AGRI-TOURISMBUSINESS

DEVELOPMENT

“IDEA ! CHALLENGES & ENTREPRENEURSHIP OPPORTUNITY ”

TARIQ TANVEER CEO & FounderAgri-Tourism Development Corporationof Pakistan

Pakistan is an agricultural country and agriculture is a vital sector of Pakistan economy, people about 65% live in rural areas and directly or indirectly relating to profession of agriculture. Agriculture of Pakistan accounts 21% of total GDP in the economy. Pakistan have good natural resources for agriculture like well fertile land, natural flow of water canals from north to south, include dams, barrages, headwork, canals, and distribution channels, four seasons, hard worker peoples, include agro based industries like poultry, fisheries, dairy and livestock. Our agri fields cover with crops round the year.Although we have 16 major agricultural colleges and universities, Pakistan Agricultural Research Councel (PARC) National agriculture research center (NARC), Ministry of Agriculture and Tourism Development Corporation of Pakistan (TDCP) but no organization working on agri tourism in Pakistan.

About Pakistan

MAJOR ISSUES & CHALLENGES FOR AGRICULTURE Climate change and natural resource degradation;

Climate change and natural resource degradation;

Impact of climate change! No water in

some areas or too much water when not needed

Aging farmers and migration of the youth;

Who will work in the farms in the

future?

Who will feed the urban

population? Where will we produce the

food?

High urbanization rate and contraction of land for food production;

High rates of food loss and food waste;

Unequal distribution /

over production

Competition from big agribusiness and emergence

of international supermarket chains

Small business going to finished …

Inadequate food safety and quality standards;

351,000 People Die of Food Poisoning Globally Every Year – WHO , Times April 2015.

Food-Poisoning Cases Surging in Asia; Rate Keeps Rising Despite Precautions - Wall Street Journal Feb 2012.

Over 1,000 suffer poisoning in Japan after eating malathion-contaminated food – Web Jan 2014

No moral values doing

food business

. Low farm income, limited opportunities in rural areas

No idea about value addition & high valued crops

AGRI-TOURISM is defined as travel which combines agriculture

and rural setting with products of agriculture operation all with in tourism experience. Experience it self is the AGRI-TOURISM product, besides tourist can buy fresh Agric produce and product directly from farmers with out a middle man. “commission agents”.

An AGRI-TOURISM business is a farm enterprise operated for the enjoyment and education of the public that may also generate additional farm income by promoting farm products and experiences.

AGRI-TOURISM is the crossroads of agriculture, natural resources and tourism, where the public visits farms, farmers, markets,community festivals, or other commercial enterprises to experience the out of doors; enjoy entertainment; participate in educational, heritage or recreational activities’ shop at a country store or stand; eat locally grown or locally prepared food; take a guided tour; and perhaps make overnight stays for experience. Agri Tourism is the act of visiting a working farm or any Agricultural,Horticultural or Agri Business Operations * for the purpose of enjoyment* Education * or active involvement in the activities of the farm or operation.

why Agri-Tourism

The idea of Agri Tourism is likely to address and provide solution to a number of problems faced by the agriculturists and the community and society as a whole Following are the main areas that we are highlighting in Agri-Tourism;1. Creating awareness about food quality to ensure general health of the consumer and counter the diseases spread through eating contaminated food stuff. 2. Bringing educated people to agri business by making it a productive and entertainment and profitable as well.  3. By minimizing the role of middle man that would in turn assure better income for growers/cultivator/farmer and would also decrease rates of agri products is open market. To achieve that we promote direct marketing at farms by encouraging families' visits to farms and pick their own vegetables and fruit. 4. Introducing new agri techniques and methods and train farmers about on-farm value-addition and conservation of their crops which lead new entrepreneurship. 5. To curtail massive migration of rural to urban centers that would in turn decrease the burden on large cities and would help develop new business centers in rural area opening up venues for investments in other sectors as well.6. Agri tourism is an alternative for improving the incomes and potential economic viability of small farms.Agri Tourism would thus contribute not only to the stability of the agriculture and tourism by also of other related services industries of Pakistan.

First, agri-tourism venues and events provide supplemental income to farmers and the rural communities that they live in, as well as help preserve and sustain family farms.

Second, agri-tourism helps to add value to crops, livestock and the natural resources that a farm has to offer, and offers an opportunity to build a bridge between the agricultural community and the local tourism industry by incorporating tour groups, educating school children and hosting civic events. These activities translate into MONEY which spill over to other sectors of the local economy translating to jobs and augmented incomes. Third, agri-tourism gives people an opportunity to better understand and appreciate the skill and hard work that go into producing the food and fiber we all enjoy. There are several aspects to agri-tourism that are highly essential for an existing or a potential operator to be knowledgeable about: economic, legal, marketing, educational, retailing and financing.

