AN INTRODUCTION TO AGRITOURISM Webinar prepared for the

AN INTRODUCTION TO AGRITOURISM Webinar prepared for the Greater Whitsunday Food Network Dr Michelle Thompson Central Queensland University Cairns, Queensland, Australia

Introducing Michelle… Michelle is a lecturer who researches regional tourism development, especially the niche areas of agritourism, and food and wine tourism. Michelle’s research focuses on developing agritourism in Australia, and she is currently working on a coauthored book on this topic.

What does tourism look like in your region? Record the types of tourism attractions and activities in your region in your workbook

Mackay Destination Plan 2019 -2022 (TEQ) Hero Experiences Vision

Who is visiting your region? Purpose of visit – holiday, working holiday Length of stay - Day visitor, overnight, weekenders Distance – intrastate, international… Travel party – singles, couples, family groups, … Activity – foodies, grey nomads, nature lovers, backpackers, VFR… Record the types of visitors to your region in your workbook

What is agritourism? Essentially, it is comprised of those businesses, activities and experiences that connect tourists/visitors with agriculture: Products – fresh produce & value-added products, experiences People – farmers, producers, their families and community Places – agricultural regions, landscapes and geography “A tourism related experience or product that connects agricultural products, people or places with visitors on a farm or rural land. Australian Regional Tourism

What does agritourism look like? … Fresh and value-added produce Available on farms, in retail outlets, cafes/restaurants, B&Bs Farmers’ markets Cooking classes and demonstrations Farm tours and tastings Farm stay / accommodation Agrifood attractions Food festivals and events

Why agritourism? Strategy for regional development Showcases regional areas Renewed focus following recent crises (bushfires, COVID-19) Provides direct connection between producers and consumers Diversifies local businesses Provides additional distribution channel, income stream and employment opportunities Why is agritourism for you?

How do I get started? What should I do?

Do you want tourism? • If ‘Yes’ what type? Who are the visitors? • Identify target markets Ask the Big Questions! Do you have something that visitors want? • Match demand supply What is the role of agritourism in the region? • Adopt a whole of region approach Who can you work with? • Create connections

Types of agritourism activities… what is right for you? Main form or supplementary form of income On farm or off farm Farm tour, experience, road side stall Distribution channels – farmers’ market, retail shop, other outlets How involved? One day per week vs 7 days per week Branching out… food trail, self-drive tour guide Identify what it is you have to offer! You have an opportunity to brainstorm the types of agritourism activities you can offer

Know who your customer is… Who are the visitors to your area and where are they coming from? Local communities… and VFR Visitors to the Whitsundays are a potential market Visitors to and through the region Can they get to you? In a day? Will they stay overnight? Don’t underestimate support of local community – as customers and as ambassadors You have an opportunity to record the visitor markets that your agritourism activities will appeal to

Match supply with demand SUPPLY - Identify current tourism products - Identify new opportunities… Your property? Neighbours? Town? - Identify support services that you have or will need…retail, F&B, accom DEMAND - Who are visitors? Origin? Interests? - What do they want? Now and in the future? - Where and how do they access information? Review your agritourism experiences and visitor markets to see if they match!

Look at your region through the eyes of the visitor… What do you see?

Ultimate goal… Stop Stay Engage How?

Whole of region approach Agritourism does not operate in isolation Need to think of developing agritourism on farm and in the region as a whole What is Mackay known for? Nature A region’s landscape is comprised on many different ‘scapes’ that attract visitors and allow them to engage in a region Culture Agriculture Develop bundle of activities within your region that increases its appeal to visitors Record how your experience fits into the regional tourism offering in your workbook

Create connections with visitors… How do visitors connect to your region? How do visitors connect to your product? Visitor Product People How do visitors connect with you? How do you enhance connections with your region? Place Record how your experience creates visitor connections in your workbook

… But nurture connections in region Support network Agritourism Community Partners Other industries Tourism Partnerships Activities Distribution Copromotion Record opportunities to build network connections in your workbook

6 keys to driving agritourism Identified as important to enhancing agritourism development in regions Geography – Landscape and location Ability to innovate Passionate and motivated people Community culture that supports change Developing an appealing, regional brand Collaborative network specialist skills and expertise

There will be bumps along the way… Face some challenges, but understanding the key drivers to agritourism development will help overcome these Economic Environmental Socio-cultural Product Administrative Regulatory Also important to draw on your networks and in-region resources

GWFN Resources & Contacts GWFN website: http: //www. greaterwhitsundayfood. org. au/ Mackay Tourism: https: //www. mackayregion. com/ Tourism Whitsundays: https: //www. tourismwhitsundays. com. au/ Regional Development Australia - RDA: https: //www. rda. gov. au/ Mackay Regional Council: https: //www. mackay. qld. gov. au/community/grants Greater Whitsunday Alliance GW 3: https: //www. greaterwhitsundayalliance. com. au/ Tourism Tribe: https: //www. tourismtribe. com/

Key take away messages Identify and develop your potential… with a market in mind Understanding where you fit within regional tourism offering Create opportunities for visitors to connect and engage Next steps: Complete your workbook activities

Although funding for this product has been provided by both the Australian and Queensland Governments, the material contained herein does not necessarily represent the views of either Government. Dr Michelle Thompson Central Queensland University Cnr Shields & Abbott Streets Cairns, Queensland T +61 7 4037 4718 m. thompson@cqu. edu. au