Great turnout at 'Opportunities in Agritourism' workshops in Tokanui & Lumsden (Southland NZ)22/4/2025   We had a great couple of days in Southland last week, running Opportunities in Agritourism workshops in Tokanui and Lumsden. Close to 40 farmers came along to learn more about how agritourism could fit into their farm business – whether they’re just starting to think about it or already offering something.
The Catlins and Northern Southland are the perfect locations for agritourism – coastal views and wildlife in Catlins area, and rolling hills and mountains in Northern Southland. Both regions have plenty of potential when it comes to hosting visitors. The workshops covered:
It was great to see such strong interest and open discussion. Thanks to everyone who came along – we’re looking forward to working with more farmers to help them develop agritourism businesses in Southland, the Home of Agritourism.
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 Click on image to download the full article. I had the pleasure of working with Carly Gibbs, writer for Horticulture's NZ Magazine "NZ Grower & Orchardists on an article about the opportunities in agritourism.
The article highlights the rising popularity and potential of agritourism in New Zealand, showcasing how rural landowners like Tim Rosamond are transforming their agricultural properties into tourism experiences. Tim, a former IT executive, now runs Avocado Tours NZ on his 3.8-hectare orchard in Katikati. Tourists are often awed by his tall, widely spaced avocado trees, which resemble a forest park. His tours, which include tastings and educational insights, cater to a range of visitors and provide an additional income stream alongside traditional avocado growing—especially important in a volatile market. The story illustrates how agritourism offers a valuable diversification opportunity, even for those with small landholdings. Marijke Dunselman, CEO of Agritourism New Zealand, emphasizes that a large property isn’t necessary—some operators succeed on just half a hectare with high-value offerings like luxury cottages or boutique experiences. Agritourism ventures like glamping, food experiences, cycle trails, and eco-cabins (e.g. PurePods) are becoming increasingly popular, and some, like a young South Island couple, are generating substantial income. Agritourism’s appeal lies in authenticity, education, and connection to land and food. International visitors are especially drawn to horticultural experiences, which are seen as accessible and non-confrontational. Programs like the Agritourism NZ online training and industry advice from groups such as Kiwifruit Vine Health help ensure biosecurity and sustainability standards are maintained, making agritourism a professionally viable path for growers. The article also touches on the wider impact of agritourism on regional economies and tourism strategies. Oscar Nathan from Tourism Bay of Plenty notes that it supports sustainability, attracts high-value visitors, encourages travel to lesser-known areas, and aligns with global trends like “slow travel.” The success of Kiwifruit Country Tours, which hosts thousands of cruise passengers each season, underscores the potential scale and market reach of agritourism. As one guest summed up after visiting Tim’s orchard: even an avocado skeptic can be converted through a good story and a great guacamole. CLICK HERE to view the full article  www.purepods.com Home to incomparable natural landscapes, unique wildlife and the finest drops of gilded grapes, Aotearoa invites exploration without limits — no matter the season. New Zealand is home to remarkable unique rural stays that lie among some of the most beautiful landscapes in the world. New Zealand farm stays in particular have pushed the boundaries to what a country stay can look like, offering tailor-made experiences for both the energetic globetrotter and the relaxed vacationist.
In New Zealand, a farm stay will never be just one note, from a hands-on farming experience to luxury stays offering high-class retreats for a more catered experience. While the accommodation is an important factor when choosing a farm stay, the highlight for most guests are the experiences. “More and more visitors are seeking personalised experiences,” says Marijke Dunselman, Founder and CEO of Agritourism NZ, considered the industry body for agritourism in New Zealand. “Many farms offer other types of experiences such as fully catered multi-day walks and bike trails.” The growth of agritourism in rural New Zealand - who can benefit from this ever-increasing trend?21/1/2025  (Article by PGG Wrightson Real Estate - January 2025) From off-grid Airbnbs, to experiencing ‘life on the farm’ and access to remote and private locations, the move to agritourism in rural New Zealand is on the up - providing numerous opportunities for property owners to benefit from multiple income streams.
