The growing competition on the agritourism market, resulting from the increased social interest in this form of recreation, requires knowing the profile of buyers of services offered by agritourism farms. The aim of the paper is to identify the changes that have taken place in the profile of an agritourist, taking into account the impact of the COVID-19 pandemic on the development of tourism in relation to this form of recreation. The study uses the results of two diagnostic surveys conducted among representatives of agritourism farms in the Podlaskie Voivodship in 2020 and 2022. The considerations carried out in the paper allowed not only to determine the transformations in the demographic, social and psychographic structure of agritourists, but also made it possible to identify new, potentially growing segments of recipients of agritourism services.