This year’s UC Cooperative Extension California Agritourism Summit will be held September 23-25 in Paso Robles, CA. The summit brings together leaders, experts, and practitioners to connect, learn, and engage. This is an opportunity for you to connect colleagues from across the state to learn from each other, share your work, and discuss how to meet this exciting ear for growth.
Through panel discussions, breakout sessions, and farm tours, participants will gain practical tools and inspiration to strengthen agritourism in California.
The UC Ag and Natural Resources Agritourism is approaching and accepting registrations. From Sept. 23–25, San Luis Obispo County will become a hub for agritourism knowledge exchange.
Through keynote speakers, panel discussions and breakout sessions, summit participants will gain practical tools to strengthen agritourism in California. By visiting local farms, attendees can learn directly from business owners.
Event organizer Rachael Callahan, UC SAREP statewide agritourism coordinator, is excited to introduce attendees to the area’s diverse operations.
“We’re going to an urban farm. Then we’ll be out on a big, huge cattle ranch. And an indoor mushroom growing facility,” said Callahan. “San Luis Obispo just has a lot to offer in terms of scale and products.”
The program is tailored for multiple audiences: current agritourism operators, policymakers, regulators and tourism and economic development professionals.
Growers may take interest in breakout sessions on emergency preparedness or strategies for accessing capital. Tourism and economic development professionals can learn how to attract agritourism to their regions. The networking sessions hosted by event supporter California Grown will bring all stakeholders together while enjoying the state’s agricultural bounty.
According to Callahan, the summit coincides with the agritourism industry receiving increased attention and validation. Last year, California lawmakers passed legislation that streamlines permitting for low-impact camping on private sites. The decision was met with cheer from the agritourism industry, especially growers interested in hosting campers.
“Passing low-impact camping legislation was a big accomplishment,” said Callahan, who hopes the law will inspire conversations and new ideas to facilitate continued growth in the industry. “What can we learn? What other pathways can we open up?”
Lynette Sonne, founder of FARMstead ED, a summit partner and agritourism nonprofit in San Luis Obispo, expressed gratitude about the summit coming to her county.
“We look forward to wandering off the beaten path, with new friends and old, to discover urban farms, tucked-away family ranches and hand-crafted goods made right along the trail. These are places shaped by seasons, sweat and tradition,” Sonne said.
For growers or other land managers interested in adding agritourism to their operations, visit the California Agritourism website to learn about getting started in the industry and sign up for the e-newsletter to find local workshops hosted by UC ANR.
The 2026 California Agritourism Summit is organized by UC SAREP in collaboration with the 2026 planning committee, summit supporters and sponsors. Summit co-hosts include California Grown, FARMstead ED/SLO County Farm Trail, the Governor’s Office of Business and Economic Development (GO-Biz) and Siskiyou Economic Development. — Story contributed by UC Ag and Natural Resources
CA GROWN has unveiled a new digital destination—Experience California Agriculture—to spotlight the state’s diverse and dynamic agritourism offerings. From u-pick orchards and vineyard tours to farm stays and farm-to-table restaurants, the website serves as a gateway to authentic California farm-fresh food and farm experiences.
The Vegetable Shop at Chino Farm in San Diego County, May 2025
The newly launched platform offers interactive maps, regional guides, and curated directories for farm stands, farm stores, u-pick farms, family-friendly destinations, educational programs, and more. Designed for travelers, educators, and food lovers alike, the site emphasizes sustainability, accessibility, and the deep connection between California’s agricultural communities and those who want to experience them firsthand.
“California is more than the country’s leading agricultural state—it’s a living classroom and a place where food, family, and farming intersect in powerful ways,” said California Secretary of Agriculture Karen Ross. “This new website makes it easier than ever for people to connect with the people and places who grow our food and steward our land.”
Visitors can browse by region or category, explore detailed listings with real-time updates for everything from coastal farm tours to inland olive oil tastings. The site also features seasonal content, trip ideas, and tips for responsibly enjoying California’s working landscapes. CA GROWN partnered with MJR Creative Group of Fresno, CA to develop the site.
“Agritourism is how we bring the story of CA GROWN to life,” said Cherie Watte, Executive Director of the Buy California Marketing Agreement/CA GROWN. “This site is not just a tool for travel—it’s a way to build understanding and appreciation for the incredible diversity of crops, communities, and experiences found across the Golden State.”
The Harbor House Inn, Restaurant & Farm, Elk CA – Mendocino County with Chef Matthew Kammerer and Farm Manager Amy Smith
The launch of Experience California Agriculture comes at a time when interest in local food, outdoor travel, and hands-on learning continues to grow. By bridging the gap between consumers and producers, the site helps ensure that the benefits of agritourism flow directly to California’s family farms and rural economies.
About CA GROWN CA GROWN is an initiative of the California Department of Food and Agriculture, promoting the people and products behind California’s diverse agricultural bounty. Learn more at californiagrown.org.
Funding for Experience California Agriculture was made possible by a grant from the U.S. Department of Agriculture (USDA) Agricultural Marketing Service. Its contents are solely the responsibility of the authors and do not necessarily represent the official views of the USDA.
Given market fluctuations and climate volatility, many agricultural producers are seeking additional sources of farm-related revenue to pay their bills. Agritourism is one avenue, and it could take the form of offering event venue space, on-farm educational tours and classes, or experiences to work on a farm or ranch.
On May 14-15, 2025, the California Agritourism Summit will provide farmers, ranchers and other key stakeholders a unique opportunity to explore agritourism ventures and develop productive partnerships. Interested parties are encouraged to register by April 30 for this gathering in San Diego County.
“This is an exciting time for agritourism in California – in 2025, California Jobs First and Visit California both released plans in which the majority of regions across the state specifically identified agritourism as a priority area for economic and tourism development,” said Rachael Callahan, statewide agritourism coordinator for UC Agriculture and Natural Resources and SAREP.
Agritourism has been identified as a priority area of growth for many areas of California, from San Diego County in the south to Modoc County in the far north, where this farm-to-table dinner was set up at a family farm. Photo by Rachael Callahan
“With a legacy of on-the-ground agritourism efforts and this recent recognition of agritourism’s importance at the state level, the summit is an important opportunity to bring everyone together to begin shaping a collective future of agritourism in California,” Callahan added.
She noted that representatives from producer and community-based organizations, state and local governments, and destination marketing organizations are all encouraged to attend – as well as tourism and economic development professionals.
“The summit will not only highlight the diversity and creativity of local agritourism but also spark conversations about how tourism organizations can better support and showcase these experiences across California,” said Darlene Ruiz, one of the summit organizers at the UC Cooperative Extension office in San Diego County. “It’s an opportunity to foster partnerships that strengthen both local economies and community pride.”
“UC Cooperative Extension values the partnerships developed over the years with agritourism businesses throughout the region,” said Jan Gonzales, community education supervisor with UCCE in San Diego County. “We’re excited to coordinate with several of them and share with summit participants some of the diverse agritourism industry in our county.”
A showcase of agritourism success in San Diego County, The Flower Fields will be the site of an evening reception hosted by California Grown. Photo by Marcie Gonzalez
Funding for the California Agritourism Summit was made possible, in part, by a grant agreement from the U.S. Department of Agriculture (USDA) Agricultural Marketing Services and supported by USDA/National Institute of Food and Agriculture under Award number 2023-70027-40445.
UC Agriculture and Natural Resources brings UC information and practices to all 58 California counties. Through research and Cooperative Extension in agriculture, natural resources, nutrition, economic and youth development, our mission is to improve the lives of all Californians. Learn more at ucanr.edu.
