Philippine Farm Tourism on the Rise

Dr. Mina Gabor

Last July 1 2015, Farm Tourism Conference which started in 2013, held their 3-day annual event at Batis Aramin, Lucban, Quezon. Delegates composed of Municipal Mayors, Tourism Officers from various Municipalities as well as farm owners from all over the Philippines attended the said event. Aptly themed “Healthy Soils for a Healthy Life” , this year was the biggest and well-attended event according to Dr. Mina Gabor, former Tourism Secretary and now president of International School of Sustainable Tourism (ISST) –  a school which offers intensive short-term certificate programs on community based rural tourism, in partnership with the Department of Tourism and Agricultural Training Institute. Farm Tourism Conference, was borne out of Dr. Gabor’s inspiration and experiences from her travels abroad during her stint as Tourism Secretary as well as his personal love for farming. And since going back to private NGO work, she thought Farm Tourism is the area she wanted to focus on.

Farm Tourism Delegates 2015_LGU

Make no mistake, there is little or no difference between farm tourism and agritourism. “It’s the same, except just for the branding” said Dr. Gabor. Most stakeholder are small and medium farms or family farms. “The thing when you call it Agri, you often associate it with large tracts of land that they didn’t see the different angles of farm activities like lectures, cooking demos, etc. For me farm is more saleable for tour programs – it’s easy to sell.” Dr. Gabor added.

When asked what was the Conference expected output were, Dr. Gabor said “We want people who are not yet into farm tourism to see the success stories. And for those who are already into farm tourism – how else they can improve the development of their farms.”

Among this years speakers were: Leo Libreja (Bicol Strawberry Farm), Avelino Lomboy (Lomboy Farms), Flor Tariela (Flor’s Garden), Daisy Duran (Duran Farm), Edita A. Dacuycuy (RefMad Farms), Mon Penalosa (Penalosa Farm), Costales Nature Farms, Agrea Farm Tourism, Bryan Benitez McLelland (Bambike), Nurture Wellness Village, Bureau of Animal Industry (BAI), and Bureau of Soils and Water Management (BSWM).

If you are interested in farm tourism, here are the things you should watch out:

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Events Roundup – July 2015

In case you don’t know, several exciting events are scheduled this July 2015. And if you have time, please do attend these events to learn new products and services, but most of all network and make friends with like-minded individuals. Here are they:

3rd Farm Tourism Conference
July 1 to 3, 2015
Batis Aramin Resort & Hotel, Bgy. Malupak, Lucban, Quezon Province

2015 Chili Festival
July 4 & 5 2015, 8AM-8PM
Green Daisy Organic
20 Maginhawa St., UP Village, QC

Katipunan Weekend Market
July 4 & 5 2015, 9AM-6PM
Ateneo Grade School Parking Lot

MAFBEX-2015

Manila Food and Beverage Expo (MAFBEX)
July 22 – 26, 2015
9:00 am – 7:00 pm
World Trade Center Manila

 

Effective Agri Tour Guide Seminar

Seminar on Agri Tour Guide (FREE)
SERRANO HALL, DA-Agricultural Training Institute, Elliptical Road corner Visayas Ave, Quezon City

Do check our events database for upcoming Food and Agriculture related events!

APO Director shares his insights on how to put our best foot forward for Philippine Agritourism

Mr. Joselito C. Bernardo, Director – Agriculture Department, Asian Productivity Organization

Mr. Joselito Bernardo, Director – Agriculture Department, Asian Productivity Organization

We were privileged to attend the 1st National Conference on AgriTourism held at The Heritage Hotel Manila last December 2 to 3, 2014 courtesy of the Development Academy of the Philippines. We also had the chance to interview Mr. Joselito C. Bernardo, Director, Agriculture Department, Asian Productivity Organization based in Japan. Below is our insightful conversation with him:

Farmers Notebook: Please give us a background on the Agritourism Conference.

Joselito Bernardo: The Asian Productivity Organization has been organizing activities related to the promotion of rural tourism. When we talk of rural tourism, it encompasses eco tourism and agri tourism. We do multi- country projects, where different member countries send participants. We normally have 18 participants per project coming from 15 out of the 19 APO member-countries. After this multi-country projects, we ask some of the national productivity organizations or we encourage some of the participants to do a national follow-up activity like this one.

Mr. Ronald Costales, Co-Founder of Costales Nature Farms, was the participant from the Philippines in a training course on planning, and promotion of agritourism in 2012. Last year, he indicated his interest to do a national follow-up. We don’t normally provide financial support to individuals, it has to be through an organization and endorsed by the national productivity organization. In the case of the Philippines, the NPO is the Development Academy of the Philippines (DAP). We advised Mr. Costales to cooperate with DAP and other partners. So this is how this conference started.

FN: What is the idea behind the 1st National Agritourism Conference theme “Changing the Agricultural Landscape”?

JB: In the Philippines, when you talk of agriculture you think of small farmers who do farming mainly for for their family’s subsistence and it’s not really operated like a business. So we are trying to change that mindset of the farmers. We are introducing the idea thet agritourism can generate additional income from their farm resources and they can improve their life because of the additional income.

