​Marijke Dunselman, founder and chief executive of AgriTourism NZ, has returned from the largest Global Agritourism Conference ever, which took place in Scotland and drew 550 delegates from 50 countries. Australia & New Zealand sent a delegation of 25 people to the three-day event.

“One of my main findings is that agritourism is no longer niche,” she says.

“It’s a powerful global trend.”

She delivered a talk at the conference on education and collaboration with Allison Clark of Agritourism Tasmania, using RockRidge in Canterbury as a case study.

“RockRidge is an amazing story of collaboration, where you have two farms working together and developing a high-end, high-quality experience with accommodation, all meals provided, and a two-day walk.”

When people hear the word agritourism, they often picture luxury accommodation developments or major visitor attractions.
But according to Agritourism NZ founder and chief executive Marijke Dunselman, many farmers already have what they need for an agritourism business sitting right under their noses.

It could simply be looking at what is already there through a different lens.

"Farms already have the land and often a lot of assets they can work with," Dunselman says.

That might include huts, shearers' quarters, farm cottages, scenery, stunning views, historic buildings or experiences.

Or, simply a chance for visitors to experience life on a real working farm.

"Visitors are increasingly looking for real, personal New Zealand experiences," Dunselman says.

"They want to see what real people do and what life on a farm is actually like."

Agritourism combines agriculture and tourism, to diversify farm income and give visitors a chance to experience rural New Zealand.

It's not just accommodation
While farm stays remain popular, agritourism can take many forms.

Some farmers offer guided farm tours, animal encounters, horse trekking, harvesting experiences or farm-to-table dining. Others have converted existing buildings into accommodation or developed walking trails through their properties.

Multi-day walks and cycling experiences are among the fastest-growing areas, while off-grid locations and even properties with limited cellphone coverage can be attractive to visitors looking to disconnect.

Research into South Island agritourism businesses found many operators started small and built on what they already had, rather than investing heavily from day one. Common offerings included farm tours, accommodation and selling products produced on the farm.

The same research found many farmers were motivated not just by income, but by a desire to share their lifestyle, preserve the history of their property and educate visitors about farming.

You don't have to do it yourself
One of the biggest misconceptions about agritourism is that farmers need to run the tourism business themselves.

In reality, there are many different business models.

Some agritourism ventures are operated by people who live on the farm. Others involve partnerships where the farmer provides the land, infrastructure and farming experience while another person manages the visitor side of the business.

For people with tourism, hospitality or marketing experience but no land of their own, partnering with a farmer can create opportunities that benefit both parties.

"There are different models and ways of making it work," Dunselman says. .... Read on

The second on-farm event of the Otago/Southland Regional Agritourism Network was held at Auld Farm Distillery in Otautau, Southland on 6th May 2026. A big thank you to Toni's hospitality, sharing their inspirational story and showing us around the whiskey and gin distillery.
Thanks also to all those that attended, the great discussions, challenges, how we can work together and hearing how your season has been.
For more info on the Agritourism NZ Regional Networks, CLICK HERE.

Webinar in collaboration with Rural Women NZ.
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International visitors and kiwi tourists are looking for authentic New Zealand rural experiences. With every part of New Zealand offering something unique; what are the pros and cons of setting up an agritourism venture, who can help, and what are some things to look out for? Agritourism CEO Marijke Dunselman will share her insights on setting up successful agritourism ventures. Marijke will be joined by Julia Broughton to talk about setting up Pōhatu Farm tours.

Sharing Shed webinars bring together inspiring speakers, fresh ideas and practical tips just for rural women across Aotearoa, New Zealand. 

If you're a Rural Women NZ member, you can view the recording of this webinar here: ​https://ruralwomen.gecco.co.nz/the-sharing-shed

​Don't hide your light under a bushel, open the gate and share New Zealand farming with the world, New Zealand's agritourism body says.

Agritourism NZ's founder and chief executive Marijke Dunselman said there was growing global demand for farm experiences, and substantial extra income to be made by welcoming international tourists onto the farm.

"New Zealand is really seen as one of the most beautiful countries in the world.

"All our farms are, you know, in the most spectacular areas, no matter where they are. I think something that farmers underestimate a bit is what they actually have [...] the space that we have and the diversity of our scenery is something that people really love."

Even simple every day experiences on farm are special, she said.
Read more & listen to the interview on Radio NZ

Many farmers and growers, looking to diversify their income, are exploring agritourism. From sleeping huts and hunting to walking trails and cheese making, more and more in the primary sector are seeing how they can introduce tourism into their operation. But is getting into agritourism as simple as throwing up a sleeping hut on the back blocks and putting up a website?