And now we’ve got a bunch of exciting new ventures for property owners and visitors alike. But what exactly is agritourism, who can benefit from what it has to offer and what are some of the challenges operators may face? At its core, agritourism is about property owners diversifying their income. Agritourism NZ, the industry body for agritourism in New Zealand, describes it as ‘a combination between agriculture and tourism, to promote sustainable tourism, support local agriculture and provide economic benefits to primary producers and rural communities’. You also don’t have to look far to find many different real-life examples of agritourism ventures. In recent years, glamping escapes have become an extremely popular option for rural and semi-rural properties. These are typically off-grid accommodations, with all the modern comforts and ‘rustic’ elements - such as open fires and bathtubs under starlit skies. Providing visitors with unique lodgings, day-to-day farming operations can remain largely undisturbed while also allowing for another way to profit off the property. Other agritourism businesses include farm tours, mountain bike and hiking trails on farms, horse treks, a creamery with cheesemaking tours and even simply making a picnic area available for tourists to enjoy lunch while sunflowers bloom around them. Opening up properties for hunting is another favourable venture for many farmers. A large Horowhenua rural property sold in early September, marketed as an impressive recreational hunting block, along with well maintained all-terrain and four-wheel drive vehicle tracks - and it was noted that opportunities for future development include tourism hunting (as a deer park), horse trekking, mountain biking or bird watching.  Wow, what a year it's been. The biggest highlight was working with a so many passionate, smart and talented people who are all dedicated to developing and growing sustainable quality agritourism experiences and organisations both withing NZ and internationally. And you did it!
Agritourism NZ and the Agritourism Academy are going from strength to strength with a range of new initiatives planned for 2025. If you're interested in learning more, subscribe to our newsletter. Have a great end of 2024 and a big thank you for all your support. May 2025 be your best year ever 😀 ! I've just returned from Europe, where I was invited to speak at the Scottish Agritourism Conference. What an amazing event, very professionally run and such great speakers and conference participants.
Scottish Agritourism is one of the leading Agritourism organisations in the world and has achieved results in terms of training farmers, influencing government legislation, obtaining funding and building a great membership. It was so nice meeting such passionate agritourism operators and other speakers from around the world. We were also hosted for several days and visited farms with agritourism operations, farm stores and stayed at some beautiful farm accommodation. It was also interesting to see that more than half the people attending the conference (around 350 people) had been to New Zealand working on farms and/or had family here. Such lovely people, such a beautiful country... I've learned a lot myself and am feeling inspired to move Agritourism NZ to the next level.
We did it! Agritourism NZ has just received the Qualmark Gold Award!
A big thank you to everyone that keeps encouraging and supporting the Agritourism NZ journey to help farmers and landowners build strong and sustainable businesses. It's been a long and windy road, and we couldn't have done it without you! What does a Qualmark Gold Accreditation mean? "A Gold business is a best-in-class sustainable tourism business in New Zealand, delivering exceptional customer experiences, an integral part of everything they do. A Gold Sustainable Tourism Accreditation identifies those businesses leading the way in making the New Zealand tourism industry a world-class sustainable visitor destination." See: https://qualmark.co.nz/how-qualmark-works/sustainable-tourism-business-criteria for more information Qualmark's criteria have also become the first in New Zealand to gain official recognition by the Global Sustainable Tourism Council (GSTC), meaning members can be confident that achieving Qualmark certification meets global standards of sustainability. Our partnership with Qualmark benefits our members and Agritourism Academy & Community with ongoing workshops, tools and expertise in to help build strong, sustainable businesses. Join the Agritourism NZ Network and become a member of the growing community of New Zealand's favourite agritourism businesses.
If you'd like to be part of this growing sector in the tourism industry, market your business, connect with like-minded people, join the bi-monthly expert sessions, get access to some great benefits & deals, and support our advocacy work, then join the club! This membership is for farmers or land owners who are operating an agritourism business (or would like to do so) on their farm, vineyard or orchard. NOTE: Other membership tiers will be launched soon. Go to www.agritourism.nz/membership for detailed info & registration.   Join us at the Agri Innovation Summits to delve into on-farm diversification.
