While the 2020 agritourism season was being prepared, the actors of the cider industry in Quebec were abruptly discovering the business risks associated with agritourism activities. The health crisis provoked by the COVID-19 pandemic in March 2020 breeds a new situation for cider producers, forcing them to show individual resilience, and therefore to identify and execute operational actions whose scope becomes collective in redefining the overall agritourism experience offer. With the new health situation, agritourism business models are giving way to a hybrid one where the customer experience offer is refocused around issues involving communication exchanges supported by social media, between cideries and visitors, such as local food purchasing and consumption, in particular. The rapid emergence of transactional online stores now offers visitors the possibility of buying products throughout the year. The emerging agritourism model indicates that for the foreseeable future, visits to cideries could take place on the occasion of one-off events.