AGRI-TOURISM IN THE PHILIPPINES
I. INTRODUCTION
With diverse conditions on different islands, the Philippines is
an ideal place for visiting multiple agri-tourism sites or focusing
on a niche product. Tourists can visit a huge pineapple plantation
for a taste of large scale agriculture, or they could focus on
smaller operations, such as orchid farms, bee farms, and even small
plantations that specialize in growing exotic tropical produce such
as dragon fruit or papaya. The government of this beautiful
Southeast Asian island nation is looking to actively bolster what
is already a successful niche for tour companies and farmers. It is
also known for its accessibility because English is a widely spoken
(almost universally spoken in many places) second language.
Academic and tourism experts are tapping the potentials of
“agritourism” to alleviate poverty and promote agriculture courses
in schools and universities. Like in Central Bicol State University
of Agriculture (CBSUA) where their first batch of Agri-tourism
majors graduated last March and some are currently involved with
agritourism destinations in Laguna like Costales Nature Farms. In
2010, Camarines Sur Rep. Diosdado Arroyo filed House Bill No. 1808
or the Agri-Tourism Promotion Act, which calls for a “clear-cut
national policy” to promote agritourism. Next week there is a
scheduled Training Regulation (TR) writing in Bacolod. In 2002, the
Department of Agriculture (DAR) and the Department of Tourism (DOT)
issued a joint circular that identified 10 agritourism sites in the
country. One of them is the Costales Nature Farm in Majayjay,
Laguna. Other examples are the leisure farms in Batangas, the mango
farms in Guimaras, and the rice farms in Bacolod City and Negros
Occidental, which cater to Japanese exchange students. In some
parts of Cavite, Batangas and Laguna provinces, agritourism is
practiced by leasing land for a period of time so that tourists can
grow and harvest their own produce.
With agritourism, farmers can open up their farm to tourists,
showing them their technologies, teaching the basics of farming,
and letting them experience farm life. This project can earn them
additional income in the farm although it may be seasonal but
something is better than nothing. Agritourism can be compared to a
flower bud, not fully developed but it will soon bloom to a
beautiful industry here in the Philippines. The government is still
finalizing the paper works for the universities to properly
introduce agritourism to students and hopefully aid the decrease in
enrollment with agricultural based courses.
II. DISCUSSION
A. Definition of Agri-Tourism
Agri-tourism - or also referred to as “farm tourism” is a form
of tourism activity conducted in a rural farm area which may
include tending to farm animals, planting, harvesting and
processing of farm products. It covers attractions, activities,
services and amenities as well as other resources of the area to
promote an appreciation of the local culture, heritage and
traditions through personal contact with the local people.
Agri-Tourism/Farm Site - is a working farm producing and/or
showcasing raw and/or processed products.
Agritourism is basically where agriculture and tourism
intersect, as farms and ranches invite the public onto their
property to experience the out of doors, the leisure pace, and the
healthy and nutritious produce that is only possible when it is
fresh picked at the peak of perfection.
Agritourism, one of the fastest growing segments of the travel
industry, includes visits to working farms, ranches, wineries and
agricultural industries. Agri-destinations offer a huge variety of
entertainment, education, relaxation, outdoor adventures, shopping
and dining experiences.
B. Forms of Agri-tourism
The scope of agritourism varies drastically depending on the
type of farm, available land and how much of the business is aimed
at the agritourism market. However, the varying forms can be broken
down into three basic groups:
1. Direct-market agritourism
If you've ever seen a roadside produce stand, you've seen
direct-market agritourism in action. Farmers sell goods like
produce, canned items and other organic products directly to
consumers either at markets and fairs or on the farm itself, often
alongside other agritourism offerings. Farmers may be selling an
organic product similar to what consumers could find at a grocery
store, but their product has the added appeal of coming directly
from a local farm. To appeal to some consumers, the goods may be
marketed as organic, all-natural, or the product of "old-fashioned"
methods.
2. Education and experience agritourism
This form of agritourism includes pick-your-own apple groves,
farm tours, bed-and-breakfasts and packages aimed at giving guests
a hands-on education in farm life. The farm itself is marketed as a
tourist destination. Whether agritourists pay to pick their own
produce, attend wine tastings at a vineyard or simply enjoy the
farm atmosphere, the draw is first-hand experience. Once visitors
are acquainted with the farm more closely, they may also be more
inclined to buy its agricultural products.