I’ve seen in it Malaysia, in Taiwan, and even in Japan as well. Agritourism is also one way of convincing people outside of the agriculture sector to support the farmers – maybe paying the right price for the produce that they buy from the farmers. Consumers seldom see the real value and the hardship that the farmers go through. But once they get exposed to how the farmers live their life – like how much they spend time just to be able to produce food, I think people will be kinder to the farmers. So maybe they will also be supportive, should there be government policies that are anti farmer. So that’s how we hope to change the landscape.

FN: How do you see government support making an impact on the lives of farmers in the context of Agritourism?

JB: Government should engage small farmers doing some agritourism enterprises to develop standards just like what Taiwan did. It’s the people in the industry who are driving it but with the support from the government whose role is to do consultations like in this conference. We cannot expect poor farmers to contribute – government have to finance them and farmers in return help the government implement a very good plan.

It is important also to emphasize to the communities the long term sustainability of their farming and their livelihood as possible source of income – not just short term.

FN: What is your personal opinion on the idea of “moving the target market’s mind and hearts” as expressed by Dr. Therdchai Choibamroong?

JB: That’s what we’re saying – that farmers have to be sincere in dealing with the visitors or customers so they can get their loyalty. I have met some Japanese students who have participated in Malaysian Home Stay Program. They continue to communicate with their host family even after they have gone back to Japan. Because of the sincerity of the host family, and good experiences of the visitors, more students continue to come to Malaysia. Past participants shared the information to their friends in Japan, so our farmers should not think of agritorurism as a way of making profit alone. I also think value formation of farmers and the whole community is very important and Malaysia is very successful in that.

I think we can do it in the Philippines. We just need an agency from the government to start it. Like in Japan, the Ministry of Agriculture, through the regional offices started registration of farm households for agritourism and homestay . In Malaysia, it’s the Department of Tourism and there’s an agency responsible for training, value formation – training them how to prepare the menu, sanitation, and risk management. It’s a complete training package before a household is accredited to host foreign guests. That’s something we have to start.

FN: Which government agency do you think must take the lead in agritourism sector in the Philippines?

JB: It should be the Department of Agriculture because we are trying to address the plight of the small farmers. In most of the countries, except Malaysia where its the Ministry of Tourism taking the lead, while it is the Ministry of Agriculture that is in the driver’s seat. We saw this in Japan, Indonesia and Taiwan.

However, Thailand does not have a clear program although I have visited some areas 6 years ago where they link it with the One Village, One Product (OVOP). So some rural households don’t go into handicrafts but their agriculture activity and agritourism is their village product. Thailand’s Ministry of Industry was the one in charge of promoting OVOP.

FN: How do you see agritourism in the context of Asean Integration that will happen a year from now? And its effect?

JB: Actually, we are in a very good position because we can offer a variety of unique attractions and our brand of hospitality! The Philippines have 7,100 islands and each region haves certain inherent charm different from other areas, like Batanes or Jolo. But one of the most important things in tourism is the unique selling proposition or USP. What’s so unique about the product? Because if there’s nothing unique in your area nobody will go there. You’re lucky if among so many who offer the same product the tourist will come to you. So you really have to identify what is unique to your product!

We also have to develop a masterplan to develop the tourism products and destinations, reflecting the uniqueness of each regions and that’s the way to market them. Sorsogon have this unique whale called Butanding and tourist are going there to see and experience it.

Taiwan, a small country but with a lot of tourism product diversity. Tourists go there to experience leisure farming and for bird watching. Their guides are professional zoologists or ornithologists who really know how to tell stories about the birds.

FN: Any last words?

JB: Local governments in Japan, through the Ministry of Agriculture and prefectural farmers association, supports the farming sector and tries to make farming an attractive economic activity in order to address the depopulation and migration of young people to urban areas. If we can do that, I think we can succeed in changing the landscape of rural areas in the Philippines!

So the government should support initiatives of farming communities such as in developing their farms for agritourism, so they can generate additional source of livelihood in a sustainable manner. If the real value of agritourism is internalized by the farmers and government comes up with right package of support, it will undoubtedly be successful.

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5 Reasons why you should attend the 1st National Conference on Agritourism

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Here are top 5 reasons why you must consider attending the 1st Agritourism Conference:

  1. Learn the concept of Agritourism, its importance and benefits as a strategy for rural economic development in the country thereby increasing the productive use of farms and agriculture resources to create rural enterprises that could create jobs and increase farm household incomes.
  2. Get to know best practices of successful Agritourism models that can be developed and promoted in the Philippines as alternative tourism enterprises such as the development of home stays and bed-and-breakfast types of businesses among others.
  3. Identify appropriate strategies and recommend action plans to further intensify the promotion and development of Agritourism in the country as an integral part of the tourism package for both local and international tourists.
  4. Get to know subject matter experts from top agriculture and tourism officials, international and local experts, practitioners who will discuss various topics related to Agritourism industry (see roster of speakers here).
  5. Take an active part in shaping the Agritourism development in the Philippines as a vehicle to create opportunities for farmers and rural communities.

Be part of the 1st Agritourism Conference!

Download 1st Agritourism Conference Final Programme

To register, contact:

Development Academy of the Philippines
Center for Quality and Competitiveness – Agriculture Productivity Enhance Division (CQC-AgriPED)
Tel/Fax: (02) 631-2163 or (02) 631-2137
Trunkline: (02) 631-0921 to 30 local 140
e-Mail: manalastasf@dap.edu.ph or hernandezs@dap.edu.ph or cqc@dap.edu.ph