National Tourism Week, Agritourism Alberta and the Growing Visitor Economy

National Tourism Week (April 20 – 24, 2026) is an opportunity to reflect on the role tourism plays in Alberta’s economy, and to clarify where agritourism fits within that system.

Agritourism Alberta works at the intersection of agriculture, tourism, and rural economic development. This week highlights both the scale of the visitor economy and the growing importance of farm-based diversification.

The scale of tourism in Alberta…

Alberta’s visitor economy continues to grow, with approximately $15.2 billion in visitor spending in 2025. This reflects a strong and evolving tourism sector that supports jobs, communities, and regional economies across the province. Agritourism is part of this system, but it is not the whole system. Tourism Week is a reminder that visitor spending is a significant driver of Alberta’s economic activity and contributes to rural opportunity when aligned with farm viability and regional capacity.

What agritourism actually is…

Agritourism is a farm diversification strategy. It refers to income-generating activities that take place on working farms where agriculture remains the primary business. These farms produce food, fibre, fuel, and other agricultural outputs, and agritourism provides an additional revenue stream alongside that production.

Common examples include:

• farm gate sales and direct marketing
• U-picks and seasonal farm experiences
• ranch-based experiences
• on-farm education and tours

Agritourism is not tourism replacing farming. It is farming expanding its revenue streams in ways that remain connected to production agriculture.

Telling the farmers’ story…

Visitor expectations are shifting. People are increasingly not only seeking experiences, they are seeking understanding.

They want to learn:

• the farmer’s story
• how food, fibre, and fuel are produced
• the systems and people behind agriculture

Agritourism connects visitors directly to working farms and ranches where production is actively taking place. This creates a form of engagement that is both educational and experiential. People don’t just want to visit farms. They want to understand them.

Economic and rural impact…

Agritourism contributes to rural economic resilience in several ways. It can help:

• diversify farm income beyond commodity markets
• support seasonal and local employment opportunities
• strengthen direct-to-consumer sales channels
• provide financial stability during periods of climate or market volatility.

In some rural communities, tourism activity also supports employment and economic activity across farms, retail businesses, food services, and other visitor-facing enterprises. The scale and impact vary depending on geography, market access, and farm capacity, but where conditions align, agritourism can play a meaningful role in strengthening rural economies.

Agritourism is a growing but selective component of Alberta’s visitor economy. Its success depends on maintaining agriculture as the core function of farms and ranches while enabling compatible diversification opportunities.