The Agritourism Training Academy is a self-paced online program designed to help farmers turn what they already do, or want to do on-farm into a clear, bookable, profitable visitor experience — without guessing, copying others, or overcomplicating it.

This isn’t a quick “mini course”. Inside the Academy, you’ll find almost 200  short videos (and growing), built specifically for busy operators and rural teams.

What makes it different (and why it’s so practical)

Every lesson is designed to help you take action, not just watch and move on. Inside the Academy, you’ll receive:

• An action plan with every lesson (so you know exactly what to do next)
• Checklists and templates to help you develop and improve your business step-by-step
• Guideline notes with every lesson (so key points are easy to review later)
• Case studies from around the world showing what works in different settings and seasons
• Copies of some of John’s books included as part of your enrolment (as an added layer of practical reference and support)

The goal is simple: you finish the training with real outcomes — clearer offers, stronger visitor flow, better team consistency, improved pricing confidence, and a more sustainable plan for growth.

What you can expect inside
The training is designed to take you from “we think we could do agritourism” (or “we already do, but it’s messy”) to a clear, bookable, confident offer. You’ll learn how to shape and communicate your story, identify your point of difference, build a strong and consistent image, and design an on-farm visitor experience with better flow, signage, service and accessibility. From there, we support the next phase — adding value, building demand through marketing, exploring entertainment and accommodation options where they fit, and planning for long-term sustainability, wellbeing, and the future of your business. Here is a short summary of each module…

Module 1 — The Value in a Story: Expect topics on your vision, mission and values, understanding your customers, writing your story, and goal setting — all the groundwork that makes everything else easier.

Module 2 — Point of Difference: This module outlines how you can define your unique selling proposition, look at industry trends strategically, and helps you build “anchor moments”, pricing confidence, and clear messaging that shows why you’re worth the trip (with global-style examples and a practical case study).

Module 3 — Creating Your Image: This is where you build consistency and confidence — aligning your team, service standards, communication, and your on-farm and online presence so visitors get the same great experience every time.

Module 4 — The Visitor Experience: This is a very bricks and mortar module.We focus on what visitors actually feel on-farm — creating flow, signage, building displays, accessibility and inclusion, biosecurity as an education point, and service strategies that create trust, comfort, and memorable moments.

Module 5 — Adding Value: Practical strategies to increase profit without adding chaos — packaging and bundles, partnerships, using technology well, and moving from “price taking” to “price making” with stronger pricing strategy.

Module 6 — Farm Entertainment: How to plan entertainment that fits your farm and your capacity — what works, what doesn’t, seasonal/event thinking, food and “grab and go” offers, and risk awareness.

Module 7 — Marketing: Clear, doable marketing that matches your business — from traditional and digital marketing through to internal marketing, and considerations on how to set up for events. Plus, how to use user-generated content and influencers without it feeling awkward or inauthentic.

Module 8 — Farm Accommodation and Restaurants: Guidance on where food and accommodation fits (and where it doesn’t), what to think through before you add it, and how to deliver an experience that supports your brand rather than complicating the business.

Module 9 — Mental Health in Agritourism: Support for building a business that works long-term — wellbeing for owners and teams, realistic workload planning, and how sustainability and mindfulness tourism can fit your offer (when appropriate). Ideas to help your destination become one that people want to visit to benefit their mental health.

Module 10 — The Future of Your Business: Future-focused planning to protect and grow what you’re building — trends in agritourism, emerging technology, managing expectations, legacy thinking, and shaping the next phase of your business.

Access, timing, and how it works
Enrolling is easy, just jump on our website –AgritourismTrainingAcademy.com and click the enrol now button at the top right. Fill in your details, pick if you are paying in full or in monthly instalments, select your currency in the drop-down menu and submit.

• Immediate access: once you enrol and log in, you can start straight away.
• Access length: you keep access for 2 years, so you can revisit modules as seasons change or as your business grows.
• Release schedule: content unlocks progressively so you’re not bombarded all at once, but you can still work at your own pace.
• Important note: if you don’t receive your login email, please check your spam/junk folder.

John Stanley Associates client discount

John Stanley Associates is offering schiolarship to West Australian farmers who wish to join the Academy. To apply, contact John john@johnstanley.com.au