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Agriculture tourism sector in Batu, Indonesia has strong potential with its natural environment. The Makmur Abadi farmers group is one of the farmer groups in Tulungrejo that offers apple pick tours. Visitors to Makmur Abadi have been increasing in recent years. This study aims to know visitors characteristics, factors that affects visit frequency and analyze the consumer surplus value of tourists in Makmur Abadi using travel cost method. The primary data was collected from visitors of Makmur Abadi from July to August 2013 and was analyzed using multiple regression models. The results shows that the characteristics of visitors in Makmur Abadi are dominated by visitors who are 31-40 years old, 69% respondents are males and 31% are females with most of the visitors already married. Most of the visitors have obtained the educational qualification of bachelor or diploma and most of the visitor’s occupation being government employees and entrepreneurs had personal income ranging from Rp. 3,000,000 – Rp. 4,999,000 per month. 83% of the visitors have only 2-5 leisure periods per month and most of the visitors came from Java, Bali and Sumatra Islands. The factors that significantly affects visit frequency are income, travel time Makmur Abadi, leisure time, marital status, revisit, infrastructures, and perception. The consumer surplus in Makmur Abadi apple pick tour is Rp. 2,584,390 per year per person.