About

Project Information

Rationale

Farm tourism is the business of attracting visitors and travelers to farm areas, generally for educational and recreational purposes that encourages economic activity and can provide both farm and community income (International School of Sustainable Tourism). Some of the benefits from having a farm tourism site include boosting the local economy, local employment, recreation and education benefits, health, and wellness, helping build character, and being in a nature’s classroom. Farm tourism banks on harnessing economic and socio-cultural opportunities as their business model. 

Many countries in the AP region are fostering/supporting tourist farms with various concepts and strategies. However, farm tourism alone seems to have limitations in achieving the goal of vitalizing the local economy and creating jobs. Not only is it difficult to meet the diverse demands of visitors with only one farm's capabilities, but even if the farm succeeds, the effect of its performance on the local economy will be limited. Therefore, a strategy based on the concept of ‘rural tourism’ that develops/connects various regional resources such as rural lifestyle, culture, food, and sightseeing should be discussed in parallel with farm tourism.

Farm tourism is a growing industry in many parts of the world. Such growth requires the coordination of institutions and organizations both from the private and public sectors that can coordinate strategic planning, promotion, and information management for farm tourism to flourish. The Philippines has enacted Republic Act (R.A.) 10816, or the Farm Tourism Development Act to maximize the benefits that can be derived from agriculture and tourism combined. 

It is in this light that FFTC and PCAARRD have joined forces to organize another international seminar, this time focusing on the economic and socio-cultural opportunities of farm tourism. It aims to include the participation of agri-entrepreneurs from different countries who are involved in farm tourism and learn from each other’s knowledge and experiences. This exposure seminar also aims to capacitate the participants in providing technical guidance to farm tourism practitioners to enable them to work in partnership with other institutions and agencies to foster farm tourism in their respective areas. 

Objectives

• Increase awareness and understanding of the issues and key challenges of farm tourism.
• Share various farm tourism strategies, programs and initiatives in the Asian and Pacific region and include policy components whenever necessary.
• Learn from the best practices and success stories of successful agri-entrepreneurs of selected farm tourism sites in the region.
• Establish linkage/network among agri-entrepreneurs, academe, and the government and private sector towards promoting farm tourism to increase agricultural productivity and improve rural economy; and
• Identify the factors, resources, and conditions that are critical to transforming rural economics from agricultural activity into tourism, as well as the changing role of farmers from producers to service providers.

Themes 

• Policy environment that nurtures rural and farm tourism.
• Farm tourism as an innovative business model.
• Issues and key challenges of farm tourism in the Asian and Pacific region.
• Best practices and success stories in the Asian and Pacific region.

Workshop highlights

Twelve speakers from eight countries (Indonesia, Japan, Korea, Malaysia, the Philippines, Taiwan, Thailand, and Vietnam) presented the status and current state of their tourism industries in their respective countries. Eleven speakers delivered their presentations onsite while the speaker from Indonesia delivered his presentation online. The 12 speakers discussed the problems and constraints in their respective agri-tourism industries, challenges, opportunities, innovative strategies, new agri-tourism platforms, etc. The presentation materials include 12 PPT presentations and 12 papers. Key takeaways were summarized by the presentations delivered:

Keynote session

Dr. Kako Inoue, Japan (S1): The keynote speaker from Miyazaki University talked about the evolution of rural tourism in Japan and discussed the Japanese people’s experiences with rural tourism—its challenges, programs, and policies. Key challenges that she mentioned are the ageing population and the decreasing rural population. She also reported about the resort development boom and collapse in the 1980s and 1990s and the start of the Green Tourism promotion from 1990s to 2000s. An actual agritourism case that she discussed is the experience of “Takachihogo-shiibayama,” a circular forestry site in tune with Nature that continues to be a model of agriculture vis-à-vis preservation of traditional culture.

Session 1: Policy environment that nurtures rural and farm tourism

Dr. Yung-Chie Chen, Taiwan (S2): In Taiwan, agro-tourism is called “leisure agriculture.” Its core value comes from the combination of agriculture society, resources, and lifestyle which results in Local + seasons: 365 fun leisure travels. In forming leisure agriculture industry, the following six strategies are critical for its success: 1) regulatory adjustment; 2) personal training; 3) field optimization; 4) product development; 5) electronic payment system; and 6) theme marketing. Local people’s participation and involvement are also crucial to the expansion of leisure agriculture areas, which include the commitment not only of farmers but also of the hotel and restaurant owners, taxi drivers and the rest of the community. The Taiwan government constantly supports the following areas: Leisure agriculture; leisure farms; local cuisine (Tian Mama); Special Agrotourism Spots Certified (SAS) and Farm Kitchens.