The evening will start with Cameron Bagrie, who will offer invaluable insights into current economic trends. Following this, three expert speakers will present practical approaches for generating additional income streams within sheep and beef farming. They will cover a range of topics, including solar energy, agri-tourism, and developing a farm-to-plate brand. Each speaker will share innovative strategies and real-world examples for reducing costs and creating supplementary revenue. Dinner provided with drinks generously sponsored by Bayleys! Guest speakers Cameron Bagrie – Bagrie Economics Cameron Bagrie, a renowned economist with a deep understanding of New Zealand's agricultural sector, will provide an economic outlook for the farming industry. His insights will help attendees understand market trends, financial risks, and opportunities for growth. Cameron's expertise is instrumental for farmers looking to navigate the complex economic landscape and make informed decisions. Duncan Humm – local farmer creating additional revenue through solar Duncan Humm, a deer farmer from Mt Somers in Mid Canterbury, who will be speaking about his innovative journey into land-use diversification. Duncan has successfully leased part of his family's 150ha dryland farm for solar farming, partnering with HES Aotearoa and Solar South West to develop a 35ha solar farm. He will share insights into how this sustainable approach not only supports renewable energy but also allows for simultaneous crop production and livestock grazing under the solar panels. Don’t miss his valuable perspectives on sustainable and profitable farming practices. Duncan Smith & Annabel Tapley-Smith – Waipawa Butchery Duncan Smith and Annabel Tapley-Smith farm Patangata Station in Central Hawkes Bay and have diversified their operations by acquiring Waipawa Butchery. They will share their journey of integrating farm production with retail, offering a unique perspective on adding value to farm products. Their story is an inspiring example of on-farm diversification. Marijke Dunselman - Agritourism NZ Marijke Dunselman, founder of Agritourism New Zealand, is a seasoned professional in (agri)tourism business and marketing consulting. Having worked with hundreds of farmers and tourism businesses as a consultant and trained thousands of businesses for over 26 years, she has a profound understanding of the (agri)tourism sector. In 2019, Marijke took her passion for the field a step further by establishing Agritourism New Zealand. The organisation seeks to uplift farming communities by promoting agritourism opportunities, fostering income diversification, and enhancing resilience. This is achieved through the development of training programmes, speaking engagements, networking, advocacy & research, and marketing.  The Experience Agritourism in Tassie's North is not far away! (31st July - 5th Aug)
A little bit of background. Last year, I was invited by Allison Clark (Agritourism Tasmania) to speak at the Agricultured Conference in Launceston. The conference was one of the most exciting and interesting events I’ve been to, and Allison and I hit it off due to our mutual passion for innovation and collaboration in agritourism. We started talking about a collaboration between Agritourism Tasmania and Agritourism New Zealand where we would invite New Zealand agritourism operators to Tasmania this year and next year, invite Tasmanian operators to New Zealand. Allison and her team went to work and have organised a fantastic 5-day experience combining the AgriCULTURED Conference along with a trip in Tasmania’s North where you’ll discover all about the fascinating culture and heritage, agri-food and agritourism.  This webinar, hosted by the Global Agritourism Network can now be viewed on Youtube showcasing three successful agritourism operators in New Zealand. Enjoy!
 JOIN US FOR THIS WEBINAR ORGANISED BY THE GLOBAL AGRITOURISM NETWORK ON FRIDAY 19TH APRIL AT 9AM (NZST):
AGRITOURISM MARKETING: THREE REMARKABLE CASE STUDIES IN NEW ZEALAND Register at Webinar Registration: https://www.uvm.edu/vtrc/future-agritourism-gatherings Moderator: Marijke Dunselman, Founder of Agritourism New Zealand & the Agritourism Academy. Panelists: Shaun Monk — Island Hills Station Walk www.islandhillsstation.com Amber Tyrrell — Valley Views Glamping www.valleyviews.co.nz Rachel Bartrum — Lynton Downs Farmstay www.lyntondowns.co.nz Description: What are the most successful strategies for marketing agritourism operations? Join Marijke Dunselman, Founder of Agritourism New Zealand, and three farmers to hear their tips, tricks, and lessons learned. Marijke will start off the webinar with an overview of agritourism marketing. Amber Tyrrell from Valley Views Glamping will share how their agritourism glamping business has grown through social media marketing. Shaun Monk from Island Hills Station will talk about how his business grew after the borders closed due to Covid and had to focus on the domestic market with the support of media, especially TV and newspaper for their 3-day walk on a high-country station. Rachel Bartrum from Lynton Downs Farmstay, a historic homestead that has been restored after a severe earthquake, hosts mainly international visitors through travel agents. We’ll explore how these three different approaches to marketing have relevance for agritourism operations of all sizes in all different parts of the world. To register for this free webinar, visit: https://www.uvm.edu/vtrc/future-agritourism-gatherings  We did it!
