Agritourism is emerging as one of Australia’s strongest growth sectors for the visitor economy, with new Tourism Research Australia (TRA) data confirming it delivers higher spend, longer stays and stronger regional impact – particularly for regions like the Mornington Peninsula.
The Agritourism in Australia report shows that in 2024, trips involving agritourism generated $20.3 billion in visitor spend, accounting for 14% of total tourism spend nationally. These trips include activities such as farm visits, wineries and distilleries, farm gates, Aboriginal food experiences and food markets.
Agritourism travellers consistently outperform the average visitor on key economic measures. In 2024:
18.5 million trips included at least one agritourism experience
Those trips delivered 99.9 million visitor nights – almost one in five tourism nights nationally
Agritourism travellers recorded higher spend per trip and longer average stays than other travellers
Crucially for regional destinations, almost three in four agritourism trips visited regional Australia, compared with around three in five trips overall. This reinforces agritourism’s role as a high-value driver of regional dispersal and local business spend – particularly relevant for regions with strong food, wine and farm-based offerings.
Victoria accounted for 30% of all trips involving agritourism, the highest share of any state.
Within Victoria, the Mornington Peninsula is identified in the report as one of Australia’s recognised agritourism “food bowls” – regions with a high concentration of on-farm agritourism experiences.
This places the Peninsula alongside nationally recognised regions such as the Barossa Valley, Hunter Valley and Margaret River, reinforcing its role as a destination where agritourism is already well established and capable of attracting high-value visitors.
The report also highlights Victoria’s strength in offering a balanced mix of on-farm and off-farm agritourism experiences, including wineries, farm gates, markets, distilleries and food-led hospitality – a profile that closely reflects the Peninsula’s diverse business landscape.
Demand for agritourism is broad and growing, with strong engagement across age groups and travel styles:
Adult couples are the highest-spending agritourism segment
Travellers aged 55–64 have the highest average spend per trip
International agritourism visitors spend an average of $3,894 per trip, well above the international average
Internationally, the UK, China and the United States were the top three agritourism markets, together accounting for one in three agritourism trips and $1.8 billion in spend in 2024.
For destinations like the Mornington Peninsula, proximity to Melbourne also provides a competitive advantage. The report shows domestic agritourism travellers are more likely to originate from Melbourne than the average Australian traveller – supporting the Peninsula’s role as a high-performing short-break and weekend destination.
The report reinforces agritourism as a powerful catalyst for broader local economic activity. Agritourism travellers are more likely to dine out, shop locally, visit attractions and engage with multiple businesses during a single trip.
For Mornington Peninsula businesses, this highlights opportunities to:
Collaborate across food, wine, hospitality, retail and experience sectors
Develop bookable, experience-led offerings that complement existing farm or producer activity
Position agritourism as part of a broader visitor journey rather than a standalone experience
With strong national growth, global demand and Victoria leading the way, agritourism presents a clear opportunity for Peninsula businesses to attract higher-yield visitors, extend stays and increase local spend.
Read the full Agritourism in Australia report from Tourism Research Australia.
