MORGANTOWN, WV (LOOTPRESS) – A West Virginia University expert is leading a national initiative to help farmers and ranchers tap into the growing field of agritourism, a sector that generated $4.5 billion in revenue across the U.S. in 2022.
With funding from the USDA’s National Institute of Food and Agriculture, Doolarie “Dee” Singh-Knights — a WVU Extension specialist and professor of agribusiness economics and management — will work alongside national experts to create guidelines aimed at helping producers incorporate tourism into their business models.
The effort brings together collaborators from the University of Vermont, Penn State University, University of California, Davis, Troy University, Cornell University, Rutgers University, Clemson University, and organizations such as the American Indian Alaska Native Tourism Association, FarmStay USA and Cultivating Tourism.
“Agritourism is a valid farm diversification strategy,” Singh-Knights said.
“But we have a society where we don’t understand where our food comes from. We think it comes from Kroger. We don’t have that link back to agriculture. So, we find that if we bring visitors to the farm, we’re closing that knowledge gap with our consumers, and we’re also providing additional revenue sources for the farmers, which they need to remain profitable.”
Agritourism typically involves inviting the public to working farms for recreation and education.
However, Singh-Knights noted that the practice can expose farm owners to new liabilities and regulatory challenges.
Laws vary from state to state, and many farmers and even extension educators may be unaware of how to navigate them.
“We are educating other extension educators, and the educators are then going to work with the farmers,” she explained.
The project will roll out over three years. In the first year, the team will develop the curriculum.
The second year will focus on training operators, and in the third year, the program will be tested and refined based on real-world feedback from farmers.
A 16-member advisory committee will support the effort, drawing from a diverse group of stakeholders including visitors’ bureaus, tour companies, chambers of commerce, and organizations like the Global Agritourism Network and the National Extension Tourism Agritourism Working Group.
“We’re working with the entire agritourism ecosystem,” Singh-Knights said, “including Indigenous groups like American Indian Alaska Native Tourism Association, because agritourism on Indigenous cattle farms is going to look very different than a traditional cattle farm.”
The curriculum will reflect the regional and cultural diversity of agriculture across the U.S. — from seafood-based tourism in Maine to citrus farms in Florida and cattle ranches in the West. It will also emphasize sustainability and climate-smart farming practices.
“We have farmers doing everything within their power to implement carbon sequestration initiatives,” Singh-Knights said. “A lot of sustainable and regenerative farming happens, and I think it’s important that society understands that farming can emit carbon, but we’re also doing a lot to make sure we’re managing that carbon emission.”
The team also plans to share the curriculum internationally by linking with the Global Agritourism Network and adapting materials for use in other countries.
Singh-Knights emphasized that agritourism goes beyond casual entertainment.
“We’re not just apple picking or strawberry picking,” she said.
“This is a working farm that produces food, fiber or forestry products. We want you to understand what we do on this farm. We want you to buy our products, whether that is a commodity product or a value-added product, like alpaca socks. And we also want you to have fun on the farm, because the farm is a great place to have fun.”
