Leisure agriculture integrates traditional agricultural production and tourism. It is a green industry. This agricultural land provides not only food and fiber, but also other benefits and services which have attributes of externalities and public-goods, such as regulating environmental functions, supporting wildlife habitats, and providing open space and recreational opportunities to residents and visitors. Due to inadequate market pricing on these related functions (i.e. non-market goods and services), it is difficult to directly obtain their values. Nonetheless, these functions are critically important to measuring the benefits and costs of converting agricultural land to urban uses. The travel cost method (TCM) and the contingent valuation method (CVM) are commonly used to value publicly provided outdoor recreation opportunities. TCM is an indirect technique for estimating user benefits from information on expenditures and observed behaviors while CVM is one of the most accepted, survey-based, techniques to assess non-use value of environmental goods. In this paper, the recreational value and existence value of leisure agricultural land in Shiliuhong leisure farm of Wuhan city were separately estimated using TCM and CVM. A total of 182 valid questionnaires for tourists were collected by random sampling at the Shiliuhong leisure farm during Oct. 2006. Several conclusions can be drawn from this study. Firstly, recreational value of the leisure agricultural landscape is a significant part of the use value of the agricultural landscape. We use ex post TCM analysis to indirectly evaluate user benefits from visits to recreational sites showing that the recreational value of Shiliuhong farm′s agricultural landscape was 5057.99×104 RMB in 2006, and the consumer surplus was 2809.99 RMB per capita. This is around 36.71 times the tourist′s average travel cost. Secondly, existence value, the value of knowing that the agricultural landscape exists even when there is no intention of using it, is an important part of the non-use value for agricultural landscapes. Using CVM to estimate the existence value reveals an individual′s willingness to pay to maintain or improve the agricultural landscape through a virtual market. The existence value of agricultural landscapes in Shiliuhong farm totaled 117.92×104 RMB in 2006; the existence value of leisure agricultural landscape was 7808 RMB per hectare per year. Thirdly, compared with conventional agricultural production, leisure agriculture provides direct economic benefits which are 2.6 times the economic value of conventional agricultural production. Besides that, as shown by empirical study, the leisure agricultural lands generate positive non-market values, we estimate that the recreational value and the existence value of leisure agricultural land are 5.58 times and 34% of the economic value of conventional agricultural production. Finally, because our results show that non-market value is a very important part of agricultural land value, the true value of agricultural land may be underestimated and lost if the positive non-market values associated with agricultural land are not included in the decision-making of rural-urban land conversion. We conclude that the non-market value should be considered by decision makers when agricultural lands are converted to urban and other uses.