AgriTourism is taking off in numerous countries globally as Farmers see the benefits of creating an additional revenue stream and Consumers are becoming more interested in where and how their food is produced. Tourists are also looking for different holiday experiences, and AgriTourism can be fun as well as educational.
AgriTourism is either be supplementary or complementary to the farmers primary role on the farm or it could even be the main source of income with wholesale trade supplementing the AgriTourism.
Jacqui Taylor, Founder and Director of AgriTourism Africa, believes a good place to start would be to form a farmers’ AgriTourism group for a specific area or product and a good example is the Stellenbosch Wine Route.
The first step would be to arrange a meeting for interested farmers, and invite a guest speaker to address them on a specific topic in a relaxed environment with food and drinks on offer. If a decision is taken to form a farmers’ route or AgriTourism committee, make sure that everyone involved understands his or her responsibilities.” advises Taylor
AgriTourism should be considered and marketed as a destination, not location. For this reason, it is vital that the local community works together to attract tourists to the area.
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Jaqui Taylor suggests the following questions should be asked:
- Who will be the face of the farm/route?
- Who is the target audience?
- Which ideas are practical and feasible?
- Why should visitors come to your farm?
- What sights and activities can you offer?
There are many activities and experiences Agritourism can offer tourists, for example:-
- Farm stays, Pet-friendly accommodation
- Farm animals (petting zoo, for example)
- Children’s parties, school tours and picnics
- Camping, walking, cycling trails
- Workshops, conferences, events/weddings
- Farm routes/cooperative ventures
- Farmers’ markets and festivals
- Direct sales to consumers
- Vehicle shows, tractor rides, and many more.
Other AgriTourism considerations are:-
- Start with what you know
- Ensure you meet basic customer expectations, such as clean, safe and well-maintained visitor areas and ablutions
- Opening hours, days and seasonality
- Appropriate signage such as a public liability disclaimer
- Adequate insurance cover
- Credit card facilities and a sufficient cash float
- Marketing of your AgriTourism offering to bring tourists to your farm
Finally, keep in mind the value of relationship marketing. Ask visitors for feedback as they leave, and take down their contact details so you can build up a database for direct marketing purposes.” Taylor recommends
To take full advantage of word of mouth marketing, do you best to keep your visitors happy by providing your best service. People trust other people’s opinions and referrals which makes word of mouth marketing very important.
Should you wish to set up AgriTourism initiative in your local area, consider using the services of someone with experience in this area to get your project up and running. Also, to gain more knowledge and knowhow, look out for upcoming summits, conferences or events such as the AgriTourism Summit Africa scheduled for 13 – 14 August 2020. Join here for more information.
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