by Ronquillo C. Tolentino
Agri-tourism
Aklan State University’s president Dr. Danilo Abayon has launched an agricultural tourism program.
The regreening and beautification program of Aklan governor Carlito S. Marquez qualifies as a form of agricultural tourism. It has become an attraction to tourists going to Boracay and "for those who travel along the Ro-ro nautical highway with 176 participating barangays and 65 residential entries according to the Aklan Provincial Tourism Office".
The importance of agricultural tourism and its impacts on local economies can not be gainsaid.
A simple understanding of agricultural tourism can be had on an article which appeared in the California Agriculture issue of November – December 1999 written by Ramiro E. Lobo, George E. Goldenar, Desmond A. Jolly, B. Diane Wallace – Wayne L. Schrader – Scott A. Parker,albeit this is about San Diego County, thus :
"Agricultural tourism (also known as agri-tourism and agrotourism) can have significant benefits for farmers and communities in the agricultural-urban interface of San Diego and other metropolitan counties. Results from a visitor study indicate that agricultural tourism has substantial economic impacts on local economies. In addition, agritourism provides opportunities for diversification and eco-nomic incentives for growers, promotes eco-nomic development and helps educate the public about the important contributions of agriculture to the county’s economy and quality of life.
"Tourism and agriculture are big business in San Diego County, ranking second and fourth respectively as the county’s largest industries (San Diego County 1999). Current trends in the tourist industry show increasing demand for experiential, hands-on, non-conventional tourism activities. This trend has extended into the agricultural sector because the appeal for agricultural and farm-based tourism attractions is also increasing. The relative importance of local tourism and agricultural industries may result in agritourism becoming an important segment of San Diego County’s tourism product mix. In addition to conventional tourism, the county’s tourist industry also markets historical and ecological or nature-based tourism. Marketing agritourism as a separate segment of the tourism industry could have substantial benefits for local agriculture.
Agritourism is defined as any business conducted by a farmer for the enjoyment or education of the public, to promote the products of the farm and to generate additional farm income (Hilchey 1993). It includes a variety of facilities and activities that are increasingly available in San Diego County, such as agricultural festivals, farm visits, farm tours, demonstration farms, farm stays, wineries, nursery trails and agricultural museums. In addition, there are more than 20 Certified Farmers’ Markets that operate in most incorporated communities of the county. Combining the large tourism industry with the uniqueness and diversity of local agriculture may offer a whole new set of opportunities for farmers to diversify their operations and their revenue sources.
"The potential benefits of agritourism for local agriculture are varied. First, agritourism may generate diversification opportunities for local farmers to increase revenues and enhance the viability of their operations. Second, it may be an excellent tool to educate the public about the importance of agriculture and its contribution to the county’s economy and quality of life. Third, it may provide economic incentives and reduce friction in the agricultural-urban interface, thus helping to preserve agricultural land in San Diego County. Finally, agritourism may enhance the appeal and demand for local products, foster regional marketing efforts and create value-added and direct-marketing opportunities that may stimulate economic activity and spread the benefits to various communities in the county."
From the Pinoy Business Ideas by Marlowe U. Aquino, April – June 2008 Volume 10, Issue No. 2 is this rather lengthy article on agritourism development in the Philippines, thus :
"Philippine tourism development today has taken a major leap forward by incorporating agricultural and environmental activities into its programs that encourage active involvement and participation of people and their communities. Specifically, these are the agri-tourism and eco-tourism endeavors of institutions, organizations, local government units, or even individuals who use technologies generated and developed out of agricultural research and development (R&D) and protection and conservation practices on the environment as a profitable activities for tourists, including its aesthetic valuation.
"In the Department of Agriculture (DA), agri-tourism is a welcome initiative that opened doors for development. Although this has been going on for several years, R&D breakthroughs are the key factors that made the fusion of these two broad areas to jointly address social and economic development. Agri-tourism integrates the gains of research and development, particularly the innovative and modern technologies that produce quality products. These technologies vary from protective and precision agriculture, organic agriculture, food processing and development, agricultural information and com-munications management, and even biotechnology.
