Gen Z Agritourism: They Spend Nearly Twice What Boomers Do Outdoors and Are Almost 3 Times as Likely to Want a Farm Trip. Here's What They Want
In 2016, an Oregon photographer named Lainey Morse was at a turning point in her life.
She had been diagnosed with an autoimmune disease. She had gone through a divorce. Her goats became her comfort. As the Corvallis Advocate later put it, spending time with goats made the stresses of the world melt away.
So on August 13, 2016, she let a local yoga teacher run a class in that field at No Regrets Farm, with the goats wandering between the mats.
By January 2017, she told NPR there was "a wait list 900 people long." By 2021, Original Goat Yoga had eight locations and had licensed its brand to nearly twenty rural farms and households across the US.
Same goats. Same grass. What changed was the offer.
Here is the short answer to the question every farm owner is asking. Younger visitors (Gen Z and millennials) want a farm experience they can do, eat, feel and share. And they want to find it, check it and book it on a phone before they ever drive up your lane.
That, in two sentences, is Gen Z agritourism. Give them that, and they are some of the most valuable visitors you will ever have.
The Short Answer: In Kampgrounds of America's 2025 survey, Gen Z campers spent about $266 a day in local communities. Baby Boomers spent $134. That is nearly double. The same survey found 34% of Gen Z named agritourism among the top experiences they seek on a trip, against 12% of Boomers. That is almost three times as many. What wins them: farm dinners, wellness sessions, hands-on classes, photo-worthy moments with a crowd limit, simple online booking, fresh reviews, and a true story about your land. The first fix for most farms is the cheapest one: getting found and reviewed on Google. |
The Numbers: Why Gen Z and Millennial Visitors Are Worth Chasing
Let me show you the data first, because I don't want you spending a dollar on a hunch.
Every year, Kampgrounds of America (KOA) surveys thousands of North American households about camping and outdoor travel. Its 2025 report was based on 4,119 completed surveys from the US and Canada, run by Cairn Consulting Group.
When KOA asked how much campers spend per day in the local communities they visit, the answer split sharply by age.
That money is spent on food, gear, activities and local services. Business Insider reported that KOA's CEO, Toby O'Rourke, suggested younger campers may rent gear or spend more on food and local experiences.
Now look at what those same generations want to do on a trip.
Gen Z: 34% agritourism, 33% food tourism. Millennials: 29% and 33%. Boomers: 12% and 18%.
Put those two charts together and you get the headline, and the business case for Gen Z agritourism. The generation that spends the most per day outdoors is also the one most likely to go looking for a farm.
They are not alone, either. Expedia Group's Unpack '26 trend report, based on a OnePoll survey of 24,000 adults in 18 countries, found 84% of travellers are interested in staying on or near a farm.
The top farm activities in that survey? Hiking trails (73%), animal interactions such as feeding animals or collecting eggs (62%), and gardening or harvesting produce (42%).
In the UK, campsite booking site Pitchup.com reported a 54% rise in stays on farm-based caravan and camping sites over the May bank holiday weekend in 2026, and a 336% jump in use of its "farm" filter.
And in the US, farms earned $1.26 billion from agritourism and recreational services in 2022, up 12.4% from 2017 after inflation, according to USDA's Economic Research Service. You can see who earns the most of that money in our agritourism statistics breakdown.
Reality Check: Read these numbers honestly. KOA's spending figures come from a survey of campers about outdoor trips, not farm till receipts. They are averages, they are self-reported, and they cover 2024. Younger visitors are also price sensitive. KOA's 2026 report says keeping younger campers coming back is challenged by price sensitivity. They will pay well, but only for something that feels worth it. |
What Younger Visitors Want: No. 1 to No. 7
Here is what the research and the farms that are doing well with younger guests keep pointing to. For each one, you get a real farm, a real price and a play you can run this season.
No. 1: Food They Can't Get at Home (Farm Dinners and Suppers)
Food is the front door for younger visitors.
Agritourism consultants White Hutchinson report that about two-thirds of adults aged 18 to 44 show "foodie" behaviours. In KOA's survey, a third of Gen Z and millennials named food tourism as a top experience they look for.
Look at what farm dinners sell for right now.
Outstanding in the Field, the travelling long-table dinner series, sold seats at Steadfast Farm in Mesa, Arizona, in February 2026 for $385 each. Tickets are non-refundable, but guests can transfer them to someone else.
