As the world marked the 18th edition of World Agritourism Day 2026, one message stood out clearly: agriculture is no longer just about cultivating crops and producing food. It is evolving into a broader ecosystem where tourism, innovation, technology, and entrepreneurship are converging to redefine rural economies.
This year’s theme, Women Farmers Leading Agritourism and Sustainable Rural Economies Globally, aligns with the United Nations’ designation of 2026 as the International Year of the Woman Farmer. The recognition reflects the growing influence of women as innovators, entrepreneurs, and key drivers of agricultural transformation.
For Group Managing Director and Co-Founder of Xtralarge Farms and Resorts, Dr. Mojisola Davids, the global spotlight represents more than symbolic recognition. It signals a long-overdue shift in how women are viewed within agriculture and tourism.
“The world is beginning to notice that there are people in agriculture and tourism making significant impact, not only within local communities but globally,” she said during a television interview commemorating World Agritourism Day.
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For years, agriculture was viewed through the lens of physical labour and gender stereotypes, often regarded as a male-dominated profession. Dr. Davids believes that era is rapidly disappearing.
“There is no longer a profession for a gender,” she said confidently, pointing to the growing number of women transforming agriculture through innovation and leadership.
Her own journey reflects that changing narrative. Recently appointed President of the Female Agripreneurs Association connecting America and Nigeria, Dr. Davids has become one of the strongest advocates for greater inclusion and participation across the sector.
At the center of her mission is agritourism, a concept she says still sounds unfamiliar to many Nigerians despite its increasing global relevance. She describes it as the integration of tourism into agriculture to make farming more profitable, sustainable, and economically attractive.
In practical terms, agritourism reimagines farms as destinations that offer experiences alongside production. Farms become learning centers, tourism attractions, innovation hubs, and economic ecosystems capable of generating wider value.
That transformation is particularly important for younger generations who often associate farming with hardship and poverty.
“When people think of agriculture, they imagine getting dirty and becoming poor,” she explained. “But agriculture today is moving from hard work to smart work.”
According to Dr. Davids, technology will play a major role in accelerating that transition. While acknowledging Nigeria’s progress, she believes there remains significant room for improvement in technology adoption across agriculture and agritourism.
Artificial intelligence, digital tools, and media platforms are increasingly becoming essential. Yet beyond technology, Dr. Davids believes storytelling itself may be one of the sector’s most powerful tools.
As an agritourism ambassador, she frequently promotes Nigeria internationally, encouraging people to experience the country’s agricultural and tourism potential. However, perception remains a challenge.
“When people hear Nigeria, they often think of negative stories,” she said. “We need to begin telling positive stories about ourselves.”
For her, media is not simply a communication platform but a development tool capable of creating awareness, driving education, and changing perceptions.
That philosophy shapes the work being done at Xtralarge Farms and Resorts. Rather than simply discussing agritourism concepts, the organization has established a physical environment where agriculture and tourism coexist in practical ways.
Through conferences, training initiatives, and large-scale events, the organization is introducing people to a different version of agriculture.
One of its biggest initiatives is the World Agritourism Festival. Following a successful 90-day edition last year that attracted participants from across Nigeria and abroad, this year’s edition aims to expand even further.
As part of the initiative, Xtralarge Farms and Resorts is sponsoring 1,000 young people from universities across Southwestern Nigeria to attend and experience agritourism firsthand.
For Dr. Davids, exposure creates possibility. Young people need opportunities to see agriculture differently—through the lenses of innovation, entrepreneurship, technology, and opportunity.
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She also highlighted the importance of collective platforms and communities in overcoming structural barriers. While individual farmers may struggle to afford expensive machinery or access opportunities independently, associations and cooperatives create pathways for shared resources.
“You may not be able to own a tractor by yourself,” she explained, “but through groups and cooperative systems, these things become accessible.”
Her broader message remained simple but powerful: visibility creates opportunity. “Nobody knows your value until you offer it,” she said.
Beyond the quote lies a larger philosophy that reflects both her personal journey and her vision for agriculture. As agritourism continues gaining momentum globally, Nigeria may be standing before one of its most overlooked opportunities.