3. Recreation and event agritourism
While still considered agritourism, these offerings tend to
involve using farm land for other marketable uses. Harvest
festivals, corn mazes, haunted hay rides and country weddings held
on farm land may draw heavily on the farm's atmosphere. Other
activities like camping, archery and horseback riding are often
less dependent on the farm itself. However, such forms of
agritourism still draw in guests who may be tempted to buy
goods.
C. Visitor Expectations for an Agritourism Destination
Having visitors at your farm and adopting a tourism orientation
is likely to take your farm in directions you have probably never
considered. There will be times you are “open” or “closed” and may
need to enforce those hours by turning potential customers away.
There will be expenses
for bathroom facilities and beverage inventory for thirsty
patrons. In addition to all the farm chores, there are tasks to
keep the premises in top condition to stay attractive and safe.
This chapter provides a list of typical visitor expectations for
almost any agritourism destination. After reading it, you will have
a better understanding of what visitors are generally looking for.
If you know their expectations, you can formulate your plans to
meet their needs.
The people who visit your farm are not farmers and have little
understanding of farms in general. However, many visitors will
generally expect the following:
1. Clean and Well-Maintained Farm Visitor Areas
Many visitors will not be surprised to see farm implements and
materials around the farmyard, but farm junk and salvage equipment
should be removed from the premises or stored far from visitor
areas. Building exteriors should be in good condition; a newer coat
of paint indicates pride and reinvestment in the farm.
Children’s toys and family play areas will attract young
visitors, so be sure to keep family property separated to avoid
confusion for visitors about where they are generally permitted to
go. Livestock fencing should be intact and labeled to indicate a
possible hazard if it is electrified. The practical effect of
maintaining a neat appearance is added labor. Responsible
individuals in the farm operation should be assigned clean up duty
or make a point to hold everyone responsible for their own
tidiness. If this seems like a burden, remember that every visitor
who turns away due to “curb un-appeal” is lost income for the farm.
First impressions have a huge impact on visitors.
2. Sanitary and Accessible Bathrooms
Farm bathrooms are typically functional little rooms tucked into
a back corner of the barn, dotted with motorcycle posters, and not
really meant for visitors. Farmhouse bathrooms are meant for family
use. Neither is going to be appropriate for the public.
Visitor bathrooms at your farm must be clean, uncluttered,
bright, fully-supplied, and easily accessible. Within 2 minutes of
getting out of their car, many tourists are looking for a suitable
public bathroom; children and older travelers particularly.
They often expect separate facilities for men and women, but
will accept a unisex bathroom. They would prefer to find the
bathroom easily, without having to ask where it is or if it is
locked. Since this is often the first room they will visit, they
will be judging your hospitality immediately. Even though it is a
farm, visitor bathrooms must sparkle. For special events or
seasonal needs, a clean portable toilet is acceptable.
3. Parking that is Easy to Find
Farm owners and their employees generally park wherever it is
suitable in the farmyard, so farms rarely have designated parking
areas. Visitors, who unfamiliar with the layout of farmyard, need
clearly marked visitor parking areas.
Signs directing visitors to proper parking areas should be
posted at the entrance, and anywhere the farm driveway divides. If
your farm has more than one driveway, use a sign to direct visitors
to the proper entry. Chances are they will not figure this out for
themselves at a typical farm, unless you provide good signage.
Visitor parking signs are typically designed with green
lettering on a white reflective background. Pre-printed aluminum
signs are inexpensive. If you are only hosting occasional events,
mount signs on portable stands.
Do not assume visitors will know where not to park. They may
park in front of a hay barn, behind an idling tractor, in front of
the equipment shed, or in the middle of a cattle laneway. Use signs
to restrict visitor parking and vehicle access, such as around a
milk house, chemical storage, or in front of an equipment shed. A
farm is unfamiliar territory for visitors so clear signage is
important for safety reasons.