At UBC Farm in Vancouver, the 2026 Long Table Dinner was C$275 a seat, including canapés, dinner and a drink, with an optional farm tour before the meal.
You don't need guest chefs to start. Nancarrow Farm, a 100-acre organic farm near Truro in Cornwall, has hosted farm feasts in its 18th-century oak barn since 2014. Its October 2026 Farm Supper was £48 an adult for three courses, with home-reared meat and vegetables from the kitchen garden. Groups of up to eight book online.
Steve Chamberlain, who runs the farm with his wife Lucy, told Coast magazine why they did it: "We wanted to future-proof the farm." And why it works: "It breaks down barriers."
Over in Suffolk, Wyken Vineyards sells The Great Wyken Harvest Supper at £75 a head, with a welcome glass of its own sparkling wine, four courses from estate meat, and "stories from the estate."
Notice the pattern. The food comes from the land the guest can see. The host tells the story. The seat is booked and paid for in advance.
Field-Tested Play: Run one "test supper" before you commit to a season. Cap it at 20 to 30 seats, put the menu and the full price on one booking page, and sell it only online. If it sells out in two weeks, add dates. If it doesn't, you have learned cheaply. Our guide to hosting a farm to table dinner walks through permits, menus and ticket pricing step by step. |
If you want a smaller, lower-risk food offer, farm cooking classes use the same ingredients and fewer staff.
No. 2: Wellness Without the Woo
Younger travellers are tired. Contiki's Voice of a Generation 2025 survey of more than 1,000 Canadians aged 18 to 35 found 60% cite burnout as their main reason for wanting a holiday. Over half said keeping a wellness routine while travelling matters.
KOA's 2026 report found 49% of campers book trips specifically to improve their mental wellbeing. And here is the part farmers should love: 77% said "just being in nature is enough."
You already own the nature. You just need to package an hour of it.
Warwick Furnace Farm, a lavender farm in Chester County, Pennsylvania, sells a 60-minute Lavender Aromatherapy Hilltop Yoga class for $35, plus $5 to rent a mat. It includes lavender lemonade and 10% off in the farm store that day. If it rains, the class moves into the barn.
Wicked Tulips Flower Farm, with farms in Rhode Island and Connecticut, sells "Yoga in the Tulips" for $39.95 on select weekend mornings, from 9:00 to 9:45 a.m.
And goat yoga, which started in one Oregon field, now runs under the Original Goat Yoga brand at locations from Oregon to Florida, each booked through its own ticket page.
Field-Tested Play: Pick your farm's most beautiful hour (early morning in the orchard, sunset by the pond, bloom week in the flowers). Partner with a local, insured yoga or breathwork teacher. Split the ticket, so you carry no wage risk. Sell it as a small add-on: class, a drink from the farm, and a store discount. The discount brings them into your shop, where the real margin is. |
Reality Check: Animals plus strangers on mats is a liability question before it is a marketing idea. Check your insurance, your waiver and any animal licensing rules first. The legal section further down gives you the exact questions to ask. |
No. 3: Hands-On Learning They Can Brag About
Younger visitors don't want to watch farming from behind a fence. They want to do a bit of it.
Remember the Expedia numbers: 62% want animal interactions and 42% want to garden or harvest. Arival's 2025 Tour Taker research found younger travellers are driving growth in immersive tours built around food, activities and special interests, while older travellers most often choose sightseeing.
The Ledbury Flower Farmer in Herefordshire runs a three-hour sustainable flower-arranging workshop at £125 a person. Guests get all materials, a short tour of the flower farm, tea and cake, and they take home a hand-tied bouquet and a buttonhole.
White Oak Pastures in Bluffton, Georgia, turns everyday farm work into tickets. Guests can watch a cattle move with a Q&A from the cattle team for $20 a person (groups of four or more, $80 minimum), ride a farm truck tour for an $80 minimum for four people, or join a $15 Saturday walking tour of the town of Bluffton with no booking needed.
Think about that cattle move. The cows needed moving anyway.
At Knepp in West Sussex, the famous rewilding estate, the four-hour "Pasture to Plate" experience costs £175. It includes a safari to see free-roaming cattle and pigs with the head stockman, a tour of the butchery and a sharing lunch of the estate's own meat.
