Regional passports unlock rural adventures at Virginia agribusinesses

MIDDLETOWN, VA—While the pursuit of a passport stamp and prizes may draw visitors to rural areas, the ensuing adventures often bring them back for more.

Several Virginia locales and organizations have partnered with area businesses and attractions to collaborate on passport programs that encourage regional exploration.

Trends in agritourism continue to be positive in Virginia. Image credit - VA Farm Bureau

In 2024, Richard’s Fruit Market manager Kayla Lawrence and her cohorts on the Frederick County Farm Bureau Women’s Leadership Committee introduced The Farm Explorer of Frederick County Passport program. The free passport books, available at the markets or at the Winchester-Frederick County Convention & Visitors Bureau, entice families to explore the area’s 10 farm markets from April through December.

About 5,000 passports for adults and 4,000 for children were distributed in its first season. Lawrence estimated 200 participants redeemed their fully stamped passport books for prizes.

“Our goal is for folks to support local farm businesses, get to know their community, and learn where food comes from,” Lawrence said.

Broadway, New Market and Timberville introduced a Travel the Towns Passport program this spring with 54 total stops, spanning locations from main street to the countryside, including multiple agribusinesses.

“We saw an opportunity to collaborate, benefitting our collective businesses and encouraging residents to explore—getting to know the various towns right around the corner,” noted Savannah Frazier, Town of New Market events and marketing director.

“All three towns are rural, so it makes sense that a portion of our businesses are ag-related!” Frazier said.

About $2,000 worth of prizes were supplied by business partners. Organizers are planning an extended timeline for next year’s passport.

Foodies, hikers, agricultural explorers and history buffs seeking rural experiences in 11 interconnected cities and towns throughout Coastal Virginia will find endless surprises on four Coastal Virginia Passports.

“We’re a region without visible borders to the traveler,” explained Sarah Hughes, vice president of marketing and communications for Visit Norfolk. “Whether it’s savoring local seafood, exploring vibrant arts scenes, or enjoying water views and outdoor adventures, everything is within an hour’s reach—making it the perfect destination to explore through a passport-style journey.”

Passes are received via text or email instead of an app, supplying mobile coupons as GPS technology automatically checks users in at each location. This season’s pass expires March 1, 2026. Qualifying passports can be redeemed for prizes at regional visitor centers.