In a word: No.
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​One woman is helping our primary producers unlock their tourism potential: Marijke Dunselman, leader of the industry body Agritourism New Zealand joins the conversation.

Another fantastic article in collaboration with "Farmlander Magazine" by Niko Kloeten (for the full magazine, CLICK HERE ) showcasing agritourism operators' success stories with a focus on Ecotourism.
 
These media stories are an important way to create awareness of the opportunities there are to generate substantial additional cashflow as a way to diversify their farm income.

It's taken years of speaking at gatherings, conferences, webinars, workshops, radio interviews and podcast to help farmers understand that tourism is a viable proposition and, if they go about it the right way, can be a very profitable enterprise. 

For more and more farmers, it's a way to keep family members employed and is part of their succession planning to keep the farm in the family.

It's been an absolute pleasure working with these operators through Agritourism Academy & Community, along with one on one consultancy and international distribution services to help them build successful agritourism businesses.

We did it! The first Agritourism NZ Regional Network: Otago / Southland was launched yesterday at Welcome Rock in Garston. 

A BIG thank you to all agritourism operators who braved the elements (gale-force winds and torrential rain) to attend this festive occasion.

Everyone is excited to join this new network with the aim to collaborate, learn from each other and thrive. Smiles all around!
Thank you Tom O'Brien for hosting us in your woolshed, Jeff Grant for officially launching the first network, Joseph Mooney, MP for his support and encouragement and Sean Lysaght for partnering with Agritourism NZ with his new Agritourism Insurance product (coming soon).

And last but not least, thanks to Thriving Southland for their collaboration and to AGMARDT (The Agricultural and Marketing Research and Development Trust) for believing is this project and funding the feasibility research. It wouldn't have happened without your help.
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It's been a big job, and we look forward to rolling these out around NZ so we can continue building a thriving agritourism industry in NZ to help farmers diversify into successful agritourism businesses and delivering authentic experiences to our visitors.

Are you a Southland or Otago agritourism operator? Or are you interested in learning more about agritourism?
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​Then join us for the launch of the (pilot) Agritourism NZ Southland/Otago Network!

We're excited to launch the pilot of the first 'Agritourism NZ Regional Network: Otago/Southland'.
Join us for the first get-together to learn what it's all about.

Date: Monday 20th of September from 10am-1pm (incl. lunch)
Location: Welcome Rock Trails, Garston, Southland
Cost: small fee for lunch - amount tbc

Agriculture and tourism are New Zealand’s two biggest export industries, and a growing number of farmers are figuring out how to combine the two for profit and pleasure.

I'm incredibly honoured (and still a little stunned!) to share that the "Agritourism Academy & Community" has won the 'Best Use of Technology in Agritourism Award' at the World Agritourism Awards 2025.

It was presented last night (on the 16th of May) at the World Agritourism Day Conference, in virtual mode this year.

This award means a lot—but what means even more is the journey that’s led to it. The Academy was never just about technology. It was about finding a way to support farmers and primary producers - many of whom are doing incredible things, often in isolation - and giving them tools, connection, and confidence to grow successful agritourism businesses.

To everyone who’s been part of this journey and has supported me along the way: a big thank you!!

Most of all, this award belongs to the members of the Agritourism Academy & Community. You are the reason this exists. Your passion, your resilience, your commitment to your land and your visitors - it’s inspiring. Seeing your businesses grow and your confidence soar is what keeps me going.

I believe agritourism has a huge role to play in the future of farming, rural communities, and tourism. And with a little tech, a lot of heart, and the power of community and collaboration - we’re well on our way.

I'd also like to acknowledge the winners of these categories: 
www.worldagritourismday.com/world-agri-tourism-award-2025/

• Best Agri Tourism Initiative – Agritourism Park by Eco Terra Vista Tours - Rwanda
• Best Use of Technology in Agritourism – Agritourism Academy and Community – New Zealand
• Most Innovative Agri Tourism Business Model – Bioved Agri Farms - India
• Outstanding Cultural Preservation through Agri Tourism – Agro Ecological Recreational Cluster, Frumushika Nova - Albania

And last but not least, a big thank you to Agritourism India's CE Pandurang Taware and team for organising the 2025 World Agritourism Day Conference , the jury members for their time and my colleagues in the Global Agritourism Network.

​Dom talks with Agritourism NZ founder Marijke Dunselman about two upcoming free webinars about how to diversify your fam into agritourism (May 8th & 13th), World Agritourism Day and the Agritourism Academy.

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

​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.”

(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. 

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 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.
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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!