SCOPE OF AGRI-TOURISM

TOURIST ATTRACTION♥ Hay Rides/Tourist Wagon rides.♥ Biggest Living wall in the world.♥ On farm – Retail market(Fresh fruits and vegetables market

etc).♥ Petting Zoo.♥ Fee Fishing. ♥ Eid festivals and fairs.♥ Bed and breakfast with camping, tours, moon light activities. ♥ Pick your own vegetable and fruit.♥ Cut your own flowers and foliage.♥ Agriculture related museums and display.♥ Farmer’s market .♥ Agriculture related festivals and fairs .♥ Corn mazes idea and rent fruit tree idea.♥ Flower show and vegetable show.♥ Horse /bicycle riding.♥ Capturing the natural healthy views /Photo shooting.

POTENTIAL TARGET MARKETS School Teachers/ School Group.Garden Clubs / Horticultural Societies.Business Group/ FCCI.NGO’s / Bankers .Birthday Party Groups , Weddings.Married Couples.Local Families with kids.Families on Vacation. Business Travelers.Landscape and wild life photographers.TV and Film Media shooting.National and Multinational companies.

My Approach about agri tourism (how this idea generate in Pakistan) 1997 I start my professional life in horticultural business after complete my master degree,Qadir Bakhsh Farms is my own creation, as gardener I create my own world of plants, its landscape design make it possible for people’s attraction. My creative Work Make it a tourist garden as well. It not only Attract the people for plants business but also for entertainment. Now mostly people come for farms fresh feeling, some for picnic and some for Educational trip. Mean time School, college, University students also arrange some learning trips on my farm.The plant selling business and farm income increase due to these visitors. QADIR BAKHSH (name of my Grand Father) is my inspiration for this hobby.This was the back ground why I think this beautiful idea of agri tourism.I design my nursery farm as a horticultural park and open it for public, school kids and community.

QADIR BAKHSH FARMS

A Horticultural Park

Now I would like to share some Main features of this agritourism park

•kitchen Garden, Organic vegetables growing area• Cactus garden • Lawns &Garden Store• Herbal Plants Garden • Tropical Palms Garden • Camp Fire Party Area • Petrified wood • Green Houses• Living Walls (my own creation)• Mushroom House • Green Grassy Lawns • Garden Decoration Work

Now 2009 Start and Qadir Bakhsh Farms was the most famous and well maintained nursery farms in Pakistan having good business potential for horticultural business.About average 50 visitors come daily. More than 200 trips from different schools, college and university students. QADIR BAKHSH FARMS group is made up of hard-working employs, fun-loving, enthusiastic volunteers and include all my family who come together to plan the biggest events held at farm, now all have experience of agri events seminars, training workshop, agri field trips for school kids and community.It is successful story of my life but story was not end , The actual story start now Same year I decide to spread this idea of agri tourism in all over the country because I have the vision of all problems faced by farmer how much pained full condition they have faced. In 2010 I design this firm Agri Tourism Development Corporation of Pakistan.

Agri Tourism Development Corporation of Pakistan (ATDCP)

Agri-Tourism Development Corporation of Pakistan (atdcpakistan.com) is a non-government ,non-profitable organization having aims connecting people through food, farms and education. We educate the consumer about organic, healthy life style, awareness about food from farm to dining table and introducing agri-tourism & entertainment farming to explore the beauty of agri fields and farm fresh feelings.On the other hand ATDC Pakistan is working as a training institute for Agripreneurs where we trained agripreneures as consumer organic style needs.ATDC Pakistan introduce new breed of Agripreneurs having business of agri-tourism & entertainment farming for agricultural students and farmer Community, This company in Pakistan organizing agricultural Event, Agri-field trips and field Activities, Agri-field picnic party for school kids and community. ATDCP Now introduce first time in Pakistan agri-tourism farms because we have the passion for community of Pakistan better environment awareness and organic life style. We want to produce nature lover citizens.

ATDC Pakistan Events in Pakistan Agri Tourism Development Corporation of Pakistan design and celebrate so many agricultural events all over Pakistan, the main aim to organize such events to promote agri tourism in Pakistan.

•NATIONAL MUSHROOM FESTIVAL PAKISTAN• Wild mushroom hunting club and tours • mushroom master cooking contest • THE FARM! DINE IN NATURE • PICK YOUR OWN VEGETABLE & FRUIT (U-PICK INTERPRICES )GRAPES /STRAWBERRY etc• WORLD KITCHEN GARDEN DAY • NATIONAL AGRIPENURES TRAINING CAMP• LOVE PARK• WORK SHOP ON HERBAL/MEDICINAL PLANTS GARDEN• NATURAL SUNDAY BRUNCH • TREE HOUSE RESORT • VILLAGE CULTURE SHOW•NATIONAL AGRI-TOURISM FESTIVAL PAKISTAN • NATIONAL GREEN OLIVE TOUR

NATIONAL MUSHROOM FESTIVAL Mushroom is an economically profitable and promising agricultural enterprise, so “DON’T BE IN THE DARK ABOUT THE POWER OF MUSHROOMS”.