Dr. Inyhe Kwon, Korea (S3): The eventual growth of rural and farm tourism in Korea started in the 1980s and 1990s. In the early 2000s, the support to village level tourism was intensified. From 2010 to 2020, the rural tourism system has been reinforced and converged with other related activities. From 2020 to date, rural tourism was about rebuilding the industry from the shocks of the COVID-19 pandemic. There are several trend types of tourism in Korea. These are: 1) Demand driven micro tourism; 2) diversity and creativity created in local areas; 3) Pursuing different lifestyles; and preference for private tourism. Support to the tourism industry has been decentralized to the local and regional governments.

Dr. Peerasak Chaiprasart, Thailand (S4): Before the COVID-19 pandemic, the tourism industry contributes 20% to the GDP of Thailand. In the post pandemic era, farm or rural tourism has been suggested as one of the strategies to achieve sustainable development in the rural areas. The SWOT analysis of farm tourism in Thailand is as follows: strengths lie in the country’s agricultural diversity, cultural heritage, natural beauty, favorable weather and government support. Weaknesses involve infrastructure challenges, language barrier, limited awareness and marketing, seasonal limitations and lack of standardization. Opportunities include demand for experiential travel, sustainable tourism, collaboration and partnerships, agri-education and workshops, and domestic tourism promotion. Threats considered are climate change and natural disasters, competing destinations, health and safety concerns, and political and economic instability.

Session 2: Farm tourism as innovative business model

Mr. Reynold Manegdeg, Philippines (S5): DOST-PCAARRD designed its own brand of agri-tourism under R.A. No. 10816 to contribute to the alleviation of the agritourism industry. Strategies to approach agritourism’s development include producing brand assets and collaborating with social media with the following messaging points: value proposition, inspiring to farm, farm innovation, reinforcing the brand image through its tagline:” Don’t go far, go farm!” Some learnings shared from the development project experience are: 1) Facilitate collaborative environment; 2) Update plans; 3) Focus on collaborative enterprise planning; 4) Inculcate crop diversification; and 5) Remember that higher level of uncertainty makes the public intervention more effective.

Mr. Atushi Iihoshi, Japan (S6): There are new platforms that transform services into innovative business models in Japan. Rural revitalization holds the key to Japan’s problem of ageing population. Takachiho Maratabi Co., Ltd, is a platform that helps regenerate the village through business model creation, involvement of the community in developing the village as an eco-museum. The next steps include processing and value-adding activities towards world recognition of their area and products. Intensification of their promotional activities and improvement of skills. Engagement of young people to sustain and enhance the project is one highly considered aspect. Recruitment of highly qualified personnel is very important. Among the learnings are as follows: knowing your clients, understanding the site or area, and reconstructing the business model.

Session 3: Issues and key challenges of farm tourism in the Asian and Pacific region

Ms. Nor Ziana Binti Mohd Uzir, Malaysia (S7): The Malaysian speaker delivered a presentation on the best practices and challenges of farm tourism in MARDI’s (Malaysian Agricultural Research and Development Institute) Agrotechnology Park. Farm tourism in Malaysia is covered by at least four government policies—the National AgroFood Policy 2011-2020, which promotes agritourism; the National Recovery Plan—covers the changes in policy due to the COVID-19 pandemic; the National Tourism Policy 2022-2030—focused on competitiveness, sustainability and inclusiveness; and the National Agrofood Policy 2021-2030 which is focused on multi-sectoral development, food chains, food security, sustainability of farm tourism, and participation of various sectors. Some of the learnings on agritourism by MARDI include engagement in partnerships; improvement of hospitality services; Improvement of promotions, importance of review and rebrand, strengthening of support, etc.