Field-Tested Play: Write down every job on your farm this month that a visitor could safely watch or help with: feeding, collecting eggs, picking, moving animals, pruning, making jam. Turn the safest one into a 60 to 90 minute small-group session with a clear start time, a hard limit on numbers and something to take home. Our farm tour business guide shows how to build and price it. Once it runs well, you can list it on Airbnb Experiences, Viator and Tripadvisor to reach travellers who already book online. |
No. 4: Photo-Worthy Moments (With a Crowd Plan)
Younger visitors discover farms through other people's phones.
A TUI Musement survey of travellers in Spain, Italy and the UK, reported in August 2026, found 48% of Gen Z use TikTok for travel inspiration. Half of Gen Z (50%) and 52% of millennials said a viral post or video led them to book a trip or activity. And 39% of all travellers had visited a hotspot mainly to take a photo or video.
That is free advertising. It can also wreck your farm.
Reality Check: In the summer of 2018, Bogle Seeds in Hamilton, Ontario, had a sunflower field go viral. CTV News reported more than 7,000 cars clogged Highway 6, and police closed the road. A visitor told CTV she saw broken and damaged sunflowers lying on the ground. Owner Barry Bogle said, "We had no control whatsoever." The farm closed to photographers for the rest of the year. If flowers are your plan, read our guide to starting a U-pick flower field before you plant. |
Now look at a farm doing it right, a little over an hour from Toronto.
Hereward Farms in East Garafraxa, Ontario, grows more than 8,000 lavender plants and 400,000 sunflowers. For summer 2026, it capped visits at 30 guests a day, charged $10 a person, and required every ticket to be bought online before the visit.
Small numbers. Calm fields. Beautiful photos. No traffic jam on the news.
Field-Tested Play: Create one "frame" on your farm on purpose: a bench under an old tree, a painted gate in front of the flowers, a sign with your farm name in the shot. Put your Instagram handle on it. Then sell timed entry with a cap, so the photos come from happy guests, not a stampede. For ideas on what to post once they arrive, see Instagram for agritourism: what actually works. |
No. 5: Booking on a Phone, Ahead of Time
This is where many farms lose younger visitors without ever knowing they were there.
A Hopper survey of 2,300 US adults found millennials make 62% of their travel purchases on a smartphone and Gen Z 55%. Boomers: 28%.
A separate PYMNTS survey of more than 2,200 US adults in February 2025 found 64% of Gen Z are "mobile-first" for booking travel, against 28% of Boomers.
Here is the opportunity. Arival and Phocuswright found only 33% of tours and activities were booked online in 2025, against 64% of travel overall. The experience world is still behind, and farms are part of it.
Farms that do sell online show what happens next. Peek Pro, a booking platform used by agritourism farms, published 12 months of its farm booking data to July 2026:
88% of bookings were made direct on the farms' own websites, and about 9.6% at the gate.
The average booking was $90.57, covering 3.11 tickets.
Guests booked about 15.6 days ahead of their visit.
Only 2% of bookings were cancelled.
75% of visits fell Friday to Sunday, and October alone was 35.8% of the year's visits.
That is a vendor's data from farms that already use its system, so it isn't the whole industry. But it tells you what online booking looks like when it works: money in the bank two weeks early, and almost nobody cancelling.
KOA found something similar: 54% of campers had booked, or planned to book, within five weeks of their trip.
Wicked Tulips shows the model. Every ticket is timed and sold online. Adult U-Pick is $24.95 on weekdays and $29.95 at weekends, including 10 tulips. The farm opens rain or shine, with no weather refunds unless it closes for safety. Those rules are written on the page before anyone pays.
Field-Tested Play: Pull out your phone right now. Search your farm's name. Try to book your most popular activity. Time it. If it takes more than two minutes, or ends with "call us," you are losing younger guests at the last step. If you don't have a proper website yet, start with a simple one and one bookable product. |
No. 6: Proof From Strangers (Reviews and Social Proof)
Before a younger visitor trusts your farm, they check what strangers say about it.
In 2022, Google's Prabhakar Raghavan said almost 40% of young people looking for a place for lunch "don't go to Google Maps or Search. They go to TikTok or Instagram." Google said the figure came from an internal survey of US users aged 18 to 24.
So they find you on social media. Then they check you. And the checking has become strict.
BrightLocal's 2026 survey of 1,002 US adults found:
97% read reviews for local businesses, and 41% "always" do, up from 29% a year earlier.
68% will only use a business with 4 stars or more, up from 55%.
31% want 4.5 stars or more, up from 17%.
