The Winding Track to Success: A peak body for Queensland Agritourism

I love what I do. I particularly love sharing news about something that brings me much pride and a sense of achievement – the formation of a peak body for agritourism in Queensland. A peak body by farmers, for farmers. Just as it should be.

I believe the real magic of agritourism comes through connection and storytelling. Stories that come from the heart, from personal experience, and from the genuine characters living, working, and loving the land. I am a proud farmer in agritourism, and to share the motivation for forming Agritourism Queensland and our future plans to support our farmer members, is to share part of my own story and that of my fellow farmers in this exciting industry. It’s been a long dusty road to travel to where we are now. What are our challenges and what’s next along this winding track to success?

As I often say in my own farm newsletter, grab yourself a cuppa – here we go.

“I’m just a farmer”. It’s a phrase that my husband, Dave, used often when we first met. It took me some time to understand why, and even longer to remove the phrase from his vocabulary. In fact, it was our move into agritourism that was a catalyst for Dave allowing himself to feel like he was more than just a farmer – that his contribution to community was more than just cents per litre. But, the more I talk to farmers across the state, the more I wonder whether we should encourage this phrase back into our conversations. Not because I believe that any of us are just farmers, but because it’s clear that the greatest hurdle for farmers diversifying into agritourism is the misconception that farming is no longer at the core of our business, and our hearts. And it’s this inaccurate assessment that will undo the wonderful work of the tourism bodies embracing, supporting, and recognising the potential of our industry.

As farmers, we are constantly urged to build our resilience – to rise to the changes in social expectations, climate, and financial environment. It seems forgotten that we practically invented the term resilience – we live it, every day. It’s in our DNA. We are the biggest gamblers, the ultimate optimists, the masters of innovation. When faced with the challenges of life on the land, with steely determination and a never say die attitude, we find a way through, over, around – whatever it takes. Giving up is not an option. Yet, when we make the quite challenging decision to diversify our income through agritourism, we’re often penalised for choosing this pathway to build resilience.

You see, despite the fact that agritourism by its very definition, is conducted on our farms, it’s regarded as off-farm income in every way that counts for a primary producer. Often, this so-called off-farm income can render farmers ineligible for grants, disaster assistance, concessional loans and more. And perhaps even more difficult for farmers to overcome is the pressure that can come from their own peers. The stigma that can be felt when diversifying into agritourism can at times, be too much. I have been called a pretend farmer, no longer a REAL farmer, more times than I care to remember, and that hurts. It’s these comments that cause others to reconsider their interest in agritourism, and ultimately lessen their ability to ride the wave that is farming. And it’s these sorts of comments that can leave farmers feeling isolated and alone in this bold new world they’re venturing into.

When we do come together, you’re sure to hear this well-loved phrase from the American farmer, and author, Joel Salatin, used more than once, “Everything I want to do is illegal!”. The life of a farmer in agritourism often feels this way. The phrase sums up how we feel moving into this space, navigating our way through local government planning regulations. In my 16 years of agritourism I can’t remember any farmer sharing the story of a smooth pathway to agritourism success. It’s testament to their determination that many of them have continued to push forward and to make this leap of faith work for them. It’s clear that these challenges with local planning stem from a lack of understanding of what agritourism truly is, and what it means for the future of agriculture and regional tourism.

Would you like to know the quickest way to make an insurer head for the hills? An off the cuff remark that you’d just like to add tourism to your farm policy please ought to do it! They say you should never work with children or animals. Combine the two and you’ve got an underwriter’s worst nightmare it seems.

As farmers dip their toes into the water of diversification, many look to the obvious start-up opportunities of basic camping and farm accommodation in existing farmhouses. Often, we’re encouraged down this path with little consideration given to the added liability and biosecurity risk that visitors to a working farm bring. Time poor and new to the industry, reading the fine print is often put to the side and few realise that the insurance cover they choose can still leave them liable. That liability can threaten the very thing that many of us have ventured into agritourism to protect, the family property – the thread that is woven through the fabric of generations of families on the land. Even more frightening is the fact that many insurance companies will no longer offer insurance for agritourism. Premiums are skyrocketing and shopping around is a thing of the past.

