It is also surprising to observe the different conceptions that individuals have of agritourism. For example, the geographer mentions the worried and legitimate reaction of some people: “This is not a holiday. Personally, I don’t want to work when I am on holiday!” Certainly, this kind of practice exists; it is known as woofing. But this is not considered as agritourism. Other travelers perceive agritourism as contact with animals and the discovery of farm-machinery. Those who have already lived the experience realize that there is not always contact with the farm. “These tourists think that they will be in a peaceful place where they will not be treated as numbers, like in a hotel for example. They feel as though they are considered as people”, explains the young researcher from Liege.

“Emma at the farm », the new edition”

Contrary to perceived ideas, people from the countryside are not necessarily characteristic of the agriculture. Even more astonishingly, city-dwellers have a more realistic view of what constitutes a farm. In 1954, Casterman published the famous “Martine à la ferme”. The cock standing on a pile of fertilizer, geraniums on the balcony, the friendly farmyard… This is the traditional image of the farm, or at least it was. Today, tourists expect to be welcomed in the same pastoral surroundings while, figuratively speaking, there are two distinct versions of farming(4). The first one leads the tourists into the beautiful square courtyard which reflects the heritage and architecture of yesteryear. The second- and the one which does not interest tourists – constitutes the journey of tractors to the farm constructed in a large hall a kilometer away. “By promoting the type of agriculture featured in Martine à la ferme, we do nothing to promote modern agriculture and new agricultural technologies. People hold on to a perceived image of what a farm should be and this is rather a pity”, says Charline Dubois disapprovingly.

Apart from this regrettable observation, agritourism remains a “win-win” solution. On one hand, the audacious farmers are recompensed and can make ends meet financially. And on the other hand, the demand by tourists craving a bit of greenery is guaranteed, and only a few kilometers from their door. But will this phenomenon last over time? Nothing could be more uncertain. “In Luxembourg, the current situation is particular. The government wants the phenomenon to grow. But mentalities must change… Both on the part of farmers and tourists”, explains the researcher from ULg. In Wallonia, the trend is to prefer prime establishments (those having 4 or 5 épis) and/or the unusua. “Few farmers will invest in an establishment that has only a 1 épi classification because they know the tourist is king. The latter wants to feel more at home. Therefore they do not want épi 1 room. And yet, something needs to be done with regard to less prestigious establishments as well as in camping. Because the most fervent campers are the Flemish and Dutch. And this represents 70% of the clientele of tourism in Wallonia”.

Much effort still needs to be made in order for agritourism to really become a solution for all farmers who are launching a career in the profession. If the standardization of agritourism makes it possible to gain better recognition and publicity, it could also become the worst kind of activity possible by denaturing a product that needs diversification and authenticity. In addition, the heuristic model proposed by Charline Dubois should make it possible to increase the overlap between the expectations of the different actors.

(4) Dubois C. & S. Schmitz (2013). « What is the position of agritourism on the Walloon tourist market ? ». European Countryside, 5(4), pp. 295-307.