Missouri Farm Bureau’s 2026 Agritourism Conference will be held Sunday through Tuesday in Hermann, bringing together agritourism stakeholders to explore opportunities in Missouri’s growing agritourism sector.
The conference usually draws 60-70 attendees annually, said Janet Adkison, director of public affairs and advocacy with Missouri Farm Bureau. This includes farmers, agribusiness leaders, tourism professionals and local economic development partners.
At the conference, participants will see firsthand how farms, wineries, orchards and other value-added agriculture business and rural destinations are connecting tourists and consumers with the state’s agriculture scene, while diversifying revenue streams for farm families and rural communities.
“Whenever folks think of agritourism, they think of a pumpkin patch or a flower farm,” Adkison said. “But agritourism is really anything that gets folks to connect with the agriculture industry. So from your Airbnbs that are out in rural Missouri to the wineries that you see across the countryside, to even a tree farm or just a simple orchard, those are all part of Missouri’s agritourism industry.”
The conference kicks off Sunday with welcome remarks by Missouri Farm Bureau president Garrett Hawkins and a dinner at Hermann Farm Store Barn. Participants will spend the nights at The Inn at Hermannhof.
Monday will include an agritourism bus tour, with stops at Thierbach Orchard, Heritage Valley Tree Farm, White Mule Winery & BNB and Cool Cow Cheese, where participants have the opportunity to speak to business owners.
It will be followed by a farm-to-table, wine-pairing dinner at Hermannhof Winery Court with the Missouri Wine & Grape Board.
“If you are somebody who’s interested in agritourism, you get to hear from somebody who’s been there and done that, and some of the hurdles that they may have experienced along the way,” Adkison said. “You’ll have that exposure both on the tour and also during the programs that they’ll provide on Tuesday.”
On the final day of the conference, participants will attend educational workshops and network with other vendors at Hermannhof Festhalle. Topics discussed in the workshops include marketing, risk management, USDA Rural Development resources for agricultural businesses.
“You’ll hear from some folks as far as the missteps or wins that they had while trying to market and get those crowds to come to the farm, and sometimes something might work, (or) something surprises you and it doesn’t work,” Adkison said.
The conference location rotates around the state each year — past stops have included northeast and west central Missouri, which Adkison said gives the conference a chance to showcase how agritourism looks based on the terrain and agricultural strength of each region.
Find out more about the event or register for it at mofb.org/event/2026-agritourism.