4. Accessible Farm Visitor Areas
As an agritourism destination, you will be hosting visitors of
all abilities. Expect some visitors in wheelchairs, with walking
assistance, or strollers, as well as visitors who cannot see, hear,
or speak English very well. For all farm events and activities that
are open to the public, be
prepared to accommodate a wide range of visitor abilities.
Once your farm is open to the public, you should reduce barriers
to access to where it is readily achievable, or "easily
accomplishable and able to be carried out without much difficulty
or expense". For example, door thresholds should be level, ramps
should replace or augment steps, bathrooms should have grab bars,
and narrow doors should be widened where possible to 36 inches. You
would not be expected to put an elevator in a historic barn to
provide access to upper levels. All new construction should be
barrier-free; meaning any visitor with physical limitations can
still access all visitor areas.
5. Credit Card and Cash Access Services
Many tourists will expect your farm retail operation to accept
major credit cards for admission fees, farm product sales, and
activity fees. For these travelers, it is a matter of convenience.
For the farm, it usually leads to much greater sales. Plan on
building credit card fees into the prices you charge, or set a
minimum for credit card use.
If a credit card terminal is not in your plans, make it easy for
customers to use other payment methods, like cash and checks.
Figure out where the nearest ATM machines are to the farm and post
these locations. If someone writes a check, make sure it is clear
to whom the check should be written and post a small sign at the
checkout with the farm name and any other instructions.
D. Income Sources in Agritourism
Agritourism is being promoted as a way to generate additional
income for the farm, and there are many highly profitable
agritourism enterprises. This chapter describes twelve possible
income sources for farms that are becoming agritourism
destinations. Use these as guidelines for making your specific
plans. An agritourism business plan is the best way to show how the
income streams and the new expenses balance to provide a profit
center.
1. Admission Fee
An admission fee is charged to participate in events and
activities, or tour special areas of a farm operation, in the same
way you pay to enter an amusement park, museum, or sports event.
You would probably not charge admission to a retail area (like a
farm product shop), but to a more restricted part of the farm, such
as entry to a milk parlor viewing deck. A general admission fee is
usually used in place of other fees like tour or activity fees.
Many agritourism destinations host events, on one or several
days during the growing season. For example, a maple producer may
host a festival at the start of the season or a sheep farmer may
host a wool spinning and knitting event.
A portion of the revenue for special events comes from admission
fees. Tourists have become accustomed to paying to participate in
events, particularly when there are very unique features they would
not normally get to see.
One strategy for leveraging other income from the admission fee
is to offer a corresponding discount on products purchased.
2. Tour Fee
A tour fee provides the visitor access to the services of a
knowledgeable guide or at least a guidebook for self-directed
tours. A tourist paying this fee desires information about and
access to farm areas restricted to other visitors. In return for
their fee, the farm would provide a ticket or badge indicating
their status as a paying participant in the tour. Like the
admission fee, the tour fee is usually scaled to different
audiences and group sizes.
Self-guided tours are generally free, however, group tours often
involve significant staff time to prepare and host the tours. Fees
may vary with the group. School groups may be charged per child or
a flat fee per class. Group tours for adults or families can also
be based on the size of the group. Motorcoach tours will often
negotiate a fee that they build into their package and pay a lump
sum.
3. Sale of Fresh Farm Products
Although it is pretty obvious, part of the rationale of having
visitors come to a farm is to sell them fresh farm products at
retail prices. For example, U-pick farms charge customers to pick
fresh fruits or vegetables, based on volume or weight.
With greater interest nationally in local food sources, there is
ample opportunity to invite visitors to buy directly at the farm.
The agritourism entity at your farm is often intended to expand the
customer base. For example, a maple producer might have stagnant
sales of syrup and is looking to boost the number of bottles sold.
An agritourism activity like an open house during sap season, a
woods walk, or a class about maple candy making can expand the
customer base, since there is an additional attraction to the farm.
In most cases with direct marketing, more customers mean more
sales.
4. Sales of Processed Farm Product
Many farms have expanded into production and sale of value-added
items. Processed products such as jellies, pickled products, dried
fruit, sauces are often a better retail item for visitors since
they can transported with less concern about spoilage or breakage.
Sales of these products are enhanced when visitors can experience
the farm first-hand.
