Dr. Rachel J.C. Fu, Chair & Professor of Dept. of Tourism, Hospitality and Event | Director of the Eric Friedheim Tourism Institute at the University of Florida
“Farm Florida: Taste, Tour, Treasure.”
Florida is well known for its beaches, theme parks, and golf courses. Beyond the postcard images, the state has a thriving agricultural backbone. Agritourism, where agriculture meets tourism, has become a meaningful way to connect visitors with Florida’s farms, ranches, and orchards. It not only diversifies income streams for farmers but also creates authentic, educational, and memorable experiences for tourists. With Florida’s diverse geography and subtropical climate, the state can offer agritourism products year-round, positioning it as a leader in the U.S. market.
Current Agricultural Products Driving Tourism
Beef and Cattle Ranches
Florida is one of the top beef-producing states in the U.S., with a cattle industry that dates back centuries. Ranches across Central and North Florida can offer horseback riding, ranch tours, rodeo demonstrations, and farm-to-table steak dinners.Citrus and Fruit Orchards
Oranges, grapefruits, strawberries, blueberries, peaches, and tropical fruits like mangoes and avocados provide opportunities for U-pick experiences, juicing demonstrations, and food festivals. Strawberry festivals already attract huge numbers, showing how fruit can drive tourism.Wineries, Breweries, and Distilleries
Florida’s muscadine grapes, honey meads, and even fruit wines (like blueberry and mango) are carving out niche tourism markets. Coupled with craft breweries that source local produce, agritourism can be packaged into tasting tours.Specialty Crops and Niche Farms
Agritourism extends to lavender farms, sunflower fields, aquaculture farms, and honey production. These allow “Instagram moments” that younger generations seek while also providing educational value.
Potentials and Further Opportunities
Year-Round Offerings: Unlike northern states limited by snow, Florida can market agritourism every season such as winter citrus harvests, spring strawberry picking, summer mangoes, and fall corn mazes.
Cultural Fusion: With diverse immigrant communities, Florida can highlight Caribbean, Latin, and Southern agricultural traditions, offering cooking classes and cultural immersion experiences.
Eco-Tourism Crossover: Florida already markets its natural springs, Everglades, and coastal ecosystems. Linking these with agricultural tours creates stronger destination packages.
Farm Stays & Retreats: Accommodations on ranches, working farms, or eco-lodges provide tourists with immersive rural experiences.
Education & Youth Markets: Partnering with schools, universities, and youth organizations could expand agritourism into “edutainment” fields such as STEM education on food systems, sustainable farming, and robotics in agriculture.
Strategies for Growth
Branding and Marketing
Develop regional agritourism trails (e.g., “Florida Beef & Citrus Trail”).
Create a statewide marketing campaign that ties Florida’s farm heritage to its tourism identity.
Leverage social media by encouraging visitors to share #FarmFlorida moments.
Partnerships
Collaborate with Visit Florida, local tourism boards, and chambers of commerce.
Partner with restaurants and hotels to feature “Farm to Florida Table” menus.
Work with cruise lines and theme parks for day-trip packages to nearby farms.
Infrastructure Development
Improve signage, rural transportation options, and visitor facilities at farms.
Offer grants or incentives for farmers to build agritourism amenities (lodging, event spaces, tasting rooms).
Education and Training
Provide workshops for farmers on hospitality, branding, and digital marketing.
Train tour guides who can merge storytelling with agriculture education.
Diversified Experiences
Blend agriculture with wellness: yoga in sunflower fields, vineyard meditation, or horseback riding retreats.
Organize seasonal events: pumpkin festivals, cattle drives, citrus harvest fairs.
Packaging Ideas
Beef Tourism Package
“Florida Ranch Adventure”: Includes a ranch tour, cowboy cooking demo, horseback riding, and steak dinner.
Add-ons: Rodeo tickets, western photography, and “ranch life” lodging.
Fruit & Citrus Package
“Pick, Taste, and Squeeze”: A day tour to citrus groves or strawberry farms with U-pick, juice tastings, jam-making workshops, and fruit-themed souvenirs.
Add-ons: Picnic baskets filled with farm products.
Wine & Brew Trails
“From Vines to Pints”: Pair local fruit wines with craft breweries in multi-stop tours.
Add-ons: Transportation, souvenir glasses, and pairing workshops.
Agri-Festival Weekends
Multi-day festivals celebrating seasonal crops—complete with cooking competitions, live music, artisan vendors, and family-friendly activities.
Farm Stay & Retreat Packages
Overnight experiences in cabins or glamping sites on farms.
Activities: barnyard chores, cooking with farm produce, bonfire storytelling.
Creating Potential Slogans
Beef:
“Taste the Sunshine, Savor the Steak.”
“From Ranch to Table, Florida Feeds the Nation.”
Fruits & Citrus:
“Pick Fresh, Live Sweet—Florida Citrus.”
“From Sunshine to Your Hands.”
General Agritourism:
“Beyond Beaches: Florida’s Fields of Fun.”
“Roots, Ranches, and Real Florida.”
Conclusion
Agritourism in Florida is ripe with opportunity. By highlighting beef, citrus, fruits, and niche agricultural products, the state can diversify its tourism economy beyond beaches and theme parks. Strategic branding, thoughtful packaging, and creative experiences can turn farms and ranches into destinations themselves. With the right mix of tradition, innovation, and hospitality, Florida can market agritourism not just as a side trip but as one of the core parts of its tourism identity.
{Image Credit: Dr. Rachel J.C. Fu} Speaker: Dr. J. Scott Angle, Senior Vice President, University of Florida
