Forget muddy boots and backbreaking labor — the modern farm stay is all about curated rusticity, organic meals, and sunset views over olive groves. As agritourism surges, luxury farm resorts from Puerto Rico to Portugal are redefining rural escapism for a new generation of wellness-focused travelers with deep pockets.
The new face of farm life
Once associated with long days of manual labor and utilitarian living, farm life has undergone a glamorous reinvention. No longer defined by wheelbarrows and pig troughs, the modern version—especially as depicted across Instagram and TikTok—leans into “cottagecore” aesthetic and curated simplicity. Picture open-concept kitchens stocked with Williams-Sonoma gear, linen-clad children picking vegetables, and turmeric lattes made with fresh, frothy milk straight from the source.
Luxury resorts have taken note. Across the globe, a new crop of high-end farm retreats is capitalizing on this romanticized return to nature, offering a taste of agrarian life—without the 14-hour workdays. In exchange for nightly rates that can soar to $3,000, guests are promised pastoral calm, gourmet meals made from on-site ingredients, and wellness-forward activities from botanical baking to horseback riding. The appeal? A lifestyle that feels rooted, seasonal, and authentic—even if it’s filtered through five-star service.
Glamour grows on the land
Whether nestled in the Great Smoky Mountains or along Puerto Rico’s wild coastline, luxury agritourism properties are booming. Take Blackberry Farm, a 4,200-acre resort in Tennessee where guests can pair fly fishing and trail rides with selections from a 170,000-bottle wine cellar. In Portugal, São Lourenço do Barrocal blends historic charm with olive groves and stargazing. In Mexico, Flora Farms caters to culinary travelers in search of a more intimate, family-run experience.
But perhaps the most ambitious is Moncayo, a 1,100-acre development in eastern Puerto Rico. Slated to offer 400 luxury residences, a 100-acre working farm, golf courses, and guest rooms perched across mountain ridges and coastline, the project represents the convergence of regenerative agriculture and elite leisure. With prices for built homes starting at $12 million, it’s clear that the new pastoral dream doesn’t come cheap. “There will be rounds of golf, there’ll be games of tennis, there’ll be island hopping on boats,” said Carter Redd, Moncayo’s project president. “But I would be surprised if most days don’t start or finish with the trip to the farm.”
Influencers, celebrities, and the curated countryside
Much of the demand for high-end farm escapes can be traced to social media, where influencers like Hannah Neeleman of Ballerina Farm have built empires showcasing romanticized homesteading. Neeleman’s idyllic Utah farm—complete with eight children, fresh milk, and floral dresses—has drawn over 10 million followers on Instagram. Her posts often resemble lifestyle shoots rather than documentation of labor.
Celebrities have also embraced the trend. Gigi and Bella Hadid regularly escape to their family’s Pennsylvania farm. Lenny Kravitz’s tour of his Brazilian fazenda is one of Architectural Digest’s most-watched. Meghan Markle, Brie Larson, and Shailene Woodley have all engaged in foraging, beekeeping, or honey-harvesting—activities once considered niche but now central to the aesthetic of wellness. And yet, this back-to-the-land movement comes with an ironic twist: it’s often far removed from the realities of rural life, propped up by hired hands and million-dollar staging. Still, the emotional appeal of the land—its rituals, its rootedness—remains strong.
A booming market for agritourism
According to trend forecaster Allyson Rees of WGSN, the rise in luxury farm stays is fueled by travelers seeking experiences that feel both grounding and restorative. “There’s a desire for more authentic experiences,” she said, “and a sense that your vacation is having a wellness or mental health benefit.”
The global agritourism market reflects that shift. Valued at $69.2 billion in 2019, it’s projected to nearly triple to $197.4 billion by 2032. In the U.S., farm-stay listings rose by 71% between 2019 and 2024, and Airbnb reports over 1 million farm-stay searches in early 2025—a 20% increase from the year prior.
Luxury properties are tapping into that growth, offering curated rural experiences that include not only high-end lodgings but also hands-on engagement with food production. At Wildflower Farms in New York’s Hudson Valley, guests pick vegetables in the morning and use them in afternoon cooking classes. Evening harvest dinners hosted by figures like designer Laura Kim or chef Flynn McGarry round out the experience.
Connecting through cuisine and cultivation
“A lot of luxury hotels were just touching on gardening,” said Wildflower co-owner Kristin Soong Rapoport. “We wanted to really have a farm.” The resort, a former tree nursery, now spreads across 140 acres of crops, woods, and wildflower meadows. Beyond traditional amenities, guests can try pressed-flower pottery, botanical baking, or simply enjoy the calm of slow, seasonal living.
In Puerto Rico, Moncayo’s agricultural component is built on principles of regenerative farming. Half of the farm’s produce will be distributed to local communities in Fajardo, addressing the island’s heavy reliance on imported food. According to Redd, the farm will also function as a “learning lab,” with partnerships across local universities and organizations.
This philosophy echoes a broader redefinition of luxury—not as extravagance, but as access to meaning, sustainability, and connection. The farm, once a symbol of labor, now stands for mindfulness.
Farming as fashion and philosophy
Luxury has long embraced farm-to-table ingredients, but now it embraces the lifestyle, too. This shift reflects a broader movement toward “quiet luxury”—a preference for subtle refinement over conspicuous consumption. No longer must guests flaunt designer labels or pop champagne poolside. Instead, they forage for truffles, learn fermentation techniques, or harvest honey beneath olive trees.
“We’re seeing a return to authenticity,” said Vittoria Careri, marketing manager at Italy’s Borgo dei Conti Resort. Set in the green hills of Umbria, the property invites guests to experience rural Italian life as it was once lived—yet with every modern comfort thoughtfully preserved.
Agritourism isn’t limited to high spenders. Modest farms across the Mediterranean, Japan, and China have also benefitted from the trend, using tourism to revitalize local economies and cultural traditions. In 2024, Airbnb reported over $500 million in collective earnings for U.S.-based farm stay hosts alone.
The future of slow travel
The pandemic reshaped how people think about travel—and proximity. With international travel off the table, many sought open-air escapes closer to home. Wildflower Farms launched in 2022 to meet that demand, drawing city-dwellers from New York who suddenly longed for nature, peace, and the joy of harvesting their own salad greens. Since then, interest in rural self-sufficiency has only grown. Rees connects this to the broader “preparedness” movement: a desire to know how to grow food, be more self-reliant, and live more slowly. “It’s not ‘Doomsday Preppers’ anymore,” she said. “It’s become aspirational.”
Whether driven by climate anxiety, digital fatigue, or simple romanticism, luxury farm resorts are flourishing as travelers reimagine what it means to unwind. For many, the answer isn’t found on a beach with a cocktail—but in the quiet rhythm of land, labor, and seasonal living.
