The Utah Department of Agriculture and Food (UDAF) and the Utah Office of Tourism (UOT) announced the release of the 2026 Utah Agritourism Study. Funded by an American Rescue Plan Act (ARPA) grant through the U.S. Department of Commerce Economic Development Administration, the report quantifies the industry's value and provides guidance for developing Utah's rural and agricultural tourism sectors.
Key findings from the study show that agritourism visitor spending generates approximately $44.8 million in annual economic activity in Utah. Between 2002 and 2022, income from Utah's agritourism and recreational services increased by more than 600 percent, rising from about $1.9 million to $13.7 million.
The study estimates that the potential agritourism market in Utah could attract up to 300,000 visitors annually, with a significant portion consisting of Utah residents.
UDAF Commissioner Kelly Pehrson stated that agritourism provides an option for producers to diversify operations and connect with communities. Pehrson noted that adding agritourism elements can help strengthen the viability of farms and ranches. UDAF intends to use this research to support producers exploring these opportunities.
Agritourism serves as an intersection between Utah's tourism and agriculture sectors, allowing farmers and ranchers to offer supplemental or primary income through experiences like farm stays, harvest demonstrations, farm-to-table dining, and hands-on activities.
Natalie Randall, Managing Director of the Utah Office of Tourism and Film, said that investing in agritourism is a way to shape state growth by inviting visitors onto working lands for educational experiences. Randall stated these opportunities can elevate the traveler experience and diversify revenue for local producers.
The study also found that agritourism spending often extends to nearby businesses such as restaurants, gas stations, lodging, and retail stores.
To support this sector, UDAF has launched a Utah Agritourism program and website at agritourism.utah.gov. The platform includes the Agritourism Resource Hive, which offers guidance in five sectors: Direct Sales, Education, Entertainment, Lodging, and Outdoor Recreation. The state also provides a free Agritourism Directory and features members in social media and newsletters.
