Reimagining the farm with youth
WITH agrotourism gaining momentum both globally and in Malaysia, now is the time to invest in strategic initiatives that enhance the country's competitiveness in this growing sector.
Encouraging active youth participation, stakeholders say, should be high on the list of priorities, as it will not only ensure long-term sustainability, but also contribute to national food security.
Phoon
Farm in the City chief executive officer (CEO) Datuk Allan Phoon said the younger generation can help the industry stay relevant by bringing fresh perspectives and ideas, and tapping into emerging trends that appeal to both current and future generations.
'With their skills and knowledge – especially in digital tools and technology – they can help modernise agrotourism, adopt more eco-friendly practices, and promote our local culture and heritage,' he told StarEdu.
He added that youth stand to gain from the bright prospects of Malaysia's agrotourism sector, crediting it to the country's diverse cultures and communities, along with its rich tropical rainforests and island destinations.
In its latest report, global management consulting firm Imarc Group stated that the global agrotourism market reached US$73.2bil (RM311.3bil) in 2024 and is projected to grow at a compound annual growth rate of 10.9%, reaching US$205.6bil (RM874.3bil) by 2033.
According to the report, agrotourism refers to a form of tourism that involves visiting agricultural areas to experience farming and enjoy a rural environment. It includes fruit picking, cow milking, vegetable harvesting, livestock rearing, horticulture, crop cultivation, farm tours, agricultural workshops, and demonstrations.
The stakeholders' call to emphasise agrotourism also comes as the country gears up for Visit Malaysia Year 2026. As reported in the media, Malaysia is aiming to attract 45 million visitors and generate RM270bil in tourism revenue by next year.
To foster young agrotourism entrepreneurs, Phoon – who is also the West Pahang Eco-Tourism and Leisure Farm Association president – recommended initiatives such as mentorship programmes, access to grants, funding or low-interest loans, and partnerships between universities and existing agrotourism businesses.
'Spreading awareness through education is key, where the younger generation is taught from an early age the benefits of farming, how agrotourism can lead to a meaningful and fulfilling career, and its vital role in food security.
'As for higher education, strengthening training programmes that focus on agriculture, tourism, and business management skills would help equip graduates to embark on this journey,' he said.
Phoon shared that Farm in the City, an agrotourism provider in Seri Kembangan, Selangor, which offers a farm, petting zoo and cultural experiences, has supported initiatives that encourage youth participation – along with its sister company The Bentong Farm in Pahang,
'We offer internships and accept about 40 to 50 tertiary students every year from courses such as agriculture, animal husbandry, veterinary care, biodiversity, landscaping and forestry. Many of them transition to full-time positions after graduation. We offer part-time work and volunteer programmes too.
'We also conduct programmes for children, such as our 'Junior Farm Rangers', 'Farm Ranger Experience' and career talks, to educate them about the environment, plant and animal responsibility, give them the experience of being a zookeeper for a day, and introduce them to potential careers in the industry,' he said.
Lending expertise, funding
Citing long-held perceptions that agriculture is dirty, dangerous and difficult work, Agrobank president and CEO Datuk Tengku Ahmad Badli Shah Raja Hussin said efforts must be made to promote agriculture – and by extension, agrotourism – as a viable career path for youth.
'We need more youth to participate in the agriculture business. With digitalisation and the Internet of Things (IoT), agriculture is becoming a tech-driven industry.
'Youth are more tech-savvy than the generations before them. They can adopt technologies and increase production,' he said.
Tengku Ahmad Badli Shah
Tengku Ahmad Badli Shah added that Agrobank, through its Young Graduate Agropreneur Development Programme, has partnered with schools and universities to offer hands-on learning experiences such as farm visits, lab work, direct crop sales to the market, and business workshops.
'By giving students a 'combo' taste of what working in agriculture is like, it will not only spark their interest in the field, but also serve as a starting point for them to launch their businesses,' he said.
He also said the Agrobank Centre of Excellence plays a vital role in moulding young talent into sustainable agropreneurs through a series of workshops, training sessions and group coaching focusing on entrepreneurship.
'These cover modules such as mindset transformation, business model canvas, basic financial management and digital marketing,' he shared.
Noting the financial challenges young Malaysians face in entering the agrotourism sector, Tengku Ahmad Badli Shah said Agrobank – a Malaysian government-owned bank focused on agriculture – offers tailored financial schemes to support them.
'For example, our Program Agropreneur Muda offers financing of up to RM300,000 at a profit rate of 5.50% per annum with a tenure of seven years, to encourage and sustain youth participation,' he said.
He added that the bank also offers microfinancing of up to RM500,000 for aspiring agrotourism entrepreneurs, which can be used to boost working capital and support capital investments in their businesses.
'We also provide small and medium enterprise financing at preferential rates. We usually charge a profit rate of 3% to 3.5% with a longer tenure of about eight to 10 years.
