Japan Agritourism Market

Japan Agritourism Market Insights Forecasts to 2035

• The Japan Agritourism Market Size Was Estimated at USD 4.67 Billion in 2024
• The Market Size is Expected to Grow at a CAGR of Around 12.95% from 2025 to 2035
• The Japan Agritourism Market Size is Expected to Reach USD 17.82 Billion by 2035

According to a research report published by Decision Advisor & Consulting, the Japan agritourism market size is anticipated to reach USD 17.82 billion by 2035, growing at a CAGR of 12.95% from 2025 to 2035. The agritourism market in Japan is driven by strong government rural revitalization initiatives, adoption of smart farming technologies, rising demand for sustainable travel, and efforts to boost regional economies through diversified agricultural experiences.

Market Overview

The agritourism market can be defined as tourism activities on or around farms, agricultural lands, and rural areas where visitors participate in farm activities such as harvesting, animal interactions, food and beverage production workshops, cultural events, and outdoor activities. Agritourism market integrates both agricultural and tourist markets, planned as a way to assist farmers in generating additional income, encourage rural development, and provide educational, leisure, and experiential travel opportunities that show both local culture and farming practices as well as natural scenery. The Japanese agritourism market is experiencing an upward trend of growth, in part due to aggressive government efforts targeting rural area revitalization of aging and depopulating areas. The Ministry of Agriculture, Forestry, and Fisheries of Japan (MAFF) sponsors farm-based tourism (aggregating agritourism resource distribution to agritourism farmers with a customer connection platform) through subsidies and partnerships with local government and farmers.

Technological advances in productivity and visitor experience, including smart farming, the Internet of Things (IoT), and automated cultivation, have enabled agricultural production to improve while providing immersive visitor experiences through tech-related visitor experiences. In September 2025, the resurgence of items such as the MAFF regional revitalization platform and a broad-region tourism initiative should continue energizing the agritourism ecosystem in Japan.

Report Coverage

This research report categorizes the market for the Japan agritourism market based on various segments and regions, and forecasts revenue growth and analyzes trends in each submarket. The report analyses the key growth drivers, opportunities, and challenges influencing the Japan agritourism market. Recent market developments and competitive strategies, such as expansion, product launch, development, partnership, merger, and acquisition, have been included to draw the competitive landscape in the market. The report strategically identifies and profiles the key market players and analyses their core competencies in each sub-segment of the Japan agritourism market.

Driving Factors

The agritourism market in Japan is driven by vigorous government programs focused on rejuvenating rural regions impacted by declines in population and farm income. The demand is also bolstered by rising consumer interests in sustainable travel, immersive experiences, and farm-to-table food experiences. The adoption of various smart farming technologies, including IoT, automation, and precision agriculture, has helped further support visitor engagement and productivity at the farm level. The steady expansion of the agritourism market is also influenced by the increased promotion of regional local specialties, seasonal on-farm experiences, and sustainable tourism models.

Restraining Factors

The agritourism market in Japan is mostly constrained by an aging farmer population, limited capacity for overnight accommodations in rural areas, and high operational costs associated with bringing a farm to a visitor-ready state. Farmers and agritourism operations face regulatory barriers, seasonal dependency issues, and limited transportation availability.

Market Segmentation

The Japan agritourism market share is classified into tourist type and activity type.

• The domestic segment accounted for the largest revenue market share in 2024 and is expected to grow at a significant CAGR during the forecast period. 

The Japan agritourism market is segmented by tourist type into domestic and international. Among these, the domestic segment accounted for the largest revenue market share in 2024 and is expected to grow at a significant CAGR during the forecast period. This is due to the fact that much of the demand for agritourism originates from Japanese citizens looking for weekend trips, farm stay programs, seasonal activities like fruit harvesting, and rural experiences. Domestic participation is further increased by the government's vigorous promotion of local rejuvenation tourism, the popularity of regional specialties, and the convenience of short-distance travel.

