Agricultural development currently focuses primarily on increasing the production of food crops. However, horticultural agriculture is essential in producing and supplying other goods besides main food crops such as rice, corn, and soybeans. This condition causes agricultural development to not fully optimize its potential because each region has varying characteristics of agricultural development in horticulture. For example, in Bali, most farmers produce horticultural products (fruits and flowers) because they use them for religious purposes. Increasing production and area of horticulture products trigger economic growth in the community, such as the horticultural industry's growth of fruits, vegetables, flowers, and biopharmaceuticals. In the special district of Yogyakarta, Sabila farm developed a Dragon Fruits orchard based on family farming. The owners have successfully disseminated all cultivation and management practices to other newly developing dragon fruit orchards, such as the Sabila farm in Bogor, West Java, where the orchard serves as the venue for entrepreneurial training for university students. These present prospects for tourism-based regional development, also known as agro-tourism. Agricultural communities such as farming families can sell their products and expand their market through agro-tourism.

As an agricultural country, Indonesia has diverse natural and biological resources with agro-climatic conditions suitable for developing horticultural commodities. Moreover, with their diversity and uniqueness, horticultural commodities are strengthened by diverse cultural wealth and a strong appeal for agro-tourism. Therefore, they are likely to become a mainstay in the Indonesian economy.

Tourists’ preferences and motivations develop dynamically. The tendency to fulfill needs in the form of enjoying specific objects such as fresh air, beautiful scenery, traditional product processing, and modern and specific agricultural products shows a rapid increase. Domestic tourism in 2017 reached 270.8 million trips, growing 2.4% over the previous year. In 2018, these numbers increased to 303.4 million visits, growing significantly to 12% and increasing the tourism growth rate from 1.6% in 2019 to 41.6% in 2022, after falling by 55.5% in 2020 due to the COVID-19 pandemic (OECD Tourism Statistics, 2020). This has consequently affected agro-tourism in Indonesia. However, despite this, the growth rate of tourism, including agro-tourism, is expected to increase over the years in the country.

Since the 2020 COVID-19 pandemic, health has been the most critical concern. Given this, agro-tourism has provided an option for people by providing good, healthy food and relaxation. This presents an excellent opportunity for agrotourism, mainly in horticulture villages or thematic areas for horticultural products. Moreover, this opens opportunities for developing agribusiness products, such as areas or agricultural products with a specific appeal.