A few products can be processed in a home kitchen, but most
require a processing license. Check with your State Department of
Agriculture regulations.
5. Craft/Souvenir Sales
In addition to farm product sales, farm owners can capitalize on
the sale of souvenirs like t-shirts, ornaments, crafts, and rural
antiques. Many agritourism operators have expanded into gift shops
but this requires a lot of inventory and more management. It could
be justified once the farm is attracting lots of visitors. A
challenge is to make sure the gifts do not become a distraction
from the farm, which is the main purpose of agritourism.
6. Class/Skill-Building Fee
Educational tourism opportunities are on the rise because many
tourists prefer to stay active and mentally engaged, even on
vacation. Many nearby residents and neighbors will also take
advantage of classes a farm might host. There are no practical
restrictions on the classes a farm might offer.
Here is a sampling:
· Horse farm offers a clinic for families buying a horse for the
first time
· Grain farm has a bread-baking class
· Fruit farm shows visitors how to make jam, jelly or fruit
syrups
· Grape farm hosts a wine making class for beginners
· Small dairy farm hosts a homemade cottage cheese making
class
· Herb grower hosts a class to make herb-growing containers or
drying culinary herbs
· Vegetable farmer offers a cooking from the garden class
The point of hosting a class on the farm is to charge a fee for
the experience and expertise. It is good to relate the class back
to the farm for additional sales income.
7. Facility/Grounds Rental
Another way a farm can earn money from visitors is by renting
out the farm setting. Empty barns can be used for dances, classes,
country weddings, family reunions, birthday parties, church
activities, meetings, picnic shelters, banquets, and other special
events.
Rental rates can range from a few hundred dollars to thousands
per day, depending on location and services provided. The use of
working farm facilities for non- farm rental really requires a
business plan that documents projections for income and expenses,
and how they will balance for the coming years. Additionally, the
business plan will help you think through any additional services
the farm can provide, like catering, the use of tables and chairs,
food products, and farm tours.
One of the most important aspects of renting barns and farm
grounds for non- farm use is cleanliness. Visitors will seek a true
barn atmosphere, minus dust, odors, farm noises, mud and “rural
character.” The building must be structurally sound over every
square inch, and should have in-house restrooms for large crowds.
If food service is planned, running hot and cold water and kitchen
facilities will require a Health Department permit.
8. Farm Lodging
As part of an agritourism enterprise, you may be considering
hosting visitors for overnight or weekend stays. On-farm lodging
can be in a cabin, in the farm house, or in any structure inspected
and approved for overnight occupancy.
The income from guest lodging may not be significant, since
there are many expenses associated with keeping guest areas clean
and sanitary. If you are a very busy farmer and generally have a
hard time keeping up with things, then you will need to hire
someone else to handle the upkeep and hospitality end of
things.
9. Food Service
Farm visitors need to eat, especially if you expect them to stay
for any length of time. Food sales might be an informal snack
(cheese and crackers, donuts, fruit, ice cream) or part of a
planned café-style meal (sandwiches, wraps, grilled food). Some
agritourism destinations operate
full-service restaurants.
Like lodging, there are significant food-service expenses
related to facilities, inventory, equipment, and labor, but sales
should net a modest income to augment other sources of income for
your agritourism entity.
Culinary tourism is becoming a popular past time for foodie
tourists. Cooking demonstrations and classes, coupled with a farm
tour, dinner and farm lodging, provides a high value experience for
a food tourist. Attention to detail is required but the result can
be delicious.
E. List of Agricultural Tourism in the Philippines
1. AN-AN’S FARM – Gaban, San Lorenzo, Guimaras
It is a 1-1/2 km from Barangay Gaban main road. This 5-hectare
farm spread over a rolling terrain with good views of the hills of
Buenavista and the Iloilo Strait beyond. The farm has whole year
production of calamansi, lemon citrus, banana, papaya & sweet
potato (camote).
2. AQUACULTURE FARMS IN NUEVA VALENCIA AND SIBUNAG
Aquaculture farms in the coastal areas of barangays San Antonio
and Igdarapdap in Nueva Valencia and Alegria are another
off-circuit farm sites. Farms are not the only attractions in the
Circuit. A number of scenic views break the monotony of the
Circumferential Road’s asphalt and concrete pavement. Along the
western side are god-bird’s-eye view of the coastal areas and the
small islands. The eastern side provides a good view of the coastal
areas at road level and the rice fields on the opposite side of the
road.
