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White Hutchinson Leisure & Learning Group, Kansas City, MO, USA

The growing importance of food and beverage for agritourism

Not that many years ago, agritourism, especially the fall festivals with pumpkin patches, corn mazes, and petting zoos was all about the attractions. Since then, destination-worthy, unique, high-quality food and beverage, including alcoholic drinks, has grown in importance for generating attendance. This trend is evidenced by a June TIME/Harris Poll. Next to cost, dining options are second in importance for Americans when planning their vacations.

Many food and beverage offerings have an added appeal at limited-time agritourism events as they are LTOs (limited-time offerings) only available at the event. Cider donuts at fall festivals are only one example. LTOs create FOMO, fear of missing out, and hype attendance.

Food and beverage can be the main draw for agritourism events. Examples include food-themed festivals, such as strawberry, blueberry, watermelon, and corn festivals, where unique and craveable foods and drinks featuring those crops are offered.

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