From corn mazes to farm-to-table feasts, agritourism is transforming Ontario’s rural landscape. As one of the province’s fastest-growing tourism sectors, it contributes an estimated $633 million to the economy each year and supports more than 8,700 jobs. Beyond creating memorable visitor experiences, agritourism is helping farmers diversify their businesses, strengthen local food connections, and drive economic growth in rural communities across Ontario.
“There has never been a more exciting time for agritourism in Ontario. Interest in visiting local farms is at an all-time high, driven by a growing desire to support local businesses and access healthy, locally grown, and produced food” – Darlene Downey, Chair of Agritourism Ontario
From Farm Gates to Full Experiences
Agritourism is no longer just “visiting a farm.” It has evolved into full-day experiences of farm-to-table dining, pick-your-own fields, seasonal festivals, educational tours, and nature-based recreation. Whether it’s a family exploring a sunflower field, students learning where their food comes from, or visitors enjoying a farm-fresh meal outdoors, these experiences are helping reconnect people to agriculture in meaningful, memorable ways.
New App Makes Finding Farms Easier
Finding farms and experience has just gotten a lot easier with the launch of the On Farm Fun app which is a new digital tool developed by Agritourism Ontario to help residents and visitors discover farm-based experiences across the province. Funded by the Ontario government and built by a Waterloo-based Canadian technology company, the app is designed to make agritourism more accessible, interactive, and family-friendly.
“The ON Farm Fun app is a great tool to connect families to farms. It’s very interactive and people can customize their own experiences. There’s even games for young children that will help them learn about farm life.”
Kevin Vallier, CEO, Agritourism Ontario
At the center of the experience is Barney, a virtual guide that personalizes recommendations 
based on user interests, whether that’s animal encounters, pick-your-own farms, markets, festivals, or educational activities. Users can also build custom “farm trails,” planning multi-stop rural experiences across entire regions turning a simple outing into a curated agricultural adventure. With over 800 farms to discover there are so many amazing fun experiences to discover.
“The feedback so far has been very positive. The app’s designers did an extraordinary job and we are thrilled with the results.”
Kevin Vallier, CEO, Agritourism Ontario
To start your farm adventure, search for “On Farm Fun” in your mobile app store and look for the icon shown to the right.
Supporting a Growing Industry
Agritourism Ontario, formerly known as Ontario Farm Fresh and later Farm Fresh Ontario, represents more than 300 agritourism operators across the province. The organization serves as a voice for the sector, helping members navigate common challenges while providing support through advocacy, education, networking, marketing, and stakeholder engagement. Farms includes a diverse range of operations offering pick-your-own experiences, corn mazes, farm markets, school tours, summer camps, concerts, educational programs, and other on-farm attractions. Funded through membership dues, sponsorships, and support from the Ontario Ministry of Agriculture, Food and Agribusiness, Agritourism Ontario plays a key role in advancing the sector’s continued growth and success.
A Growing Economic Driver
Agritourism has become an increasingly important contributor to Ontario’s tourism economy. By creating new revenue streams for farm businesses, supporting rural employment, attracting visitors to local communities, and strengthening connections between consumers and food producers, the sector delivers benefits that extend far beyond the farm gate.
“From job creation, to economic output, to tax revenue, agritourism is a critical piece of Ontario’s tourism sector” – Kevin Vallier, Agritourism Ontario
While farm visitation surged during the COVID-19 pandemic, visitor numbers have since stabilized at more typical levels. Even so, operators remain optimistic about future growth. Many are expanding into year-round programming, introducing new attractions, and finding innovative ways to encourage repeat visits and longer stays.
Navigating Challenges on the Road Ahead
Despite its momentum, the sector continues to face significant challenges. Rising insurance costs remain one of the most pressing concerns. During a presentation, Agritourism Ontario CEO Kevin Vallier shared the example of an agritourism business whose liability insurance premiums increased from $17,000 in 2021 to $123,000 in 2023. Annual premium increases of 20 to 40 per cent are becoming increasingly common, placing substantial financial pressure on operators. Concerns surrounding liability, insurance availability, and risk management remain top priorities across the industry.
Regulatory and planning requirements also create barriers for growth. Many municipalities continue to grapple with how agritourism activities fit within existing planning frameworks, resulting in inconsistent interpretations and approval processes. Challenges related to land-use planning, event venues, business licensing, secondary uses.
“The data certainly shows the significant economic impact agritourism has on Ontario’s economy. It also shows how much stronger that impact can be when municipalities work with local farmers who are looking to diversify to generate additional income and grow their businesses.”
Kevin Vallier, CEO, Agritourism Ontario
Security is another growing concern. Operators have reported increasing incidents of theft, trespassing, and other criminal activity. High-profile cases ihave highlighted the need for stronger farm security measures and additional support for rural businesses.
Opportunity Knocks
While challenges remain, new research points to substantial growth opportunities for Ontario’s agritourism sector. Surveys conducted by Agritourism Ontario found that 19 per cent of operators are new farmers, demonstrating how agritourism can lower barriers to entering agriculture and create viable pathways for new entrepreneurs. Industry projections suggest Ontario’s agritourism sector could double in size by 2030, while 58 per cent of operators expect continued year-over-year growth in tourism activity.
Looking ahead, operators are optimistic about the future and see diversification as a major driver of growth. Many are exploring new opportunities beyond traditional farm activities, including accommodations, special events, farm cafés, and farm-to-table dining experiences that encourage visitors to stay longer and return more often.
Looking Ahead
As Ontario’s agritourism sector continues to evolve, its impact is being felt well beyond rural communities. By creating new economic opportunities, strengthening local food systems, and reconnecting consumers with the people and places behind their food, agritourism is helping build a more resilient and diversified agricultural sector. Although challenges related to insurance, regulation, and security remain, the industry’s outlook is overwhelmingly positive. With growing consumer demand, innovative tools such as the On Farm Fun app, and continued investment in new experiences, agritourism is well-positioned to play an even greater role in Ontario’s rural economy in the years ahead.