3. CHRISTELLE’S FARM PRODUCTS & PLANT NURSERY – Oracon,
Sibunag, Guimaras
It is a 1 hectare farm which is planted with different varieties
of citrus like calamansi, pomelo, and oranges. But a large portion
of the farm, segregated by a row of trees from the rest of the farm
is planted with calamansi, which is the farm’s major product. The
farm is also planted with coconut and other fruit bearing trees
like rambutan, chico and guava. Good season to visit is from
October to December.
4. ELI SUSTITUIDO FARM – Concordia, Nueva Valencia, Guimaras
It is a 5-hectare farm which is known for its cashew. It is also
planted with jackfruit, chestnut, citrus and other fruit bearing
trees for consumption and commercial purposes. A small portion of
the farm is planted with napier grass that is used to feed small
herd of cattle. This Farm is a model for an Integrated Farming
System (IFS).
You can witness how a few hectare of land is being managed for
optimum production and maximizing its use. Mr. Elias Sustituido was
also adjudged as the Most Outstanding Integrated Farmer of Western
Visayas for DA Achievers in IFS.
5. GUIMARAS BEE CENTER (GBC) – Sitio Casillian, Concordia,
Sibunag, Guimaras
The center will be the main institution that will spearhead the
propagation of the art and science of bee farming in the province
of Guimaras through technical support. They have processed products
like honey, propolis or natural anti-biotic, aroma therapy oil, and
candle with bee wax and soap with honey.
F. Agritourism activities and enterprises that usually meet the
definition are:
· Fee hunting and fishing
· Agriculture related festivals and fairs
· Farm tours
· U-pick vegetables and fruit
· Horseback riding
· Farmers markets
· Farm vacations
· On-farm retail markets
· On-farm vacations
· On-farm bed and breakfasts
· Wineries
· On-farm petting zoos
· On-farm bird watching
· On-farm picnic areas
· Biking trails
· Hiking trails
· On-farm educational programs
Regardless of the definition, it is important to understand the
elements of agritourism that make it more original than other types
of tourism. Positive interaction between the agritourism venue
operator and the customer is central to the success of the
enterprise.
An agritourism customer is more than just a number. In this form
of tourism, the guest becomes a “member of the family”. Agritourism
encompasses exposure to and contact with local residents, customs,
culture, way of life, and activities in the surroundings (outdoor
and special programs). This enables an original experience and a
complete adventure.
G. Potential Target Markets
Marketing is essential to the success of the agritourism
enterprise. It is critical to determine if there is sufficient
demand for the proposed agri-tourism venue products and services.
In targeting a market, the consideration becomes the identification
of a sub-segment of the total population that offers the highest
potential for visiting an agri-tourism venue associated with a
farming operation. Once identified, the potential for a particular
agri-tourism product or service can be quantified. An example of
this might be identifying a prime market of elementary school
children. In that same population, a secondary market might be
households with children.
In other words, a marketing plan should provide a clear and
complete view of the market potential for an agri-tourism venue.
Marketing is the mechanism that establishes the planning and
execution required to bring customers the agri-tourism
provider.
III. CONCLUSION
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 communications 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 developments. This is
the reason why innovative Agri-tourism is now the by-word for
researchers and development practitioners who realized that there
are still rppm for improvement and enhance this new field of study
especially incorporating the important role of high-value
commercial crops
IV. REFERENCES
http://accreditationonline.tourism.gov.ph/Downloadables/Standards/AgriTourismFarmSite.pdf
http://agribusinessnews.com/agritourism-soon-to-rise-in-the-philippines/
http://www.pinoybisnes.com/agri-business/agritourism-development-in-the-philippines/
http://www.guimaras.gov.ph/tourism/agricultural-tourism/
http://content.ces.ncsu.edu/21760.pdf
http://www.eckertagrimarketing.com/eckert-agritourism-what-is-agritourism.php
V. PICTORIALS RELATED TO AGRI-TOURISM IN THE PHILIPPINES
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