Ag Tourism

 
   
 
 
 Coming events | What is ag tourism? | How do I start an ag tourism venture? | Resources | Marketing | Research | Regulations | Ag-tourism directory | Cluster development | Important links | Ag tourism examples

Coming Events

Ag Tourism Cluster Events happening across the province this summer. I hope you have the chance to check some of these out!

Opening Your Gates to Ag Tourism Workshops
The demand for ag based attractions, events and services is growing. This workshop offers potential ag tourism operators a chance to learn the steps of starting an ag tourism venture on their farm or ranch. You will hear from those who are already in the business, discover key resource people that can help you achieve success, and meet your future partners in promotion. The workshop is facilitated by experienced workshop leaders; Carol and Dan Ohler of Thinkin’ Outside the Barn

If your community or organization is interested in hosting a workshop please contact: the Ohlers’ or Sharon Stollery at 780-968-3514 or e-mail sharon.stollery@gov.ab.ca

What is Ag Tourism?

Ag tourism is the marriage between two of Alberta's top industries - Agriculture and Tourism. It presents the consumer or tourist with an opportunity to engage in a direct exchange of values between themselves and the farm community - whether it be at the Farmers' Market, on a farm tour, at an agriculture festival or fair, or at a country vacation farm or market garden. Consider Ag Tourism a collection of ag-based attractions, events and services:

Attractions

  • Heritage farms and ranches
  • Farm recreation and visits
  • Ag industry tours
Events
  • Festivals
  • Fairs
  • Rodeos
  • Conferences/ tradeshows
  • Horse and livestock shows
Services
  • Tour operators
  • Retail (including Farmers’ Markets, U-picks, etc.)
  • Food and beverage
  • Accommodation
How Do I Start an Ag Tourism Venture?

Contacts
If you would like assistance in starting an Ag Tourism Venture contact a New Venture Specialist at the Ag-Info Centre at 310-FARM (3276), toll-free in Alberta. Kathy Bosse, Jan Warren, Elaine Stenbraaten, and Janice McGregor would be pleased to provide you with the necessary guidance to assess your Ag Tourism idea.

Online information
Launching and operating any successful business venture requires solid business and market planning. Sound development and preparation can take months, and it can take years before a business turns a profit. Be realistic in your expectations, in terms of both time and money.

For more online information on business planning, feasibility, financing and more go to Starting and Growing a Business.

See also the Publications, Research, Important Links and other information on this site.

Tourism industry information
For information, research, resources and assistance on the tourism industry in general, visit our sister department’s website, Alberta Economic Development
.
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Resources
Ag Tourism
2008/09 Agri-Preneur Scholarship Guidelines and Application Form (PDF 739 KB)

There are a number of publications available to help in the development of an Ag Tourism Venture. For hard copies of these publications call 800-292-5697. You can also use our on-line order form, or download them directly here:

For additional publications on assessing things like the financial feasibility, market potential, profitability and fit with your current operation and family needs follow this link to the AG-Alternatives Series.

Expecting Company? Preparing Your Site for Ag Tourism
This training tool has just been launched for farms and ranches interested in getting into an ag tourism venture or improving how they host customers. "Expecting Company? Preparing Your Site for Ag Tourism", is laid out to watch and learn section by section, including probing questions and activities at the end of each section. Discover ways to make the most of from a farm or ranch by looking at it from the guest's perspective. Learn how to:
  • hone in on the target audience
  • identify a site's key attributes
  • develop "see, do and learn" activities
  • offer the best in amenities
  • maximize visitor flow
  • and enhance a site's appearance and atmosphere.
Check out this short little video to get a taste of what the DVD has to offer.

To order check out the attached order form,(PDF 311 kb), call 800-292-5697 or order on-line.

Don't Fence Me In Idealetter - an idealetter for those providing a Cowboy Experience
Don't Fence Me In Idealetter, Volume 1, Issue 1, Winter 2007 (PDF 494 KB)
Don't Fence Me In Idealetter, Volume 2, Issue 1, Spring 2008 (PDF 625 KB)
.
The Canadian Farm Business Management Council offers an excellent manual called Cultivating Agritourism: Tools and Techniques for Building Success.