74% only care about reviews from the last three months.
89% expect the owner to reply to reviews, and 50% are put off by generic, templated replies.
Read that again. Three out of four people ignore reviews older than three months. A farm with 200 glowing reviews from 2022 and nothing since looks closed.
Younger visitors also book to meet people. Arival found travellers aged 18 to 34 are twice as likely as those 55 and over to name "meeting fellow travelers" as a reason to book a tour. That is why shared tables and small groups sell so well.
Field-Tested Play: Make asking for a review part of every visit, not something you remember once a month. Put a QR code sign at the exit, mention it as you hand over the bouquet or the jam, and send a thank-you message the same evening with the review link. Then reply to every review in your own words. We explain why this works in how reviews turn small farms into tourist destinations, and how to get found in the first place in our guide to turning Google into a 24/7 customer machine. |
No. 7: A True Story About Your Land
Younger visitors can smell a fake farm. They want a working one, with a reason it exists.
Contiki found 35% of young Canadian travellers actively seek sustainable experiences from environmentally conscious brands, and 14% put sustainability above everything else. That is not everyone. But it is a group that pays close attention to the story behind a farm.
Knepp doesn't sell a safari. It sells a story about free-roaming animals helping restore soil and wildlife, then serves that story for lunch.
Nancarrow's family has farmed the same land since 1782 and reinvented the business in 2011. That history is on the plate every supper night.
Your story doesn't need to be grand. Why does your family still farm? What do you grow that nobody nearby grows? What did your grandfather do that you still do? That is your story.
Reality Check: Never claim "regenerative," "organic," "carbon neutral" or "eco-friendly" unless you can prove it. Advertising regulators in the US, UK and Canada all act against misleading claims. And younger visitors check. A true, modest story beats a shiny claim that falls apart in one comment. |
The Offer Menu: What to Sell Younger Visitors, by Budget
Here is a menu of real offers, from the easiest to set up to the most ambitious. Every price below comes from the farm's own booking page or press release, checked in November 2026 (the Outstanding in the Field price is from its February 2026 event).
Setup effort | Offer | Real example | Real price | Why younger visitors book it |
Low | Capped field entry, booked online | Hereward Farms, Ontario | C$10 per person, 30 guests a day | Calm, photo-worthy, booked online |
Low | Timed U-pick | Wicked Tulips, Rhode Island and Connecticut | $24.95 weekday, $29.95 weekend (10 tulips included) | Something to do and take home |
Low | Walking or work-watching tour | White Oak Pastures, Georgia | $15 Saturday town walk; $20 per person cattle move | Real farm work, real questions |
Medium | Wellness class | Warwick Furnace Farm, Pennsylvania | $35, plus $5 mat hire | Nature plus a reset |
Medium | Wellness at bloom time | Wicked Tulips | $39.95 Yoga in the Tulips | Rare setting, bloom season only |
Medium | Craft workshop | The Ledbury Flower Farmer, Herefordshire | £125, 3 hours | Hands-on skill and a bouquet |
Medium | Farm supper | Nancarrow Farm, Cornwall | £48 adult, £22.50 child | Food from the land, shared table |
Medium | Harvest supper | Wyken Vineyards, Suffolk | £75 | Estate food, wine and stories |
High | Four-hour immersive experience | Knepp, West Sussex | £175 | Story, safari and lunch |
High | Premium long-table dinner | UBC Farm, Vancouver | C$275 | Once-a-year event |
High | Guest-chef dinner series | Outstanding in the Field (Steadfast Farm, Arizona) | $385 | A bucket-list night |
The lesson in that ladder: the land doesn't set the price. The package does. If you're not sure where your own prices sit, our agritourism pricing guide compares real ticket prices.
How to Set Up Online Booking for Your Farm (8 Steps)
You don't need expensive software or a tech degree. You need one bookable product and eight decisions, made in the right order.
Step 1: Start with one product. One activity, one price, one length, one group size. Not your whole farm.
Step 2: Pick a tool that takes payment and works on a phone. Your website builder's booking feature, an agritourism booking platform or a ticketing site all work. Test the checkout on your own phone before you choose.
Step 3: Set time slots and a hard cap. Hereward Farms chose 30 guests a day. Pick a number your parking, toilets and staff can handle on your busiest day.
Step 4: Write your rules before you sell. Refunds, weather, late arrivals, transfers, children, dogs and the waiver. Outstanding in the Field doesn't refund, but it allows transfers. Wicked Tulips opens rain or shine. Both say so before checkout.
