Agriculture and Tourism Maximizing Potential Through Linkages. Promoting Prosperity in the Rural Communities of the Americas

Transcription

1 Agriculture and Tourism Maximizing Potential Through Linkages Promoting Prosperity in the Rural Communities of the Americas 1

2 IICA s strengths A wealth of knowledge on agriculture and the rural sector, the diversity of peoples and cultures, and the agro-ecological diversity of the hemisphere A Culture of Partnerships and Facilitation leveraging strengths and networking An office in all of the Member States gives us the flexibility to move resources between countries and regions in order to design and adapt cooperation initiatives to address national and regional priorities, facilitate the flow of information and improve the sharing of best practices. 2

3 WHY AGRO-TOURISM The Caribbean Tourism sector needs to refresh and diversify its product offering in an environmentally sustainable manner, finding an appropriate balance between environmental, social and economic outcomes

4 Opportunities AgriFood Sector Increased consumption of healthy, natural, organic food Increase in tourists with social conscience supporting small farmer and fair trade products Increase in nature-based, wellness and heritage tourism Popularity of Caribbean cuisine and endorsement by international chefs on cable TV Trade support for local & regional sourcing (food miles labelling, UK)

5 Opportunities AgriFood Sector Restaurant and hotel accreditations based on use of indigenous food Availability of technology to produce crops in volumes and quality required by tourism sector Cruise ships focussing on tours

6 IICA AGROTOURISM PROGRAMME OVERALL OBJECTIVE To build resilience in rural communities through the realization of competitive businesses which link agricultural activities to tourism, in ways which foster environmental sustainability, validation of traditional knowledge and the achievement of sustainable livelihoods 6

7 Rural/Agricultural Environments + Farm Commodities + Tourism Products/ Services Agrotourism 7

8 Agrotourism Product Portfolio Fixed Attractions Events Services Historic farms Living farms Agricultural museums Industry plants Conferences/ conventions Rodeos Agricultural fairs Historic events Festivals/events Accommodations Tour operations Retail sales Leisure/recreation activities 8

9 AGROTOURISM OPPORTUNITY WTO 2020 report predicts Agrotourism as a significant travel trend. Meeting Food and Entertainment needs of population (350,000) Plus 5 9 million tourists

10 Global Trends AGRITAINMENT Family Fun, Education, Entertainment, Wellness Nature and agricultural based tourism fastest growing segment in travel in the US 30% increase in last decade 10

11 Global Trends CULINARY TOURISM Based on multi-ethnicity, heritage foods, traditional methods The hottest trend in leisure..embraced by savvy tourism planners around the world.. A key factor in differentiating the vacation experience eating traditional dishes - a very important part of a holiday holiday culinary experiences impact weekly grocery list 11

12 STRENGTHS: 12

13 STRENGTHS Caribbean Food HEALTHIER!!! x4 fibre x19 Vit C 1 cherry = 15 apples in Vit C 13

14 Caribbean Food HEALTHIER!!! A glass of cranberry juice will provide about calories while the same glass of coconut water contains only 50 calories while giving 400mg potassium compared to 60mg for cranberry juice. The traditional way of cooking with coconut milk for flavour is better than using margarine. A tablespoon of coconut milk has only 38 calories and 4g fat compared to 111 calories and11.5 g fat in the same amount of margarine 14

15 Production Potential:¼ million acres, water 15

16 Potential for investments in Agro-Processing: Production of menu items juices, dairy foods, herbal teas, frozen seafood, frozen cut vegetables, pre-packaged seafood, meats, & vegetables, baked goods, jams, jellies, sauces Production of bar mixes, including bottled coconut water Production of snack foods for bar service, in-room amenities Manufacture of natural mosquito repellants Manufacture of local confection for turn-down service Local gift baskets (craft, foods) for conferences, gifts, souvenirs 16

17 Signature Bahamian Foods Hot sauces Dried hot pepper seed for dry rubs, pizza toppings, seasoning mixes Branded souvenirs, gifts, household items with Scotch Bonnet, Country Pepper, WI red pepper motifs 17

18 Branded Food & Beverage items 18

19 Global Trends The health and wellness/spa industry is currently estimated to be worth US $40 billion. Men now generate 25% of total spa revenues. (Spa Finder, Forbes.com 2006) 19

20 Global Trends HEALTH AND WELLNESS TOURISM Fitness and Nutrition Half of all deaths under age 65 result from stressful lifestyles US Centres for Disease Control 1.6 billion overweight adults in the world. 40% growth over the next decade. (Forbes.com World s Fattest Countries) 20

21 CARIBBEAN SPA PRODUCTS Branded alternative health and wellness products and services 21

22 Global Trends HERITAGE TOURISM The New Tourist is experienced, mature, independent and sophisticated.. interested in sustainable and natural products and services 22

23 Invest in the Old Agriculture - Sugar Museums 23

24 Culinary + Heritage 24

25 Culinary Heritage Life on Cocoa Plantations Belmont Estate, Grenada 25

26 Community Coffee Plantation - Verte Valee, Guadeloupe 26

27 Eco-Heritage Agro-Forestry and Craft 27

28 Best Practices Farmer Linkages with Hotels Nevis Growers Assn. & Four Seasons Resort (FSR) Santoy, Black Bay and Mafoota Farmers (Sandals Chain - Jamaica & St. Lucia) Barbonneau Farmers St. Lucia and Almond Chain (Barbados & St. Lucia) Mt. St. George Farmers, UK Travel Foundation & Hilton Tobago 28

29 FARMER:HOTEL LINKAGES Adopt a Farmer s Group Project. Seven farmers have been involved in supplying the Hilton with over TT$80, worth of local produce. The Organic School Garden programme involves 3 primary schools which supply the Tobago Hilton with fresh herbs on a regular basis. Proceeds from the sale go directly back into the school the children learn valuable practical skills in agriculture, AND develop an entrepreneurial spirit 29 and a sense of connection with the land.