So, dear reader, you’ve heard all about our challenges – I’m sure many of you will be already familiar with some of the roadblocks to success for our industry. But what of the opportunities? We know the potential for this industry is enormous – we’ve not yet begun to scratch the surface of extraordinary experiences that can be offered by farmers, on their farms. Nor have we in farming, recognised the potential that agritourism presents to change the future of agriculture – to build businesses that can rise to the challenges that we face in this changing world of farming.

On farms all over Queensland, there are agritourism gems just waiting to be unearthed – stories of life on the land ready to be shared around the campfire, in outback paddocks that lay under a blanket of a million stars. Long tables beautifully set in the cow paddock, awaiting the arrival of guests and a farm to table experience like no other.

There are agritourism businesses just waiting to hit the go button; those wanting to expand their offering and those ready to embark on the adventure. But they are drowning under overbearing, outdated regulatory frameworks that don’t recognise the needs of agriculture in a modern society. And right there, we have the motivation behind creating Agritourism Queensland – a peak body by farmers, for farmers.

Forming this organisation has been an unachievable goal for many years. In various forms, within various regions, many have tried without success. Until now. The coming together of a group of passionate farmers in agritourism driven to make change, an agricultural peak body ahead of the game that recognised the need for farm diversification, and the agritourism skills and knowledge powerhouse that is Regionality Pty Ltd. This was the beginning for Agritourism Queensland, and this is the beginning of meaningful change for our industry.

In 2020, the Queensland Farmers’ Federation (QFF) brought together a team of carefully chosen stakeholders from tourism and farming – a think tank. Together, under the guidance and expertise of Rose Wright from Regionality, the Queensland Agritourism Roadmap was developed.

At the time, the three core themes of that roadmap were Strategic Leadership; Regulatory and Policy Reform; and Sector Development. That hasn’t changed. This roadmap set the foundation for Agritourism Queensland and, with the recent updates by our management committee, now forms the basis of our strategic direction.

Although funding was not forthcoming at that time, the desire to move forward continued to burn. Regular conversations between farmers – in fact 3 of us now form part of the AQ management committee – focused on how to bring together this peak body for farmers. It was clear that at its core, this had to be farmer led.

The monumental change needed will only occur if farmers in agritourism – those who live this life, intimately know the challenges and opportunities that it brings, and have skin in the game, are leading the process. For a time, it seemed the best solution was to form a small group of farmers to at least start the ball rolling. There would be little resourcing and no funding but at least we could make a start.

QFF remained interested in this space and continued to lobby the Department of Agriculture and Fisheries (Queensland) (DAF), resulting in a small funding allocation. The funded project was to establish a peak body, that once formed, would become a completely independent member organisation. And here we are.

Agritourism Queensland is here for the long haul. Our management committee well understands the need for a sustainable, resilient model. We are all farmers. Farmers from diverse agricultural sectors, broad geographical locations across the state, offering unique agritourism experiences, and each brings a distinct perspective to the mix of challenges, opportunities, and priorities. Collectively, we bring over 60 years of agritourism experience. Have some of us been on the wrong side of a council compliance notice more than once? Have we learnt how to navigate the local planning scheme and sit within a whisker of requiring a DA? Do we have the passion, determination, and grass roots knowledge of agritourism to be the voice for change? Yeah, yep, and you bet!

Despite, or perhaps because of, our collective experience and deep desire to create change, we have no plans to go it alone. Agritourism Queensland is working towards membership of QFF – we believe strongly in the value of a united voice for agriculture.

We’re developing partnerships and genuine relationships with Tourism Australia and Tourism and Events Queensland, and with the Rural Tourism Organisations (RTOs) and the myriads of other tourism organisations that seek to encourage and welcome visitors to rural and regional communities across the state. We’re working to build a rapport with relevant government departments on all levels. We’re committed to connection and collaboration for the growth of our industry.

