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Development in the Supply Chain of the Philippine Agri-tourism Industry:
 

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Paper presentation presented by Socio-economist and interdisciplinary researcher Elmer R. Esplana during the 1st International Agriculture & Tourism Expo, World Trade Center, Pasay City, ...

Paper presentation presented by Socio-economist and interdisciplinary researcher Elmer R. Esplana during the 1st International Agriculture & Tourism Expo, World Trade Center, Pasay City, Philippines, July 1, 2011

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    Development in the Supply Chain of the Philippine Agri-tourism Industry: Development in the Supply Chain of the Philippine Agri-tourism Industry: Presentation Transcript

    • Development in the Supply Chain of the Philippine Agri-tourism Industry: An Assessment Presented by Elmer R. Esplana elmer.esplana@gmail.com Socio-economist & Interdisciplinary Researcher National Secretariat Coordinator, Price and Volume Watch, Bureau of Animal Industry Department of Agriculture Presented at the 1st International Agriculture and Tourism Expo, World Trade Center, Pasay City July 1, 2011
    • Objectives of the Presentation• The main objective of the study is to document and assess the developments in the Philippine agri-tourism industry supply chain.• Specifically, the study aims to: 1) provide a situation on the tourism industry both in local and international situation; 2) provide a baseline information on the developments in the Philippine agri-tourism industry from input supply, production, processing, marketing and demand/consumption; 3) identify the best practices along the supply chain approach; 4) provide the baseline tourism competitiveness of agri-tourism with some ASEAN countries; 5) suggest solutions for the gaps and problems encountered by the industry along the supply chain; and 5) recommend strategic directions for the Philippine agri-tourism industry.
    • Figure 1. Conceptual Framework for the Agri-tourism Industry Supply Chain and Development Assessment
    • Results of the Study• Supply Chain -the core business process in any organization that creates and delivers a product or service, from concept through development and manufacturing or conversion, and into a market for consumption. It is called as the “seed to shelf” or “breed to plate” or “farm to spoon” approach.
    • Mission of Supply Chain• The mission of supply chain, as a management approach, is the ability of individual agribusiness firm/agri-tourism establishment or an industry “to enhance the customer’s experience through excellence in delivering the right products, services, resources and information seamlessly to the right place at the right time.”
    • Industry Focus of Supply Chain Management• The industry focus of supply chain management includes activities such as 1) integrated behavior, 2) mutual sharing of information, 3) mutual sharing of risk and rewards, 4) cooperation, 5) same goal and same focus on serving customers, 6) integration of processes, 7) partnership in building and maintaining long-term relationships among each industry stakeholder.
    • Figure 2. Agri-tourism Industry Supply Chain FrameworkInput Supply Production Processing Marketing ConsumptionSource: Esplana, Abao, Vasquez, 2007
    • World Tourism Situation• In 2010, international tourism receipts are estimated at $919 billion worldwide higher than the $851 billion in 2009 (UNWTO, May 2011) .• No. of tourist worldwide was recorded at 880 million in 2009.• Top three international tourist destinations in 2010 are France (79 M), China (56 M) and United States (61 M).
    • No. of Arrivals and Receipts of the Tourism Industry and its contribution to GDP Percent No. of Arrivals and Receipts from GR(2006- 2006 2007 2008 2009 2010 Change Tourism Industry 2010) 2010/2009Total Arrivals 2,843,345 6,080,591 3,139,422 3,017,099 3,520,471 (2.70) 16.68Total Receipts (In $ Million) 3,465 4,622 2,429 2,236 2,490 (12.95) 11.36Converted to PhP (In PhP Million) 177,803.01 213,275.75 108,029.78 106,516.33 112,323.90 (14.90) 5.45GDP 6,031,164 6,648,619 7,409,371 7,678,917 8,513,037 8.69 10.86% Share to GDP 2.95 3.21 1.46 1.39 1.32 (21.70) (4.88) In general, during the last five years for the no. of arrivals and totalreceipts of tourist industry in the Philippines, it has been in decreasing trends. The average contribution of the tourism industry in the last five years was posted at two percent of the gross domestic product.