Health Guidelines for Petting Zoos (pdf. 97KB)

Thanks to Brad Kostyniuk of Rock Paper Internet Inc. for this 2 pager on Website Homepage Basics. (pdf 79KB)

Agritourism Health and Safety Guidelines for Children (pdf 2200 KB)


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Marketing

Marketing an Ag Tourism venture is much different from a traditional agriculture operation. In addition to selling agricultural products you are also selling services and experiences.

Travel Alberta coordinates marketing activities that are targeted at both Albertans traveling within the province and travelers from outside the province and around the world. Visit their website aimed at consumers.

They also have a website designed to provide information and resources to Alberta’s tourism industry operators. Don’t forget to register on their industry site to stay up to date on important events and marketing opportunities.

If you are member of the Alberta Farmers' Market Association, the Alberta Farm Fresh Producers Association and/or the Dine Alberta program you will automatically be linked via those groups to a website called Chomp Around Alberta. This site is set up as a one stop shop launching pad to locally raised food experiences across Alberta.

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Research

Market potential
In 2002 Criterion Research Corp. was commissioned by Alberta Agriculture, Food and Rural Development to do market research that would assess Albertans reaction to ag tourism activities. If your market is other Albertans, you as an Ag Tourism operator can use this kind of market research to:

  • Identify wording and phrasing that connects with your customers, for brochures, websites, etc.
  • Get a better idea of who your market is now, and who it could be.
  • Get a better understanding of what your customers are looking for.
  • Discover highly rated ag tourism experiences, then create travel packages or partnerships with others that provide these experiences.
Follow these links to access the results from the market research focus groups and survey:
Ag Tourism Communication Assessment (PDF - 89 KB)
Ag Tourism Market Potential Assessment

Market value and potential for alternative agricultural markets
In 2004 the Ag-Entrepreneurship Division undertook a study to quantify the current value, and determine the potential growth, of the Ag-Tourism, Farm Direct, Farmers' Markets and Regional Cuisine markets in Alberta. In addition to determining current consumer expenditure and market potential by 2010 (the estimated market value by 2010 is $1.7 Billion), the study discusses market profile, market penetration and consumer awareness. Alternative agriculture markets could nearly double in value by 2010 to $1.7 billion. The study calculates the growth potential for ag-tourism, farm direct, farmers' markets and regional cuisine marketing in Alberta, currently valued at $963 million annually. Follow this link for a complete copy of the study, including executive summary.
Alternative Agriculture Markets - condensed version (PDF - 867 KB)
Alternative Agriculture Markets Study - full version (PDF - 1246 KB)

Cross-promotion opportunities
Over the fall 2003 and spring 2004 In fact Research and Consulting Inc were commissioned to undertake a survey to investigate the cross marketing potential offered by existing ag tourism events: rodeos, fairs, and destination farmers’ markets. Event attendees were surveyed regarding four “ag experience” activity categories: horse riding on a ranch; country shopping, food, and entertainment; having fun learning about the country; and attending country style events.

Attendee awareness, impressions of, and participation in the four ag experiences were described. The survey also investigated preferences for 11 components of an ag tourism trip, including a price threshold. In addition, six market segment groupings were identified with distinctly different needs.

If you run any event like the above or provide an ag-based experience there will be information to assist you to:
  • target your marketing efforts and achieve a better return on your investment
  • understand what type of events and other operations you would be best partnered with
Follow this link to access the results:
Event Based Ag Tourism Final Report (pdf 1.4 MB)

Ontario Municipal Land Use Policy and Planning Study for Ag Tourism (pdf 779 KB)

In 2001 the Canadian Tourism Commission conducted a Travel Activities and Motivation Survey (TAMS)
(PDF - 143 KB) regarding the interest in ag tourism among both Canadians and Americans. Note that Albertan's interest was among the highest of the groups surveyed. Watch for this survey to be repeated in 2005/06.
TAMS studies have also been done in the areas of shopping and dining.
Canadian Shopping and Dining Report (pdf 468kb)
U.S. Shopping and Dining Report (pdf 512kb)

Check Alberta Economic Development, Travel Alberta, and the Canadian Tourism Commission for additional tourism research.

