In Brazil's South Region, experience of agro-food tourism in the apple-growing counties is characterized by the modest exploitation of the fruit as a tourist attraction. Objective: To present and discuss the current framework of agro-food tourism in the apple-growing areas of Brazil's South Region. Methodology: Our research included field studies and a review of the relevant literature. In our analysis we consulted the budgets of the Localized Agro-food Systems Organization, and we considered collateral activities as a strategy for diversifying the earnings of family smallholdings. Results: in order to boost local tourism, a development project making positive contributions to potential investors in the industry should be designed. Conclusion: Professional qualifications, the collective organization of the producers and processors, and state participation are all indispensable for the success of agro-food tourism in the apple-growing areas of Brazil's South Region.