Essex County Agri-Tourism: Exploring Regional and Farm-Level Diversification

The character of many Canadian rural regions is changing rapidly as farms continue to become larger and more specialized and new (ex)urban actors influence rural economies with new expectations of rural space. In Essex County, Ontario, this changing character is being directed, in part, through tourism promotion and by leveraging its location within a designated wine appellation. As tourism is being pushed to a more prominent position within the County’s brand, farmers are provided opportunities to capitalize on increased visitation and an evolving perception of the region. Considering this regional context, this research aims to explore the uses of and motivations behind agri-tourism in Essex County, Ontario by three stakeholder groups: farmers, winery owners, and the Destination Marketing Organization (DMO). To accomplish this, document analysis was conducted alongside interviews with agri-tourism providers and DMO representatives. The dominant narrative emerging from analysis is the development of an emerging tourism destination. While winery owners actively collaborate to co-create a wine destination with the help of the DMO, farmers who have diversified into agri-tourism provision are more likely to work in silos and cultivate a personal niche without regard for a regional brand or destination creation. Though tourism promotional materials emphasize local food and beverages, it is questionable if farmers are actively buying into or are aware of this potential tourism opportunity. This research contributes to an understanding of Canadian farm diversification, particularly within the context of an emerging tourism destination