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:

• What agritourism is and the latest trends
• Local visitor stats and what they mean for farmers
• Different business models – from farm stays to tours and experiences
• Real examples from successful agritourism operators
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One of the highlights was hearing from Tom O’Brien of Welcome Rock Trails near Garston, who shared his experience and answered questions from the group.
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.

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