More than 2.4 million visitors participated in agritourism at California farms and ranches in 2008. They stayed at guest ranches in the foothills, picked peaches in the Sacramento Valley, played in corn mazes up and down the state, shopped at on-farm produce stands along the coast, held weddings in fields and vineyards from coast to mountains, and experienced myriad other agriculture-related tourism activities. The UC Small Farm Program conducted the first statewide economic survey of California agritourism operators to better understand their goals, needs and economic outlook. University researchers from several other states provided input and sample data from state surveys conducted between 2000 and 2007. This information will help to target outreach and address current and emerging challenges.