What Tourists Really Want When They Visit a Farm

A Practical Guide for Farm Owners Who Want More Visitors, Better Reviews, and Higher Income

Farm owners often ask the wrong question.

They ask: “What activities should I offer?”

But tourists are not choosing farms based on a checklist of activities. They’re choosing based on how the visit makes them feel.

Understanding what tourists really want when they visit a farm is the difference between:

• Visitors who complain about price

• And visitors who happily pay, take photos, leave 5-star reviews, and tell their friends

This article will help you see your farm through a visitor’s eyes — not a farmer’s.

Tourists Are Not Visiting Farms for Farming

This may sound uncomfortable, but it’s important.

Most tourists are not coming to your farm because they care deeply about:

• Yield per hectare

• Fertiliser schedules

• Production efficiency

They come because farms represent something they feel they are missing.

To tourists, farms mean:

• Slower pace

• Fresh air

• Nature

• Simplicity

• Authentic life

When farmers focus only on what they produce, they miss why people visit.

1. Tourists Want an Experience, Not Just a Place

A farm on its own is not enough.

To a farmer, land is work. To a tourist, land is a canvas for experiences.

Tourists want:

• To walk through something

• To touch something

• To taste something

• To listen to stories

• To feel part of farm life, even briefly

This is why:

• A guided walk feels more valuable than “walk around freely”

• A tasting feels more special than “fruit for sale”

• A short explanation feels more meaningful than silence

👉 Experience turns land into income.

2. Interaction Beats Observation (Every Time)

One of the biggest mistakes farms make is treating visitors like spectators.

Tourists don’t want to just look. They want to do.

They want to:

• Feed animals

• Pick fruit

• Touch soil

• Ask questions

• Take part in something real

Even small interactions matter.

For example:

• Holding a basket instead of just looking at trees

• Tasting fruit instead of only buying it

• Walking with animals instead of watching from a distance

The more involved visitors feel, the more they remember — and the more they value the experience.

3. Tourists Want Stories, Not Technical Details

Farmers love explaining processes.

Tourists love hearing stories.

Instead of:

• “This variety takes 120 days to mature…”

Tourists prefer:

• “This tree was planted by my father 20 years ago…”

Stories humanise your farm.

They want to hear:

• Why you started farming

• What challenges you faced

• What makes your farm special

• Funny or difficult moments

You don’t need to impress them with expertise. You connect with them through emotion.

4. Tourists Want Authenticity, Not Perfection

Many farmers delay agritourism because they think:

• The farm isn’t clean enough

• Facilities aren’t modern enough

• Everything isn’t “ready”

Tourists are not looking for perfection.

They are looking for real life.

They prefer:

• Real farms over polished theme parks

• Honest explanations over scripted performances

• Working farms over artificial displays

  
  

A muddy path is fine. A simple shed is fine. A small farm is fine.

What matters is that the experience feels genuine.

5. Tourists Want to Learn Something New (Without Feeling Like Students)

Learning is a big part of why people enjoy farm visits — but it must feel light and enjoyable.

They want to:

• Learn where food comes from

• Understand farming challenges

• Appreciate effort behind produce

  
  

They do not want:

• Long lectures

• Complicated explanations

• Information overload

  
  

Short, simple insights work best:

• “This is why this fruit tastes different.”

• “This is the hardest part of farming.”

• “Most people don’t know this about farms.”

  
  

Education should feel like conversation, not a classroom.

6. Tourists Want to Take Photos (More Than They Admit)

Photos are not vanity — they are memory-making tools.

Tourists want:

• Beautiful backgrounds

• Interesting moments

• Something worth sharing

  
  

This doesn’t mean building artificial photo spots.

It means:

• Clean, open views

• Clear walking paths

• Interesting angles

• Natural light

  
  

If people are taking photos, it’s a sign they are enjoying themselves.

If they are posting photos, your farm is now being marketed for free.

7. Tourists Want to Feel Welcome, Not Rushed

How visitors are treated matters more than what is offered.

Tourists want:

• A friendly greeting

• Clear instructions

• Calm pacing

  
  

They don’t want to feel:

• Like they’re in the way

• Like they’re being rushed

• Like they are a burden

  
  

Even a simple welcome changes the experience:

• “Thank you for coming.”

• “Take your time.”

• “Ask me anything.”

  
  

People remember how you made them feel long after they forget details.

8. Tourists Want Simple, Clear Pricing

Tourists don’t mind paying.

They mind being:

• Confused

• Surprised

• Embarrassed

  
  

They want:

• Clear prices

• Clear inclusions

• Clear limits

  
  

This is why:

• Packages work better than complicated options

• Fixed durations feel more comfortable

• Clear explanations reduce complaints

  
  

When people understand what they’re paying for, they are much happier to pay.

9. Tourists Want Fewer People, Not Crowds

More visitors does not mean better experience.

Many tourists prefer:

• Smaller groups

• Quiet moments

• Personal attention

  
  

Overcrowding leads to:

• Stress

• Noise

• Poor animal welfare

• Lower perceived value

  
  

Farms that limit numbers often:

• Charge more

• Get better reviews

• Enjoy smoother operations

  
  

Scarcity increases value.

10. Tourists Want Something to Take Home (Physical or Emotional)

A farm visit feels complete when visitors leave with something.

This could be:

• Produce

• A small souvenir

• Photos

• A story

  
  

Selling produce at the end of a visit works well because:

• Trust is already built

• Visitors appreciate the value more

• The purchase feels meaningful

  
  

They’re not just buying fruit — they’re buying a memory.

11. Tourists Want to Feel Safe (Without Being Reminded of Danger)

Safety is critical, but it should be invisible.

Tourists want:

• Clear boundaries

• Calm guidance

• Quiet confidence

  
  

They don’t want:

• Fear-based warnings

• Confusing rules

• Chaos

Good safety looks like:

• Clear paths

• Simple instructions

• Supervised interaction

When visitors feel safe, they relax — and enjoyment increases.

12. Tourists Want to Feel That Their Visit Matters

People want to feel that:

• Their visit supports farmers

• Their money makes a difference

• Their presence is appreciated

This is powerful.

Simple statements help:

• “Your visit helps us continue farming.”

• “Not many people get to see this.”

When visitors feel part of something meaningful, they value the experience more.

Why Farmers Often Misjudge What Tourists Want

Farmers are too close to their work.

What feels ordinary to you feels special to visitors.

What feels simple to you feels educational to them.

The danger is not that your farm is uninteresting. The danger is assuming visitors see it the same way you do.

Designing Your Farm Around What Tourists Want

You don’t need to change everything.

Start small:

• Add explanation to what already exists

• Guide instead of letting people wander

• Limit numbers instead of maximising volume

The best agritourism farms are not the biggest.

They are the most intentional.

Final Thoughts: Agritourism Is About People, Not Products

Tourists don’t visit farms for crops.

They visit for:

• Experience

• Connection

• Meaning

• Escape

When you design your farm with people in mind, income follows naturally.

Your farm already has value. Agritourism simply helps others see it.