Whether you’re an established u-pick farmer, a travel professional looking for a way to set yourself apart from the pack or a small farming operation looking into ways to grow your business, the 2026 California Agritourism Summit offers valuable insights into one of agriculture’s fastest-growing opportunities.
What is agritourism?
The University of California’s Agriculture and Natural Resources (UC ANR) department defines agritourism as “a commercial enterprise at a working farm, ranch, or agricultural plant conducted for the enjoyment of visitors that generates supplemental income for the owner.”
In simpler terms, agritourism is any experience that invites the public onto a working farm or ranch. While U-pick farms are among the most recognizable examples, agritourism also includes everything from farm tours and educational workshops to olive oil tastings and even visits to a farm stand.
How does agritourism benefit farms, consumers and local economies?
Between 2007 and 2022, the number of California farms and ranches offering agritourism opportunities increased by almost 87%. Today, agritourism is a $100 million dollar industry – and poised to continue growing exponentially.
It’s easy to see why agritourism is becoming increasingly popular. Agritourism offers hands-on experiences that help consumers create meaningful connections with the people who grow their food and the land that produces it.
Farmers and ranchers are also poised to reap the benefits of increased public interest. Agritourism allows them to share their stories, build lasting customer relationships and create new revenue streams that can strengthen the economic sustainability of their operations.
What is the 2026 California Agritourism Summit?
The California Agritourism Summit connects agricultural producers, tourism professionals, and public agencies to explore the future of agritourism and collaborate on ways to strengthen the industry throughout California.
If you’re interested in learning more about agritourism, join us in Paso Robles for the 2026 California Agritourism Summit September 23-25. The event will include panels, breakout sessions and roundtable discussions with industry experts, along with farm tours and opportunities to get to know folks from all facets of the agritourism industry.
Who should attend the California Agritourism Summit?
The California Agritourism Summit is designed for anyone interested in growing California’s agritourism industry, including:
- Farmers, ranchers, and agricultural producers
- Travel advisors and tour operators
- Regional marketing organizations and tourism agencies
- Commodity boards and agricultural organizations
- Economic development professionals
- Public agency staff and community leaders
Whether you’re looking to attract more visitors to your farm, develop regional agritourism, or build partnerships within the industry, the California Agritourism Summit offers practical ideas, valuable resources, and meaningful networking opportunities to help you reach your goals.
Where is the 2026 California Agritourism Summit?
The 2026 California Agritourism Summit will take place in Paso Robles, a thriving agricultural community along California’s Central Coast known for its robust agritourism industry.
While panels, roundtables and breakout sessions will take place at the Ava Hotel, the event also includes “Workshops on Wheels” on September 24th. Workshop on Wheels participants will spread out throughout San Luis Obispo County to get a behind-the-scenes peek at some of the area’s most successful agritourism operations.
These tours will explore topics such as creating unique on-farm experiences, attracting visitors to your farm or region, engaging younger audiences through recreational and immersive activities, and designing memorable guest experiences that add value to your business.
Registration + Accommodations
If you’re interested in attending the 2026 California Agritourism Summit, register by clicking this link before September 11th. Registration and/or travel assistance is available to a limited number of attendees based on demonstrated need. For more information, please visit the Registration & Travel Support Interest Form. Interest form submissions will be reviewed on a rolling basis. All forms must be submitted by August 21.
Special room rates are available for summit participants at the Ava hotel, where the event is being hosted. Special room rates are available at the Oxford Suites as well. Book before August 22 to enjoy these special promotional rates!
944 Pine Street, Paso Robles, CA 93446
Click here to reserve your room online or by phone at 805-257-1000 with the code “CAS”.
800 4th Street, Paso Robles, CA 93446
Click here to reserve your room online or by phone at 805-237-0305 with the code “The Regents of California”.
Make it a weekend! Stay for the Cherry Bombe Farmers & Makers Event
If you’re interested in extending your stay, why not add the Cherry Bombe Farmers & Makers Event to your itinerary? Celebrate the International Year of the Woman Farmer with a weekend of tastings, dinners, conversations, and special events honoring the women whose passion and dedication shape the food and drinks we enjoy every day.
Article by Hilary Rance and photography by James Collier for CA GROWN.