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Regulations

Regulations for Ag Tourism ventures depend on the nature of the operation. Whatever the case, regulators are an important member of your business development team. Contact them with your plans and learn about the regulations prior to doing any development. Develop a positive relationship with them and remember - plan well in advance.

Alberta Transportation & Infrastructure
Highway signage
866-560-7446

Alberta Health and Wellness
Food preparation and events, washrooms, hottubs
Find your health region and contact your Health Inspector:
780-427-7164 (toll-free via 310-0000)

Alberta Finance
Alberta Tourism Levy
(4% for accommodations operations with 4 or more rooms)
780-427-3044 (toll-free via 310-0000)

Local Municipality
Business licenses, event permits, development of roads, buildings, etc.
Find your local municipality:
(look under Interactive Map to link to your municipality)
780-955-3639

Canada Revenue Agency
Revenue reporting, GST, employee payroll
800-959-5525

Industry standards and accreditation:

Alberta Hotel and Lodging Association
Approved accommodation (required for listing in the Alberta Accommodation Guide)
780-436-6112

Alberta Bed and Breakfast Association
B & B inspections and standards
780-474-7046

For more information on regulations consult Farm Direct Sales: Know the Regulations

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Ag-Tourism Directory

Click here to link to the Alberta Ag-Tourism Directory, a listing of Alberta farm and ranch based Ag Tourism operations. If you have a market-ready, farm or ranch-based ag tourism operation in Alberta that you would like to be listed on the Directory contact Carol Williams at carol.williams@gov.ab.ca or 403-340-5532.

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Cluster Development

What is an Ag Tourism cluster?
A cluster is a group of like-minded stakeholders and operators who come together to increase the profile for their operations and geographic area, along an ag tourism theme.

Cluster development is an internationally recognized economic development process. We know that the Ag Tourism industry in Alberta can benefit from this process by using agriculture as a theme to link dispersed operators. Through cluster partnerships Ag Tourism operators can: access new markets, boost profile and awareness, and increase the overall appeal and draw to a region - ultimately resulting in increased profits.

In 2003 Alberta Agriculture, Food and Rural Development piloted the Ag Tourism Cluster Development Process in three regions. As a result, this process was documented and is available for use along with some accompanying resources:

Examples of Ag Tourism Cluster projects:
Edmonton Area ag tourism experiences
  • Edmonton's Countryside houses ag tourism happenings such as the Country Soul Stroll, Country Christmas and Visit the Country events.
  • Rural Rendezvous - unique country experiences, west of Edmonton
Southern Alberta ag tourism experiences Central Alberta ag tourism experiences
  • Country Drive Explore the country and discover rural attractions, events, history, markets & local cuisine - right in your own backyard.
  • Brunch on the Beach (PDF 535KB)
Kalyna/North East Alberta ag tourism experiences Peace Country ag tourism experiences Outside Alberta Harvest the Talent ... Grow the Cluster
A one-day conference to showcase Ag Tourism cluster successes
See below for copies of some of the session presentations:
Alberta Cluster Stories – Carmen Andrew
Loudon County Farms, Virginia – Louis Nichols
Rural Ramble, Ontario – Marian McComb
Placer Farm and Barn Tour, California – Angela Tahti
Website Fundamentals – Brad Kostyniuk – Rock Paper Internet Inc.

NOTE: You will require Powerpoint or Powerpoint Viewer to read these presentations. Follow this link to download Powerpoint Viewer.
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Important Links

Accommodation
Alberta Country Vacations Association ACVA is comprised of independent ranch and farm families located throughout Alberta. The organization is over 25 years old and its members have a reputation for providing authentic "country-style" western Canadian hospitality. The association and their members can also assist people who are considering opening a country vacation.

Alberta Bed and Breakfast Association ABBA is a non-profit association whose purpose is to further the Bed and Breakfast industry in Alberta by promoting high standards, cooperative marketing, government liaison, and other key issues. The association has information for people considering opening a Bed and Breakfast.