    • Visitors Arrivals by Country of Residence (Subcontinent) from 2006-2010 and Average Growth Rates Vistor Arrivals by Percent GR(2006-Country of Residence 2006 2007 2008 2009 2010 Change 2010) (Subcontinent) 2010/2009Grand Total 2,843,335 3,091,993 3,139,422 3,017,099 3,520,471 4.11 16.68Foreigners 2,696,970 2,911,254 2,939,999 2,819,178 3,292,026 3.73 16.77ASEAN 202,886 235,615 254,077 255,586 298,176 8.89 16.66East Asia 1,338,777 1,430,077 1,370,059 1,202,995 1,563,013 1.38 29.93South Asia 31,975 37,596 43,662 46,960 50,914 12.22 8.42Middle East 31,503 35,688 36,615 46,811 48,716 12.11 4.07North America 648,929 671,744 681,922 682,696 707,705 1.91 3.66Central America - - - -South America 2,776 3,177 3,505 3,597 3,650 6.95 1.47Western Europe 117,167 128,199 134,663 138,946 149,193 5.80 7.37Northern Europe 106,088 124,684 136,260 138,950 150,178 8.37 8.08Southern Europe 23,097 28,961 30,986 29,281 32,388 7.11 10.61Eastern Europe 14,042 14,599 16,819 16,522 21,821 10.58 32.07Eastern Mediterranean - - - 6,141 7,411 n/a 20.68Europe *Oceania 149,276 163,403 174,583 185,014 203,211 7.69 9.84Africa 2,246 3,090 3,317 3,082 3,584 9.77 16.29Others and Unspecified 28,208 34,421 53,531 62,597 52,066 20.01 (16.82)ResidencesOverseas Filipinos ** 146,365 180,739 195,287 197,921 228,445 10.31 15.42Source of Basic Data: DOT
    • No. of Foreign Tourists Arrivals in 2010 from country of residences (subcontinent) 7,411, 0% 3,584, 52,066, 2% ASEAN 0% 21,821, 1% East Asia 32,388, 1% 203,211, 6% 298,176, 9% South Asia Middle East 150,178, 5% North America 3,650, 0% 149,193, 5% Central America South America Western Europe Northern Europe 707,705, 21% 1,563,013, 47% Southern Europe Eastern Europe Eastern Mediterranean Europe* Oceania 48,716, 1% Africa 50,914, 2% Others and Unspecified Residences The biggest arrivals came from East Asia, North America and ASEAN
    • Source: DOTSouth Korea is the country with the highest no. of tourist arrivals(740,622 or 21%) or source of market, followed by United States 600,165 or 17%, Japan (12%), China (7%) and Australia (3%).
