THE lack of marketing and promotions is hindering agri-tourism from realising its full potential in the Philippines, say travel consultants in this field.
Agri-tourism encompasses visits to farms and plantations for leisure as well as educational or technical aspects, and ironically receives scant attention in a primarily agricultural country.
“The market isn’t that exciting yet, but (it is a new product that) has great potential if the government will help,” commented Fe Abling Yu, general manager, Arfel Travel and Tours, who pointed out that in contrast, beaches are “properly promoted” now.
TTG Asia e-Daily understands that the Department of Tourism is not currently marketing agri-tourism. Former tourism secretary Alberto Lim attended an agri-tourism fair in Italy in 2010, but his short one-year tenure was the last mention of this niche segment since.
Edwin Villanueva, general manager of Light Miles Travel, said the Philippines has vast tracts of farmlands, plantations and gardens while its over 7,100 islands make it a natural for fishery and aquaculture.
As the only Philippine member of the Agricultural Tour Operators International, Light Miles Travel gets mixed leisure and agri-tourism groups from Australia, the US and Canada.
Its itinerary for a 30-pax group from the US last year included visits to tuna processing facilities in General Santos in Mindanao as well as to fish markets in Cubao and Valenzuela, both in Metro Manila.
But he also appealed for government support: “The market is tough and the Philippines faces competition from our neighbours like Vietnam, Thailand and South Korea.”
On the other hand, Florence Adviento, COO of Route 63+ Travel, understands why the government is not as keen on agri-tourism as mass tourism.
“Agri-tourism is still a niche market…even more specialised than (other niche products),” Adviento explained.
However she has noted interest in agri-tourism, at least for her company’s packages to the UNESCO-listed Banaue rice terraces and Sagada where clients can plant and harvest crops, though farming remains secondary to the area’s cultural and natural appeal.