'Additionally, we support women empowerment through special financing schemes. These are offered at attractive rates, enabling women to promote their agrotourism businesses,' he said.
Mohamad Zabawi
Also addressing funding challenges, Malaysian Agricultural Research and Development Institute (Mardi) director-general Datuk Dr Mohamad Zabawi Abdul Ghani said the government body helps young Malaysians enter agrotourism through the Agriculture and Food Security Ministry's Agrotourism Grant.
'This grant offers up to RM200,000 in financial support to those who qualify.
'Young agropreneurs can also consider applying for financial aid from the Tourism, Arts and Culture Ministry, which provides support of up to RM250,000,' he said.
He added that Mardi also offers expert assistance through its Technology Transfer and Entrepreneurship Development Centre and its Agropreneur and Market Development Centre, providing advice, guidance and support to help individuals start and grow successful agrotourism businesses.
'Mardi's training programmes focus on skills such as farm management, hospitality, marketing, and sustainable tourism practices.
'We also conduct workshops and certifications for young people in areas such as sustainable agriculture, ecotourism and customer service. This ensures the workforce is equipped with the skills needed to meet global tourism standards.
'Furthermore, we are involved in programmes like internships and mentorships, where young entrepreneurs are paired with researchers and agropreneur leaders to gain hands-on experience and guidance,' he said.
More support needed
Despite these efforts, the stakeholders say more government intervention is needed.
Phoon said government support is essential in providing grants, financial assistance, and opportunities for knowledge sharing, networking and collaboration.
'Streamlining regulations and standards would encourage the development and improvement of the industry, making it more accessible to startups. Providing incentives for sustainable practices – such as tax breaks or subsidies for similar projects – would also help.
'The government could further support agrotourism by promoting it through campaigns and forming collaborative partnerships with the tourism board to drive public interest,' he said.
He also stressed the importance of strong collaboration between the government and industry players.
Agreeing, Tengku Ahmad Badli Shah said successful strategies require collaboration.
'Infrastructure support is best provided by the government. Many agrotourism providers struggle with capital to develop proper infrastructure such as access roads and drainage systems, which are capital-intensive.
'They should work with local authorities; even a small grant from the government could help develop their agrotourism sites.
'We recommend the continuation and expansion of government-backed financial incentives, grants and tax breaks, specifically tailored for youth-led agrotourism ventures,' he said.
He added that more comprehensive training programmes should be developed to equip young entrepreneurs with the skills required in agriculture, tourism management and digital marketing.
'Agrobank can partner with educational institutions to create specialised courses and workshops for youth in the agrotourism sector,' he said.
Getting Gen Z on board
Fiona
My uncle is a farmer. Spending time on his farm taught me to value food and the people behind its production. Agrotourism is meaningful not only as income, but also as a way to reconnect with our roots. Creating immersive experiences like farm stays or community activities could attract more youth. Programmes that offer competitive wages, certifications or skills – like organic farming or ecotourism – could make these jobs appealing. Additionally, highlighting agrotourism's role in sustainability and food security would resonate with eco-conscious youth. -Fiona Flonika Joshman, 22
Navena
The main issue discouraging youth from working in agriculture is the perception that it is low-status, low-paid and old-fashioned. By highlighting its role in food security and climate change, and investing in infrastructure, we could begin to break these barriers. Government- or NGO-backed programmes that offer certifications could also attract more youth. -Navena Viswam, 17
Li Zhen
Agrotourism jobs are not widely known in cities. I would have considered them if such opportunities were closer to home. Youth are likely to be drawn to the CV-building benefits, hands-on experience and skill development that agrotourism offers. Partnerships with nonprofits, youth-led groups or schools could increase outreach. Youth today are motivated by purpose, so showcasing the societal impact of these programmes could boost participation. -Ong Li Zhen, 21
Daniel
Compensation plays a crucial role in attracting creative talent to expand this sector. The government and industry players must provide better financial support, like subsidies for farmers and young talent in agrotourism. Promoting Malaysian products on both domestic and international platforms can also highlight the industry's appeal. With the right incentives, more youth will be encouraged to contribute to agrotourism. -Daniel Fadzlan Abdullah, 22
Isabel
It's not enough to say, 'Come, farm.' Many see it as hard labour. To spark interest, schools could introduce farm visits and farm-to-table activities. These early exposures can ignite curiosity. Also, blend farming with what youth already love – host content creation camps on local farms, teach sustainable recipes, or run pop-up cafes using local produce. Offer more affordable 'day trips' and collaborate with local councils to promote farms as youth-friendly destinations or community hubs. Finally, integrate innovation. Youth love tech, so bring in smart farming, agritech tools, and sustainability challenges to make farming feel futuristic and fun. If we want youth to care about agrotourism, we need to show them its real opportunities, starting by presenting it as a platform for innovation and impact. -Isabel Lim, 14
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