In an effort to strengthen rural economies, the provincial government has allocated support toward a new initiative for small-family farms across Alberta. The funding flows through the Alberta Farm Fresh Producers Association (AFFPA) in partnership with the Travel Alberta network and the Ministry of Jobs, Economy, Trade and Immigration (JETI), enabling more farms to engage in the visitor economy by embracing agritourism activities such as farm tours, pick-your-own operations and farm-to-table events. According to a press release from August 2025, the initiative will allow farmers to diversify income streams, connect directly with consumers and strengthen local food systems.

The economic rationale is grounded in the growing value of Alberta’s agri-food sector and the visitor economy, which together present a significant opportunity for farm operators seeking greater resilience. The funding is designed to assist with professional development, marketing and strategic planning so that farms can leverage this emerging category of tourism. Moreover, the timing aligns with increasing interest in staycations and destination experiences within closer reach, especially among visitors looking for “taste of place” and authentic rural settings.

In practical terms, eligible farms will have access to programming and resources to adapt or expand farm operations to accommodate visitors, from improving infrastructure to creating engaging agritourism offerings. The objective is to make rural Alberta not just a production zone, but a destination where visitors engage with food, hospitality and the agricultural way of life. By doing so, rural communities throughout the province can tap into the visitor economy in ways that complement traditional farming operations and help preserve them for the long term.

This initiative provides an example of how agriculture and tourism are intersecting to produce new pathways for growth, enabling farms to pivot toward experiences as well as production and reinforcing rural-community vitality.