From Bees to Bubbles: Stories of Regional Success in Agritourism

On Friday 16 May 2025, we celebrated World Agritourism Day, and I couldn’t have spent it in a better place than at the Regional Leaders Luncheon in Casino — a town that proudly claims its title as the beef capital of Australia (though I’m sure a few places in Queensland might have something to say about that).

It was hosted by Primex to coincide with Beef Week and organised by Business NSW, and while the theme was definitely meat-focused, I may have been the laughing stock (no pun intended) as the only one who ordered vegetarian at a steakhouse!

The Barn Steakhouse, Casino.

As someone who works from home, I jump at the chance to connect with real-life humans outside my usual crew of kids, friends, and husband. Networking is something I love now, but it wasn’t always that way. These days, events like this one not only fill my cup socially, they also inspire me professionally.

The theme of the lunch was "provenance" – connecting food, wine, and the land – which aligned beautifully with the stories shared by the speakers, many who are innovating and diversifying in the agritourism space. There are some truly incredible things happening in regional Australia, especially right here in the Northern Rivers.

The first speaker was Dr Glen Richards, who you might know from Shark Tank Australia and founded Greencross Vets. He spoke about recognising a problem in the market, fixing it with a clear business plan, and, as he joked, maybe a few vodkas on a train. His journey was down-to-earth, honest, and inspiring for any business owner looking to make a real impact.

Next up was a man named Matt who founded Gather By, a business producing some of the world’s best Manuka honey — better than New Zealand’s, he claims. What fascinated me was the science and Indigenous knowledge behind it. He explained that the Manuka bush originated in Australia and that we actually have about 86 varieties here (from memory). His company has regenerated these bushes through science and careful land stewardship, working closely with First Nations communities and local beekeepers to produce a high-quality product without compromise. It's an incredible blend of innovation, cultural collaboration, and environmental care.

Then we heard from a passionate woman who has been roasting coffee near Byron Bay for more than 30 years. I didn’t catch her name (note to self: bring a notepad!), but her story stayed with me. She spoke about how unpredictable weather events have impacted her coffee production and how she turned to agritourism to help sustain her business. Diversifying into visitor experiences and tourism offerings has allowed her to weather tough seasons — literally — and keep her business thriving.

Finally, the most unexpected story of the day came from Louis Costa, originally from Bordeaux, France, now living in Byron Bay, and after working at Stone & Wood and learning about fermentation, he created something truly unique: a mead (sparkling wine) made from honey instead of grapes. It’s called AURUM Mead, which I believe means "golden wine." This light, slightly honeyed sparkling beverage was on our table, and I can confirm it was absolutely delicious. He says it doesn’t even give you a hangover – thanks to the health properties of honey, of course! It’s already gaining global attention.

So many of the stories shared revolved around diversifying and turning challenges into opportunities – through creativity, connection to place, and a deep respect for the land and community. Agritourism isn’t just a buzzword; it’s a powerful way to future-proof regional businesses while celebrating what makes each area unique.

I left inspired, well-fed, and reminded that innovation doesn’t just happen in big cities. Some of the best ideas are growing quietly in the paddocks, kitchens, and honey farms of regional Australia.

The Regional Leaders Lunch at The Bark Steakhouse, Casino. Hosted by Business NSW.

Thinking of diversifying your tourism business?

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Email us: info@dbslearning.com

Daina Walker - Founder & Director.

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