Industry events such as agricultural field days are a solid part of the event landscape in rural Australia, and an important part of many regional event portfolios. Field Days are a unique type of event offering farmers and primary producers opportunities to talk to suppliers and see the latest farm-tech innovations. They also offer farmers a chance to meet with other farmers and the wider community.
In 2023, Tocal Field Days celebrated 40 years as an event that combines opportunities for agri-business with family entertainment to create an engaging event for local and visiting audiences. Our ongoing research with the event demonstrates its value to the local community and to the visitors who come from both nearby farms, residential towns and major cities.
Destination Research has been conducting research on Australian Field Days since 2009. Over that time we have collected a profile of consumers at various events as shown below. The general profile of consumers shows that around 30% are primary producers, making purchases of machinery for properties and purchasing a wide range of other items for their properties and rural lifestyles.
Other event visitors are agricultural property owners such as retired farmers, hobby farmers and small acreage owners (20%), while a smaller percentage are from country towns or regional centres 30% (averaged across events). Field Days offer farmers and rural property owners a one-stop shop to make large and small purchases that they will not find in any other single location. Between 200 and 400 exhibitors at field days create this opportunity, providing these unique products to this specific market.
Visitors and exhibitors to Field Days are often from out of town, providing an important contribution to the local economy, booking out local accommodation and restaurants.
Over the past 15 years, our event evaluations have assisted Field Day organisers to understand the changing needs of their visitors, and their exhibitors to create an event that meets and exceeds expectations. In 2021-22 we evaluated 20 field days across Australia to identify the profile of visitors to the event, their levels of satisfaction and their purchasing preferences. The results were presented to all members of the AAFDA conference.
We have used the results of the research to comprehensively review our event each year, covering attendance demographic, promotions, spending habits, and much more all in a well written easy to understand report. Tom, Murrumbateman Field Days 2025.
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DESTINATION RESEARCH 