30 Mini greens and Agri-Tainment Goodfellows farm, Nassau 30

31 FARMSTAYS & TOURS The 3 Rivers Eco Lodge and Campsite Visit to an organic herb farm, Helping out in the local village primary school Coffee and cocoa picking, peeling, fermenting and drying on two local plantations, followed by preparing and roasting Visit to a dasheen & root vegetable farm, learning traditional farming methods 31

32 RURAL TOURS 32

33 US Tourist Preferences Prime US target markets for Agrotourism Females Affluent mature families Senior couples Exploration and learning Outdoor/nature activities Culture/heritage events

34 European Tourist Preferences Trip flexibility Value conscious Natural heritage Wildlife viewing Social/family interaction Lots to do/learn

35 Butterfly Farms 35

36 Inputs to Landscaping - The Product is Sold as Bloom Zoom. - The Farm earned $2,000 US from Bloom Zoom in A further $1,300 US were earned from the production and sale of Compost. Compost is produced from a mixture of Chicken Manure, Cow Manure and Molasses.

37 Greenhouse Production 37

38 Aquaponics & Aquaculture 38

39 Events & Attractions Culinary Festivals 39

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41 Great food is our Reasoning Behind NICHE Begin an Annual Event in Nevis Attract business and tourism opportunities in the Soft Time. Create an Event focusing on Nevis Naturally. Food was our Hook. Encourage Foodies to visit Nevis specifically to participate in cooking Demos, at a location which would visually showcase the best that Nevis has to offer.

42 Great food is our Reasoning Behind NICHE Build upon the local partnership and links between Agriculture, Fisheries and Tourism. Showcase the abundance of local vegetables, fish, meat and poultry that could be used and also ingredients such as dried spices and locally made peppers and sauces. Attracting Media, TV, Print and radio from North America and the Caribbean.

43 Fine Food Superb Locations Fine Dining Good Food Great People Superb Location Nevis Food Week Let s make this our Natural NICHE

44 Farmers Markets Increasingly popular tourist attractions 44

45 RURAL CULINARY EXPERIENCES 45

46 Developing Agrotourism Products Sign Program Farm Disease Consumer Information Marketing Coordination Financial Resources Technical Assistance Agritourism Product Development Issues Product Quality Standards Awareness/Training Visitor Risk/Liability Facility Design 46

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48 POLICY CONSIDERATIONS Multi-sectoral and multi-layered strategies (Agriculture, Tourism, Health, Environment, Culture) for addressing issues of: GAPs, Basic Food Hygiene, and Traceability Certification and Standards Insurance and risk management suited to rural situations Design and construction of appropriate processing installations, compliant with GMPs 48

49 Health & Food Safety - Zoonoses 49

50 POLICY CONSIDERATIONS Multi-sectoral and multi-layered strategies (Agriculture, Tourism, Health, Environment, Culture) for addressing issues of: Implementation of legislation on protection of land, water and biodiversity Legislation on contamination of coastal and rural areas having potential for development of wellness tourism Education and training of rural folk, tour operators, tourists, general public 50

51 LESSONS FROM OTHERS Agricultural and tourism industry coordination Effective local/regional support structures Product quality standards/identification Local involvement and alliances Local product development/marketing Capacity building of agritourism operators, facilities and services Clarity in legislation and regulation interpretation, e.g. compatible policies 51

52 Product Experience Resources

53 Strategies For Cultivating Agrotourism Knowing the customers Building the product experience** Assessing the fit Creating partnerships Working with government policy Gaining financial support Marketing the product experience Managing risk and liability Creating a service advantage

54 Building the Agritourism Experience Theme Storytelling guiding concept /story/adventure Experiencescape distinct place of engagement (physical and cultural) security (psychological, physical) Characters audience, actors, props Package Organization partners in seamless experience delivery Supporting natural, cultural, materialconditions customized service interactions Experience Management On-going product readiness On-going product quality maintenance (physical and service)

55 Red Patrimonial Red de Posadas

56 SECRETARÍA DE INTEGRACION TURÍSTICA DE CENTROAMERICANA (SITCA) TURISMO INTRAREGIONAL: 43% DEL TOTAL

57 ISSUES FOR DISCUSSION Expansion of role, functioning, and sustainability of packhouses (wholesale and retail markets on island, wet leasing for farmers groups, semi-processing) Strengthening of farmers into groups Human resource backstopping extension support and education, culinary training Strengthening of agro-processing sector Diversification and notching up of authentic crafts and souvenirs Supportive legislative and institutional framework for health, food safety and certification Optimisation of projects and outputs 57

58 CRISIS or OPPORTUNITY A New Dawn for The Bahamas 78% decrease Take time to re-invent ourselves and remember who we are Skewed development paradigm Domestic tourism health of our people (Walking the Talk) Food security is a national security issue No excuse for not being able to feed ourselves 58