Loading presentation...

Present Remotely

Send the link below via email or IM

Copy

Present to your audience

Start remote presentation

  • Invited audience members will follow you as you navigate and present
  • People invited to a presentation do not need a Prezi account
  • This link expires 10 minutes after you close the presentation
  • A maximum of 30 users can follow your presentation
  • Learn more about this feature in our knowledge base article

Do you really want to delete this prezi?

Neither you, nor the coeditors you shared it with will be able to recover it again.

DeleteCancel

Make your likes visible on Facebook?

Connect your Facebook account to Prezi and let your likes appear on your timeline.
You can change this under Settings & Account at any time.

No, thanks

Harnessing Agritourism Opportunities in the Philippines

Eli Paolo R. Fresnoza, En.P., MA-URP (hons) Assistant Professor Asian Institute of Tourism University of the Philippines
by

Eli Paolo Fresnoza

on 7 March 2012

Comments (0)

Please log in to add your comment.

Report abuse

Transcript of Harnessing Agritourism Opportunities in the Philippines

Suggested
Decentralization
Harnessing Agritourism Opportunities in the Philippines
Agritourism and its Components
Hybrid concept fusing the elements of the tourism and agriculture industries
It is a form of Special Interest Tourism engaging in unique travel experiences and activities within agricultural destination settings
Outline
Agritourism and its Components
Philippine Agritourism Situationer
Tapping the Potentials
Agritourism Supplementary Components
Farm Site
Accommodations
Attractions/
Experience
Component
Food and
Beverage
Transport
Other
Services
Agritourism Linkages
and Complementing
Products

B&B and
accommodations

Unique products and souvenirs
arts and handicrafts
native clothing

Wineries
Hiking
U-pick farms
Living history/
traditional farms

Educational
Tours

Ecosystem
Preservation

Camping or
home-stay

Countryside
dining

Petting zoos
or sanctuaries

Farmer's Market
Volunteer tours
Agritourism is also sustainable tourism
Resource management
Community Empowerment
Fishing
You do not need a huge
initial capital investment
outlay because many farm
sites are already existing and
you just need to enhance
the property
Cooperatives
On Marketing Agritourism:
Agritourism is a niche product
but with so much potential
Agritourism is not for everyone
(cultural context)
Fair trade and
local products
Philippine Agritourism Situationer
Philippine Agritourism Program - October 2002
Department of Tourism
Department of Agriculture
UP-Asian Institute of Tourism
to become the
premier agritourism
destination in Asia
Vision:
The Result: A Manual
Developed Criteria:
Accessibility from gateways and highways
Products
Attractions
Tourism facilities/utilities
Infrastructure (roads and communications)
Peace and order
Market attractiveness
Environmental Techniques
Social Acceptability
Model Sites Identified:
Central Luzon State University
(Munoz, Nueva Ecija)
Oroverde
(Buenavista, Guimaras)
Del Monte Farm
(Manolo Fortich, Bukidnon)
Gourmet Farm
(Silang, Cavite)
Mushroom Country
(Tagaytay City, Cavite)
Sonya's Secret Garden
(Alfonso, Cavite)
Pulilan Butterfly Haven
(Pulilan, Bulacan)
C & B Orchid Farm
(San Rafael, Bulacan)
Agritourism is key to REGIONAL DEVELOPMENT
67% of population lives
in urban centers
macroeconomics - spread wealth out
rejuvinate hinterland economies
prevent skill and brain drain
food security
More Agritourism
Destinations Today
The Farm @ San Benito
(San Benito, Batangas)
Fishing resorts in
Pangasinan
Bohol Bee Farm,
(Dauis, Panglao Island,
Bohol)
REFMAD Dragon Fruit Farm,
(Burgos, Ilocos Norte)
provides greater
understanding
for urban families
the rural lifestyle
Tourism alone has a huge
economic multiplier effect.
Moreso when integrated
with the agricultural
sector.
Realities of Agritourism in the Philippines
Confusion of who will lead this potential
Only now that the potential is being tapped
Private-sector driven
Rich vis-a-vis poor farmers
Limited skills especially for uneducated farmers
Still a cottage industry for many
Limited standardization and accreditation
Government to
government
SYNERGY!
There is a need for:
Organic Agriculture Act
of 2010 - RA 100681
House Bill 1808:
Agritourism Promotion Act
Statutes Related to Agritourism
Agritourism also Promotes Cooperatives
RA 9520: Amendments to the
Philippine Co-op Code
Examples of Related Programs:
One Town, One Product
ID, develop, and promote indigenous products
Supports SMEs
Converges LGUs, CSOs, and the private sector
Part of GMA's decentralization strategy
World Wide Opportunities
on Organic Farms (WWOOF)
Network of Organic Farms around the world and in the Philippines
Provides experiences of organic farming to tourists
Acts as a contact point for farmers and participants
Coffee AID (Assistance for Indigenous Development)
Volunteer and investment program (voluntourism)
Indigenous Cordilleran coffee farmers
Empower the welfare of farmers and provide unique volunteer opportunities to participants
Fair trade advocacy
Poorly marketed
Only supported by the DA and not with DOT
Tapping the Potentials
of Agritourism

