food tourism
TRANSCRIPT
Module 1: Why Farm and Food Tourism?
Overview
• Understandthegrowingmarketforfarmandfoodtourism
• Understandthespecificenterpriseandproductopportuni6eswithinfarmandfoodtourism
• Evaluatetherolefoodsplayincrea6ngatourismdes6na6onimage
• Recognizefarm/foodtourismimpactstoruralcommuni6es
• Understandthepoten6albenefitsofimplemen6ngfarm/foodtourismopera6onsandproducts
Food Tourism & Economic Development • Agriculturalproducersfacenumerouschallengesandlooktodiversifyproductofferings,accessnewmarkets,andexpandmarketperiodsandpricing
• Tourismprovidersstruggletofindtheregionaldis6nc6venessnecessarytodifferen6atethemselvesfromothertourismdes6na6ons
• Asaresultofthegrowinglocalfoodsmovement,farmandfoodtourismmayprovideasolu6on
Food Tourism & Economic Development • Foodtourismhasbeenshownto……..
– Enhanceades6na6on’stourismoffering– Generateaddi6onaleconomicopportuni6esforlocalgrowersandprocessors,especiallyincloseproximitytoprimetourismdes6na6ons
– Provideavenuetopromoteanddistributelocalagriculturalgoodsandvalue-addedproducts
– Providetouristswiththeculturalexperiencestheyseek
Buy Local Movement
• 185%increaseinfarmers’marketsfrom2000to2014
• 275%increaseinCSAprogramsfrom2004to2014(6,000)
• 288%increaseinfoodhubsfrom2007-2014(302)• TheNa6onalGroceryAssocia6on2012Consumer
Panel– Theavailabilityoflocalfoodswasamajorinfluenceon
groceryshoppingdecisionsas87.8%ofrespondentsratedlocalfoodavailabilityas“veryorsomewhatimportant,”with45.9%indica6ng“veryimportant”
– Theneedfor“morelocallygrownfoods”wasthesecondmostdesiredimprovementamongsurveyedgroceryshoppersat36.6%,justunder“price/costsavings”
• In2012,164Kfarmers(7.8%ofUSfarms)sold$6.1billioninlocalfoods
Farmers’ Markets in US
Local Food While Traveling
• TheNa6onalRestaurantAssocia6on's2013RestaurantIndustryForecastreportedthat7of10consumersweremorelikelytovisitarestaurantofferinglocallysourceditems
• TheNa6onalRestaurantAssocia6on’s2014“TopTenTrendsacrosstheNa6on,”includedlocallysourcedmeats/seafoodandlocallygrownproduceasthetop2trends
• TheUStravelAssocia6onreportsthat27milliontravelers,or17%ofAmericanleisuretravelers,engagedinculinaryorwine-relatedac6vi6eswhiletravelingwithinthepastthreeyears
International Trend
• LocalfooddemandnotjustaUSphenomenon• Denmark,Switzerland,andAustriareportthe
highestpercapitaconsump6onoffarmers’marketproduce
• TheEuropeanUnionhasrequiredoriginlabelingforallfreshfoodsince2011
• TheUNWTOreportsthat88.2%ofmembercountriesconsidergastronomyacrucialelementinthebrandandimageoftheirdes6na6onand68%ofthecountriesconsultedcarryoutmarke6ngac6vi6esorpromo6onbasedonfoodtourism(USincluded)
Brand USA
• Des6na6onmarkingorganiza6onfortheUnitedStates,establishedin2011
What is Food Tourism?
• Thedesiretoexperienceapar6culartypeoffoodortheproductsofaspecificregion…– Aformofregionaldevelopmentthathelpsstrengthenlocalfoodandbeverageproduc6onthroughbackwardlinkagesintourismsupply-chainpartnerships
– Providesnewopportuni6estopromoteanddistributelocalproductswhileprovidinganenhancedvisitorexperiencethroughtheexpressionofcommunityiden6tyandculturaldis6nc6veness
What is Food Tourism?
• Anexpressionofculture• Aformofregionalheritage• Supportstheenhancementofthetouristexperience
• Createsbackwardlinkagesinthefoodsupplychain
• Supportssocio-economicgrowthinruralregions
What is Agritourism/Farm Tourism? • Agritourismisasubsectoroffoodtourismthatspecializesintheincorpora6onofvisitstofarmsforthepurposesofon-siteretailpurchases,enjoyment,andeduca6on– Pickyourown– Farm-stays– Cornmazes– Farmtours– Farmshops
Farm Tourism Examples
• Farm/ranchvaca6ons• Garden/nurserytours• Feefishing• Feehun6ng• Horsebackriding• Peingzoo• Camping/picnicking• Wagonrides• Bedandbreakfast• Agriculturalexhibits• Skeetshoo6ng• Exo6cfarmanimals
• Schooltours• U-pickopera6ons• Gamepreserve• Christmastreefarms• Wagonrides• Ponyrides• Pumpkinpatch• Farmshops/stands• Birdwatching• Cornmaze
What is Culinary Tourism?
