A growing number of travelers are starting to ask the same questions around work and wellness—and finding their answers in the soil. Farm hospitality, a modern evolution of agritourism where beauty, design, and land stewardship merge, suddenly feels more relevant than ever.
“Travelers are looking for meaning,” says Isaac French, founder of Experiential Hospitality. “They want to slow down and experience something real, especially in a screen-saturated and overstimulated world. Regenerative farming represents quite possibly the single biggest setting for that experience and transformation.”
Perhaps that’s why the modern agritourism market is in full bloom, growing 12% yearly and poised to reach $14.5 billion by 2029. A constellation of forces—including piqued curiosity in regenerative agriculture, an evolving definition of well-being, and a hunger for IRL connections—is cultivating the fertile ground for its rise.
“One of the components of wellness is a sense of being grounded. There, nature can help a little,” reflects Karen Roos, owner and visionary behind Babylonstoren in South Africa and The Newt in England, two estates that have set the bar for the new wave. “Our guests love grounding themselves on a working farm.”
A new era of wellness tourism
No doubt it’s the dual promise of freedom and connection that’s driving wellness tourism as it skyrockets towards becoming a $1.35 trillion market by 2028. When combined with a rising interest in experiential travel, which is expected to top $3.1 trillion by 2025, there seems to be a longing for nature-based escapes. According to Spa Business, 79% of wellness travelers seek outdoor immersion, 75% prioritize healthy cuisine, and 60% demand tranquility.
At their best, farm hotels cover all the bases. They’re not just a stay on a farm—they’re places where guests can interact with and immerse themselves in their surroundings. “People are craving experiences that feel real, where there’s a sense of purpose behind the beauty,” says Mary Celeste Beall, proprietor of Blackberry Farm in Tennessee.
Indeed, science confirms that even 10 minutes outdoors can measurably lower cortisol levels and blood pressure. Other research suggests that the sheer beauty of natural landscapes can amplify these effects, calming the nervous system, and lifting the spirit. A weekend on the farm may actually recalibrate guests’ inner landscapes on a cellular and hormonal level.