Travel activities and motivations survey — U.S. travel market

Participating in Agro-Tourism While on Trips of One or More Nights

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A Profile Report — August 27, 2007
Executive summary

Over the last two years, 10.4% (23,067,110) of adult Americans participated in an agro-tourism activity while on an out-of-town, overnight trip of one or more nights. Going to an entertainment farm (4.9%) or a fruit-picking farm (4.6%) were the most popular activities, followed by dining at a farm (2.8%) and visiting a harvesting or other farm operation (1.2%). 23.8% (5,489,762) of those participating in agro-tourism reported that this activity was the main reason for taking at least one trip in the past two years.

Relative to the average U.S. Pleasure Traveler, those who participated in agro-tourism while on trips are somewhat more likely to be female and married with dependent children (18 and under) living at home. This segment is similar to the overall average in terms of age, education and household income ($76,866). They are overrepresented in Alaska and the New England and Middle Atlantic regions of the United States. They are well-represented in communities of all sizes. Over the past two years, those who participated in agro-tourism activities on trips traveled more frequently than the average U.S. Pleasure Traveler and they were more likely to have taken a trip to Canada (22.3% versus 14.6%). The most common Canadian destinations were Ontario, British Columbia and Quebec, however they were highly over-represented among U.S. visitors to all Canadian provinces and territories making this segment a good target for Canadian tourism initiatives.

Travelers who participated in agro-tourism activities were more active on trips than the average U.S. Pleasure Traveler. They were especially likely to have engaged in family activities and often visited educational attractions (e.g., historical sites, museums & art galleries, science & technology exhibits). They were also more active than the average U.S. Pleasure Traveler in outdoor activities and especially horseback riding and strenuous outdoor pursuits (e.g., cycling, board and blade activities, extreme sports). This segment was also more likely to take tours and cruises and especially tours in the wilderness or countryside and fresh water cruises. They most often stayed at public campgrounds and were much more likely than average to stay in a country setting (e.g., farm or guest ranch). This segment looks for vacations that are family-oriented (e.g., enrich family relationships, keep family ties alive), intellectually stimulating, physically challenging and offer lots to see and do for both adults and children.

Most of those who participated in agro-tourism activities while on trips used the Internet to plan (75.6%) and book trips (53.6%) in the past two years. They are avid consumers of travel-related media and can also be effectively targeted through family and home-oriented media (e.g., parenting magazines, home and garden television).