    • Comparative Foreign and Domestic Tourists from 2009 to 2010 2010 2009 Growth Rate Destinations Foreign Domestic Total Foreign Domestic Total Foreign Domestic TotalCamarines Sur 310,063 1,569,109 1,879,172 206,937 1,022,092 1,229,029 49.83% 53.52% 52.90%Metro Manila 1,111,152 576,680 1,687,832 879,577 516,168 1,395,745 26.33% 11.72% 20.93%Cebu 528,145 784,790 1,312,935 484,341 749,361 1,233,702 9.04% 4.73% 6.42%Boracay Island 230,459 377,078 607,537 163,820 343,076 506,896 40.68% 9.91% 19.85%Davao City 46,084 462,668 508,752 55,090 614,774 669,864 -16.35% -24.74% -24.05%Baguio City* 22,672 412,527 435,199 30,194 501,229 531,423 -24.91% -17.70% -18.11%Bohol 79,584 170,561 250,145 73,660 167,010 240,670 8.04% 2.13% 3.94%Zambales** 49,781 197,794 247,575 57,146 189,283 246,429 -12.89% 4.50% 0.47%Cagayan Valley 10,793 218,968 229,761 10,709 214,904 225,613 0.78% 1.89% 1.84%Puerto Princesa City** 24,440 189,378 213,818 18,328 178,418 196,746 33.35% 6.14% 8.68%Camiguin Island 5,650 172,178 177,828 5,792 152,087 157,879 -2.45% 13.21% 12.64%Negros Oriental 36,088 139,310 175,398 34,838 143,727 178,565 3.59% -3.07% -1.77%Ilocos Norte 13,067 126,918 139,985 10,279 128,844 139,123 27.12% -1.49% 0.62%TOTAL 2,467,978 5,397,959 7,865,937 2,030,711 4,920,973 6,951,684 21.53% 9.69% 13.15%*January-August only**partial report as of September 2010Sources of Data: DOT Regional Offices/ Local Tourism Offices/ Accommodation Establishments The top five tourists destinations in 2010 are: Metro Manila with 21-percent growth, Camarines Sur, 53%; Cebu, 6.42%; Boracay Island, 19.85%; and Davao City (-24%).
    • Occupancy Rates and Length of Stay of Guests (in nights) for the different type of accommodations in Metro Manila by classified hotels Type of Accomodations Occupancy Rates (%) Length of Stay of Guests (in nights) De Luxe 64.58 2.63 First Class 60.34 2.47 Standard 67.35 2.39 Economy 64.63 1.98 Source : DOT The Standard Room (67.35%) accommodations had thehighest occupancy rate while the De Luxe Room (2.63) had highest length of stay for guests.
    • What is Agri-tourism?• Agri-tourism is a form of niche tourism that is considered a growth industry in many parts of the world, including Australia, Canada, US, and the Philippines (Wikipedia).• It is sometimes called as “farm or rural tourism” which is a fast expanding tourism product that acts as a supplemental activity to the main activity of farming. This is characterized by a link between travel and products, services and experiences of the agriculture and food systems. (http://www.gov.nf.ca).
    • Agri-tourism Industry in the Philippines• Agri-tourism concept in the Philippines involve activities which maximizes the potential of income generation of existing farms in the country through tourism related activities.• This on-farm diversification scheme aims to open opportunities for livelihood, business and employment generation, and education of non-farming public about farm and farm products and the preservation of rural landscape.• It is a tourism where the working environment forms part of the tourist product.• It likewise covers attractions, activities, services, and amenities as well as cultural resources of the area. It is intended to promote an appreciation of local culture, heritage and traditions through personal contact with local people (DOT, Philippine Agri-tourism Concept Paper, 1999)
    • Agri-tourism Industry in the Philippines• It is considered as an emerging industry developed as a niche market both of the agriculture and tourism sectors.• There are some agribusiness establishments that offer agri-tourism products and services, as a valued-added from their core business in the farms to increase their profitability or competitiveness, as a business entity.• While some agri-tourism sites had intentionally developed business models which basically made tourism as their core business, but only few are doing this at the moment, among the new entrant to the industry, due to availability of enough capital investment.
    • Input Supply• Suppliers of business ideas, concept/business model.• Suppliers of raw materials used as input to production of agricultural products and the operation of the agri- tourism establishment.• Suppliers of kitchen equipments & technology.• Providers of technical assistance (skills, knowledge, desirable values) such as academicians, professionals, consultants & experts in the different segments of the agri-tourism business.• The complexity of input supply in an agri-tourism establishment is dependent on the business model that a farmer-entrepreneur decided to develop.• There are some industry players that are highly integrated in operation from input supply to marketing, e.g. Bohol Bee Farm and Ilog Maria Honeybee Farm.
