Japan Agritourism Market Research Report: Forecast (2026-2032)

Japan Agritourism Market Size: Forecast (2026- 2032)

The Japan Agritourism Market size is valued at around USD4.37 billion in 2025 and is projected to reach USD10.06 billion by 2032. Along with this, the market is estimated to grow at a CAGR of around 12.65% during the forecast period, i.e., 2026-32.

Japan Agritourism Market Outlook:

Japan’s Agritourism Industry is entering a strong growth phase, driven by rural revitalization policies, record inbound tourism, and shifting traveler preferences toward experiential stays. For instance, Japan welcomed about 36.9 million international visitors in 2024, surpassing its pre-pandemic peak and marking a 47.1% year-on-year rise. This surge has reignited interest in countryside destinations as travelers seek authentic farm experiences beyond urban centers.

Additionally, according to the Prime Minister’s Office of Japan, inbound visitor spending reached USD54 billion in 2024, with growing allocations for rural accommodations and nature-based activities, promoting the agritourism market in the country. Similarly, Japan’s Countryside Stay program, launched by the Ministry of Agriculture, Forestry and Fisheries (MAFF) and JTA, now spans more than a thousand certified rural communities, supporting farmers to host visitors through farm stays, seasonal harvest events, and local gastronomy tours.

Moreover, regional prefectures such as Hokkaido, Kumamoto, and Nagano are developing agritourism clusters that combine organic farming, on-farm retail, and cultural workshops to extend visitor stays. As Japan targets 60 million inbound tourists by 2030, the agritourism segment is expected to gain a larger share of travel expenditure. This expansion will be underpinned by digital booking platforms, sustainability initiatives, and government-backed incentives that align tourism with rural economic resilience.

Japan Agritourism Market Scope:

Japan Agritourism Market Recent Developments:

July 16, 2025: Pasona Agri‑Partners Inc. opened a new farming resort, San San Villa, on Awaji Island. The eco-friendly complex includes 11 architect-designed villas where guests can participate in seasonal farming activities. The project aims to deepen visitor engagement with agriculture and expand the agritourism market in rural Japan.

Japan Agritourism Market Drivers:

Rising Demand for Sustainable and Experiential Travel

A major factor propelling the growth of Japan’s Agritourism Market is the growing consumer inclination toward sustainable, experience-oriented travel. Modern travelers, especially younger generations and eco-conscious tourists, prefer hands-on, educational, and nature-based experiences over traditional sightseeing. Consequently, activities such as fruit and vegetable picking, rice planting, tea harvesting, and organic farm visits provide authentic engagement with local life and agriculture. For instance, in Yamanashi, visitors can pick peaches and nectarines starting around June, and the season runs until early September. Similarly, at Nihondaira Ocha-Kaikan in Shizuoka City, travelers can join a hands-on tea-picking experience for just USD3.24 per person, allowing them to step into the lush tea fields and harvest fresh leaves alongside local growers.

This shift aligns with the broader global movement toward eco-tourism and responsible travel, where tourists seek to minimize environmental impact while supporting local communities. Rural tourism participation has increased steadily over the past few years, reflecting strong demand for experiential leisure and countryside exploration.

Government Initiatives and Rural Revitalization Programs

The Japanese government plays a crucial role in promoting agritourism through policies designed to rejuvenate rural economies and sustain traditional agricultural practices. Programs such as the “Rural Destination Development Project” commissioned by the Ministry of Agriculture, Forestry, and Fisheries (MAFF), and the Regional Revitalization Strategy (Chiho Sosei) provide funding, training, and infrastructure support to farmers and cooperatives looking to diversify into tourism.

By encouraging the conversion of farms into visitor-friendly spaces, the government aims to reduce rural depopulation, create local employment, and enhance agricultural brand value. Additionally, collaborations between local governments and tourism agencies have led to the creation of model agritourism villages, showcasing Japan’s seasonal produce and cultural heritage.