Step 5: Show the full price up front. No surprise booking fees at the last screen. In the UK, that practice ("drip pricing") has been banned since April 2025. Being clear also simply sells better.
Step 6: Link it everywhere. Your Google Business Profile, your Instagram and TikTok bio, your Facebook page, your email signature and your WhatsApp replies should all point to the same booking page.
Step 7: Automate the follow-up. A confirmation, a reminder the day before (with directions and what to wear) and a thank-you with your review link the evening after.
Step 8: Test it like a stranger. Ask a niece or nephew to book on their phone while you watch. Where they hesitate, fix it.
Here is how that booking page fits into the whole journey of a younger visitor.
Look at step 2 in that loop. A visitor can love your TikTok video and still walk away the moment they see a 3.9 rating, or a last review from two summers ago. For most farms, that is the leakiest step, and the cheapest to fix.
7 Mistakes That Drive Younger Visitors Away
Reality Check: Mistake No. 1: "Call to book." A phone number that rings out at 9 p.m. loses the booking. If you take bookings by message, reply fast and send a link. Mistake No. 2: Hidden fees at checkout. It annoys every age group, and it can break consumer law (see the legal section). Mistake No. 3: Stale or unanswered reviews. BrightLocal found 74% only care about the last three months of reviews. Mistake No. 4: Unlimited entry to a viral spot. Bogle Seeds learned that one on the evening news. Mistake No. 5: A staged farm. Fake props and a petting pen of bored animals don't fool anyone with a phone camera. Mistake No. 6: A confusing price list. Six ticket types and three add-ons on a phone screen means nobody buys. Start with one. Mistake No. 7: No reason to share. If there is no beautiful corner, no take-home item and no story, there is nothing to post. |
If your farm suffers from Mistake No. 7, our list of things that make visitors stay longer and spend more is a good place to start.
Legal, Insurance and Paperwork: Questions to Ask Before You Sell
I am not your lawyer or your insurer, and the rules change by state, province and council. What I can do is give you the right questions, so a 30-minute appointment with a professional covers what matters.
Questions for your insurer
Ohio State University's agricultural law program warns that standard farm liability policies often leave out agritourism, and that food sales add product liability that general farm policies usually don't cover.
Ask:
"Are all of the activities provided at my agritourism operation covered by this policy?" (That exact question comes from the Ohio State fact sheet.)
Does my policy cover paying guests at an evening dinner, a yoga class or a workshop, or only daytime farm visits?
Is food served to guests covered, and do I need a separate product liability rider?
If an outside yoga teacher or chef runs the session, do they need their own insurance, and should I be named on it?
Does any of this change if I serve or allow alcohol?
Our guide to agritourism insurance coverage and costs explains each type of cover.
Questions for your council, county or health department
What permit do I need to serve a meal to paying guests on the farm, and does it change if a licensed caterer cooks?
Can guests bring their own wine, or do I need an alcohol licence or event permit?
Do I need planning or zoning permission for regular evening events, extra parking or a marquee?
For animal sessions: in England, does my activity count as "keeping or training animals for exhibition," which needs a council licence? In the US, does it trigger a USDA exhibitor licence? We cover the US side in our post on the USDA exhibitor licence for petting zoos.
Our post on selling food on your farm explains the food permits by type of event.
Questions for your lawyer
Does my state have an agritourism liability law, and what exact warning sign wording does it require? The National Agricultural Law Center notes many states require signs with specific wording set out in the statute.
Will a waiver protect me for this activity, or only partly? (See our guide: do liability waivers protect your farm?)
What should my online booking terms say about refunds, weather, transfers and no-shows, and are they fair under consumer law where my guests live?
Do my prices show the total cost? In the US, the FTC's fees rule (in force since May 12, 2025) covers live-event tickets and short-term lodging, which may include farm stays. In the UK, drip pricing has been banned since April 6, 2025.
How do I ask for reviews legally? The FTC's rule on fake reviews took effect on October 21, 2024, and bans buying fake reviews or rewarding only positive ones, with civil penalties reported at $51,744 per violation. The UK banned fake reviews on April 6, 2025, with fines of up to 10% of global turnover.
My booking system collects names, emails and phone numbers. What privacy notice and marketing consent do I need under the rules that apply to me (for example UK GDPR, Canada's PIPEDA or my US state's privacy law)?
