Farm Tourism

Set up and run a farm tourism or agritourism venture to expand a farming business to allow tourists to visit.

Course Code: BTR205
Fee Code: S2
Duration (approx) Duration (approx) 100 hours
Qualification Statement of Attainment
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Agritourism or Farm Tourism is fast becoming big business

Farm Tourism, also known as agritourism is an industry that is evolving from the need to add different revenue streams to a farm or primary producer and when it is done right, it can be big business.

Whether you produce or grow wine, dairy, fruit or vegetables, there is often the option to add the experience of visiting your property and allowing your customers to not only witness how you grow or produce your product but experience, learn and taste the product fresh from you.

Who wouldn’t want to explore a beautiful winery and see how your favourite blend is created from grape to bottle? Or maybe it’s the sweeter things in life like honey that takes your fancy. Agritourism is a growing industry for agriculture where the general public can catch a glimpse of the world that makes, grows, creates and produces many of the wonderful products produced and grown on farms.

There are many options for farm tourism and agritourism to be varied and scalable. In this course you will learn how to take opportunity and turn it into activity with potential to diversify and create new streams of income while building community and brand awareness.

 

Lesson Structure

There are 8 lessons in this course:

  1. The Scope and Nature of Rural and Agricultural Tourism
    • Background and History of Farm Tourism
    • Forms of Agribusiness for Managers and Farmers
    • Agritourism Beyond the Farm
    • Types of Agricultural Tourism
    • Possible Issues
    • Animal Welfare
  2. Creating an Agritourism Setting
    • Planning Your Offering
    • Resource Management
    • Selecting Target Markets – Market Segmentation
    • Marketing Approaches
    • Legal and Health & Safety Requirement
  3. Managing an Agritourism Business
    • Managing the Physical Resources
    • Managing People
    • Setting up and Running a Farm Shop
  4. Agricultural Tourism Accommodation
    • Styles of Accommodation
    • Costing Accommodation
    • Maintenance
    • Farm Tours and Activities
    • Identifying Major Target Groups
    • Tours Within the Farm
    • Tour Schedules and Bookings
  5. Designing and Conducting Tours and Activities
    • Creating and Delivering Activities
    • Creating Activities Outside the Farm – Mobile & Online
  6. Agritourism Events
    • Types of Agricultural Events
    • Planning for an Agricultural Event
    • Phases of Delivering an Agricultural Event
    • Dealing with Event Issues
    • Managing Visitor Access
  7. Marketing and Promoting an Agritourism Business
    • Introduction to Customer Relationships
    • Customer Care Policy
    • Customer Care – Levels of Involvement
    • Effective Communication
    • Dealing with Complaints
    • Self-Evaluation
    • Maximising Customer Service
    • Importance of Market Research
    • Analysing Costs and Benefits
  8. Special Project - PBL – Design a Farm Tour Activity Problem-Based Learning Project

Each lesson culminates in an assignment which is submitted to the school, marked by the school's tutors and returned to you with any relevant suggestions, comments, and if necessary, extra reading.

Aims

  • Determine agritourism prospects for a property or wider community in a rural area.
  • Identify and plan development of potential agritourism attractions.
  • Explain critical tasks that require management in an agritourism enterprise.
  • Compare options for providing accommodation facilities and services for agricultural tourism.
  • Explain some of the considerations for designing and conducting various activities for agricultural tourism, including farm tours.
  • Explore the diverse activities possible for agritourism and your region and globally.
  • Identify the most appropriate agritourism marketing tools to effectively promote your business.
  • Create and present a plan with specific strategies for integrating an element of farm tourism into the operation of an existing agricultural business.

What You Will Do

  • Find and investigate marketing materials that promote agritourism.
  • Observe behaviours of the animals in agritourism and consider the animal welfare.
  • Identify potential hazards in agribusiness including how event organisers mitigate hazards.
  • Perform a S.W.O.T. analysis to help identify the events Strengths, Weaknesses, Opportunities and Threats in an agritourism business.
  • Investigate the creation, sales or service of a food product related to an agribusiness, such as a café, food truck or road-side stall.
  • Research how and where you might go to recruit staff for your business including seasonal workers such as backpackers or fruit pickers.
  • Consider the physical and safety resources required to run an agribusiness.
  • Identify utilities and furnishings that you both consider to be essential and non-essential.
  • Identify of costs associated with the accommodation (budget, intermediate and luxury) and estimate amounts for each.
  • Explore and experience virtual or mobile farm tour activities.
  • Create a mind map for an agritourism event that you would like to run.
  • Identify the apparent success of an agritourism attraction based on observations such as potential income and public interest.
  • Research examples of advertising for agribusiness events in your area (billboards, signs, pamphlets, tv or radio advertisements, email etc) and conduct a cost benefit analysis, considering things like longevity, reach, target audience and monetary cost.
  • Integrate theoretical information to derive sensible solutions to potential problems involved in integrating farm tourism.

Reasons to study this Course:

  • Value Add to farm income – to create additional and/or alternative income
  • Explore alternative, perhaps more sustainable tourist industry options
  • Reduce risk when developing a new agritourism enterprise
  • Operate agritourism enterprises more efficiently
 

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Course Contributors

The following academics were involved in the development and/or updating of this course.





Tutors

Meet some of the tutors that guide the students through this course.

Diana Cole

Diana Cole B.A. (Hons), RHS Diploma in Horticulture, BTEC Higher Diploma in Garden Design, Diploma Chartered Institute of Personnel & Development, PTLLS (Preparing to Teach in the Life Long Learning Sector), P.D.C.

In addition to the qualifications listed above, Diana holds City & Guild construction qualifications and an NPTC pesticide spraying licence (PA1/PA6). Diana runs her own landscape gardening business (Arbella Gardens). She also has skills gained through leading a group of volunteers renovating a local park on behalf of a local council and has been a volunteer leader with the British Trust for Conservation Volunteers. She continues to teach the Royal Horticultural Society qualifications (Levels 2 and 3) at her local college. She is a member of The National Society of Allotment and Leisure Gardeners Ltd.

Alexander O'Brien

Alex was born and raised in Cork, in the Republic of Ireland. Having been trained in Architecture, Permaculture, Mechanical Engineering, Ceramics, Furniture Design/Construction, Sustainable building and Art,Craft and Design, his knowledge base is broad. Much of his professional work has been designing and making nature inspired spaces, creative reuse of materials, permaculture and natural ecology regeneration.

That being said, in his own words, "....my real passion is teaching. I adore sharing my knowledge and experience. Seeing students progress, and learning, that is my soul food."'

Lyn Quirk

Lyn has 35 years of experience in the Fitness, Health and Leisure Industries. She has a string of qualifications that are far too long to list here; being qualified and registered to teach, coach or instruct a wide range of different sports and other skills.

Lyn established and managed Health clubs at three major five star resorts on Australia's Gold Coast, including The Marriott. She was a department head for a large government vocational college (TAFE), and has conducted her own aquafitness business for many years. Lyn has among her other commitments worked as a tutor for ACS for almost 10 years, and over that time, participated in the development or upgrading of most courses in her fields of expertise.

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