"Furthermore, agri-tourism sets the inclusion of community activities to show the beauty of agricultural landscape which attracts educational tours for students, local government officials and even researchers with interest in these develop-ments. These are the reasons why innovative Agri-tourism is now the by-word for researchers and development practitioners who realized that there are still room for improvement and enhance this new field of study especially incorporating the importance of high-value commercial crops.
"Over the years, Philippine Agri-tourism has changed in perspective and directions. Before, local areas simply provided a picturesque depiction of things to be expected and what could be offered in terms of the agricultural produce in the locality. They sold and promoted these for monetary gains.
"Nowadays, a major shift and upgrades are done by incorporating interactive activities wherein tourists could be part of the agricultural activities while appreciating the value of the produce. How is this done?
"Most of the country’s agricultural production areas now integrate production management activities with tourism activities. Notable Agri-tourism activities in the country which highlights high-value commercial crops include Baguio’s Panagbenga – Flower Festival held every February, La Trinidad’s Strawberry Festival in March, Benguet’s Adivay Festival which highlights vegetables and root crops in November, Kidapawan City’s Durian Festival in August, Guimaras Mango Festival in April, and Camiguin’s Lanzones Festival in October. All of these sites and other tourist destinations made sure that the latest and innovative agricultural technologies are integrated in their tourism programs and interactive activities of communities as part of the tourists itinerary.
"The interactive Agri-tourism activity initially started in the municipality of La Trinidad, Benguet over two decades ago. However, there was no formal documentation and descriptions during those times but the local people and communities already were into its practice and activities. This is normally observed during the summer season when local farmers encourage tourists to be involved in vegetable harvesting, strawberry picking, and even processing, to name a few. The main goal of the activity is to encourage tourists to experience actual agricultural activities while appreciating the value of the farmers’ produce. At the same time, it encourages interaction between the farmers and tourists, especially on the commodity production management system as a vehicle for information sharing and technology transfer.
"Furthermore, these activities expanded to other agricultural commodities which have high commercial value such as cutflowers and ornamental plants, local winery activities, and even weaving activities. All of these became part of the emerging trends in local agri-tourism activities. Because of these, La Trinidad local government, in collaboration with the Benguet State University (BSU), decided to add more activities for tourists to participate, experience, and be part of the interactive tourism activities. Added activities now include horse back riding, mountain climbing in the valley, coffee bean harvesting, and observational-educational tours on organic agriculture, silkworm production, and even vegetable and food processing.
"But what have these got to do with the valuation of commercial crops and local tourism activity? Well, these activities changed the manner of people’s interaction with tourists and the establishment of relationships in production, processing, and marketing activities between farmers, traders, researchers, and tourists. On the whole, this changed the outlook of people and usage of tourism activities to influence the agricultural landscape of the municipality of La Trinidad and BSU. An interesting observation worth sharing is the community’s response to the needs of the tourists. Evidently, there is an avenue for cultural sharing on people’s integrity and identity while promoting agricultural products for increased production and profit.
"Explanations on the different processes of agricultural production and food processing management became a must for interaction and learning experience. Crops, particularly vegetables such as cabbage, broccoli, capsicum, tomatoes and cucumber, root crops such as potato, sweet potato, and yacon, and strawberry were more appreciated and given importance as to quality and aesthetic values including cutflowers and ornamentals which are the subjects of beauty and landscape aficionados. To top all these, no single agricultural activity in the area only focuses on the crops but considered the trans-formation of their community as a tourist destination for more responsive and innovative venture.
"Making sense on the importance of Agri-tourism in the country is now the emerging trend in community development. The Department of Agriculture, provincial and municipal local government units, and state universities and colleges, including specific communities, jointly collaborate and develop tourism activities that highlight not only agricultural products but also the way of life of people. This new direction in agricultural and tourism development makes it a business activity. With this activity, the assurance of communities to be involved in agricultural activities will not only be treated for people’s empowerment but support the comprehensive development program including tourism initia-tives as a whole." /MP
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