2024 Agritourism Intensive Training

Event Date

The UC Agritourism Program's Agritourism Intensive training provides participants with a comprehensive introduction to agritourism and a supportive network to explore diversification through the development or expansion of an agritourism enterprise.  This year's training will feature a hybrid format, read below for more information. 

What to Expect:  

The Agritourism Intensive training program uses a combination of readings, presentations by experienced agritourism operators and other related professionals, in-class individual exercises, between class homework assignments, small group discussion, peer-to-peer learning, and individual consultation. 

Hands-on activities and homework assignments guide participants through evaluating and developing their perspective agritourism enterprises.  Participants are expected to commit to attending every class can come ready to participate!

Visit the Agritourism Intensive webpage to view course outlines and materials from previous years. 

What You Will Gain:

Through presentations and hands-on assignments, participants will understand their potential for agritourism along with the risks and other considerations.  Participants will also connect with other experienced and perspective agritourism operators in your region and throughout the state! 

During the course, participants will:

  • complete an agritourism assessment
  • begin developing a business plan
  • complete a risk assessment checklist
  • begin developing a marketing plan
  • create six-month action plan


Hybrid format consists of six 2-hour zoom sessions featuring speakers and small-group discussions and one regional in-person gathering/networking event. 

Who Should Attend: 

Presentations and activities are designed for California farmers/ranchers interested in starting or expanding an agritourism enterprise.  Agricultural and tourism professionals serving California, contact Rachael Callahan to express interest. 


Zoom session will be held every Wednesday January 24 - February 28, 2024 12pm - 2pm (see below for course outline).  

In-person networking event TBD in each region.

Course Fee:  

$50 (includes the Agritourism and Nature Tourism in California handbook).  Scholarships and reduced fees are available!  See registration information below.



To register  CLICK HERE

To request a scholarship or reduced fees, do not complete the registration form above, please CLICK HERE

*Registration deadline: November 17, 2023


2024 Hybrid Agritourism Intensive Course Outline

*Subject to change

Session 1: Consider the Possibilities & Asses Your Potential

January 24, 2024

12pm - 2pm

Session 2: Navigating Regulations

January 31, 2024

12pm - 2pm

Session 3: Introduction to Business Planning

February 7, 2024

12pm - 2pm

Session 4: Risk Management: Liability, Insurance, & Safety

February 14, 2024

12pm - 2pm

Session 5: Marketing

February 21, 2024

12pm - 2pm

Session 6: Collaboration & Planning for the Future

February 28, 2024

12pm - 2pm

Regional Farm Tour & Networking Event

Time, date, and location to be determined by regional coordinator.  


The 2024 Agritourism Intensive is Offered in Collaboration with:

FARMstead ED/SLO County Farm TrailSonoma County Farm TrailsUniversity of California Cooperative Extension Modoc CountyUniversity of California Cooperative Extension San Bernardino County.  With funding from the Western Extension Risk Management Education Center.