On December 2, 2025, at the Crédit Agricole auditorium in Place d’Armes, Lamentin, the Comité Martiniquais du Tourisme (CMT) and the Martinique Chamber of Agriculture brought together farmers and project leaders to work towards the same goal: to make agritourism in Martinique a structured and recognized industry.
The event, organized with the support of the Voyaj an Tè Matinik association, alternated between presentations of the issues at stake, discussion sessions and thematic workshops. It was in this context that we heard from Bruno Brival, General Manager of CMT, and Maïlys Limery, land and business diversification advisor at the Chamber of Agriculture. Their comments complement the feedback from the workshops on Agritourism in Martinique.
Agricultural potential that can change the way we look at our destination
Agritourism in Martinique is based on a tangible reality: the island’s rich agricultural and scenic heritage. Crop diversity, the presence of sugar cane and food crops, Creole gardens, processing know-how, relief and unspoilt rural areas. Agriculture has a history, recipes and gestures that interest more and more visitors in search of encounters and meaning.
For Bruno Brival, this potential can meet a growing demand for authenticity. It’s about showing that Martinique is not just about seaside and water sports. Agritourism in Martinique opens other doors: biodiversity discovery, farm immersion, culinary experiences, rural accommodation and educational tours.
For Maïlys Limery, one of the strengths of Agritourism in Martinique lies in the diversity of services already on offer. She points out that there is a wide range of activities on offer, from farm accommodation to public reception, educational tours, educational farms, events, room hire, direct sales, short circuits and on-farm processing and sales. Even when two structures offer accommodation, the experience is never exactly the same. For her, this eclectic wealth is an asset, provided it is better supported and structured to enable farmers to develop their projects.
The work carried out by the CMT and the Chamber of Agriculture has already identified 78 farms with agritourism potential, 12 of which are particularly advanced in their structuring. The aim is to have between 50 and 100 operational players by 2030, a threshold deemed necessary to give the offer a high profile with the tourist market.
From compartmentalization to alliance between tourism and agriculture
The study carried out on the sector revealed a real divide between agriculture and tourism. Maïlys Limery and Bruno Brival underline this: on the one hand, farmers already welcome the public, organize tours, offer accommodation and sell directly; on the other, a structured tourism ecosystem, with receptives, tour operators, travel agencies and promotional campaigns.
The aim of this initiative is to bring these two worlds closer together. The Comité Martiniquais du Tourisme (Martinique Tourism Board) and the Chambre d’Agriculture (Chamber of Agriculture) have decided to work together to develop a common approach to structuring agritourism in Martinique. The aim is to support professionals in their quest for excellence through skills enhancement, to develop a quality, responsible tourism offer that benefits everyone, and to secure the long-term future of the players involved.
The ambition is to turn agritourism in Martinique into a structured industry, with concerted management, clear governance and a long-term development strategy. The stated aim is for Martinique to be identified as a genuine agritourism destination by 2030.
Workshops to reflect realities on the ground
The December 2 event brought together, in one place, all those who are already involved in agritourism on a daily basis, or who would like to become involved. The first part of the meeting recalled the fundamentals: agritourism is a complementary activity to farming, with a direct link to the farm. Human relations, hospitality and sharing are at the heart of the project, as is respect for the rules governing accommodation, catering and public access.
The second part was organized around five workshops, each covering a key issue.
One workshop was devoted to “Thinking about and developing your agritourism activity or project”. It highlighted the need for support right from the emergence of the idea: clarifying the project, understanding regulations, analyzing demand, securing financing.
Another workshop focused on “Business quality and sustainable development”. Discussions covered labels, safety, quality of reception, water, energy and waste management, as well as permaculture, agroecology and organic farming practices. The challenge is to be consistent with practices that respect the soil, biodiversity and natural resources, while taking economic constraints into account.
A third workshop was dedicated to “Promoting and marketing the agritourism product”. Farmers described marketing as a job in its own right, requiring an understanding of the role of receptives, tour operators, travel agencies and digital tools. They ask for support in communication, digital technology, languages and time management.
The last two workshops focused on “ The customer experience in culinary and event activities” and “The customer experience in accommodation, leisure and event activities”. They highlighted the need for a skilled workforce capable of understanding operations and welcoming the public, the need to formalize processes to guarantee consistent quality, and the issue of quality of life for managers, who are often in great demand. Some testimonies mention a daily work overload, sometimes to the point of having to refuse services to preserve a personal balance.
A trajectory to be built up to 2030
The meeting on December 2, 2025 brought farmers, institutional representatives and tourism players together around the same table. It also highlighted a shared line of force: agritourism in Martinique is a lever for diversification and rural development, but it can only play its full role if it is accompanied, structured and supported.
The CMT and Chamber of Agriculture teams have announced their intention to transform the feedback from the workshops into a multi-year action program. The aim is to offer targeted training courses, animation time and tools to better structure the offer, and to continue mapping the players involved in agritourism in
FAQ
Because the region boasts exceptional agricultural potential: a diversity of crops, local know-how, preserved landscapes and a wealth of biodiversity. Agritourism makes the most of these assets, while offering farmers a complementary source of income and a way of passing on their practices.
Stakeholders identify a number of challenges: the need for support from the very start of projects, skills upgrading (management, languages, hospitality, communication), difficulties in recruiting qualified staff, infrastructure constraints, and the need to give agritourism operations greater visibility.
The aim is that by 2030, Martinique will be recognized as a genuine agritourism destination, with 50 to 100 fully operational players, a structured offering and trained professionals capable of offering quality experiences throughout the territory.
