Agritourism proponents claim this niche form of tourism provides many benefits, including cultural heritage and environmental conservation, visitor education, and farm revenue diversification. Drawing on findings arising from a longitudinal study of visitors to Alberta’s Open Farm Days, the impact of this annual farm visitation event will be presented. Effects on visitors’ appreciation of agricultural production, development of rural destination loyalty, and consumer food purchase decisions will be discussed and strategies for increasing the sustainability of agritourism activities will be proposed.