Philippines Agritourism Market Size, Share, Trends and Forecast by Tourist Type, Activity, Booking Channel, Sales Channel, and Region, 2026-2034

Philippines Agritourism Market Summary:

The Philippines agritourism market size reached USD 1,615.23 Million in 2025. The market is projected to reach USD 3,912.56 Million by 2034, growing at a CAGR of 10.33% during 2026-2034. The market is driven by robust government support through the Farm Tourism Development Act, which provides a comprehensive legal framework and technical assistance to establish farm tourism sites across all 81 provinces. Additionally, the Philippines has emerged as Southeast Asia's largest domestic tourism market, with travelers increasingly seeking authentic rural experiences, wellness tourism, and nature-based activities at accessible farm destinations. The integration of sustainable agricultural practices such as organic farming and permaculture with immersive tourism experiences is further expanding the Philippines agritourism market share.

Key Takeaways:

• The Philippines agritourism market was valued at USD 1,615.23 Million in 2025.
• It is projected to reach USD 3,912.56 Million by 2034, representing a compound annual growth rate (CAGR) of 10.33% during 2026-2034.
• The Philippine government's enactment of Republic Act 10816 has established a comprehensive legal and institutional framework supporting farm tourism development. This includes technical assistance programs, accreditation standards, and partnerships between the Department of Tourism and Department of Agriculture, creating an enabling environment for sector growth.
• Segmentation highlights:
  • Tourist Type: Domestic, International
  • Activity: On-farm Sales, Outdoor Recreation, Agritainment, Educational Tourism, Accommodations, Others
  • Booking Channel: Online, Offline
  • Sales Channel: Travel Agents, Direct
• Regional Insights: The report covers major zones within the Philippines: Luzon, Visayas, and Mindanao, signaling growth opportunities across geographies.

Philippines Agritourism Market Outlook (2026-2034):

The Philippines agritourism market is positioned for sustained expansion, propelled by the convergence of post-pandemic domestic travel preferences and government infrastructure investments in rural areas. The sector benefits from the country's recognition as one of the world's top eight agritourism destinations, combined with its archipelagic geography that offers diverse agricultural landscapes from rice terraces to tropical fruit plantations. Enhanced air connectivity to regional hubs and ongoing farm-to-market road construction programs are improving accessibility to rural destinations. Furthermore, rising consumer awareness about food security, organic produce, and sustainable living is driving demand for authentic farm experiences that educate visitors about agricultural practices while supporting local communities throughout the forecast period.

Market Dynamics:

Key Market Trends & Growth Drivers:

Government Policy Support and Infrastructure Development Through the Farm Tourism Development Act

The Philippine government has established a comprehensive policy framework to accelerate farm tourism development through Republic Act 10816, enacted in 2016, which mandates the promotion and development of agricultural tourism across the archipelago. This legislation provides legal recognition to agritourism as a legitimate economic activity and directs government agencies to offer technical assistance, training programs, and accreditation services to farmers transitioning into tourism operations. The Department of Tourism has implemented rigorous accreditation standards covering amenities, infrastructure, operations, safety, security, and sanitation, ensuring quality experiences for visitors while protecting farmer-operators. The government's strategic goal is to establish at least one certified farm tourism site in each of the country's 81 provinces, democratizing tourism benefits across rural communities. These initiatives are complemented by substantial budget allocations for agricultural infrastructure, including the construction of farm-to-market roads that facilitate visitor access to remote agritourism destinations. In 2023, the Food and Agriculture Organization partnered with the Department of Tourism to conduct a comprehensive training series on site safety and risk management across multiple regions, including Cagayan de Oro, Bacolod, Baguio, and Lucena cities, equipping stakeholders with critical knowledge on health protocols, emergency responses, security practices, and regulatory compliance. This multi-pronged approach, combining legislation, infrastructure investment, capacity building, and international technical cooperation, has created an enabling environment that is propelling market expansion and professionalizing the sector.

