New WCCVB director’s focus is on agritourism

Shannon Carter, new executive director of the Wayne County Convention and Visitors Bureau, is embarking on a plan to make the area a premier agritourism destination.

Agritourism is a relatively new combination of agriculture and tourism that allows travelers to experience the richness of rural life while supporting local farmers and communities. This growing sector enables visitors to engage directly with farming activities, like picking fresh fruits and vegetables, participating in seasonal harvests, or learning about sustainable farming practices.

“If anyone can do agritourism correctly, it is Wayne County,” Carter said. “We are focusing on farm-to-table, and we are reaching out to farmers to see how they can work with us doing tours or promoting their finished products.”

Agritourism offers an opportunity to explore life on a farm and often creates an escape from urban life. In addition to stimulating local economies, agritourism can provide educational experiences where tourists gain insight into food production.

“A lot of the trends we are seeing in the travel and tourism industry are that people are looking for experiences they can’t get in their own communities,” Carter said. “The pandemic has made people a little more self-sufficient, and they want to know where their food comes from.”

Wayne County is a region that exudes agricultural charm and has a rich heritage. The county is home to farms that have been cultivated for generations. This fertile land, nourished by the fertile soils from the glacial melt, has long contributed to Ohio’s agricultural economy, producing various crops from corn and soybeans to fruits and vegetables.

“We will be looking at extended stays for people,” Carter said. “They will be visiting Lehman’s to get supplies for a class they might be taking, then coming into Wooster for that experience — the dining, the wineries and the breweries.”

By establishing Wayne County as an agritourism hub, Carter seeks to attract both regional visitors and travelers from afar.

“There is an emerging traveler who wants to dip their toes into something different and try it out,” Carter said. “This is a whole new way to look at tourism. It is fun to be on the edge of this transition. We want to do this in a classy, full-cultured way.”

To submit an event or to learn more, visit www.visitwaynecountyohio.com.

Dan Starcher is the public communications coordinator for Wayne County.