Japan Agritourism Market Trends:

Integration of Smart Technology and Digital Solutions in Agritourism

Japan’s Agritourism Industry is increasingly integrating automation, digitalization, and data-driven tools to enhance both farming efficiency and visitor experiences. Agritourism operators are adopting smart agricultural practices such as IoT-enabled irrigation systems, sensor-based crop monitoring, and drone-assisted field management to ensure sustainable operations while offering visitors insights into advanced farming technologies.

For instance, companies like AGRIST Inc. and HarvestX Co. Ltd. integrate AI and robotics into farm operations, improving productivity and enabling older farmers to host visitors more efficiently. These smart farms now serve dual purposes, improving yield precision and attracting tech-savvy tourists interested in smart farming demonstrations. This growing integration of technology is redefining the way tourists engage with Japan’s countryside.

Shift Toward Premium and Culturally Authentic Rural Experiences

With increasing competition among agritourism destinations, there is a rising emphasis on premiumization and authenticity. Tourists are showing greater interest in high-quality, culture-rich experiences that combine local craftsmanship, traditional food production, and scenic accommodations.

For instance, luxury agritourism ventures in Yamanashi and Niigata Prefectures are introducing exclusive vineyard stays, organic cooking workshops, and curated “farm-to-table” dining sessions featuring local produce and sake. Similarly, boutique ryokans and eco-lodges are partnering with nearby farmers to promote seasonal harvest tours and artisanal food tastings, appealing to affluent domestic and inbound travelers seeking authentic Japanese hospitality. This shift toward premium agritourism experiences enhances regional branding while supporting small-scale producers and artisans.

Japan Agritourism Market Challenges:

Aging Farming Population and Labor Shortages

Japan’s rural workforce continues to age rapidly, posing a significant challenge to the long-term sustainability of agritourism. As per the Ministry of Agriculture, Forestry and Fisheries (MAFF), the average age of Japanese farmers now exceeds 67 years. Many younger generations are migrating to cities for employment, leaving rural areas understaffed and unable to meet the growing demand for tourist services.

Farm-stay operators in regions such as Shikoku and Akita report difficulties in maintaining full-time staff for hospitality and field management during peak tourist seasons. This demographic imbalance restricts expansion opportunities, reduces service quality, and increases dependence on part-time or seasonal labor. Without greater youth participation and digital upskilling initiatives, the labor shortage could hinder the future growth of Japan’s Agritourism Market.

Japan Agritourism Market (2026-32) Segmentation Analysis:

The Japan Agritourism Market Report and Forecast 2026-2032 offers a detailed analysis of the market based on the following segments:

Based on Activity Type

• On-farm Sales
• Outdoor Recreation
• Educational Tourism
• Accommodations
• Entertainment 

The Outdoor Recreation segment holds the largest share in this market. This growth is driven by Japan’s diverse natural landscapes, including mountains, farmlands, and coastal areas, which attract both domestic and international visitors seeking open-air and nature-based experiences. Activities such as fruit and vegetable picking, rice planting, guided farm tours, cycling across rural trails, and seasonal festivals like Hokkaido’s flower fields and Nagano’s apple harvest events continue to draw large tourist inflows. The post-pandemic preference for outdoor, health-focused travel experiences has further strengthened this segment. Local governments have also been investing in eco-friendly infrastructure and countryside recreation programs, boosting visitor participation and revenue.

Based on the Booking Channel

• Direct Booking
• Travel Agents
• Online Portals

The Online Portals segment leads the Japan Agritourism booking landscape, accounting for a significant share. Tourists increasingly depend on digital platforms and mobile apps to explore, compare, and book farm-stays, countryside tours, and local food experiences. For instance, Rakuten Travel has been actively expanding its promotion of rural destinations across Japan through initiatives such as its “Hidden Gems of Rural Japan” campaign and multilingual booking features. These efforts highlight countryside stays, farm experiences, and eco-lodges in lesser-known regions, encouraging travelers to explore Japan’s agricultural heartlands.

