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  • Agritourism Development

    Final Report, March 31, 2018 — CLOSM

  • Agritourism Development – Preliminary Report, March 31, 2018

    2

    Table of contents

    1. Definitions ................................................................................................................................................................................................ 3

    2. Growth of Agritourism – Supporting Trends ............................................................................................................................................ 4

    2.1. Consumer trends ............................................................................................................................................................................... 4 2.2. Canada’s whole-of-government approach ....................................................................................................................................... 5

    3. Agritourism Practices in Québec .............................................................................................................................................................. 7

    4. Agritourism Development Strategy – Benefits ...................................................................................................................................... 10

    5. Focus on the Land’s Tourism-related Assets .......................................................................................................................................... 10

    6. Developing Agritourism – Some Inspiring Examples .............................................................................................................................. 11

    6.1. Wales’ Destination Development Strategy ..................................................................................................................................... 11 6.2. Making the Regional Agritourism Offer More Cohesive ................................................................................................................. 14

    6.2.1 Deliciously Yorkshire: Changing the region’s image, one meal at a time ................................................................................. 14

    6.2.2 Visit Scotland expertly combines old and new ......................................................................................................................... 16

    6.2.3 Interactive maps: key tools for online searching ...................................................................................................................... 17

    6.2.4 Agritourism-themed tourist routes ........................................................................................................................................... 19

    6.3. Strength in numbers ........................................................................................................................................................................ 22 6.4. Crowdfunding for agritourism ......................................................................................................................................................... 23 6.5. Other inspiring initiatives ................................................................................................................................................................ 25

    Conclusion .................................................................................................................................................................................................. 26

  • Agritourism Development – Preliminary Report, March 31, 2018

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    1. Definitions The consultation group on agritourism and gourmet tourism in Québec (Groupe de concertation sur l’agrotourisme et le tourisme gourmand au Québec) has defined the main topic of this paper as follows:

    • Agritourism “An activity that is complementary to agriculture and that enables agricultural producers to welcome tourists and other visitors onto their farm and provide information so that visitors can learn about agriculture, food production and the agricultural sector.” Since many farmers who are involved in agritourism are also involved in gourmet tourism, we are also providing the following definition:

    • Gourmet tourism

    “Gourmet tourism involves opportunities for tourists to discover regions through unique eating and drinking experiences. The sector also includes agritourism or bio-food activities that showcase the region’s food artisans and provide opportunities for visitors to appreciate a region’s distinctive products and specialty foods.” The people amd businsses involved in gourmet tourism include:

    - agritourism businesses; - artisan food product processors, such as microbreweries, that allow visitors to tour or view the facilities, give demonstrations,

    provide an interpretation room or materials, and an introduction to the processing process; - agricultural producers who do not give tours but are open to the public to sell their products; - restaurant owners serving regional cuisine.

    Gourmet tourism also comprises promotional opportunities such as public markets, themed trails and routes.

  • Agritourism Development – Preliminary Report, March 31, 2018

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    2. Growth of Agritourism – Supporting Trends

    2.1. Consumer trends Agritourism growth is due to a number of trends, among them the increasing prevalence of the following consumer traits:

    • Environmentally and socially aware and responsible Consumers are increasingly concerned with reducing their negative environmental impact. When they travel, they consciously seek out more responsible vacations and activities, and want to do business with tourism companies that offer sustainable and environmentally friendly options.

    • Health-conscious

    Consumers’ increased focus on healthy eating is driving the restaurant industry to adapt to this trend. Healthy food is now available everywhere! From luxury hotels to destination spas, operations are competing to see who can come up with the most original detoxifying, regenerating, gluten- and allergen-free, and vegetarian foods. The latest crazes include local organic produce, smoothies, edible seaweed, matcha tea, spices, super herbs such as ginger and maca, and almond milk.

    • Interested in having authentic experiences

    Consumer expectations now centre on having authentic travel experiences. People no longer consume in order to “have”, but rather to “be”, and place greater emphasis on enjoyment rather than ownership. Increasingly accustomed to having fabulous travel experiences, today’s travellers expect ever greater thrills that stimulate all their senses, forcing tourism companies to offer meaningful emotional experiences in order to develop long-term relationships with them. Followers of the Slow Food and Fair Trade movements, which are part of this trend, look for authenticity in the places they visit. They care about where their food was sourced and they see enjoying fine food as a vehicle for socializing and sharing experiences.

  • Agritourism Development – Preliminary Report, March 31, 2018

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    2.2. Canada’s whole-of-government approach Aware of the country’s strong tourism potential, the federal government has developed a New Tourism Vision for Canada. Using a whole-of-government approach, it is taking action to improve marketing and products and promote access, with the goal of increasing the number of visitors. Action Item 15 is about agritourism, to be followed by a new Canadian culinary tourism strategy:

    Action Item 15: Growing culinary tourism

    “Culinary tourism is the pursuit of unique and memorable eating and drinking experiences. Meals have become as essential to a tourist's experience as climate, geography and accommodations. This exciting new trend includes tourism experiences like food trails, agro-tourism (i.e., visiting agricultural regions), vineyard or brewery tours, and taste-of-place experiences, where tourists visit a venue such as a restaurant, market or food festival. Canada has a rich variety of culinary offerings, and there is tremendous potential to grow this niche in the tourism industry. The government will work with the tourism and food industries to develop a national culinary tourism strategy.”

    https://www.ic.gc.ca/eic/site/095.nsf/eng/00002.html

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    The tourism industry in Canada’s provinces consists of a heterogeneous mix of private businesses and public bodies of various sizes, regional tourism associations, non-profit organizations, and so on.

    The following table shows some associations and non-governmental organizations working in the field of agritourism, divided by province.

    Nouvelle-Écosse Île-du-Prince-Édouard Nouveau-Brunswick Terre-Neuve Québec

    1. Taste of Nova Scotia 2. Farmers’ Markets of

    Nova Scotia 3. Craft Brewers

    Association of Nova Scotia

    4. Wines of Nova Scotia 5. Slow Food Nova

    Scotia 6. Nova Scotia

    Federation of Agriculture

    1. Food Island Partnership

    2. PEI Potatoes 3. P.E.I. Agriculture

    Sector Council

    1. New Brunswick Craft Brewers Association

    2. Agricultural Alliance of NB

    1. Newfoundland & Labrador Federation of