Editor’s note: In Then and Now, we look at farm technologies, strategies, equipment, livestock, crops and treatments from our back issues of Nebraska Farmer, and discuss how things have changed and how they have stayed the same.

While we have focused so far in our Then and Now columns on specific technology related to agriculture production, we wanted to take a look at the technology of communication and promotion as well.

That takes us back almost two decades to the August 2003 issue of Nebraska Farmer. The cover story looks at farmers and ranchers in the state who were opening up their operations to host paying guests who wanted the farm experience. The cover photo featured Horse Thief Cave Ranch at Gordon.

The inside story by former editor Don McCabe made note of numerous individual operations and groups of farmers working together to offer tours, lodging, hunts, fishing, hiking and authentic farm experiences for their guests.

At that time, each farm group or operation working to promote its business had to develop its own website, take out print ads or posters, or work with agencies to get the word out about what it was offering. These were the days before social media and booking platforms.

Today, Nebraska and the Great Plains states abound with agritourism opportunities. These ventures have become more sophisticated, added new amenities and new experiences, and attracted visitors regularly — before COVID-19 — from far and wide.

PROMOTING AGRITOURISM: This August 2003 Nebraska Farmer article by Don McCabe featured discussions with numerous farmers and ranchers across the state about how they were promoting their agritourism ventures to guests. Times have changed greatly, with social media and hosting platforms taking some of the legwork out of promotion for agritourism locations.

Nebraska Farmer talked with Karen Kollars, Nebraska Tourism Commission (NTC) agritourism consultant, about how communications technology has changed the way farmers market their agritourism experiences to guests.

“Social media platforms today are comparable to ‘word of mouth’ advertising back then,” Kollars says. “It’s your friends telling you this is the place to be. Pictures and videos of places and experiences can quickly be shared with others. It is organic. It is authentic. More people are discovering agritourism businesses as these posts receive likes and are shared.”

And activities can be shared quickly. “Time sensitive activities, such as announcing certain fresh produce is available, new activities happening on specific days, can all quickly be shared for visitors to take part in,” Kollars says. “Today, many have turned to online platforms for people to register as to the times they will be visiting the farm, pumpkin patch, country markets or wineries, to assist with crowd control during COVID. Online registration has worked well for many, and it wouldn’t be surprising to see that continue, because it makes it easier for scheduling employees and food and other amenities.”

Hosting platforms such as Airbnb or Harvest Hosts provide another marketing avenue for agritourism enterprises, but also take away some of the headaches from overnight bookings and even liability insurance worries, Kollars says.

Kollars says that NTC offers several other opportunities for farm and ranch families in the agritourism business to promote themselves. They can get a free listing on the VisitNebraska.com website or the Nebraska state travel guide publication.

“NTC also posts trip ideas using agritourism sites and experiences as part of those trips,” Kollars notes. “We encourage them to put together their own ‘vacation package’ to post for travelers.”

Agritourism sites are invited to apply to be on the Nebraska Passport program, and they are often featured randomly on NTC social media networks and e-newsletters.

“People want to get away from the hustle and bustle of the cities and enjoy a calmer, more peaceful way of life,” Kollars says. “They are looking to get back to what are real and authentic experiences, to learn more about where their food comes from and to get a feeling for what the rural way of life really feels like.”

More now than ever, travelers are anxious to get out and about again and are more comfortable in open spaces with less people.

The idea of agritourism is not new by any means. However, over the past nearly 20 years since Nebraska Farmer covered this topic, digitized and social media has come of age and is being used in more sophisticated ways than ever before to lure travelers to the back roads, farms and ranches across Nebraska and all over the country.