Agritourism Manager
Agritourism managers develop, plan, and oversee agritourism facilities and experiences, applying management expertise, agricultural knowledge, technology, and customer service skills to deliver high-quality, engaging experiences for guests. Their work sits at the intersection of agriculture and tourism, supporting farm viability by diversifying income through agricultural tours, farm stays, on-farm dining, and other experiential offerings.
Duties
- Design engaging and educational agritourism experiences for guests to interact with agriculture and food systems
- Develop interpretive materials and interactive exhibitor guides to help guests understand the local area’s agricultural and food history
- Welcome guests, provide information, answer questions, and lead them through the facility
- Plan and schedule agritourism activities (tours, events, educational workshops, cooking classes)
- Coordinate daily operations on the farm, including activities, staff, restaurant menus, and facilities
- Manage budgets, bookings, and supplier relationships to ensure operational success
- Hire, train, and supervise hospitality staff, visitor attendants, grounds crew, and coordinate with kitchen management to hire restaurant staff
- Promote health, safety, and customer service standards
- Coordinate with farm and kitchen teams to align menu with availability of seasonal produce
- Monitor inventory and quality of food and farm products in conjunction with agricultural managers and executive chef, if applicable to their establishment
- Oversee retail and ticket sales during on- and off-seasons to ensure business stability
- Ensure environmentally responsible practices and sustainability principles are integrated into site operations
- Promote the site through social media, tourism networks, and seasonal harvest events
Experience
Beyond technical, professional, and sustainability-specific competencies, the most important quality of an agritourism manager is an entrepreneurial mindset. Agritourism operations in Canada are most often family-owned or small to medium-sized enterprises that rely on innovation, diversification, and strong leadership to remain viable. Agritourism managers play a critical role in shaping the next generation of Canadian farms by developing new visitor experiences, expanding revenue streams, and balancing agricultural production with tourism and hospitality services.
Education
In most cases, the minimum education requirement to work as an agritourism manager is an undergraduate degree. Pursuing a master’s or doctoral degree in this field is rare and usually not necessary but may help boost career prospects. Many agritourism managers are self-employed professionals who need a working knowledge of business and agriculture.
Professional certification and licensing for agritourism managers typically is required for food safety, first aid, and equipment operation. These are credentials that can be obtained through private career colleges or professional training agencies.
If you are considering a career as an agritourism manager, the following undergraduate programs are most applicable:
- Agribusiness Management
- Agritourism Diploma
- Agricultural Management
- Agricultural Science
- Horticulture and Crop Production
- Food Systems Policy and Science
- Tourism Management
- Hospitality and Hotel Management
- Culinary Management