How Bloopy Durians Turns Online Visitors Into Loyal Customers
I'll tell you why I care so much about this, because I live it.
I am the founder of Bloopy Durians in Bentong, Malaysia. Our farm has been featured in Bloomberg News and Asahi Shimbun, and we welcome visitors from all over the world. Many companies send their staff and management to the farm.
Our tour takes about an hour and a half. Guests plant a durian tree, ride a four-wheel drive and see durians hanging on the trees. Then, back at the farmhouse, they eat durians, learn how to tell a good one, open one themselves, and pick their own mangosteen, rambutan and other fruit.
Famous YouTubers and TikTokers have shot videos at the farm. But here is the part that pays the bills: we rank at the top of Google for "eat Musang King," and people book with us by WhatsApp straight from our website.
The reviews did the heavy lifting. Our Google reviews grew from 80 to 303, at 4.9 stars. And the story doesn't end when guests drive away. Happy visitors join our Farm WhatsApp Group and buy durians every season.
That is the same loop as the flowchart above. Be found. Be trusted. Make booking easy. Give them something worth talking about. Then stay in touch.
Don't Forget Older Visitors: They Still Spend (and Bring the Family)
None of this means turning your back on older guests. That would be a costly mistake.
AARP's 2026 travel research found 64% of adults 50 and over expect to travel this year, and one in four of their trips includes three generations. A GOBankingRates survey found people 65 and over were the most likely age group to spend $2,000 or more a year on travel.
Older visitors also buy differently. Arival and Phocuswright found 24% of travellers 55 and over walked up and bought on the spot, compared with nearly one in five under 55. On Peek's farm data, about 9.6% of bookings still happened at the gate.
So keep the gate open. Here is the smart way to see it: the granddaughter finds you on TikTok and books online, and the grandparents come, buy lunch and fill the car at your farm shop. Peek's average of 3.11 tickets per booking tells you people rarely come alone.
Design for both:
Online booking for those who want it, and a working gate sale for those who don't.
Big, clear signs and a printed price board, as well as the QR code.
Seating and shade near every activity.
Experiences that work across ages: a supper, a gentle tour, a pick-your-own.
And use your newsletter for the loyal older customers who love you already. Email lets you reach them without waiting on an algorithm.
Frequently Asked Questions
Is it true that Gen Z spends twice as much as Boomers on farm trips?
Close, but not on farm trips specifically. KOA's 2025 report found Gen Z campers spent about $266 a day in local communities in 2024, against $134 for Baby Boomers, which is nearly double. The same survey found 34% of Gen Z seek out agritourism on trips, compared with 12% of Boomers. We could not find a study that measures Gen Z spending on farm visits alone.
Are nearly half of agritourism bookings now made online?
We could not find a reliable original source for that figure. Arival and Phocuswright found 33% of tours and activities overall were booked online in 2025. Among farms that already use Peek's booking system, 88% of bookings came through the farms' own websites. So the share depends on whether your farm offers online booking at all.
What do Gen Z and millennials want most from a farm visit?
The research points to food (farm dinners and tastings), wellness (yoga, quiet time in nature), hands-on activities (animals, harvesting, workshops), photo-worthy settings, easy phone booking, strong recent reviews and a true story about the farm.
Do I need expensive software to take online bookings?
No. Many website builders have a booking feature, and there are booking platforms built for farms and tours. Start with one product and one simple checkout that works on a phone. Test it yourself before launch.
How far ahead do younger visitors book farm experiences?
On Peek's farm booking data, guests booked an average of 15.6 days before their visit. KOA found 54% of campers had booked, or planned to book, within five weeks of their trip. So promote each event at least three to five weeks out, and push hard in the final two weeks.
Will younger visitors pay premium prices?
For the right experience, yes. Real 2026 prices include $35 for farm yoga, £125 for a flower workshop, £175 for a four-hour farm safari with lunch, and $385 for a guest-chef farm dinner. But they are price sensitive, so the value must be obvious on your booking page.
Should I stop marketing to older visitors?
No. Adults 50 and over still travel a lot, often with their children and grandchildren, and many prefer to buy at the gate. The best farms make booking easy online and keep the gate, the signs and the welcome friendly for every age.
Your Next Step: Get Found and Chosen on Google
You now know what younger visitors want. But none of it matters if they check your farm on Google and find nothing, or find 12 old reviews and a 3.8 rating.
