South Australia’s tourism industry is well positioned to target the nation’s $17.4b agricultural tourism market – leveraging its reputation for premium produce to attract more visitors.

Agricultural Tourism – or agritourism as it is commonly known – is a type of experiential travel which connects people to product or produce, delivered on farming land through an ‘on farm’ experience.

Wine tourism is a form of agritourism and currently accounts for $894m of the $994m spent on agritourism in South Australia.

The State Government through the South Australian Tourism Commission this week launched the South Australian Agritourism Sector Plan 2025 which sets a bold vision to grow the state’s agritourism visitor spend to $295m (not including wine tourism) by December 2025.

The plan aims to take the knowledge and learnings developed through the state’s world-leading wine tourism reputation and apply it to other types of ‘on farm’ visitor experiences to help realise the potential in the broader agritourism market.