• Theprac6ceofexploratoryea6ng,especiallythoseinstancesinwhichea6ngunfamiliarfoodorpar6cipa6nginnewfoodcustomsasawayofencountering,learning,orunderstandingotherplacesandcultures– Food/winetrails– Cookingschools– Farmshopvisits– Restaurantexperiences
Culinary Tourism
• Occurswhenvisitorsseektoexperiencecuisineandculturetogether
• Focusonauthen6canduniqueexperiencesthattakeadvantageoftheuniqueheritage,charm,hospitality,andsenseofplacethatalreadyexistsinthecommunity– WinetourisminCalifornia– CheesesamplinginWisconsin– Maplesyruptas6nginVermont– CajunfoodexperiencesinLouisiana
Food-Based Attractions
• Includespecialeventssurroundingfoodanddrink– Foodfes6vals– Farmers’markets– Winefes6vals– Beerfes6vals
Food Tourism & Rural Communities
Enhancingtheeconomicopportuni6es,environment,andsocialfabricofaregion
Food Tourism
• EconomicImpacts– Increasesemploymentinruralareas– Decreasesrural-to-urbanmigra6on– Reduceseconomicleakages– Promotesfairtrade
Food Tourism
• EnvironmentalImpacts– Preserva6onofopen-space/agriculturalareas
– Respectsthecarryingcapaci6esofnaturalecosystems
– Reduc6oninwaste,whichisomenrecycledintothefarm’sproduc6onprocess
– Supportsalterna6veorspecializedproduc6onsystems(free-rangeorpasture-grazing,organic,eco-friendly,etc.)
Food Tourism
• SocialImpacts– Foodisanexpressionofculture– Flavorsdevelopthroughouthistorybasedonthelocalenvironment,historictraderoutes,andsenlement
– Foodisanimportantcomponentoflocalreligiousprac6cesandcelebra6ons
Where Food Tourism Originates
• Governmentpolicy–topdown• Touroperators–demanddriven• Individuals–innova6vebusinessideas• Individuals–passionatepeople
The Players
• Theagriculturesector– Agriculturalproducersseektodiversifytheirofferingsanddistribu6onnetworksinananempttosecureaviablefuture
• Thetourismsector– Tourismisfacingincreasedcompe66onandstrugglestofindtheregionaldis6nc6venessnecessarytodifferen6atethemselvesagainstthesheernumberoftourismdes6na6ons,bothlocallyandinterna6onally
Connecting Local Producers &Tourism Sector • Manylocalproducersaremicro-businesses
thatdonotwanttogrowand/orfarmersarereluctanttodiversify
• Producersomendonotseethevalue-addedinenteringthetourismsector
• Producerslackknowledgeand/oravailableknowledgeisconfusingabouttouristsandthetourismindustry
• Itisdifficulttoreachproducersastheyarewidelyspreadgeographically
• Therearedifferingneedsbetweensmallandlargeproducers
Common Challenges in Food Tourism
• Encouragingwideruseandbenerpromo6onoflocallyproducedfood
• Iden6fyingandaccessingtourismmarkets• Gainingknowledgeabouttourismmarketsas
tourismdataisfragmentedandnotwellmaintained
• Buildingades6na6onbrandbasedonlocalfoodproduc6onorfoodserviceestablishments
• Collabora6onandcrea6ngabenernetworkbetweenregionsandgroups(foodproducersandhospitalitybusinesses)
• Accessingbest-prac6ceknowledgefromaroundthecountry
Food Tourism Development
• Thetourismindustryhasledthechargeininnova6onduetoitselevatedimportanceinruralgrowthpolicies
• Emphasishasshimedawayfromsectorally-basedtowardsterritorial-baseddevelopment
• Theunifica6onoffoodandtourismrequiresthecoopera6onofdis6nctlydifferentindustrieswithvaryingneedsandchallenges
Why Consider Food Tourism?
• Foodisoneofthemajortourismac6vi6es– One-thirdoftourismexpendituresareonfood/drink
– Touriststendtobelesssensi6vetofoodprices
– Foodisconsidereda“vital”componentinthequalityofatourismexperience
– Theproductisthebasisoffoodtourism
Tourism Market in the West
• WesternUSapopulartourismdes6na6on,primeareafortourismdevelopment– 20+na6onalandstateparks
• Idaho2013tourismindicators– 30.2milliontotalvisitors– Totaltravelspending:$1.4billion
• Nevada2013tourismindicators– 52.2milliontotalvisitors– 24.6millionstate/na6onalparkvisits – Totaltravelspending:$58.1billion
• Utah’s2013tourismindicators– 23.5milliontotalvisitors– 4.2millionskiervisits– 10.4millionstate/na6onalparkvisits – Totaltravelspending:$7.5billion
Why Consider Food Tourism
• Addi6onalmarketforcurrentproducts• Diversifica6onintonewenterprises/products
• Reducedtransporta6on/marke6ngcosts• Year-roundsales(addi6onalsales)• Outletforvalue-addedproducts• Income/employmentforfamilymembers
• Conagefoodproduc6onnowop6oninNevada/Utah/Wyoming/Colorado
Why Consider Food Tourism?
• On-farmac6vi6es,thevisitorcomestoyou– Eliminatestheneedfortransporta6on– Abilitytoworkinafamiliarenvironment– Moreflexibilityinschedulingac6vi6es– Display“showoff”products– Educateothersaboutlocalfoods– Interactwithpeoplefromaroundtheglobe
Activity
• Worksheet1.1:TheRoleofFoodinTourism– Thinkaboutarecenttrip/vaca6on…..
• Whatroledidfoodplayinyourtravels?• Didyouhaveamemorablefoodexperience?• Didyoutryanylocal/ethnicfoods?• Didyouvisitanyfoodanrac6ons?• Didyoupurchaseanyfoodsouvenirs?• Didyouno6cerestaurantssourcinglocalfood?Ifso,howwasitpromoted?
• Whattypeoffoodexperiencewouldhaveenhancedyourtrip?
Activity
• Worksheet1.2:Enterprise/ProductDescrip6on– Whatuniqueproducts/servicescanyouropera6onoffertourists?
– Whatpartnersdoyouhavethatcanassist?• How,specifically,cantheyhelp?
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