Policy Push for Agritourism:
Agritourism can work from
as general as a policy instrument
for
Decentralization
to as specific as a pro-poor and
workable business diversification
strategy for farmer income augmentation.
The Two-Tier Approach:
Tier 1: The Bottoms-Up
Approach
Tier 2: The Top-Bottom
Approach
DOT, DTI, and DA
Established Farms
Marketing and Promotions
DOT, DTI, and DA
Training/
Financial Grants
Farms with potential but lack capabilities in packaging/
developing agritourism
There are many tourism
development frameworks,
thus each town can
customize their own.
Essential components:
and
Vision
Mission
anchoring statements
Community Agritourism Development
Planning Framework
Step 1:
Identify Stakeholders
Step 2:
Define Vision/Mission
(objectives later)
Step 3:
Gather Data
Tourism
Agriculture
ID inherent values and
sense of place
ID issues and challenges
Proactive Planning
Reactive Planning
Analysis
ID potentials for development
Prioritization and Rectifying Issues
creating tourism value statements
Development
Principles
General
S.M.A.R.T.E.R objectives
and strategies for
implementation
Options, alternatives,
and contingencies for
Agritourism Development
Step 9
Implementation
and Action!
Project Management
Monitoring and
Auditing
Research and
Development
Performance Measures
and Indicators
Return to Loop
Step 4:
Step 5:
Step 6:
Step 7:
Step 8:
Step 10:
Individual-Level Agritourism
Business Planning
Agritourism Venture and
Feasibility Assessment
Business Plan Development
R & D Plan
CSR Plan
Phasing Plan
Financial Plan
Marketing Plan
Advertising Plan
Plan Execution
Performance Evaluation
and Monitoring
Personal Reflection:
Personal evaluation/assessment
Market evaluation
Technical capacity assessment
Financial evaluation
Specific Needs in Furthering
the Development of Agritourism
Education and curriculum development in secondary and post-secondary levels
Technical training accreditation and certification
Permanent agritourism Center for Research, Development, and Innovation
Permanent agritourism Destination Marketing Bureau
Capital Access Programs
Agritourism encourages farmers
to preserve their land, thus preventing
agri-land conversion
Further Strategies
Market-product/ destination matching
Product/destination development
Investment strategies and packaging (through DA and DOT)
Advertising through various media channels, especially the Internet
Formulate a National Agritourism Master Plan to completely organize the industry
The Agritourism Center for Research, Development, and Innovation Center
Thank You
Very Much!

Eli Paolo R. Fresnoza, En.P., MA-URP (hons)
paolofresnoza@gmail.com
0922-805-6485
Diversification
by
Eli Paolo R. Fresnoza, En.P.
Source:
National Statistics Office (2008)
www.census.gov.ph/data/sector- data/2003/pr0382.htm
Plans enacted to
become policy
33% of Filipinos are directly
or indirectly employed in
agriculture
- Asian Development Bank, 2010
Community
Empowerment!
Full transcript