Source: Radio New Zealand
Marijke Dunselman, founder and CE of Agritourism NZ © David Oakley
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.
“I’ve worked, for example, with farms that generate their own energy through hydro […] with a big waterfall coming down, for example.
“How they work the sheep and the food that they grow themselves and they drink rain water, you know, all those little things that people take for granted are actually really interesting for visitors.”
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The multi-billion dollar global agritourism market is projected to at least double in the next five years according to various research, although both global and domestic data on the trend is sparse.
Dunselman points to an increase in the international visitor spend in New Zealand generally though – from $3.8 billion the year ending November 2024 to $4.1b a year later.
If farmers want to benefit from the growth, they need to learn how international tourism works, she said.
This is only the second season Te Aratipi Station near Waimārama has been open to walkers. Meredith Lord Photography / Supplied
“What do people want? How do you price your product? What’s involved with the health and safety, the customer experience, and most of all, the marketing as well.
“You need to really diversify that distribution, tapping into all these different distribution channels and then developing, perhaps different types of experiences for the different markets.”
She said international tourists were prepared to pay extra for a guided on-farm walk and added luxury in a simple setting.
“Really comfortable beds, amazing food, an outside bath. You know, little things that suddenly make a rustic hut, a luxury hut.”
Tim talks to a boat load of people on the Hurunui River Supplied
The extra income for farmers could be substantial, paying for their children’s education and offsetting other farm costs, she said. Other benefits include allowing families to remain on the farm, with the next generation taking on the running of a lodge or guided walks.
Profit-share arrangements with other operators were also possible, she said.
On-farm retreats for visitors to learn and practice skills like food growing and photography also have growing appeal.
“You work in with other people that come in to provide services in that retreat, whether it’s a yoga teacher or whether it’s someone who knows a lot about nutrition or photography.”
Agritourism NZ launched its first regional network for agritourism operators in Otago-Southland at the end of last year and plans to launch in more regions, offering agritourism operators support and shared experiences, Dunselman said.
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– Published by EveningReport.nz and AsiaPacificReport.nz, see: MIL OSI in partnership with Radio New Zealand
