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Agritourism is one of the country’s biggest sub categories in tourism and over the years it has continued to change in an evolving landscape. Agritourism New Zealand chief executive, Marijke Dunselman recently shared her insights on how the agricultural sector can continue to be revolutionised and how it can cultivate success by building profitable businesses.
With a career spanning nearly three decades in the tourism industry, Marijke has dedicated her expertise to bridging the gap between agriculture and tourism, breathing new life into rural communities and helping farmers to explore the potential of tourism on their lands.
Marijke’s vision for Agritourism New Zealand is clear: to unlock the untapped potential of farms and rural areas by transforming them into vibrant tourist destinations.
“Over the years, I’ve worked with hundreds and trained thousands of tourism businesses.” “But I’ve always been passionate about working with farmers because they have amazing land and opportunities.” she says.
The Agritourism Academy
Central to her mission is the Agritourism Academy, a initiative offering comprehensive courses on establishing agritourism businesses. “The Academy aims to teach people how to build a profitable business by leveraging the unique assets of their farms.” says Marijke.
With a curriculum covering everything from marketing strategies to sustainable practices, the Academy empowers farmers to embrace tourism as a viable income stream.
The Importance of Agritourism
For Marijke and many others, agritourism represents more than just economic opportunity—it’s a means of fostering connection and sustainability. Kirstie Macmillan, co-owner and general manager of Farm to Farm, a company that creates travel experiences with a rural focus in New Zealand and globally, echoes the significance of this, especially with the importance of sustainability.
“For farm hosts and visitors (and certainty our business- Farm to Farm) a big component is the fact people enjoy connecting with food and fibre producers in a world where most people are so remote from farms and where their food comes from etc. The more we can do on that front, the better.” says Kirstie.
A Changing Landscape
Before the onset of the pandemic, agritourism was already gaining traction as travellers sought authentic experiences and a deeper connection with nature. However, the pandemic accelerated this trend, driving a surge in domestic tourism and highlighting the importance of rural attractions. Marijke says “During COVID, the one good thing, of course, was domestic tourism. People had a taste of amazing experiences and are now seeking something different.”
The Road Ahead
Despite its growth, agritourism still faces challenges, including limited government support and the need for structured education and training. Marijke emphasises the importance of sustained effort and collaboration to realize the full potential of agritourism in New Zealand.
“It’s been a huge amount of work, but really great.” “But, we need continued support and investment to ensure the long-term success of agritourism.” she says.
