Agritourism Boom in Rural Wisconsin

By Heather Schlitz

BLANCHARDVILLE, Wisconsin (Reuters) – A dead-end dirt road in rural Wisconsin leads to a pasture filled with Highland cattle, Icelandic sheep, and an Airbnb converted Airstream trailer.

Farmer Brit Thompson capitalizes on urbanites’ desire for rural experiences, benefiting from a growing $4.5 billion agricultural tourism industry, according to USDA data. This trend comes as traditional farm income declines, partly due to low corn and soy prices.

Thompson’s Airbnb provides a more stable income than her sales of beef and lamb to restaurants and consumers. With a regular flow of guests, especially from the Chicago area, her revenue helps buffer against volatile markets. During the pandemic, agritourism thrived, offering a socially-distanced vacation alternative.

As the industry continues to grow, about 7% of farms in the U.S. engage in agritourism, enhancing revenues by tens of thousands annually. Short-term rental platforms report a 77% increase in farmstay listings over five years.

With farm incomes declining and industry challenges mounting, agritourism offers a lifeline. Farmers are diversifying their income sources, with some finding sustainable ways to maintain their farms amid economic downturns.

Family farms are often unavailable for tourism due to location, owner reluctance, or compliance costs. However, agritourism helps maintain farm ownership, pay debts, and attract younger generations interested in such ventures.

Thompson enjoys teaching guests sustainable practices, sharing her rural lifestyle with her daughter, and embracing a modern entrepreneurial spirit. The younger generation is reshaping agriculture through innovation and adaptation to new opportunities.