What's Inside the Complete Academy?

Module 1 — The Value in a Story

Build the foundations behind your business.

Clarify your vision, mission, values, customers and goals, then learn how to turn the story behind your farm, family, products and business into something visitors understand and remember.

You'll explore business planning, storytelling, customer advocacy and how to communicate the value behind what you do.

Ideal for: Building or strengthening the foundations of your agritourism business.

Module 2 — Point of Difference

Give visitors a reason to choose you.

Discover what makes your business genuinely different and learn how to avoid becoming another "me too" experience.

Explore your unique selling proposition, changing visitor expectations, industry trends, pricing, positioning and memorable anchor moments.

The goal is to uncover your onliness — the parts of your business, place and story that can't simply be copied by the farm down the road.

Ideal for: Businesses struggling to stand out in a crowded tourism market.

Module 3 — Creating Your Image

Your brand is everything the customer experiences.

A strong business image goes far beyond your logo.

Explore how visitors form opinions through customer service, staff, presentation, product knowledge, labelling, communication, training, digital presence and consistency.

Using the ATA Image Wheel, you'll identify the small details that influence how customers see and trust your business.

Ideal for: Creating a professional, consistent and recognisable agritourism brand.

Module 4 — The Visitor Experience

See your farm through your visitor's eyes.

Learn how the physical and human elements of your property influence what visitors see, feel, do, buy and remember.

Explore layout, parking, signage, entrances, customer flow, displays, lighting, merchandising, accessibility, customer service, human touchpoints and more.

Small changes can make a surprisingly big difference to the customer experience.

Ideal for: Improving visitor satisfaction, customer flow and on-site spending.

Module 5 — Adding Value

Stop competing only on price.

Agritourism creates opportunities to add value far beyond the original farm product.

Learn about price-making, margins, packaging, partnerships, customer delight, technology and experience-based pricing, while identifying where profit may currently be disappearing from your business.

Instead of asking, "How cheaply can we sell it?", start asking:

"How can we make it worth more?"

Ideal for: Operators wanting to improve profitability without relying on discounting.

Module 6 — Farm Entertainment

Turn your farm into an experience.

Explore ways to create additional reasons for visitors to come — and additional things for them to purchase.

The module covers farm entertainment, events, animal experiences, crop and orchard activities, workshops, Pick Your Own, food experiences, weddings, photography, tour groups and seasonal activities.

You'll also consider practical issues including safety, programming, target markets and managing visitor expectations.

Ideal for: Creating new experiences and diversifying farm income.

Module 7 — Agritourism Marketing

Turn attention into visitors.

Modern agritourism marketing is about much more than occasionally posting on Facebook.

Learn how to identify your target visitor and use storytelling, photography, social media, short-form video, Google Business Profile, reviews, influencers, SMS, websites, traditional media, local partnerships and AI discoverability to build awareness and bookings.

You'll also explore marketing away from the farm at markets, events and exhibitions.

Ideal for: Businesses wanting more effective marketing without constantly feeling like they're selling.

Module 8 — Farm Stays & Farm Restaurants

Create experiences that keep visitors longer.

Explore the opportunities and challenges involved in adding farm accommodation and food experiences to an agritourism business.

Follow the farm-stay customer journey through booking, arrival, pricing, marketing and partnerships, while also examining farm restaurant concepts, menus, kitchens, front-of-house operations, sustainability and pricing.

Ideal for: Farms considering accommodation, hospitality or food-based diversification.

Module 9 — Mental Health & Wellbeing in Agritourism

Build a business that supports people as well as profit.

Agritourism can create opportunities for connection, nature and wellbeing — but operating a visitor-focused business can also place pressure on owners and teams.

Explore green spaces, gardening, wellness experiences, mindful areas, orchard bathing, team wellbeing, stress and resilience.

This module considers both the wellbeing of your visitors and the people behind the business.

Ideal for: Operators interested in wellness tourism and healthier workplaces.

Module 10 — The Future of Your Business

Build an agritourism business that can evolve.

Successful businesses don't stand still.

Explore future-focused ideas including regenerative tourism, networking, managing expectations and building your legacy.

Consider what you want your business to look like in the years ahead — and what needs to happen now to help you get there.

Ideal for: Long-term planning, succession, growth and business sustainability.

More Than 10 Modules

Complete Academy members also gain access to additional and continually developing training, including:

Global Agritourism Trends & Case Studies
Learn from real agritourism, farm retail and visitor-experience businesses from around the world.

Considerations in an Economic Downturn
Explore how changing customer behaviour affects agritourism and how businesses can adapt their products, pricing and marketing.

New to the Workforce
Practical introductory training designed for younger or less experienced team members entering an agritourism workplace.

Volunteers on the Farm
Guidance for creating safer, clearer and more positive volunteer experiences.

And the Academy continues to grow as we discover new ideas, businesses, trends and practical examples from around the world.