Industry Report · July 2025 to July 2026
Farm & Agritourism Experiences.
The booking data behind farm tours, u-pick, corn mazes, and harvest season, and what it means for how you market, price, and staff your farm.
from booking to visit. Guests plan more than 2 weeks out.
Farm visits are planned, not impulsive. Families lock in tours and harvest dates more than two weeks ahead, so early season announcements beat last minute pushes, peak weekends can sell out before the week begins, and staffing forecasts firm up two weeks in advance.
Open the season early and announce dates before demand shows up. Time email and social 2 to 3 weeks ahead of the weekends you need to fill. Your calendar 2 weeks out is your staffing forecast.
$91 a cart, and almost no one cancels.
At 3 tickets and $91 a booking, families commit to the visit and bring everyone. And once they book, just 2% cancel.
Package for the family: bundle admission with hayrides, u-pick, and seasonal add-ons. Keep a nonrefundable tier for peak fall weekends. Make self serve rescheduling easy, so a change of plans becomes a new date, not a refund.
Cancellation rate. At just 2%, almost no one backs out. Self serve rescheduling turns a change of plans into a new date, not a refund.
Average booking value. Add-ons and bundles, from u-pick buckets to gift shop merch, keep farm carts growing.
Tickets per booking on average. Guests book for the whole family, not the seat, so package for it.
Locals lead by a mile, and they spend the most.
More than 8 in 10 bookings come from locals who live within an hour, and they outspend tourists at $97.26 a booking against $76.27. Your best customer lives down the road and comes back every season.
Turn locals into regulars: season passes, memberships, and an email list that fires before every season opens. Give families a new reason to return, u-pick in summer, pumpkins in fall, lights in December. The 15% who travel in are a bonus, not the plan.
Your market is almost entirely domestic.
Virtually every guest is domestic, 99.49% of them. Visitors from abroad are a rounding error at 0.51%, and they spend about the same. Between this and the local majority, your market is close to home.
Do not spend a dollar chasing travelers from overseas. Your market is domestic, and mostly local. Put every marketing dollar into your region, your email list, and getting families back for the next season.
A fall business, and the weekend is everything.
Two clocks, and both point at fall weekends. Bookings pour in through September and October, and 3 in 4 visits happen Friday to Sunday. Market the season early, and staff hard for the weekend.
Open your fall calendar early and sell September and October hard. Staff the gate for Friday through Sunday, when 3 in 4 visits land. Use the slow winter and spring for events and memberships.
Bookings already lean to the weekend
3 in 4 visits land Friday to Sunday
Bookings lean to the weekend; visits pile onto it
A fall business: October alone is more than a third of the year's visits
Chart shows when visits take place (product start date). Bookings run about 2 weeks ahead but follow the same fall shape. Trailing 12 months to July 2026.
of bookings come straight through operators' own websites.
Exactly 88.05% of bookings in the last twelve months came through operators' own sites, with another 9.61% rung up at the gate through point of sale. Your website is not a marketing asset. It is the business.
Put your first dollar into your own booking flow, SEO, and abandoned booking recovery. Nearly 1 in 10 bookings happens at the gate, so keep point of sale fast. Grow direct wherever you can.
The booking software for agritourism.
The world's most advanced operating system for farm tours, corn mazes, pumpkin patches and more, now supercharged by Peek Pro 9. From the first click to the follow up review.
Tailor to Your Needs
Build a system that takes the stress out of daily farm management. Customized ticketing for timed, group, and special event entry, easy QR check-ins, capacity limits for every tour and hayride, and a mobile app that runs the farm from your pocket.
Maximize Revenue
Drive more revenue with a platform designed to boost sales and accommodate walk-ups. Abandoned booking recovery, add-ons and bundles, a speedy point of sale for the gate and the gift shop, and dynamic pricing for peak weekends.
Impress Your Guests
Deliver straight-from-the-farm hospitality before, during, and after the visit. A customer portal with self serve rescheduling, digital waivers signed in advance, automated messaging, and Smart Reviews that turn happy guests into new ones.
"With Peek, 90% of the labor that goes into registrations is no longer needed."
Joni · Tanaka Farms"Peek is so intuitive and easy to use, and has helped us take our business to the next level."
Apple Hill Farms"From the first interaction with our customers to the last interaction, it's all done through Peek."
Avital ToursHarvest success
with a powerhouse system.
Join Tanaka Farms, Apple Hill Farms, and agritourism operators everywhere turning these numbers into their growth plan.