Ag producers, other stakeholders invited to register for event in San Diego County
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.
The event will feature practical tools to start or expand an agritourism business, expert panels, roundtable discussions, presentations, networking opportunities and tours of successful agritourism operations. The summit is organized by the University of California Sustainable Agriculture Research and Education Program (SAREP) and UC Cooperative Extension 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.
“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 second day of the summit begins with a panel featuring Karen Ross, secretary of the California Department of Food and Agriculture; Caroline Beteta, president and CEO of Visit California; Paul Towers, executive director of Community Alliance with Family Farmers; and leadership of the Governor’s Office of Business and Economic Development (GO-Biz).
“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."
The first day of the summit comprises tours of exemplary agritourism businesses in the area, and culminates in a special evening reception, hosted by California Grown, at The Flower Fields at Carlsbad Ranch.
"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.”
Register for the California Agritourism Summit at https://bit.ly/2025CAAgTourismSummit.
Businesses interested in supporting the summit can learn more here: https://na.eventscloud.com/website/83086/becomeasupporter/.
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.