By Abigail Beurket, Aden Nickerson, Avery Rudolph

Students at Martin Hall Agency, supported by a United States Department of Agriculture-funded grant, are teaming up with West Virginia University Extension to launch an innovative certification program that will strengthen agritourism in West Virginia—uniting businesses, educating operators on liability laws and spotlighting the state’s rich array of farm-based experiences.

The program, currently in the concept testing phase, will provide West Virginia’s agritourism operators with essential tools to grow and promote their businesses. Participants will also gain critical knowledge of legal requirements, liability protections and best marketing practices.

“We want to make sure that agritourism operators are well-informed and empowered to showcase all that this industry has to offer,” said Dee Singh-Knights, a WVU Extension specialist and grant lead.

West Virginia’s agritourism landscape varies widely across regions, and the certification program is designed to embrace this diversity through tailored curriculum and outreach. It will also spotlight the state’s rich offerings, including farm tours and wine tastings.

“A key goal of the campaign is to enhance the economic impact of agritourism in our communities and to highlight the variety of experiences it offers,” said Bailey Toothman, the campaign’s digital director. “By bringing these businesses together, we can help visitors fully explore all that agritourism in West Virginia has to offer.”

In addition to the certification itself, the program will roll out a comprehensive marketing campaign designed to raise awareness among residents and visitors to the state. The campaign will include a mix of digital and physical advertising strategies. Social media, websites and targeted digital content will be used to engage operators and visitors. Physical advertising, including billboards, flyers and on-site branded displays, will be on the agenda to enhance visibility across the state.

“People may not realize how much there is to experience in their backyard. This campaign will not only showcase the diverse opportunities available but also serve as a valuable resource for anyone looking to get involved in agritourism, whether they are operators or visitors,” said MHA Account Manager Ryan Bombich.

The certification program and its associated marketing efforts are expected to launch in the coming months.