Doreen Rheinstein
For most travellers, Africa’s wildlife will always be the number one attraction.
However, a new niche market has recently taken root: agritourism. As today’s travelers seek deeper, more authentic connections, Africa’s rural landscapes offer opportunities to connect with the heart of the continent in ways that go far beyond typical “cultural village” stops. The trip invites guests to roll up their sleeves, share meals with farmers, participate in seasonal activities (planting, harvesting, beekeeping, cheese-making) and experience the true rhythm of rural Africa.
Across the continent, agritourism is growing in popularity in Kenya, Tanzania, Morocco, Rwanda, Uganda and especially in the Winelands and Midlands of South Africa. Experiences range from coffee tours in the Kafa Biosphere in Ethiopia, to regenerative farming with the Maasai community in Kenya, to experiential cheese workshops near Kigali.
The African Travel and Tourism Association’s recent white paper “Africa’s Unexplored Tourism Niche: A Blueprint for Growth” highlights agritourism as one of the continent’s most promising emerging sectors. According to Grand View Research, the global agritourism market is expected to grow by 11.9% annually over the next five years, representing a significant opportunity for the African tourism industry. But for U.S. travel experts, this is still largely unexplored territory.
“Unfortunately, not many tourism leaders understand agritourism,” said Jacqui Taylor, founder of Agritourism Africa and regional committee chair of the Global Agritourism Network. “They keep referring to farm lodging or lodging. Agritourism is a rural tourism development that includes a variety of activities, from stargazing to farm-to-table lunches, mountain biking, trail running, and fishing.”
For U.S. travel agencies, agritourism opens the door to bookable immersive experiences. This is the perfect extra 2-3 days on a safari or city break and is ideal for guests looking for a digital detox, foodies, families or anyone looking to reconnect with nature and community.
“American travelers have seen wildlife, cities, beaches, and increasingly they want something more participatory,” Taylor said. “True agritourism is not about watching from the sidelines. It’s about entering the daily life of farming communities, learning their skills, eating their food and becoming part of their stories.”
This experience is fundamentally unpretentious. “There is a misconception that farm stays in Africa are basic or simple, but the reality is much broader. From luxury wineries such as Babylonstoren and Delaire in the South African Winelands to eco-lodges in Rwanda and immersive homestays in Gabon, agri-tourism caters to all comfort levels, including the luxury segment.”
A day in the African countryside
At Gabon Community Homestay, led by Fanely Agnouga, guests are welcomed as family and share in the rhythms of home.
“Visitors live with host families, participate in farming, preparing cassava fields, processing local food or gathering plants, and spend evenings listening to stories and learning traditions,” explains Agnouga. “It’s not a show. It’s about slow travel, reflection and real exchange.”
We don’t sacrifice comfort for authenticity. Travelers are briefed in advance and host families receive hospitality training. “Many of our visitors say their homestays are the most memorable part of their trip, and some have become ambassadors for community-led travel in Central Africa,” Agnouga said.
In Rwanda, Eco Terra Vista’s Ubumuntu Journeys is a model of how agritourism can empower rural communities and provide real experiences (ubumuntu is the Kinyarwandan term for “humanity”). Activities range from banana beer brewing, beekeeping, mountain biking on volcano trails, canoeing on the Twin Lakes and cooking traditional Rwandan cuisine with a local women’s group.
“The goal is to connect visitors directly with farmers, artisans and families, empower single mothers, support reforestation and ensure tourism revenue stays in the countryside,” said founder Jean D’Amour, who started the company while studying agriculture. His tours are budget-friendly, accessible from safari hubs and easily combined with gorilla trekking or city accommodation. This is a major selling point for US agents.
Taylor pointed out that the Western Cape remains the most accessible entry point for Americans, largely because of its proximity to cities and building infrastructure. Luxury agri-tourism destinations in the region, such as Babylonstoren, charge $1,000 to $1,100 per night for two adults, proving that rural experiences can compete at the highest luxury levels.
Which customers are best suited for you?
For tour operators, there is an opportunity in positioning agritourism as a way to add depth and authenticity to traditional African travel itineraries. Whether you’re a family looking to learn about food production, a solo traveler looking for connection, or a retired customer craving something new, Africa’s rural heartland is ready to welcome them.
But despite the appeal, there are obstacles.
“Most American travelers have limited vacation time and don’t want to trade game drives for farm visits,” said Jim Holden of US-based Holden Safaris. “It’s hard to sell unless you’re an enthusiastic ‘piper’ who can rally a group, but for niche clubs or special interest travelers, it’s gold.”
Taylor agreed: “US agents need to be proactive. Many rural operators can’t afford trade shows or DMC listings. What’s the best advice? Come and see for yourself. Once you understand the product, you’ll see how well it fits as an add-on or a unique adventure.”
Customers traveling to Africa often express concerns about safety and comfort. Taylor is quick to point out, “Rural areas are statistically safer than cities and farmers invest heavily in security. And ‘farm stay’ doesn’t have to mean ‘hard work’ – many accommodations now offer glamping, luxury lodges and curated culinary experiences.”