Domestic Tourism Surge Driving Rural Travel Demand

The Philippines agritourism market growth is gaining strong momentum as domestic tourism experiences exceptional growth and becomes the primary driver of travel within the country. Post-pandemic travelers are increasingly choosing local destinations over international trips, showing a clear preference for nature-based experiences, wellness-focused activities, and authentic cultural interactions. This shift in traveler behavior has created sustained demand for farm visits, outdoor learning experiences, and agri-based recreational activities. Millennials and young families, in particular, are seeking meaningful getaways that offer hands-on participation, opportunities to reconnect with rural traditions, and enriching experiences for children. Agritourism sites within easy reach of Metro Manila—especially in Batangas, Cavite, Laguna, and Quezon, have seen noticeable increases in visitor interest as weekend escapes become more popular. Domestic travel remains more affordable and convenient than going abroad, with improved regional connectivity making rural destinations easier to access. Social media has amplified this trend further, as visually engaging farm activities such as fruit picking, rice planting, and farm-to-table dining frequently gain viral traction and inspire new visitor segments. This robust domestic tourism movement provides agritourism operators with a reliable customer base, enabling them to enhance facilities, broaden their offerings, and build resilient business models less dependent on fluctuating international tourism.

Integration of Sustainable Agriculture Practices with Tourism Experiences

Philippine agritourism is increasingly placing sustainable and organic farming at the center of the visitor experience, reflecting rising global and local interest in responsible food production and environmental care. Farms are evolving into interactive learning hubs where guests can observe and participate in eco-friendly agricultural practices such as permaculture, vermiculture, natural pest control, crop rotation, and water-saving techniques. These educational elements elevate agritourism beyond leisure activities, drawing environmentally conscious travelers, students, and organizations looking for hands-on, meaningful experiences. The farm-to-table movement has also become a powerful draw for urban consumers concerned about food safety, allowing visitors to see how chemical-free produce is grown and even purchase freshly harvested products directly from the source. Many pioneering farms have introduced closed-loop systems that recycle organic waste into compost, supporting sustainable cultivation and producing premium, naturally grown crops. This focus on regenerative practices aligns with emerging tourism trends that emphasize community benefit, ecological balance, and long-term sustainability. By blending environmental education with recreation, agritourism sites create unique, purpose-driven experiences that appeal to both local and international visitors. At the same time, they help promote farming techniques that strengthen the resilience and productivity of Philippine agriculture in a changing climate.

Key Market Challenges:

Limited Entrepreneurial and Hospitality Skills Among Farmers

A major obstacle facing the Philippine agritourism sector is the limited business and customer service know-how among farmer-operators, who generally excel in agricultural production but lack formal training in managing tourism enterprises. Most farmers have long operated within systems focused on maximizing yields and managing agricultural risks, leaving them unfamiliar with designing visitor experiences, handling customer expectations, or developing effective marketing strategies. Agritourism requires a unique blend of skills, tour guiding, hospitality, food preparation, safety coordination, and visitor engagement, all of which must be balanced alongside ongoing farm operations. Many farm tourism sites struggle with essential tourism functions such as creating attractive tour packages, using digital booking platforms, managing social media pages, and responding to online feedback, resulting in low visibility despite offering high-quality experiences. Women, who often take on key hospitality roles, face similar gaps in training and support. Rural isolation further limits farmers’ exposure to tourism networks, peer learning opportunities, and industry best practices. Without targeted capacity-building initiatives that teach farmers how to run visitor-centered, business-oriented operations, many will find it difficult to transition from purely agricultural activities to sustainable agritourism enterprises capable of meeting modern tourist expectations.

Inadequate Rural Infrastructure and Accessibility

Agritourism development in the Philippines is heavily constrained by poor rural infrastructure, which affects both visitor access and the overall experience on farms. Many farm tourism destinations are located in areas with limited or poorly maintained roads, making travel difficult, particularly during the rainy season when unpaved routes can become dangerous or impassable. Insufficient road signage, limited public transport, and long travel times further discourage day visitors and families who prefer convenient and accessible destinations. Once on-site, tourists often encounter basic facility gaps such as inadequate restrooms, unreliable water supply, lack of seating or shaded areas, and insufficient parking spaces. Connectivity issues are also widespread, with many farms lacking stable mobile or internet service, making it difficult to handle online reservations, digital payments, or active social media promotion. Safety-related shortcomings, including poor lighting, unclear paths, and absence of first-aid services, add to operational risks for both visitors and operators. These infrastructure deficiencies are especially pronounced in agricultural provinces with little tourism development, resulting in regional disparities where only areas with pre-existing tourism infrastructure experience meaningful agritourism growth. While government programs aim to improve rural roads and utilities, the scale of required investment remains significant, underscoring the need for coordinated efforts between public agencies and private stakeholders.

