Agritourism: A new way to travel — and to profit

We are in the height of the travel season, and consumers are venturing out in record numbers to enjoy the beauty that our state has to offer. In Colorado, we often think of the wondrous Rocky Mountains for recreation: whether for a casual hike, a vigorous bike ride or the wintertime adventure of skiing and snowboarding. But, did you realize that the heart of our state is agriculture?

Colorado’s farming and ranching community has earned a solid reputation as a leading producer of barley, cantaloupe, lettuce, potatoes, sweet corn and winter wheat. According to the Office of Economic Development and International Trade, Colorado boasts the highest milk production per dairy cow in the United States. The agricultural and food industry in Colorado generates more than $5 billion annually in economic output.

So, naturally, the state of Colorado is focused on promoting our assets. The term “agritourism” was coined to encompass the activities, services and events, related to agriculture, that happen on farms and ranches throughout the state. These experiences provide the consumer or traveler with the culinary adventures they desire and provide education on the heritage and natural resources Colorado has to offer. Agritourism activities can be divided into three categories: on-farm, food-based and heritage activities.

On-farm activities can include farm-to-table dinners, weddings and special events, corn mazes and wagon rides, school and educational tours and farming seminars/workshops. At farm-to-table dinners, talented chefs create culinary masterpieces, utilizing fresh produce from the farm and locally sourced ingredients, to provide an epicurean experience for guests. Farm tours educate visitors about the crops that the farm specializes in and the philosophy the farm employs in raising those crops. Seminars and workshops allow participants to experience and learn sustainable agricultural practices firsthand.

Food-based activities can range from a visit to the local farmer’s market, winery tours and tastings, microbrewery visits and harvest and food festivals. These unique leisure activities offer consumers a value that they are willing to pay for. On a recent visit to a local winery, I was able to speak directly with the farmer. I not only learned valuable information about their growing process, but was able to glean helpful techniques to take back to my own garden to employ for a bountiful crop!

Heritage activities, which may or may not occur on the farm, include barn dances, rodeos, stock shows, county fairs and numerous other events that highlight the agricultural community. Travelers also can visit historical museums, pioneer settlements and shows that feature farm machinery from the past to the present day. This year, Boulder County celebrates a 147-year tradition with the Boulder County Fair, the oldest fair in the state of Colorado.

Agritourism is a major sector of the larger travel and tourism industry in Colorado, and has become increasingly important over the past decade. Tourism is an industry that has a major economic impact in Colorado and provides more than 5,400 jobs in Boulder County alone. More than $21 million in local taxes and $13 million in state taxes are generated by the industry.

In a recent report, released by the Colorado Tourism Office, Colorado welcomed more than 77 million visitors in 2015 and total direct travel spending reached $19.1 billion. Two-thirds of that total was spent by travelers who stayed in overnight paid accommodations. The return-on-investment that Colorado enjoyed was $478 in travel spending for every $1 invested in paid media.

This year, when you are making plans to experience Colorado, consider the myriad of opportunities available to you in the Agritourism sector. Visit a winery and taste the premium wines that our state produces. Or, visit one of the more than 150 breweries located throughout the state to see why Colorado is rated as one of the best beer producing states in the country. Stop by a farmer’s market and take advantage of the fresh, bountiful crops available right next door.

Bon appétit!

Nancy Rezac is executive director of Visit Longmont.

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