    • Sourcing raw materials either in internal or external suppliers• In the input supply subsystem, it is observed that among the agri-tourism sites, the purchasing of raw materials requirement for their operations are either supplied through their existing farm input operation while some have been purchasing it through their regular suppliers.• Some of the players in the input supply subsystem include: breeders and feeds supplier for livestock, seeds and seedlings supplier, fertilizer and pesticide supplier for crops, agricultural/processing machinery suppliers, food and beverages suppliers and other agricultural inputs. Most of the labor are sourced from within the area where the farm is located.
    • Production-Processing• Creation of goods and services• In agri-tourism business, the distribution of production load in the operations of agri-tourism sites include: 70% of production is goods while 30 % of production is services or vice versa depending on the business model.
    • Production Activities of Agri-tourism Sites• The production subsystem activities in agri- tourism industry include: production of farm and processed products, conduct or participate in trade fairs, exhibit, farm direct marketing, acceptance of farm tours and conduct of training. Only few have farm stay or overnight accommodation capability.• Some have a regular farm tours organized by them or by either their network tour guide operators, travel agencies or travel association. Others have other value-added products such as consultancy services for their farm commodity expertise.
    • Selected Agri-tourism Sites in the Philippines Farm Category Name of Establishments Location Farm Stay (with Day Tour overnight facility)Gourmet Farm Silang, Cavite XSonyas Garden Alfonso, Cavite X XMindanao Baptist Rural Life Center Bansalan, Davao del Sur X XTrappist Monastery Jordan, Guimaras XIlog Maria Honeybee Farm Silang, Cavite XBohol Bee Farm, Resort and Restaurant Panglao Island, Bohol X XDel Monte Philippines Inc. Camp Philips Bukidnon XMenzi Agricultural Development Camilag, Manolo Fortich, Bukidnon XTomato Farms NFC, Sarrat, Piddig, Ilocos Norte XNational Apiculture Research Training, Devt. Inst. DMMMSU-NARTDI, Bacnotan, La Union X XCentral Luzon State University Munoz Science City, Nueva Ecija X XUniversity of the Philippines Los Banos College, Laguna X XLos Banos Horticulture Society RGC, Calamba City, Laguna XHacienda Macalauan Inc. Calauan, Laguna XPamora Farm Pidigan, Abra XCostales Nature Farms Majayjay, Laguna XPalawan Butterfly Garden Puerto Princesa, Palawan XJuboken Farm and Enterprise Camalig, Albay X Source: Farm Visits, Interviews/Websites
    • Farm Tour is the dominant Tourism Service and only few have the capability for overnight stayAmong the selected agri-tourism sites, aside from the farm tour, only few or 6 out of 17 have the capability to handle an overnight stay for their clients. Facilities for overnight stay include Sonya’s Garden, Bohol Bee Farm, Mindanao Baptist Rural Life Center, National Apiculture Research and Development Institute, UPLB and CLSU.
    • Selected Agri-tourism Sites in the Philippines and Mode of Reservation for Farm/Plant Tour Availability of Mode of Availability Name of Establishments Website/Blogs online Reservation/Accessibility of Website reservation of Farm/Plant TourGourmet Farm www.gourmet.com.ph Yes None call/telephone, emailSonyas Garden www.sonyasgarden.com Yes None call/telephone, emailMindanao Baptist Rural Life Center http://mozcom.com/~mbrlc/index.htm Yes None call/telephone, emailTrappist Monastery through blogs and profile account online No None call/telephone, emailBohol Bee Farm, Resort and Restaurant www.boholbeefarm.com/www.boholbeefarm-panglao.com Yes Yes online reservationDel Monte Philippines Inc. http://www.delmontepacific.com Yes None call/telephone, emailMenzi Agricultural Development through blogs and profile account online No none call/telephone, emailTomato Farms www.nfc.gov.ph Yes None call/telephone, emailNational Apiculture Research Training, Devt. Inst. http://nartdidmmmsu.multiply.com/ Yes None call/telephone, emailCentral Luzon State University www.clsu.edu.ph Yes None call/telephone, emailUniversity of the Philippines Los Banos www.uplb.edu.ph Yes None call/telephone, emailLos Banos Horticulture Society www.lbhs-ph.org Yes None call/telephone, emailHacienda Macalauan Inc. www.hmi.net.ph Yes None call/telephone, emailPamora Farm www.pamorafarm.com Yes None call/telephone, emailCostales Nature Farms www.costalesnaturefarms.com Yes None call/telephone, emailPalawan Butterfly Garden through blogs and profile account online none None call/telephone, emailJuboken Farm and Enterprise through blogs and profile account online none None call/telephone, email Source: Websites/Internet
    • Agri-tourism Mode of Reservation• When it comes to mode of reservation for farm tour, phone calls (landline/mobile) and email communications are the most widely used means of communication tools.• Among the identified 17 selected agri-tourism sites, only Bohol Bee Farm and Ilog Maria Honeybee Farm had the online reservation facility/could purchase their product for sale through an e-commerce facility.