That is exactly the problem my ebook fixes.
From Invisible to Fully Booked: How to Use Google Reviews to Turn Your Farm Into a 5-Star Visitor Magnet That Fills Up Every Week is 167 pages, 15 chapters in six parts, built on my own review story, including the chart of our Google reviews rising from 80 to 303 at 4.9 stars.
Inside, you get:
Word-for-word scripts for asking for reviews at the tasting table, at the gate, with groups and in WhatsApp follow-ups, plus your away message and your first reply to a booking inquiry.
Reply templates for 5-star, 4-star and 3-star reviews and the most common complaints, so you never stare at a bad review wondering what to say.
Review law in plain English: the US FTC rule, the UK fake-review ban and Google's own policies, so you grow reviews without risking a penalty.
Five worksheets, including a weekly review tracker and a monthly booking scoreboard.
Nine checklists, including Google profile setup, your QR code sign and a 15-minute weekly Google routine.
A 30-day review sprint and a 7-day kickoff plan, so you start this week, not "someday."
It costs US$27 and comes with a 30-day money-back guarantee. If it doesn't help, you get your money back.
Not sure which part of your farm business to fix first? Take the free Farm Readiness Quiz. In a few minutes, it shows where your farm is strong and where visitors are slipping away.
And if you want more ideas like the ones in this article, download my free ebook, 150 Ways to Unlock Hidden Wealth From Your Farm. It gives you 150 practical ways to earn more from the land, buildings and skills you already have, so you can pick the few that fit your farm and start with the easiest.
P.S. Lainey Morse didn't buy new land or new animals. She took the goats she already had, gave strangers a reason to come, and made it easy to say yes. Nine hundred people joined a waiting list. What is already on your farm that younger visitors would book, if only they could find it and trust it?
Stephen Loke of AgritourismSuccess.com, whose farm is featured in Bloomberg News and Asahi Shimbun. This article is general information, not legal, tax or insurance advice. Laws, permits and insurance terms differ by country, state, province and council, and prices quoted were correct on the farms' own pages when checked in November 2026 and may change. Speak to a qualified lawyer, insurer and your local authority before launching any new visitor activity.
Sources
Kampgrounds of America (KOA), 2025 Camping & Outdoor Hospitality Report (Cairn Consulting Group; 4,119 surveys), pages 12, 13, 19, 52: https://outdoorrecreation.wi.gov/Documents/Research%20Library%20Page%20files/US%20-%20Demographics%20%26%20Participation/2025-koa-camping-outdoor-hospitality-report-vlr.pdf
Business Insider (Kelsey Vlamis), "Gen Z is transforming America's favorite budget travel option," 9 April 2025: https://www.aol.com/gen-z-transforming-americas-favorite-123002870.html
KOA, 2026 Camping & Outdoor Hospitality Report press release, 14 April 2026: https://www.koapressroom.com/press/2026-camping-hospitality-report/
RV PRO, "KOA Outdoor Hospitality Report: 52M Americans Camped in 2025," 14 April 2026: https://rv-pro.com/news/koa-outdoor-hospitality-report-52m-americans-camped-in-2025/
Expedia Group, Unpack '26 release (OnePoll, 24,000 adults, 18 countries), October 2025: https://www.businesswire.com/news/home/20251014241590/en/
Good Morning America, 2026 travel trend predictions (Expedia Unpack '26 farm stay figure), 14 October 2025: https://goodmorningamerica.com/travel/story/2026-global-travel-trend-predictions-farms-castles-film-126503264
Hospitality Net, "Slow Down, Check In, Reconnect: The Rise of Farm Charm," 15 July 2026: https://www.hospitalitynet.org/news/4133491/slow-down-check-in-reconnect-the-rise-of-farm-charm
Farming Online, Pitchup.com farm stay figures, 24 July 2026: https://farming.co.uk/news/-growth-in-agritourism-outstrips-other-domestic-holidays-new-figures-show
USDA Economic Research Service, Chart of Note on agritourism income, 5 December 2024: https://ers.usda.gov/data-products/charts-of-note/110552
Corvallis Advocate, "The Lady Behind the Goat Yoga Craze," August 2017: https://corvallisadvocate.com/lady-behind-goat-yoga-craze/
