Cover Agricultural tourism is increasingly drawing both domestic and international travellers (Photo: Quang Nguyen Vinh/Pexels).
Agricultural tourism is increasingly drawing both domestic and international travellers (Photo: Quang Nguyen Vinh/Pexels).
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Agricultural tourism is redefining travel with immersive, hands-on experiences that blend nature, culture, and mindfulness. As demand for sustainable and meaningful getaways grows, rural destinations are flourishing worldwide.
According to research published by Straits Research, the global agricultural tourism market is anticipated to reach approximately US$141 billion by 2030.
In Vietnam, figures from the National Tourism Administration reveal that around 80% of recognised tourist destinations nationwide (382 out of 488) are situated in rural areas. In recent years, many regions have capitalised on their natural beauty and cultural heritage to attract both local and international visitors.
Notable agricultural tourism destinations include Moc Chau (Son La), Mang Den (Kon Tum), and Ninh Binh province. In 2024, Moc Chau welcomed 4.9 million visitors and was recognised by the World Travel Awards as Asia’s Leading Natural Destination for the second consecutive year. Ninh Binh province, meanwhile, recorded approximately 8.1 million visitors in 2024—an increase of 30.44% compared to the same period in 2023.
These figures reflect the significant contribution of agricultural tourism to the broader tourism sector, while also helping to safeguard Vietnam’s traditional cultural values. Furthermore, agricultural tourism supports the sustainable development of both tourism and agriculture—particularly vital in a country where over 60% of the population resides in rural areas.
Travel trends that bring serenity and mindfulness
Agricultural tourism appeals to travellers by offering a blend of leisure and hands-on experiences, including farming and harvesting alongside local communities. Depending on the region, guests may try their hand at gardening, animal care or exploring organic farming initiatives. Flower farms and vineyards also remain firm favourites within the agritourism scene.
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In contrast to the frenetic pace of urban life, agritourism provides a welcome sense of calm. With crisp air and verdant landscapes, visitors find space to unwind amidst gardens and fields. Immersing oneself in nature not only soothes the mind but also encourages mindfulness. Simple farm activities foster an awareness of the present moment, gently setting aside thoughts of the past or future.
In Asia, Japan stands out for its well-established agritourism offerings. Hokkaido is celebrated for its sweeping dairy farms and dreamy flower fields, while Nagano is noted for its apple orchards and golden barley. Other provinces such as Wakayama delight visitors with peach, citrus, and Japanese apricot orchards—not to mention mesmerising sunset vistas.
South Korea, too, is investing in agritourism across many provinces. Jeju Island remains a favourite, offering farm stays, tea plantation visits and fruit-picking experiences. Gangwon-do, with its mountainous terrain and patchwork of potato and corn fields, offers a more rustic retreat. It also serves as a backdrop for beloved Korean dramas, making it a must-visit for those seeking nature and nostalgia in equal measure.
In Vietnam, Moc Chau is among the destinations drawing growing numbers of visitors, owing to its rich natural charm and cultural heritage. In spring, the hills come alive with apricot and plum blossoms in full bloom, while traditional festivals lend a festive air that appeals to travellers. As summer unfolds, the district is awash with the crimson hue of ripening plums and the vivid green of tea-covered slopes. Come autumn, Moc Chau is animated with festivals and cultural celebrations, while in winter, the landscape softens under a blanket of white mustard flowers, dotted with the golden glow of wild sunflowers.
Mang Den, too, has enjoyed a surge in popularity in recent years. Once little known among tourists, it has since become a favourite spot for photo opportunities on social media. In early 2025, the blush of cherry blossoms lured nearly 230,000 visitors, generating around VND80 billion in revenue. Looking ahead, Kon Plong district has plans to plant one million cherry blossom trees, with aspirations of transforming Mang Den into a town known for its flowering canopies.
Agritourism: An inevitable outcome towards sustainable agricultural and tourism development
For travellers, agritourism offers more than novelty—it fosters physical and emotional wellbeing. As highlighted by VerywellMind, gardening activities are particularly effective in relieving stress, enhancing physical health and encouraging social interaction.
Spending time immersed in natural surroundings has also been linked to a surge in creative thinking and improved problem-solving abilities. The study Creativity in the Wild: Improving Creative Reasoning Through Immersion in Natural Settings noted the positive impact of unplugging from technology and reconnecting with nature, including elevated moods and mental clarity.
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Beyond offering visitors a genuine and memorable experience, agritourism supports local communities, small enterprises and the sustainable growth of the tourism sector. Travelling to regions rich in scenic beauty and agricultural traditions contributes directly to livelihoods and economic vitality.
Vietnam, with its varied terrain, abundant ecosystems and layered cultural history, holds immense potential in this area. When nurtured through thoughtful investment and planning, agritourism could emerge as a key draw for both domestic and international visitors. More than just a trend, this form of travel helps preserve the distinctive cultural character of each region, highlighting local identities while offering a unique competitive edge in a crowded tourism market. Many localities are now prioritising service upgrades, with a view to delivering more refined resort experiences and wellness-focused stays.