• The outdoor recreation segment accounted for the largest revenue share in 2024 and is expected to grow at a significant CAGR during the forecast period. 

The Japan agritourism market is segmented by activity type into on-farm sales, outdoor recreation, agritainment, educational tourism, accommodations, and others. Among these, the outdoor recreation segment accounted for the largest revenue share in 2024 and is expected to grow at a significant CAGR during the forecast period. This is due to the fact that the most well-liked and extensively advertised activities in Japan are fruit picking, tea leaf harvesting, flower gazing, farm walks, and seasonal agricultural experiences.

Competitive Analysis:

The report offers the appropriate analysis of the key organizations/companies involved within the Japan agritourism market, along with a comparative evaluation primarily based on their product offering, business overviews, geographic presence, enterprise strategies, segment market share, and SWOT analysis. The report also provides an elaborate analysis focusing on the current news and developments of the companies, which includes product development, innovations, joint ventures, partnerships, mergers & acquisitions, strategic alliances, and others. This allows for the evaluation of the overall competition within the market.

List of Key Companies

• Farmstay Japan Co. Ltd.
• N-Tour / JA Agricultural Tourism
• STAY JAPAN
• Veltra Corporation
• Ohtawara Agriturismo
• Itadakimasu Company
• Yamagata Girls Farm
• Daio Wasabi Farm
• Hanabatake Farm
• Earth Embassy
• Others

Key Target Audience

• Market Players
• Investors
• End-users
• Government Authorities 
• Consulting and Research Firm
• Venture capitalists
• Value-Added Resellers (VARs)

Recent Developments:

•  In June 2025, the Government announced the 2030 inbound food-tourism consumption target of ¥4.5 trillion, solidifying the emphasis and reach of agritourism and sober food-culture initiatives.
• In October 2024, JTB Research Institute chose 5 model agritourism regions as leaders in a “sustainable agritourism model-region creation” project, funded by MAFF (Ministry of Agriculture, Forestry and Fisheries (rural development)) grant funding.

Market Segment

This study forecasts revenue at the Japan, regional, and country levels from 2020 to 2035. Decision Advisor has segmented the Japan agritourism market based on the below-mentioned segments:

Japan Agritourism Market, By Tourist Type

• Domestic
• International

Japan Agritourism Market, By Activity Type

• On-farm Sales
• Outdoor Recreation
• Agritainment
• Educational Tourism
• Accommodations
• Others

FAQ’s

Q: What is the Japan agritourism market size?

A: Japan agritourism market size is expected to grow from USD 4.67 billion in 2024 to USD 17.82 billion by 2035, growing at a CAGR of 12.95% during the forecast period 2025-2035. 

Q: What are the key growth drivers of the market?

A: Market growth is driven by vigorous government programs focused on rejuvenating rural regions impacted by declines in population and farm income. The demand is also bolstered by rising consumer interests in sustainable travel, immersive experiences, and farm-to-table food experiences. The adoption of various smart farming technologies, including IoT, automation, and precision agriculture, has helped further support visitor engagement and productivity at the farm level.

Q: What factors restrain the Japan agritourism market?

A: Constraints include an aging farmer population, limited capacity for overnight accommodations in rural areas, and high operational costs associated with bringing a farm to a visitor-ready state. Farmers and agritourism operations face regulatory barriers, seasonal dependency issues, and limited transportation availability.

Q: How is the market segmented by tourist type?

A: The market is segmented into domestic and international.

Q: Who are the key players in the Japan agritourism market?

A: Key companies include Farmstay Japan Co. Ltd., N-Tour / JA Agricultural Tourism, STAY JAPAN, Veltra Corporation, Ohtawara Agriturismo, Itadakimasu Company, Yamagata Girls Farm, Daio Wasabi Farm, Hanabatake Farm, and Earth Embassy.

Q: Who are the target audiences for this market report?

A: The report targets market players, investors, end-users, government authorities, consulting and research firms, venture capitalists, and value-added resellers (VARs).