For generations, farmers have operated under a financial rulebook dictated by unpredictable weather, fluctuating commodity prices, and escalating costs. Success was tethered to what could be harvested, shorn, or slaughtered. Luckily, things have changed.
Agritourism has fundamentally rewritten the rules of farm profitability by converting everyday agricultural events into sellable experiences.
This evolution doesn’t mean abandoning primary production. Working farms all over Queensland are retaining their core agricultural role, while also tapping into tourism as an additional revenue stream. When drought, floods, or biosecurity threaten returns, a steady influx of urban travellers seeking authentic regional escapes is proving to be an attractive financial cushion.
Examples of Farm Diversification
I’ve seen some amazing examples of diversification, including:
A commercial flower farm opening Pick Your Own days to the public (popular model for fruit producers)
A goat dairy running goat kid yoga classes
Farm building off-grid cabins for accommodation
A family farm converting a sheep shearing shed into a B&B
There are endless ways you can do it. Look at your local area, your history. You’ll find there is a lot of inspiration to draw from.
How to Craft Messaging for Agritourism
Transitioning from a business-to-business (B2B) wholesaler to a customer-focused brand is change you’ll feel. You are no longer just selling a commodity; you are selling an experience, a heritage, and a destination. Beautiful photos go a LONG way, but without a clear, compelling message about what experience your offer, you may find admirers don’t turn into visitors.
You’ll need to turn website or Instagram visitors into bookings. You might also need to turn your messaging into compelling funding or awards applications. The key is to switch from talking about what you produce to how and why you produce it.
You need to pin down your story and who you are speaking to. What is it that makes your offering unique? How do you want people to feel when they are at your property? That mental or emotional transformation is what guests/visitors are looking for in an experience.
Here’s an example of how your messaging would have to change. Imagine your run a goat dairy.
Goat dairy, B2B production messaging: “I manage a herd of 100 Anglo-Nubian dairy goats across 80acres of rich Scenic Rim pasture and do on-site pasteurisation to supply artisanal cheese retailers."
Goat dairy, Agritourism messaging: "Bottle-feed our playful baby goats, learn the art of traditional cheese-making from our head cheesemaker, or enjoy a curated grazing board on the deck while taking in the breathtaking views.”
These two things are happening on the same property, but your speaking to the, now, two different jobs that your farm has.
Where Does All This Messaging Go?
Depending on the business you’re spinning up on your farm, you’re going to be communicating in a few different places. For example:
Website
Social media accounts
Visitor guides
Signage
Media kits
Email newsletter
Booking sites (if you’re offering accommodation)
Pitches for local partnerships
Grant applications
Awards applications
Don’t let this overwhelm you though. You may have a collective of amazing skills within your business already. You might have someone that can spin you up a website, or someone that can set up your Google advertising. Or you might need help from a content consultant. Either way, you shouldn't let the daunting task of content creation stop you from tapping into a massive new revenue stream. You focus on the farming and hospitality; let a specialist content consultant handle the words that drive the profit.
Say Yes to The Adventure
Agritourism can transform how your farm makes money. It will mean your value isn’t only set by price per kilo, but also by your farm's story, heritage, and lifestyle. You can build a resilient, multi-layered business that helps keep your farm profitable and thriving for generations to come.
If you want to talk about your farm’s potential, let’s talk.
Note: Agritourism Queensland is representing and advocating for the interest of farmers who have taken this path. Their aim is to drive innovation, help inform policy and to advocate for agritourism in Queensland. One big issue that is top of mind for most is the flexibility (or lack there of) in planning and land use rules around the state.