Our aim to organize mushroom festival is to educate the consumer of mushroom and to promote the awareness about mushroom’s health benefits. raise awareness about practical growing technology of mushroom domestic and commercial level as well. * Training workshop * medicinal uses of mushrooms.

WILD MUSHROOM HUNTING CLUB & TOURS

During this tour we train people how to hunt wild mushrooms and how to identify edible and non edible wild mushrooms also their characteristics and properties. Medicinal mushrooms and their collection from wild. Its value addition, packing, branding and export.

MUSHROOM MASTER COOKING CONTEST

THE FARM! DINE IN NATURE

We always create opportunities for community to spend some tension free time with nature and enjoy farm fresh feelings."The Farm ! Dine in Nature " is an idea introducing for nature lovers, spend a day with your family in the field of mustard when its with full blooming. Dinning table will set in the middle of blooming field, serving organic and home made traditional food with manner like saag, maki ki rooti etc.

PICK YOUR OWN VEGETABLE & FRUITS (U-PICK INTERPRICES) GRAPES/STRAWBERRY etc

WORLD KITCHEN GARDEN DAY

CONSULTANCY FIRM IN KITCHEN GARDENING

It is an opportunity for people of pakistan to gather in our any gardens of agri tourism farms with friends, family, and members of local community to celebrate the multiple pleasures and benefits of home-grown, hand-made foods. We arrange training class every year on this day.

NATIONAL AGRIPENURES TRAINING CAMP

ATDC Pakistan aim to organize this event National Agripenures Training Camp introducing new ideas of agri business and inter connect agri related communities along with lot of entertainment and learning. We organize this event once a year at any of our agri tourism park. This year we arrange this event Ranjha Agri Tourism Park Sargodha Dist.

LOVE PARKS The idea behind Love Park people can planting a tree with name of their beloved. We mark some land at our agri tourism park as love Park. Visitors pay monthly fee for look after their plants.

WORKSHOP ON HERBAL/MEDICINAL PLANTS GARDEN

Cultivation of Herbal/medicinal plants is very profit able business, its value addition, branding, marketing, export create new jobs in agriculture sector. Other side use of medicinal/herbal plants safe for patient also. For Awareness about medicinal/ herbal plants and their uses, for Save the indigenous knowledge of medicinal plants, Raised medicinal plants garden and nursery, Produce materials for research like stems, leafs, flowers fruit. ATDC Pakistan arrange event on medicinal/herbal plants every year and arrange herbal plant field visits. Pakistan Forest Institute Peshawar is our partner institute arrange workshop on medicinal/herbal plants. Participants rewards certificate after complete this workshop. Dr. Muhammad Muslim Saib Senior Botanist & Head of Medicinal Plants Garden Pakistan Forest Institute Peshawar is the focal person to arrange these workshops in future.

NATURAL SUNDAY BRUNCH

Natural Sunday Brunch is a experimental event organize every Sunday at Qadir Bakhsh Farms. Registration open for 6 days a week and served only on Sunday. Pure desi& traditional food served live cooking. Average 2 to 3 families book this brunch in summer and 6 to 7 families in winter. No of guests increase gradually.

TREE HOUSE RESORT

Tree house Resort ideal for green inn accommodation for nature lover people, this idea also help us to promote the idea of Agri tourism. Tree house is good for tourist attraction. Tree house resort idea generate income for farmer. this tree house have complete facilities of accommodation , doule bed and for two kids beds also. fully loaded bath room, and small kitchen, two chairs, with tv troly also, 100 % weather control hut with outdoor sitting

VILLAGE CULTURE SHOW

Agri Tourism Development Corporation of Pakistan organize this event at flower show February 2015 Karachi display some traditional house used crockery from village life and Desi , local made food of Punjab , and very unique Home Made stat of art dress from Sind culture, just show our local tradition. Our aim to organize such event to Promote village tourism and impress urban community. About 1000 people visit our stall

NATIONAL GREEN OLIVE TOUR

NATIONAL AGRI-TOURISM FESTIVAL PAKISTAN

NATURAL SUNDAY BAZAR

ATDC Pakistan introduce Natural Sunday Bazar in urban area for those who want to get organic food but difficult to go regularly farm visit and for those farmers who have difficulties to sell their products direct from the farms.