It's been a huge job and it's been a few years in its development... but, we did it! The doors of the Agritourism Academy & Community are now open :) The Agritourism Academy is a new (first of its kind) 'one-stop-shop' online community to help farmers and land owners start and grow a successful agritourism business. We'll provide all the training, planners & resources you need, connect you with like-minded agritourism operators, hold live sessions, and support you on your agritourism journey saving you time and money by getting it right from the start. Click on the button below to check out what's included and AN AMAZING INTRODUCTORY OFFER of 50% OFF + BONUSES for the first year! This offer expires on the 31st of March 2024, so join now! Unlocking the potential of Agritourism with Marijke Dunselman & Dominic George (Rural Exchange)13/2/2024  Tourism has long been identified as one of the most prosperous industries for New Zealand, not only helping tourists visit the amazing place we call home but also providing thousands of jobs up and down the country.
A sub-category within the tourism industry that continues to grow is the burgeoning sector of Agritourism in New Zealand. Industry expert and Agritourism NZ CEO Marijke Dunselman shares her insights and strategies for success. With a focus on New Zealand's central Otago region, Dunselman discusses the changing landscape of tourism, noting a significant increase in affluent travellers. This demographic shift, as Dunselman points out, leads to longer stays and higher spending, particularly from American and European visitors. "At the moment, people are spending more and staying longer," she observes, highlighting a trend that benefits local businesses and encourages deeper regional exploration. Dunselman emphasises the importance of rural experiences in enhancing New Zealand's reputation as a safe, premium travel destination. She discusses her collaboration with high-country stations to refine their offerings. "It's really fine-tuning that offering and the pricing and the marketing." She also touches on the potential for collaboration between farms to create high-value experiences, like developing multi-day walks. Another focal point of the conversation is the agritourism Academy, which Dunselman has been developing for a year. The academy offers a platform for online learning, community interaction, and a wealth of resources for agritourism operators. "There's all these very in-depth training courses," Dunselman explains, also mentioning weekly Q&A sessions and the opportunity for community members to collaborate and support each other. Looking ahead, Dunselman talks about an upcoming free webinar aimed at those curious about agritourism. Scheduled for February 23rd, the webinar aims to shed light on the viability and opportunities within the sector. She also shares plans for an exchange program with Agritourism Tasmania, including a trip to a notable Agritourism conference and reciprocal visits to foster cross-cultural collaboration and learning. The episode encapsulates the essence of New Zealand's agritourism potential, driven by knowledgeable and passionate individuals like Marijke Dunselman. Through her insights, listeners gain a deeper understanding of the sector's dynamics and the strategies needed to navigate and thrive within it.  In a year that has challenged many Kiwis, with multiple devastating weather events, a national election and more Founder and CEO of Agritourism NZ Marijke Dunselman tells REX host Dom George that she is optimistic about the emerging trends in agritourism and recounts her experiences with innovative farming operations that have created memorable experiences and lucrative income streams.
She highlights the recent launch of the Agri-tourism Accelerator, a training program that has added value to 94 farmers' lives. She also discusses her role as the chair of the education committee for the newly formed global agritourism network, reflecting her commitment to promoting agritourism. "The trends are great. People are coming back, international visitors, and they're spending more and they're staying longer," she says. This shows that the agritourism sector is attracting attention and interest from both local and international tourists. She further mentions the increasing demand for tourism experiences within New Zealand and globally. Dunselman recounts her experience speaking at various conferences and interacting with farming groups. She observes a rise in interest in agritourism among farmers, as evidenced by her interactions. "I've been talking to a lot of farmers this year...But the trends are great." The conversation also touches on Agritourism NZ's partnerships with other organisations, including MediaWorks and PurePods. Dunselman expresses excitement about these partnerships and their potential to advance the agritourism industry. Looking ahead, she talks about launching the Agritourism Academy and online community in January, which aims to provide resources and information to those interested in growing their agritourism business.  It's always great to connect with Dom. We had a good chat about Agritourism when I met with him in the studio in Dunedin in October 2023.