NPR / WBEZ Morning Edition, "Want To Try Goat Yoga? There's A Waiting List," 12 January 2017: https://www.wbez.org/stories/want-to-try-goat-yoga-theres-a-waiting-list/4ace9360-1fe5-491b-8562-5d850c32434d
Original Goat Yoga press release, 23 March 2021: https://www.prnewswire.com/news-releases/original-goat-yoga-brand-expands-across-the-usa-301253477.html
Original Goat Yoga, Locations & Tickets: https://goatyoga.net/get-tickets/
White Hutchinson, "The food adventurer formula for agritourism success," July 2025: https://whitehutchinson.com/news/agrinews/2025/july/article104.shtml
Outstanding in the Field, February 3, 2026 Phoenix Area Event (Steadfast Farm): https://shop.outstandinginthefield.com/products/february-03-2026-phoenix-area-event
UBC Farm, Long Table Dinner 2026: https://ubcfarm.ubc.ca/longtabledinner/
Nancarrow Farm, Farm Supper booking page, 31 October 2026: https://bookings.nancarrowfarm.co.uk/events/552
Coast magazine, "Farm to fork, sea to plate at Nancarrow Farm": https://www.coastmagazine.co.uk/food-and-drink/farm-to-fork-sea-to-plate-at-nancarrow-farm/
Wyken Vineyards, The Great Wyken Harvest Supper, 22 October 2026: https://www.tickettailor.com/events/wykenvineyards/2447926
Contiki, Voice of a Generation 2025, via Travel Industry Today: https://travelindustrytoday.com/voice-of-a-generation-what-gen-z-millennial-travellers-really-want/
Warwick Furnace Farm, Lavender Aromatherapy Hilltop Yoga: https://www.warwickfurnacefarm.com/reservations/wellness
Secret Philadelphia, Warwick Furnace Farm, Chester County: https://secretphiladelphia.co/warwick-furnace-farm-lavender-farm-chester-county-pennsylvania/
Wicked Tulips Flower Farm, 2026 ticket information: https://wickedtulips.com/pages/early-ticket-release
Arival, "Younger Tour Takers Driving Shift to Social Travel" (The 2025 Tour Taker, 2,400 travellers), 23 June 2025: https://arival.travel/?p=189070
The Ledbury Flower Farmer, Sustainable flower arranging workshop, 4 September 2026: https://www.tickettailor.com/events/theledburyflowerfarmer/2254777
White Oak Pastures, Farm Tours: https://whiteoakpastures.com/pages/farm-tours
Knepp, Pasture to Plate Safari: https://knepp.co.uk/view/safaris/pasture-to-plate-experience/
Euronews, TUI Musement survey on Gen Z and TikTok, 21 August 2026: https://www.euronews.com/travel/2026/08/21/i-saw-it-on-tiktok-48-of-gen-z-travellers-turn-to-the-platform-for-travel-inspiration
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eMarketer, Hopper "Activating Gen Z" survey data on mobile travel purchases: https://www.emarketer.com/content/gen-z-millennials-comfortable-making-mobile-travel-purchases
PYMNTS, "Mobile Phones Overtake Desktops as Consumers' Preferred Travel Booking Tool," 4 April 2025: https://www.pymnts.com/?p=2541581
Hotel-Online, Arival and Phocuswright, Travel Experiences 2026, 30 July 2026: https://www.hotel-online.com/news/travelers-are-packing-more-experiences-into-every-trip-but-refusing-to-spend-more
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Peek Pro, Farm and Agritourism Industry Report, July 2025 to July 2026: https://farmagritourism-insights.peekpro.com/
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BrightLocal, Local Consumer Review Survey 2026, 11 February 2026: https://www.brightlocal.com/research/local-consumer-review-survey/
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GOV.UK, Animal activity licensing statutory guidance for local authorities: https://www.gov.uk/government/publications/animal-activities-licensing-guidance-for-local-authorities/animal-activity-licensing-process-statutory-guidance-for-local-authorities
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Which?, "Fake reviews and sneaky fees banned under new law," 7 April 2025: https://www.which.co.uk/news/article/fake-reviews-and-sneaky-fees-banned-under-new-law-campaigned-for-by-which-aLzVp4g0S76D
AARP, 2026 Travel Trends press release, 10 March 2026: https://www.aarp.org/press/releases/2026-03-10-aarp-travel-trends-2026/
GOBankingRates survey via Nasdaq, "Which Generation Spends the Most on Travel?": https://www.nasdaq.com/articles/which-generation-spends-the-most-on-travel
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