Abstract With its marginal practices and diversified services, agritourism is a complex subject of study. In some European rural areas it is seen as a smart diversification solution. Even though agritourism is rather weak on the Walloon tourist market level, it is important for farmers for whom it is often a means of supplementary income. Based on crossed data concerning potential tourists, local tenants, privileged witnesses and promotional information, the position of agritourism on the Walloon tourist market is analysed. It is shown that agritourism is a multiple micro-niche market primarily complementary to other sources of tourist supply. This paper underscores how the assets of demand, of the region and of the farm all shape agritourist diversification. Instead of providing a standardized well-known product, agritourism in Wallonia is richly diverse, which creates difficulties in branding this tourist market sector.