National agritourism survey: for farmers working in tourism
Experiential Tasmania Tours, Utzinger Wines, Legana
Jess Bonde
Help shape the future of farm tourism in Tasmania
Tourism Australia has launched the National Farm Tourism Survey, and we're asking Tasmanian farmers to have their say. If you're a farmer delivering visitor experiences, or you know farmers in your region welcoming guests onto their properties, your input will help build the first real benchmark of what agritourism means to farmers, their families and the communities around them. It takes just a few minutes to complete.
Commissioned by Tourism Australia, the survey is gathering deep, rich insights into where farm tourism operators are at right now, from paddock tours and farm stays to cellar doors and cooking classes.
Please share the survey with fellow farmers in your network. The more responses we gather from Tasmania, the more accurately our farm tourism sector will be represented in the national picture.
Why this matters for Tasmania
Agritourism is a genuine growth opportunity for our state, and the research backs it up. Seven in ten Australian domestic travellers are potentially in market for what Tasmania's farms and producers have to offer, and demand is only building as more travellers look for sustainability, connection to nature and authentic local experiences.
Our own research also points to a gap that would be great to fill. Visiting cafes, restaurants and farmers markets are the most common agritourism activities here, but farm tours, make your own experiences and cooking lessons using local produce are undersupplied relative to what visitors actually want. That's room for our farm experiences to grow.
Nationally, the numbers tell a similar story. In 2024, engagement with agritourism across Australia grew in trips, nights and spend, and visitors who take part in an agritourism activity spend more per trip and per night than the average traveller. Three in four trips that include agritourism head to regional Australia, which means these experiences are doing real work to spread visitors beyond the cities and into places like our own regional communities.
Learn more
The National Farm Tourism Survey is Tourism Australia's chance to measure that opportunity properly for the first time, and Tasmania's farmers have a real stake in making sure our story is part of it.