For the second year running, Gov. Tony Evers has acknowledged the growing impact of agricultural tourism by proclaiming Sept. 22 to Oct. 2 Wisconsin Agricultural Tourism Week.
“Our counties, towns and villages should consider policies and actions to welcome visitors traveling to Wisconsin farms throughout the year,” the guv said. “Food lovers want the relaxation, entertainment, education, food and adventure only working farms can offer.”
The Wisconsin Agricultural Tourism Association will be joined by several state leaders to help launch this special week with visits to several farms throughout the state.
“The agricultural tourism market is strong and growing,” says Sylvia Burgos Toftness, a WATA board member. “Wisconsin growers are eagerly meeting this growing demand.”
A recent Allied Marketing Research report valued the national market at $42.4 million in 2019 and projected it to reach $62.9 million by 2027. According to Allied, visitors are seeking on-farm stays, education, ecotourism, and curiosity about rural and farm living.
“Our user-friendly website, www.wiagtourism.com, makes it easy to find an afternoon or weekend of ag-adventures,” says Sheila Everhart, WATA’s executive director. “Our interactive map helps locate petting zoos, event barns, wineries, you-pick orchards and berry patches, pasture walks, corn mazes, tree farms, pumpkin patches, and more.”
Agriculture contributes more than $104.8 billion annually to Wisconsin’s economy. The state is home to 64,000 farms on 14.2 million acres, with an average farm size of 221 acres. Annually, 435,700 jobs or 11.9 percent of state employment is involved in agriculture.
The Wisconsin Department of Tourism saw tourism surge in 2021, generating $20.9 billion in total economic impact, an increase of 21 percent over 2020. In 2021, Wisconsin hosted over 102.3 million visitor trips, generating $1.4 billion in state and local taxes.
Agricultural tourism has grown annually, with visitors enjoying a wide range of activities, including farm to table events, wine tastings, harvest festivals, craft breweries, distilleries, farm weddings, art tours, and fermentation fests.
“We must continue to streamline our regulatory environment so that agricultural tourism and innovation can flourish and help our farmers, ranchers, and foresters meet the world’s growing demand for agritainment, ag education, food, feed, fuel and fiber,” Everhart says.
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