Similarly, Expedia Japan now promotes countryside lodgings, fruit-picking tours, and eco-farm stays, helping smaller farms attract digital audiences. The growing availability of multilingual booking interfaces and digital marketing by prefectural governments further helps small farm operators attract global visitors efficiently.

Leading Players of the Japan Agritourism Market:

Farmstay Japan Co. Ltd.

Founded in 2015 and headquartered in Tokyo, Farmstay Japan Co., Ltd. is a key player promoting rural accommodation and community-based tourism experiences across the country. The company connects travelers with authentic countryside stays, farm tours, and hands-on agricultural activities. Through collaborations with local cooperatives and tourism boards, it has become a major enabler of Japan’s “green tourism” movement, offering sustainable and culturally immersive travel options for both domestic and international visitors.

Japan Agritourism Promotion Council (JAPC)

The Japan Agritourism Promotion Council (JAPC) serves as a central organization driving the development of agritourism nationwide. Headquartered in Tokyo, JAPC works closely with the Ministry of Agriculture, Forestry and Fisheries (MAFF) and regional governments to support farmer training, destination certification, and eco-tourism policy. The council’s initiatives, such as the Experience Rural Japan Program, have enhanced the visibility of local farm communities and strengthened Japan’s reputation as a sustainable tourism destination.

Hokkaido Tourism Organization

Based in Sapporo, the Hokkaido Tourism Organization is one of Japan’s most prominent regional tourism boards. It plays a crucial role in integrating agriculture and tourism through programs centered on dairy farms, flower fields, and fruit-picking tours. The organization’s Hokkaido Rural Seasons Campaign promotes year-round agritourism activities and supports local farmers by attracting visitors to rural areas. Its strong marketing efforts and partnerships with digital platforms have positioned Hokkaido as a flagship agritourism region.

Rakuten Travel Co. Ltd., Expedia Group Inc. (Japan Division), Vivid Garden Inc., AGRIST Inc., HarvestX Co. Ltd., Japan National Tourism Organization (JNTO), Farmonaut Japan, Pasona Agri‑Partners, and others are the key players in the Japan Agritourism Market.

Japan Agritourism Market (2026-32): Regional Projection

Hokkaido dominates the Japan Agritourism Market, supported by its vast agricultural land, scenic landscapes, and well-developed rural tourism infrastructure. The region is famous for large-scale dairy farms, flower fields in Furano, and fruit-picking experiences in Yoichi and Niki, which attract millions of domestic and international visitors annually. Hokkaido’s cool climate and diverse seasonal attractions, from summer lavender tours to winter farm festivals, make it a year-round destination.

Additionally, government-backed initiatives such as the “Hokkaido Rural Seasons Campaign” and partnerships with travel platforms like Rakuten Travel have further strengthened its market leadership. The region’s strong tourism ecosystem and focus on sustainable farming experiences continue to set it apart from other regions like Kanto and Chubu.

Gain a Competitive Edge with Our Japan Agritourism Market Report

• Japan Agritourism Market Report by MarkNtel Advisors provides a detailed & thorough analysis of market size & share, growth rate, competitive landscape, and key players. This comprehensive analysis helps businesses gain a holistic understanding of the market dynamics & make informed decisions.
• This report also highlights current market trends & future projections, allowing businesses to identify emerging opportunities & potential challenges. By understanding market forecasts, companies can align their strategies & stay ahead of the competition.
• Japan Agritourism Market Report aids in assessing & mitigating risks associated with entering or operating in the market. By understanding market dynamics, regulatory frameworks, and potential challenges, businesses can develop strategies to minimize risks & optimize their operations.

*Reports Delivery Format - Market research studies from MarkNtel Advisors are offered in PDF, Excel and PowerPoint formats. Within 24 hours of the payment being successfully received, the report will be sent to your email address.