Our goal is to give farmers across Queensland the skills, confidence, and regulatory environment that fosters success – to enable them to create agritourism businesses where visitors will make memories to last a lifetime.

Memories that can only be made when connecting with country, with the farmers who live and love this life, and with the food that comes from the hands of a farmer, on their farm. And most importantly, we’re committed to create an environment that protects and supports our farmers and the primacy of agriculture.

Our AQ To-Do list feels more overwhelming than my own farm list at times. Choosing where to begin can be difficult but we believe that recognition of what agritourism truly is, is fundamental to creating meaningful change.

A move into agritourism is not a change of use, it is a change of mindset.

Like many others in this industry, the way I view my farm business – the opportunities and the challenges – has changed, but my core business has not, and I shouldn’t feel under threat of losing my identity and my credentials as a farmer because I’ve made the decision to diversify my income stream in this way. I’ve opened my gate to visitors, not closed the gate on agriculture. The two can quite happily co-exist, albeit with some creative adjustments to farm life.
Just as it is for my fellow farmers in this industry, the health of my farm and my animals, the quality of my produce, and the sustainability of my farm business remains my core focus. My clothesline is full of work shirts and denim. I often end the day smelling of sour milk and covered in splashes of black mud from the pig wallows. I am a farmer and primary producer, and I should continue to be recognised that way. Agritourism Queensland will continue to advocate for agritourism, and the income derived from it, to be classed as ancillary to farm business operations.

But advocating for this recognition is only half of the story. We want to see agritourism recognised separately to rural tourism. Staying on a property with the token 3 sheep, some chooks, and a horse, whilst a beautiful country experience, is not a farm stay. There’s a world of difference to the way these businesses can and do operate, and we believe they should be celebrated as very different experiences.

At AQ, we believe there’s an opportunity to create a whole new narrative around the unique experiences that visitors to working farms can enjoy. There’s something so special about walking onto a working farm and being greeted by the warmth of a farmer’s country hospitality and character. Their love for what they do, their connection to their land and animals, and their stories of weathering the storm of farming. It’s a special kind of tourism, and a completely different visitor experience.

Creating a community for our members is also a priority. We want our farmers to know they have a safe place to gather – a place where they can share stories, seek advice, and contribute to the success of others in the agritourism industry. Our regular webinars will include Friends of AQ – invited guests who become part of our community. A brains trust for our members on everything from Safefood regulations to collaboration and packaging. These webinars will be the conduit between farmers and stakeholders, and provide our management committee with further valuable insights into the industry’s priorities.

We have already begun work on a partnership proposal with a well-regarded rural insurance provider to develop an industry specific package. One that recognises and rewards safe and well managed agritourism businesses, and offers real protection for the farm. This partnership will help deliver a risk management framework that assists farmers to understand and reduce the risks associated with welcoming visitors to a working farm and provide benefits to their business well beyond the reduction in premium.

With the Olympics in Brisbane fast approaching, the opportunity to create experiences that showcase the breathtaking beauty of our farms and rural landscapes, the exceptional quality of our farm produce, and the genuine characters of our farming communities on farms across the state, will be determined by the willingness to make change.

Without change we will see agritourism businesses close and the quality of experiences offered diminish.

While our focus is on farmers in agritourism, we recognise the contribution that rural tourism businesses make to the local rural economy and community, and AQ commits to supporting and engaging with these businesses. The local restaurants, tourism experience operators, and country accommodation providers are an important part of our industry success. We welcome businesses who see value in working with agritourism operators and encourage them to join our growing community.

There’s a sense of excitement around the formation of our peak body – a renewed confidence from farmers in the industry that we might just have a chance to bring about change. The time is right for agritourism. It feels like the stars are aligning at just the right moment. More farmers are starting to embrace the idea of diversifying in this way, and I think finally tourism is ready to embrace us – not just as we are, but because of who we are.