Agritourism 



IN NEW HAMPSHIRE 



Laura Pfister and Robert A. Robertson 



f I ^ he tourism industry is important throughout 

 I the world. Tourism represents over 4 trillion dol- 

 I lars of world spending activity. In New Hamp- 



.^L. shire, tourism is the second largest industry in 

 terms of employment generation and third in spending/ 

 receipts. According to NH Office of Travel and Tourism 

 Development statistics, the total impact of travel spend- 

 ing was estimated at $3.3 billion in 1992. The natural 

 landscape is a cornerstone of the tourism industry, offer- 

 ing a wide range of opportunities based on the rural or 

 cultural attributes of New Hampshire. Agriculture also is 

 an important part of the state's economy. According to 

 recent information from the NH Department of Agricul- 

 ture, New Hampshire agriculture is valued at $450 million 

 per year. Specifically, food and specialty products ac- 

 count for $125 million, ornamental horticulture (green- 

 houses, nurseries etc.) account for approximately $150 

 million, and fruit and vegetable production contributes 

 about $49 million. 



Until recently, there has not been a great deal of 

 cross-communication between these two sectors in New 

 Hampshire Both activities share a common natural and 

 economic resource base which is beginning to be ex- 

 tended. For example, it is estimated that about a third of 

 total tourism dollars is spent on food. Other links are 

 highlighted by recreational access to private farmland 

 and the existing network of successful fairs, farm stands, 

 and lodging (bed & breakfasts) emphasizing rural at- 

 tributes. 



Agritourism represents a opportunity to meld agricul- 

 tural production with rural tourism. Producers can edu- 

 cate and share their resources with members of society 

 who, for example, are searching for opportunities to get 

 away from daily routines or want to experience rural 

 lifestyles. The goal is to preserve the rural character of 

 the state while providing local residents with an opportu- 

 nity to supplement or diversify income. In New Hamp- 

 shire, agritourism spans a wide range of on-farm recre- 

 ation and hospitality businesses. There are two broad 



categories. The first serves to focus on the rural or farm 

 experience and the second concentrates on the creative 

 sale and marketing of traditional agricultural products. 



Farm tours are most commonly associated with first 

 category of agritourism. Farm tours typically provide visi- 

 tors or school groups with an overview of agricultural pro- 

 duction and a basic understanding of the specific chal- 

 lenges facing New Hampshire farmers The most common 

 objective of farm tours is to promote the products of the 

 farm and to increase sales. Other reasons for developing 

 farm tours are to promote the industry or to create em- 

 ployment opportunities for family or friends. Farm tours 

 are already common in New York and the Midwest farm 

 belt. 



Other examples of agritourism enterprises that focus 

 on the rural or farm experience include farm vacations 

 (all-inclusive opportunities to experience firsthand rural 

 lifestyles and participate in a range of farm-related and 

 general "rural" activities for extended periods of time), 

 farm bed & breakfasts, petting zoos, fee hunting and fish- 

 ing, horseback riding, hay rides, and farm-based cross- 

 country skiing. Many of these activities are really subsets 

 of a larger rural tourism industry. These enterprises pro- 

 vide the opportunity to supplement income from the 

 land while providing recreation opportunities for others, 

 thus equalizing the distribution of costs and benefits. 

 They also serve to provide educational opportunities for 

 those interested in the region and can build understand- 

 ing of how the rural landscape has been transformed 

 through the generations. 



U-pick fruits (strawberries, apples, blueberries etc.), 

 Christmas trees, and vegetables are the most common 

 examples of the second category of agritourism enter- 

 prises that focus on the direct sales of agricultural prod- 

 ucts. These activities provide consumers an opportunity 

 to see how food is produced, thus building an awareness 

 of where products originate. Other examples include sea- 

 sonal festivals (i.e., spring planting, strawberries in early 

 summer, apples and pumpkins in fall), food processing 



FEBRUARY ♦ MARCH 1996 



