Agritourism is a way for people to connect with the land, food, community, and culture in a memorable way. With travelers increasingly seeking local experiences, farms have a unique opportunity to stand out from traditional tourist activities.
Succeeding in agritourism takes strategic planning, a solid business plan, and a strong digital presence. And that all starts with identifying what makes your farm unique compared to competitors.
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What is a Unique Selling Point?
A unique selling point (USP) is the feature, experience, or quality that makes your agritourism business stand out from the competition. It’s what convinces people to visit your farm over others.
In agritourism, it’s not just about the products you sell, but the experience you offer that guests can’t get anywhere else.
A strong USP makes your marketing easier, gets your farm noticed online, and ensures visitors have the best experience.
Here are some examples of unique selling points for agritourism:
- Pick-your-own experiences with a behind the scenes opportunity
- Farm-to-table dinners under the stars
- Educational workshops on sustainable farming
- Seasonal festivals featuring local harvest and live music
A clearly defined unique selling point becomes the heart of your branding, marketing, and visitor experience. Your farm can thrive in a competitive market.
Why Every Agritourism Company Needs a USP
In the crowded world of agritourism, having a unique selling point is essential. Visitors have more options than ever, and your farm needs a clear reason for people to choose it over the rest.
Some benefits of a clear, unique value proposition are:
- Stand out from the competition
- Makes marketing easier and more effective
- Attracts the right visitors
- Builds trust and credibility
- Guides business decisions
- Creates memorable experiences for visitors
- Drives loyalty, repeat visits, and word of mouth referrals
A USP is the foundation of your farm’s identity and long-term success.
3 Steps to Select Your Unique Selling Point
Finding your USP is crucial in agritourism. There are a lot of competitors, and a short window of opportunity to capture tourists during their trip. Here’s a simple three-step process to identify your unique selling point.
1. Define What Makes Your Farm Unique
Your strengths can come from your property, operations, activities, products, and offerings.
Here are some examples:
- Do you grow rare crops or offer unique display gardens?
- Are pets allowed?
- Do you offer hands-on experiences? (flower picking, cheese-making, horseback riding, crop harvesting)
- Do you raise heritage livestock or have opportunities to interact with farm animals?
- Do you have rides or specific experiences for kids?
- Do you sell homemade goods? (jams, pickled veggies, bread)
Your USP lies in what your farm can offer that no one else nearby does. Read some past reviews or positive comments you have received to find some key selling point ideas.
This is an example of some paid ads I created for Tulip Valley Farms. We specifically called out their u-pick tulips because they were the only farm at the Skagit Valley Tulip Festival allowing u-pick. That was their unique selling point!
2. Understand Your Visitor’s Interests
Think about the type of people who visit agritourism farms in your area and why they seek this kind of experience.
- Are they families looking for active, kid-friendly activities?
- Couples seeking a romantic escape?
- Foodies searching for farm-to-table experiences?
Matching your unique selling point to your visitor’s wants ensures it resonates with the right people.
3. Highlight the Experience
In agritourism, people don’t just come to buy fresh produce (that’s a bonus!) They come for an experience -maybe that’s picking their own strawberries, joining a cooking class in the barn, or taking a scenic tractor ride. Emphasize the experiences that only your farm can provide to make it a must-do item on an itinerary.
Unique Selling Point Idea: Serving the Best Digital Experience
You’d be surprised how many farms overlook the importance of a digital experience – it’s just as important as the experience you offer at the farm. People are coming from out of town and searching Google to find the best farm experience. You want to make sure yours appears at the top! A strong online presence attracts guests and educates them about what makes your farm unique before they ever visit your property.
Why a Digital Presence Matters for Agritourism
A well-maintained, responsive, and functional website establishes trust right away. If someone is searching “best pumpkin farm in [your location],” there might be a lot of results. They start to click through a few websites – one takes forever to load, one is impossible to navigate, and one shows everything they need to know before visiting. Which farm do you think they’re going to visit?
A positive online experience can be your unique selling point! The easier you can make it for people to make a decision, the better impression you’ll leave with potential guests.
Here are a few key steps to boost your digital presence:
- Google Business Profile: Claim and optimize your profile with accurate hours, features, contact information, and up-to-date photos.
- Listings and Directories: Ensure your farm is listed on popular agritourism, travel, and local directories. Complete profiles help travelers find you easily.
- Website and Content: Maintain an easy-to-navigate website with clear descriptions of activities, seasonal events, and booking options.
- Features and Pricing Transparency: Make it simple for visitors to know what they’ll experience and what it costs.
By serving the best digital experience in town, you’re setting a positive first impression for your farm and setting the stage for an unforgettable visit. People who find you online are already imagining themselves exploring your fields, tasting your products, and enjoying the full agritourism experience you offer.
Finding Your Agritourism Unique Selling Point
A unique selling point is a powerful way to showcase your farm, engage visitors, and support your local community. By identifying your USP, your agritourism farm attracts the right tourists, creates lasting memories, and drives repeat business. It’s not a nice-to-have, but a need-to-have.
I specialize in helping agritourism farms drive more visitors through paid and organic marketing strategies. Let’s connect on a call to start building the foundation for your farm’s future success.
FAQs About Unique Selling Points for Agritourism
Offer unique experiences that make someone choose your farm over a competitor’s. Maintain a strong online presence to help tourists learn more about your farm before traveling.
More visitors are looking for experiential travel. They want to know what to expect at your farm and what kind of experiences you offer. Some agritourism farms offer wellness experiences alongside normal farm operations, such as yoga in orchards, farm retreats, or meditation in nature. These types of experiences are growing in popularity.
Agritourism brings visitors who spend on lodging, food, local products, and activities, generating revenue for farms and surrounding businesses in the community. It also creates more seasonal and permanent jobs in farm operations, hospitality, customer service, event planning, and tour management. It can really boost the economy in a small town (like here in Skagit County!)
