San Luis Obispo County growers to share agritourism successes at gathering organized by UC SAREP
Oak-studded Paso Robles is known for wine and olive oils, but many local farmers’ livelihoods transcend selling products – it’s about exporting the California experience.
With its reputation as a pastoral destination, San Luis Obispo County is a natural fit to host the upcoming 2026 California Agritourism Summit, organized by the University of California Sustainable Agriculture Research and Education Program, part of UC Agriculture and Natural Resources. From Sept. 23–25, SLO County will become a hub for agritourism knowledge exchange.
Through keynote speakers, panel discussions and breakout sessions, summit participants will gain practical tools and inspiration to strengthen agritourism in California. By visiting local farms, attendees can learn directly from business owners.
Find all the details on the event and register.
Event organizer Rachael Callahan, UC SAREP statewide agritourism coordinator, is excited to introduce attendees to the area’s diverse operations.
“We’re going to an urban farm. Then we’ll be out on a big, huge cattle ranch. And an indoor mushroom growing facility,” said Callahan. “San Luis Obispo just has a lot to offer in terms of scale and products.”
The program is tailored for multiple audiences: current agritourism operators, policymakers, regulators, and tourism and economic development professionals.
Growers may take interest in breakout sessions on emergency preparedness or strategies for accessing capital. Tourism and economic development professionals can learn how to attract agritourism to their regions. The networking sessions hosted by event supporter California Grown will bring all stakeholders together while enjoying the state’s agricultural bounty.
New law fosters agritourism growth in California
According to Callahan, the summit coincides with the agritourism industry receiving increased attention and validation. Last year, California lawmakers passed legislation that streamlines permitting for low-impact camping on private sites. The decision was met with cheer from the agritourism industry, especially growers interested in hosting campers.
“Passing low-impact camping legislation was a big accomplishment,” said Callahan, who hopes the law will inspire conversations and new ideas to facilitate continued growth in the industry. “What can we learn? What other pathways can we open up?”
The broad coalition of stakeholders assembled by the summit will offer knowledge and useful practices for attendees to bring back to their home counties, bolstering agritourism across the state.
“It’s an opportunity for folks to learn what’s been successful elsewhere and what can be adopted or adapted to their region,” Callahan said.
Karen Ross, Secretary of the California Department of Food and Agriculture, weighed in on the potential of agritourism to fortify the state’s farming communities.
“California is more than the country’s leading agricultural state; it’s where food, family, and farming intersect in powerful ways that consumers can directly experience,” Ross said. “Agritourism adds additional income for farming families while helping people from across the globe learn where their food comes from and connect with some of the people who grow it.”
Lynette Sonne, founder of FARMstead ED, a summit partner and agritourism nonprofit in San Luis Obispo, expressed gratitude about the summit coming to her county.
“We look forward to wandering off the beaten path, with new friends and old, to discover urban farms, tucked-away family ranches and hand-crafted goods made right along the trail. These are places shaped by seasons, sweat and tradition,” Sonne said.
For growers or other land managers interested in adding agritourism to their operations, visit the California Agritourism website to learn about getting started in the industry and sign up for the e-newsletter to find local workshops hosted by UC ANR.
The 2026 California Agritourism Summit is organized by UC SAREP in collaboration with the 2026 planning committee, summit supporters and sponsors. Summit co-hosts include California Grown, FARMstead ED/SLO County Farm Trail, the Governor’s Office of Business and Economic Development (GO-Biz) and Siskiyou Economic Development.