Complex Registration Processes and Limited Access to Capital

For many smallholder farmers, formalizing agritourism operations is an overwhelming process due to complicated registration requirements and high startup costs. The Department of Tourism’s accreditation standards require farms to meet extensive criteria covering infrastructure, safety, environmental compliance, and service quality, all of which demand documentation and financial investment before approval is granted. Local permits add further layers of complexity, and varying requirements across municipalities create confusion for farmers not familiar with government procedures. These administrative hurdles discourage many from registering, leaving promising agritourism ventures operating informally and unable to access government assistance or wider promotional channels. Capital constraints present an even greater challenge. Farmers often lack the funds needed to build visitor amenities, improve facilities, or invest in marketing. Traditional lenders remain hesitant to finance agritourism, viewing it as a high-risk business model, forcing operators to rely on expensive informal loans. Limited financial literacy makes it difficult for farmers to prepare business plans or loan applications, while the lack of formal land titles restricts their ability to offer collateral. Indigenous and marginalized farmers face even steeper barriers. Without simplified registration systems, more affordable financing options, and targeted business training, many farmers will remain excluded from the formal agritourism economy.

Philippines Agritourism Market Report Segmentation:

IMARC Group provides an analysis of the key trends in each segment of the Philippines agritourism market, along with forecasts at the country and region levels for 2026-2034. The market has been categorized based on tourist type, activity, booking channel, and sales channel.

Analysis by Tourist Type:

• Domestic
• International

The report has provided a detailed breakup and analysis of the market based on the tourist type. This includes domestic and international.

Analysis by Activity:

• On-farm Sales
• Outdoor Recreation
• Agritainment
• Educational Tourism
• Accommodations
• Others

A detailed breakup and analysis of the market based on the activity have also been provided in the report. This includes on-farm sales, outdoor recreation, agritainment, educational tourism, accommodations, and others.

Analysis by Booking Channel:

• Online
• Offline

The report has provided a detailed breakup and analysis of the market based on the booking channel. This includes online and offline.

Analysis by Sales Channel:

• Travel Agents
• Direct

A detailed breakup and analysis of the market based on the sales channel have also been provided in the report. This includes travel agents and direct.

Analysis by Region:

• Luzon
• Visayas
• Mindanao

The report has also provided a comprehensive analysis of all the major regional markets, which include Luzon, Visayas, and Mindanao.

Competitive Landscape:

The Philippines agritourism market exhibits a fragmented competitive structure characterized predominantly by small-scale, family-owned farm operations rather than large commercial enterprises. The sector comprises numerous independent farmers who have diversified into tourism activities, ranging from basic on-farm sales to sophisticated accommodation and experience packages. Competition centers primarily on location accessibility, uniqueness of farm experiences, quality of hospitality services, and authenticity of rural immersion offered to visitors. While established farms in accessible regions like Calabarzon benefit from proximity to Metro Manila's large urban population, emerging destinations in Visayas and Mindanao compete through distinctive agricultural products and cultural experiences. The market lacks dominant national players, with most operators serving local or regional markets. Government accreditation by the Department of Tourism serves as a key differentiator, signaling quality and safety compliance to potential visitors. Strategic positioning varies widely, from educational farms targeting school groups to luxury agritourism resorts catering to affluent urban families seeking premium rural escapes.

Philippines Agritourism Market Report Coverage:

Key Questions Answered in This Report:

• How has the Philippines agritourism market performed so far and how will it perform in the coming years?
• What is the breakup of the Philippines agritourism market on the basis of tourist type?
• What is the breakup of the Philippines agritourism market on the basis of activity?
• What is the breakup of the Philippines agritourism market on the basis of booking channel?
• What is the breakup of the Philippines agritourism market on the basis of sales channel?
• What is the breakup of the Philippines agritourism market on the basis of region?
• What are the various stages in the value chain of the Philippines agritourism market?
• What are the key driving factors and challenges in the Philippines agritourism market?
• What is the structure of the Philippines agritourism market and who are the key players?
• What is the degree of competition in the Philippines agritourism market?

Key Benefits for Stakeholders:

• IMARC's industry report offers a comprehensive quantitative analysis of various market segments, historical and current market trends, market forecasts, and dynamics of the Philippines agritourism market from 2020-2034.
• The research report provides the latest information on the market drivers, challenges, and opportunities in the Philippines agritourism market.
• Porter's five forces analysis assist stakeholders in assessing the impact of new entrants, competitive rivalry, supplier power, buyer power, and the threat of substitution. It helps stakeholders to analyze the level of competition within the Philippines agritourism industry and its attractiveness.
• Competitive landscape allows stakeholders to understand their competitive environment and provides an insight into the current positions of key players in the market.