Dr. Roberto P. Cereno, Philippines (S8): Agritourism in the Philippines started in the 1990s. At least three national policies are related to Agritourism: RA 9593 Tourism Act of 2009 which is the promotion of Agritourism; RA 10816, the Farm Tourism Development Act which provided the official definition of agritourism in the Philippines and provided policy enabling environment for agritourism; and the National Tourism Development Plan 2023-2028, aims for the industry to be innovative, inclusive, and globally competitive. The general trends in agritourism today are the focus on the outdoor type of tourism and more fun-oriented. It was also emphasized that Filipinos should be the most effective ambassadors of agritourism. The five As of agritourism is a framework to analyze the key components of farm tourism development. These are attractions, activities, accommodation, amenities, and access. In the Philippines, the top motivations for visitors to visit farm tourism sites are: memorable and lifetime experience—the place should be “instagramable;” Nature; build and nurture relationships; offers adventure; promotes health and well-being; promises intellectual enrichments; Hassle free, peaceful, etc.

Dr. Akhmad Aridin Hadi, Indonesia (S9) Presented the idea of using spatial analysis to identify opportunities of farm sites. Generally, in Indonesia or elsewhere, urban communities look for tourist attractions that can bring them back to nature. The presentation also delved into the problem of Indonesia’s lack of data on agritourism as it needs spatial data to identify opportunities and build a connection between tourism and agricultural production supply. To establish spatial data, public participation is necessary and internet data is also an option. The potential attractions of agritourism are its agricultural products, local culture of farms or society, natural sceneries, and agricultural technologies. The industry’s constraints are the sustainability of agricultural production, low selling prices of commodities, inadequate facilities, etc. In agrotourism management, the industry managers should have a good relationship with the local community.

Panel Discussion

The 30-minute panel discussion was moderated by PCAARRD-TTPD Director Dr. Noel Catibog.

Point 1: How do we convince small-scale young farmers to engage themselves in working for recreational sites? The Malaysian speaker said a strategy is to include the young generation in farm tourism centers. Primary students should also be encouraged to visit farm sites. Part of Malaysia’s national plan is the establishment and sustainability of farm tourism sites.

Point 2: Another question: what is the role of good governance, including the federal system form of government in the initiation, development and growth and eventual success of farm tourism in Malaysia? The speaker responded by saying the key is the strengthening of private and public partnerships and getting funds from the government on infrastructure development.

Point 3: A question for all the speakers: Has there been a study conducted ranking the different Southeast Asian countries according to the development of agrotourism? Dr. Cereno from the Philippines replied that to his knowledge, no such study exists but it would be good to initiate such study. The Malaysian and Japanese speakers responded that it could be done, and it needs the concerted cooperation of every country in this endeavor.

Point 4: A question from one online participant: What changes do you foresee in your institution and country on agritourism in the next five years: Dr. Cereno said UPLB has already launched the Organic Agriculture Center but was damaged by typhoons. In the future, more and more sites would be accredited by the government and that he has high hopes for rural tourism to become a major source of attraction in the Philippines. Ms. Ziana from Malaysia said she foresees more involvement of the youngsters and young entrepreneurs. She is also positive about online marketing, especially focused on the fun part of farm tourism. Dr. Hadi from Indonesia foresees the rise of agro-residential areas and urban people as clients of rural farm sites. For agritourism to prosper, he said, people in the industry must be creative, and should have more public participation to get fast data.

Session 4: Best practices and success stories in the Asian and Pacific region

Ms. Shiela Elaine Silan, Philippines (S10) Silan farms in Indang Cavite, Philippines started as a half-hectare farm and slowly expanded into 21 hectares through the vision, collaborations, and commitment of the family. Presently, the farm has been chosen as one of the SciCAT sites of DOST-PCAARRD. It has dragon fruit, lakatan bananas, pineapples, free range chickens, bees, and papayas. The family uses packages of technologies that scale farm production. It also does value-added activities like wine and vinegar processing, soap making, etc. The speaker expressed the vision that since the farm is known for a sanctuary where people can meditate in solitude, they also plan to position the farm as a wellness center where eventually, it will be a tourist attraction with café, yoga studio and other fun related activities.