Watch this space as we are planning a series of Agritourism Podcasts in the near future. To listen to this podcast, click on the button below.  I had a great chat with Dominic George from Rural Exchange about agritourism, and my trips to Tasmania and Borneo (speaking at agritourism conferences there). Check out: https://www.rexonline.co.nz/home/podcasts.html (just scroll down a little on the Podcast page.)
Today is our last day in Sarawak, Borneo and what an incredible couple of week it's been. I was invited to speak at the Sarawak Agrotourism Conference, an international conference with 22 speakers from all over Australasia. Sarawak is at the start of its agritourism journey. The government is right behind the development of this exciting sector for farmers to diversify and develop sustainable and regenerative businesses. Their support will be an important part to move the sector forward. It was so interesting to hear speakers from a wide range of backgrounds; from scientists to university professors, from professionals in this field to farmers and government officials. And it was fantastic to finally meet in person the people I have been meeting on zoom at online conferences and at committee meetings for the Global Agritourism Network such as Pandurang Taware who has achieved amazing results in developing agritourism in India, and John Stanley. Borneo is an island twice the size of NZ. About a quarter is Malaysian, a very small part is Brunei and the largest part is Indonesian. The people are incredibly friendly, always smiling. The food is amazing (we love eating in villages, check out the video below), nature and wildlife are beautiful. No overtourism in this part, in most places we were the only westerners. We stayed around the Kuching area (incl. Mt Santubong) for the whole time. Personally, I really like the idea to 'live like a local' and really get to know one place well rather than rush from one sight to another. We explored farmers markets, local food, hikes in the rainforest on the lookout for wildlife (saw probiscus monkeys, orang utangs, lizzards, spiders, Irrawaddy dolphins, crocodiles, lots of butterflies and more.. It's been an amazing experience and I'd like to thank and congratulate Nor Azmi Sulong and his team from Derrisen, the conference organiser, for this highly professionally organised event. I look forward to seeing how agritourism in this beautiful part of the world will develop and benefit farmers here. We'll be back!
 To read the full article, go to: www.stuff.co.nz/business/farming/132604009/farmers-spot-agritourism-potential
 New Zealand owned and operated, the PurePod is designed from the foundations up for environmental sustainability and minimalist luxury. If you are the guardian of a stunning, secret slice of Aotearoa that others will enjoy, PurePods are keen to discuss partnering with you. They are looking for landowners who share our values to help them grow their PurePods network and let more visitors enjoy their luxurious off-grid accommodation experience.
Click here for more information on PurePods. Over the next two days, the World Agritourism Day Conference will take place online. The International Conference on Green Growth through Agri Tourism has been organized to provide a forum to discuss Agri based Tourism.
This will be achieved through the presentation of successful examples, examination of the mechanisms (both institutional and practical) that have led to successful implementation, discussion of the actors involved and analysis of the lessons learned. Furthermore, it is aimed to showcase a vital role of environmentally sustainable and socially responsible tourism development in global warming – climate change and green tourism development to development partners or donor countries. There will be 36 speakers from countries around the world and I am honoured to be one of them. To register for this (free) virtual conference, go to: https://lnkd.in/g8Tdh8yh  Twenty-three farmers and rural landowners participated in a workshop designed to support potential agri-tourism operators across the Whanganui province.
Whanganui & Partners hosted an agri-tourism workshop with agri-business strategic consultancy group Agritourism NZ, delivering a full-day seminar providing insight into the economic and sustainable benefit of “tourism in our own backyard”. The group present will now form a network to collaborate with other agritourism operators around New Zealand. Educational tours, multi-day walks, wine tasting or cheese-making are just some of the ideas that future agri-tourism business owners could be looking at providing, promoting provincial New Zealand to the world. “We had an amazing turnout and great engagement in the agri-tourism workshop, with many ideas and opportunities for farmers and landowners to set up or expand their rural offering,” Whanganui & Partners’ strategic lead for agriculture, Colleen Sheldon, said. CLICK HERE to read the rest of the article in the Auckland Herald  The Central Economic Development Agency (CEDA) wants to diversify farms in the Manawatū with the introduction of their new Regional Agritourism Accelerator Programme.
Tailored to any farmer seeking to venture into tourism, CEDA in partnership with Agritourism NZ can help them add value to their farming operations. Coming to Manawatū on May 8, the pilot programme will cover everything from starting a business to marketing and product development. Click here to read more. |
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