Alberta Hotel and Lodging Association AHLA produces both the Alberta Accommodation Guide as well as the Alberta Campground Guide. Contact them for your own listing.

Educational Ag Tourism
Getting Started
Learn more about the ins and outs of hosting school tours
Resources on Ag Awareness, including 3 “All About Food” resource guides
Resources on farm tours from the B.C. Agriculture in the Classroom Foundation
Check out how Cagles’s Dairy offers school tours and makes it easy for teachers to visit their farm

Trails
Alberta Trail Net - Resources and support for trail building in Alberta
Guide to Using and Developing Trails in Farm and Ranch Areas - A guide from the B.C. Ministry of Agriculture

Eco Ag Tourism
There may be a niche market for eco-friendly ag tourism operators. Here are some considerations and information for making your farm/ranch eco-friendly:
Environmental Farm Plan
Cows and Fish - Alberta Habitat Riparian Management Society
Organic agriculture
Alberta Stewardship Network
Wild Farm Alliance
European Centre for Eco Agro Tourism
Organic Holidays
United Nation SustainableTourism Development
National Geographic Sustainable Travel
Everdale Organic Farm and Environmental Learning Centre - Ontario farm

Ag tourism information from other provinces
B.C. Ministry of Agriculture and Lands

Manitoba Agriculture Food and Rural Initiatives - and http://www.gov.mb.ca/agriculture/financial/agribus/ccf01s01.html

Related diversification information
Farm Direct Marketing

Farmers’ Markets

Regional Cuisine

Farm Woodlots

Michigan State University
Agriculture Tourism links and information

Small Farm Centre
University of California Small Farm Centre

Other
The Cowboy Trail The Cowboy Trail winds its way north on Highways 6 & 22 through the foothills from Waterton Lakes National Park to Rocky Mountain House and north to Mayerthorpe. The Cowboy Trail Tourism Association is a partner in the development of the Cowboy Heritage Tourism Innovation Partnership.

The Cowboy Heritage Tourism Innovation Partnership is an initiative supported by the Canadian Tourism Commission and aimed at building networks, increasing communication and cooperative ventures along the "cowboy heritage theme". Follow the link to learn more about market research, partnering and packaging workshops and other current projects.

Jane Eckert’s Eckert Agri-Marketing – resources on agritourism and farm direct marketing

Canadian Experiential Travel Network – information on learning and enrichment travel experiences

Agritourism Quebec - Discover the richness of the Quebec terroir, share the passion of its farmers and enjoy a genuine "agritourism experience"!

B.C. Agritourism - see the world that others miss at the website of British Columbia AgriTourism Alliance

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Ag Tourism Examples

Honey/beekeeping examples
Honey Economuseum – Quebec
Intermiel – an agrotouristic experience – Quebec
Planet Bee – Honey Farm and Gift Shop – B.C.
The Honey Hive – New Zealand

Corn Mazes
Maze Designers:
http://www.cornfieldmaze.com/making_main.html
http://www.mazemaker.com/
http://www.cornmazes.com/
http://www.cornmaze.com/myfarm.htm

Alberta Corn Mazes:
Grande Prairie - http://www.cornfieldmaze.com/sites.php?ID=&username=cangrandeprairie
Bon Accord - http://www.prairiegardens.org/
Edmonton - http://www.edmontoncornmaze.ca/
Leduc - http://www.amazingfieldmaze.ca/Info.htm
Lacombe - http://www.lacombecornmaze.com/
Bowden (sunflower and corn maze) - http://www.sunmaze.ca/
Lethbridge - http://www.lethbridgecornmaze.com/
Viking- http://www.howtogotoagsi.com/ (once on this site, click on the bulletin board in bottom right hand corner)
Calgary Corn Maze - website (www.calgarycornmaze.com) currently under construction click here for pdf version (pdf 635 KB)

Other
Farm Stop – a list of ag tourism operations from across North America
Earn Your Spurs

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For more information about the content of this document, contact Sharon Stollery.
This document is maintained by Darleen Lynes.
This information published to the web on September 16, 2002.
Last Reviewed/Revised on July 17, 2008.