LYALPURIAN GUR MELA

Gur is A great Alternative for white Sugar. We educate our visitors come and learn all about sugar cane process and its products , we offer all foods made of gur. participants never will forget this learning and new secret of Jaggery (gur). basically its a learning day for visitors and their kids all about process of suger cane and food made of gur. On the other hand it will generate additional income for farmers.

NATIONAL FARMER DAYFarmers are our heroes who grow food for all community. We know our doctor, our layer but don’t know our farmer. ATDC Pakistan declare national farmer day to explore the struggle of a farmer. It will encourage the farmer in the society. It will also help to explore the struggle of a farmer, his hard working which he do for cultivating food for community.

AGRI-SCOUTS

Agri Tourism Development Corporation of Pakistan going to introduce the idea of Agri scouts in pakistan. Using our youth for green revolution. students from different universities and colleges students who interested for agri scout are always welcome new volunteers! So many volunteers are needed to make the Festival an experience like no other in pakistan. We encourage you to join the fun. 

ANNUAL CITRUS FESTIVAL

Aims &Objectives •Our aim to organize Citrus Festival to explore Sargodha Dist. as best citrus growing valley in pakistan. •Increasing the domestic consumption of citrus and its products and share ideas for value additions of citrus.More over Citrus Festival will develop Linkages between Citrus Exporters, Citrus Importers ,Citrus growers and citrus value addition companies Agri Tourism Development Corporation of Pakistan design competition and awards for attractions for participants and companies advertisement and interest. Which explore talents and equally entertainment for public. CATEGORY (1) BEST CITRUS MODEL/STALL AWARD. CATEGORY (2) BEST CITRUS ADVERTISEMENT FILM AWARD.CATEGORY (3) BEST CITRUS VARIETIES PLANT AWARD.CATEGORY (4) BEST CITRUS VALUE ADDITION PRODUCT AWARD

NATIONAL RESEARCH INSTITUTE FOR AGRICULTURAL TOURISM

Monthly Magazine on Agri Tourism

NATIONAL CONFERENCE ON AGRI TOURISM ATDC Pakistan going organize one day conference on Agri Tourism DATED:- Wednesday 30 September 2015VENUE:- Pakistan Science Council for science & Technology Isalmabad.Topic of Conference * Cultivating your future in Agri tourism * Challenges and Opportunities * Scope of agritourism in pakistanwho can join agricultural universities NGO'S Working on rural development.* Agriculturists * Tourism/tour operating companies.* Business communities * Horticultural societies * Gardening clubs* Agricultural Banks Organizer- Chairman Pakistan Council for Science & Technology Prof. Dr. Anwar-ul-Hassan Gilani & CEO ATDC Pakistan.

SOME AGRI TOURISM PARK IN PAKISTAN1- QADIR BAKHSH FARMS! A HORTICULTURAL PARK FAISALABAD2- AL-BARI AGRI TOURISM PARK JARAWALA3- RANA QUOUM GRAPES FARM SHANGLA HILL STATION4- RANJHA AGRI TOURISM PARK SARGODHA5- MESTIC MEDOS MURREE6- SUMREEN AGRICULTURAL PARK FAISALABAD

We found that farmer of the 21st century must adopt the idea of Agri tourism! •Agri tourism is also value addition of agriculture. •Land management business that might include some entertainment just for that people come out to the farm will increase the income of the farmer and also improve the quality of life of the people.• Creating for the new jobs in agriculture sector.

About me Agri Tourism is not an Idea but it is a life style which is A bridge between urban to rural * Developing leadership potential among residents. * Providing employment for family members. Adding farm recreational activities and entertainment has been a successful strategy for increasing customer traffic urban to rural. Agri-Tourism is the best answer to small farmers in solving their problems because farmer’s investment is not that huge and farmers can earn good amount of money, generate Small and medium enterprise development and local ownership,Promotion of local production, community pride, heritage and conservation.

CONCLUSION

•Agricultural Universities should introduce Agri tourism a subject for students.• Agricultural universities open their botanical gardens and other agri operations for public throught agri tourism idea.• Agricultural research institute open their door for community & farmer through agri tourism idea.

•Government should introduce agri tourism business development model with partnership of sector. Public-Private Partnership OR BOT Project .

• private farmer should organize them as local farmer community and open their farm for agri tourism .

AGRI-TOURISM DEVELOPMENT CORPORATION OF PAKISTAN

Inside Qadir Bakhsh Farms, 199 R.B, Near Gutwala Forest Park Faisalabad, Pakistan. Ph: +92418756597, Cell +923216627199 Website: www.atdcpakistan.com Email: info@atdcpakistan.comContact us for your valuable Comments www.facebook.com/atdc.com

Postal Code:40460