In Austria, the offer to spend 'holidays on a farm' plays an important touristic and economic role, especially in mountainous areas. Yet, despite an increase in the number of guests, there has been a steady decline in the number of providers. Given the increasing interests by consumers for organic products, this study investigates the motives of farmers who chose to offer the special option 'holidays on an organic farm'. The farmers were also asked about the challenges they are currently facing. Data was collected through ten qualitative interviews with farmers from six different provinces. During the interviews, farmers were also asked to rank reasons to offer 'holidays on an organic farm' based on the Q-Sort Technique. The results show that both personal and economic motives played an important role in the decision to offer the special option 'holidays on an organic farm'. Among the leading motives was the ability to implement own values and interests, the pleasure of meeting guests and the application of knowledge and qualifications acquired during previous employments. Among the economic aspects were the wish to increase competitiveness, the development of another source of income, the wish to use the available resources, and (for farm wives) the opportunity to create an own source of income. In many cases the desicion was facilitated by the fact that few changes (and thus limited investments) were necessary. Asked about the biggest challenges they are currently facing, the interviewed persons mentioned homepage maintenance, the operation with computers in general, the need to reply quickly to guests enquiries and the high amount of time spent to facilitate 'holidays on an organic farm'.