love?
Enter agritourism. It’s more than just a buzzword. It’s a lifeline. And it’s booming.
The proof is in the pudding. Or, in this case, the data. According to the USDA’s Census of Agriculture, U.S. farms and ranches pulled in a staggering $1.26 billion from agritourism in 2022. That’s a 12.4% jump from 2017, even after adjusting for inflation. This isn’t just happening in a few select places, either. About 57% of counties across the United States reported some form of agritourism income.
It’s a meaningful shift. Jeremy Staun, vice president of farm sales and underwriting at Nationwide, has seen it firsthand. Noting in the Insurance Journal, a “noticeable uptick” in farmers turning to agritourism. Why? To find some stability in a shaky financial landscape. It’s a smart move. And it’s not slowing down. Nationwide predicts the market will grow more than 10% annually over the next five years.
So, where is all this growth coming from? It’s coming from people who want something real. People tired of the disconnect between their grocery store and the ground where food grows. They want an experience.
Consumers are flocking to farms for:
These aren’t just fun weekend activities. They represent a powerful desire to understand where food comes from. To learn about sustainability. To connect with the land and the people who cultivate it. It’s authentic. It’s educational. And it’s exactly what today’s consumer is looking for.
Imagine a family with a dairy farm. For generations, they’ve sold their milk to a large cooperative. Prices are low, and the work is relentless. They’re barely breaking even. What can they do?
They decide to pivot. They start small. They convert a corner of their barn into a small shop selling fresh milk, cheese, and ice cream made on-site. Then, they add a petting zoo with some of their calves and goats. Visitors love it. Word spreads.
Next, they build a simple picnic area and start offering guided tours. They explain the milking process, talk about their sustainable practices, and let kids feed the animals. Soon, they’re hosting school field trips during the week and birthday parties on weekends. In the fall, they add a corn maze and a pumpkin patch. What started as a small side hustle has become a major revenue stream, saving their farm and creating new jobs in their community. That’s the power of agritourism.
This all sounds great, right? But what happens when you invite hundreds of strangers onto your working farm? You invite risk. Lots of it.
Welcoming the public means your standard farm policy just won’t cut it anymore. Suddenly, you’re a public venue. The exposures multiply instantly.
These are the realities. Jeremy Staun points to common overlooked risks like liability for temporary structures, volunteers who aren’t on payroll, and alcohol-related events. As Richard Bryant, chief underwriting officer of Prime Insurance Company, puts it, losses are “undoubtedly going to happen.” The real question is, are you prepared for them?
This rapid expansion is forcing the insurance industry to adapt. And fast. It’s a massive opportunity for carriers, but it’s also a challenge. They’re becoming more disciplined in their underwriting.
What does that mean for farmers? Insurers are tightening terms around high-risk activities. Think inflatables, bounce houses, motorized attractions, and large festivals with alcohol. Getting coverage for these things is becoming tougher and more expensive. Carriers are looking for well-managed operations.
The good news? If you’re doing it right, you can still get broad and competitive coverage. Insurers want to see:
For local insurance agents in farm communities, this is a critical moment. You’re the bridge between the farmer and the underwriter. It’s your job to help clients think through the “what-ifs.” To ask the hard questions. What kind of claims could come from welcoming the public into a farm environment? Thinking about potential claims is the bottom line.
Agritourism isn’t just a trend. For many farmers, it’s the future. It’s a way to diversify, to educate, and to thrive in a changing world. And for the insurance industry, it’s a call to innovate and provide the specialized protection these modern entrepreneurs desperately need. It’s a new frontier for the American farm, and everyone has a role to play in making it a safe and successful one.
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