Dr. Cheng-Hua Sun, Taiwan (S11) The Taiwanese speaker presented a case study of indigenous agritourism which delved into understanding the imagery of indigenous cuisines on social media through cognitive and emotional aspects. Agritourism focused on indigenous farms containing wild vegetable culture and tribal itineraries. In the study, three dimensions were considered: growing of wild vegetable gardens; developing of local cuisines; developing experiential activities participated in by private businesses. A video presentation on the activities of the locals was produced to document the indigenous agritourism experiences of people. In the end, indigenous culture became a leverage point to reinforce tourists’ impressions and increase return rates.

Mrs. Pham Thi Hanh Tho, Vietnam (S12) The Vietnamese use the term rural agritourism and not farm tourism. Rural tourism is the key task of the National Target Program building new rural areas from 2021-2025. Vietnam’s development strategic plan for 2023-2025 highlights the development of rural tourism products with unique characteristics for each region, development of quality human resources for rural tourism, and green, responsible, and sustainable tourism. The existing rural agritourism in this country is anchored on a community-based approach with focus on agri-ecology. Transforming food production based on agroecology will contribute to crop diversification and improving ecological value and farmers’ production capacity. The challenges for agritourism in Vietnam are the development of a legal framework to put the right policies in place and turning farmers into producers and entrepreneurs.

Panel Discussion

The 30-minute panel discussion was moderated by Dr. Roberto Cereno, Vice Chancellor of UPLB. Speakers in the previous session (Ms. Shiela Silan from the Philippines, Mrs. Pham Thi Hanh Tho from Vietnam, and Dr. Sun, Chen-Hua) served as the panelists. The key discussion points were summarized below:

Point 1. Aside from buying agricultural products from the farms, the question posed was: what else do you do to make the tourists stay? The answers are farm demonstrations, presenting lectures on the environment and offering the serenity of the farms, allowing the tourists to experience the joy of doing nothing.

Point 2. An online participant posed a question to Mrs. Pham Thi Hanh Tho of Vietnam: How do you encourage the youth to get involved in agriculture, and which agency accredits farms to be agritourism sites in Vietnam?  Mrs. Pham said the government has a start-up program that gives incentives to the youths who want to be involved in agri-tourism. They also have start-up programs for processing agricultural products, handicrafts, etc. As for the agency that accredits farm sites, there are many agencies and ministries involved. There is the Ministry of Agriculture and Development, the Ministry of Culture and Sports, the Ministry of Internal Affairs, and even the Public-Private Partnerships. The goal is to have the accreditation process centralized to make it simpler and more efficient. Dr. Yung-Chieh Chen of Taiwan shared the simpler accreditation process that Taiwanese farmers go through—signing forms and writing of a business plan.

Point 3. Another online question: Are your farmers subsidized by the government? In what way? The answers of the three speakers are almost similar. It depends on the farm—the crops and/or animals or the activities—e.g., processing. Usually, organized farmer associations get subsidized faster.

Suggestions and conclusions

• Involve the local government and local people in the development of a master plan or national policies for agritourism.
• Invest in infrastructure development for agriculture tourism as the industry’s success lies on well-paved roads, functioning clean toilets, hotels, souvenir shops, etc.
• Conduct a training needs analysis to capacitate human resources especially in the areas of site management, accommodation, education and building partnerships and networks.
• Examine ways to provide activities that will make tourists want to come back.
• Incorporate youth marketing in agritourism promotional activities to attract the younger generation. Develop catchy and attractive taglines and creative content that could be posted on different social media platforms and channels.
• Involve the young generation in the agritourism business by making them part of the business and develop them as ambassadors of their local sites.
• Know what the tourists want, and tailor fit those to the resources available, skills, climate, and nature of the local villages.
• Initiate a concerted effort to develop a database of tourism information.
• Share, exchange information, and learn from the policy measures and best practices of other countries on how they attract tourists.

Workshop highlights

There were 112 people who registered for the seminar, including participants from the Philippines (92%), and (8%) from Malaysia, Taiwan, Thailand, and Vietnam. Among the registrants, 38% were males and 69% were females. Sixty-eight were from the government and academic sectors, 32 from the private sector, and 12 were self-employed. Others were from research institutes, universities and international organizations. The hybrid online workshop was livestreamed and broadcasted on two Facebook pages (FFTC and DOST PCAARRD) where the video stream reached close to 100 views during the seminar. The Feedback form was sent by MARDI to the registered participants immediately after the workshop. Majority of the respondents were very satisfied with the workshop in all aspects (content, relevance and logistics).