Dorine Reinstein
For most travelers, Africa’s wildlife will always be the ultimate draw.
But lately a new niche is taking root: agritourism. As today’s travelers are looking for deeper, more authentic connections, Africa’s rural landscapes are offering opportunities to engage with the heart of the continent in ways that go far beyond the typical “cultural village” stop. It is travel that invites guests to roll up their sleeves, share meals with farming families, participate in seasonal activities — planting, harvesting, beekeeping, cheese making — and experience the true rhythms of rural Africa.
Across the continent, agritourism is gaining traction in Kenya,
Tanzania, Morocco, Rwanda, Uganda and especially South Africa’s
Winelands and Midlands. Experiences range from coffee tours in
Ethiopia’s Kafa Biosphere to regenerative farming with Masai communities
in Kenya and hands-on cheese workshops near Kigali.
The African Travel & Tourism Association’s recent white paper, “Africa’s Untapped Tourism Niches: 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 projected to grow at 11.9% annually over the next five years, representing significant opportunities for Africa’s tourism industry. Yet for U.S. travel professionals, this sector remains largely untapped.
“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 stays or accommodation. Agritourism is rural tourism development that includes many different activities, from star-gazing to farm-to-fork lunches, mountain-biking, trail running and fishing.”
For U.S. travel agents, agritourism opens the door to bookable, immersive experiences, perfect as a two- or three-day add-on to a safari or city break and ideal for clients seeking a digital detox, foodies, families or anyone wanting to reconnect with nature and community.
“American travelers have seen the wildlife, the cities, the beaches, and increasingly, they want something more participatory,” Taylor said. “True agritourism isn’t about watching from the sidelines. It’s about stepping into the daily life of a farming community, learning their skills, eating their food and being part of the story.”
This experience is not rustic by default. “There’s a misconception that farm stays in Africa are basic or unsophisticated, but the reality is much broader. From luxury wine estates like Babylonstoren and Delaire in South Africa’s Winelands to ecolodges in Rwanda and immersive home stays in Gabon, agritourism caters to all comfort levels, including the high-end segment.”
A day in rural Africa
At Gabon Community Homestay, led by Fanely Agnouga, guests are welcomed as family, sharing household rhythms.
“Visitors live with a host family, participate in farming, preparing cassava fields, processing local foods or gathering plants and spend evenings listening to stories and learning traditions,” Agnouga explains. “It’s not a show. It’s about slow travel, reflection and genuine exchange.”
Comfort is not sacrificed for authenticity. Travelers are briefed in advance, and host families receive hospitality training. “Many visitors say their homestay was the most memorable part of their trip, and several have become ambassadors for community-led travel in Central Africa,” Agnouga said.
In Rwanda, Eco Terra Vista’s Ubumuntu Journeys are a model for how agritourism empowers rural communities and delivers hands-on experiences (ubumuntu is the Kinyarwanda term for “humanity”). Activities range from banana beer brewing and beekeeping to mountain biking on volcanic trails, canoeing on the twin lakes and cooking traditional Rwandan dishes with local women’s groups.
Founder Jean D’Amour, who began his company while studying agriculture, said, “It’s about connecting visitors directly to farmers, artisans and families, empowering single mothers, supporting reforestation and making sure tourism revenue stays in the countryside.” His tours are budget-friendly, accessible from safari hubs and easily combined with gorilla trekking or city stays, a key selling point for U.S. agents.
The Western Cape remains the most accessible entry point for Americans, Taylor noted, largely due to proximity to cities and established infrastructure. Luxury agritourism destinations in that region, like Babylonstoren, command rates between $1,000 and $1,100 per night for two adults, proving that rural experiences can compete at the highest luxury levels.
What clients are the best fit?
For agents, the opportunity lies in positioning agritourism as a
way to add depth and authenticity to classic African itineraries.
Whether it’s a family wanting to learn about food production, solo
travelers seeking connection, or retired clients craving something new,
Africa’s rural heartlands are ready to welcome them.
But despite the appeal, there are hurdles.
“Most American travelers have limited vacation time and don’t want to trade game drives for farm visits,” said Jim Holden of U.S.-based Holden Safaris. “Unless you have a ‘pied piper,’ an enthusiast who can rally a group, it’s a tough sell. But for niche clubs or special-interest travelers, it’s gold.”
Taylor agreed: “U.S. agents need to be proactive. Many rural operators can’t afford trade shows or DMC listings. 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 unique adventure.”
Clients traveling to Africa will often voice safety and comfort concerns. Taylor is quick to point out that “rural areas are statistically safer than cities, and farmers invest heavily in security. Also, ‘farm stay’ doesn’t have to mean ‘roughing it’; many properties now offer glamping, luxury lodges and curated culinary experiences.”