    • Selected Agri-tourism Establishments/ Players with Best Practices
    • Bohol Bee Farm• Bohol Bee Farm which is an organic bee farm with hotel resort and restaurant. They have 17 products from honey and honeybee by-products that are currently offering to their clients. Some of these products include: pure honey, honey spread, bee pollen, honeyed salabat, bee propolis, honeyed muffins. Bohol Bee Farm is promoting organic farming.
    • Ilog Maria Honeybee Farm• Ilog Maria Honeybee Farm is an integrated bee farm operator with a website shopping cart as their main mode of purchasing their product. Being an integrated operator in the honeybee industry, they are the most number of processed products and by-product produced from honey and bee products. Some of their products include: honey, natural bee pollen pellets, raw propolis, fresh Royal Jelly, scented beewax candles, beewax, propolis soap and shampoos, honey cedar vinegar, bee venom, to name a few. Based on their website there are two means of payment for Ilog Maria products such as: 1) the usual way, by making a deposit to their account and faxing the deposit slip to them; and 2) a newer way by GCash and Smart money. As part of their value-added services, they host field trips or conduct tours within the bee farm for a minimum of 50 people. Tour in Ilog Maria is designed for walking through along the fresh cool air and walk around their garden. They have established their own museum which they call “Museo sa Ilog Maria.” There are other value-added services that they are doing that include bee seminar, contract pollination services and bee project consultancy.
    • Mindanao Baptist Rural Life Center• MBRLC is a private volunteer organization whose main objective is to help all people, especially upland farmers. MBRLC has developed into a 19-ha demonstration farm with seven satellite projects throughout Mindanao. They are involved in local village development programs. Over 20,000 visitors come to the Center per year with about 2,000 of those being one-week trainees per year. They are primarily promoting sustainable development for the uplands utilizing agriculture, health care, literacy, and community organizing, among others with tie-ups in over 12 Asian countries. "People who come to the farm dont only see what we do but also learn something.“ – Roy Alimoane, MBRLC, Director• As to the commodities, they are into livestock and aquaculture production, organic fertilizer, seed production, training and agricultural and agroforestry technology promotion.• Almost daily, group tour arrive to see their “Disneyland of sustainable farming systems” which according to them, they have developed through the years of experimentations and consultations.• Most of their visitors, came from Asia such as Afghanistan, Bangladesh, Bhutan, Brunei, Burma (Myanmar), Cambodia, China, East Timor, India, Indonesia, Japan, Laos, Malaysia, Mongolia, Nepal, Pakistan, Papua New Guinea, Singapore, South Korea, Sri Lanka, Taiwan, Thailand, and Vietnam. There are also some who came from Australia and Zimbabwe.
    • Lao Integrated Farm, Inc.• Lao Integrated Farm, Inc., located in Brgy. Eman, Bansalan, Davao del Sur has an integrated multi-commodities goat farm under coconut trees, pig production, organic fertilizer, fruits, vegetables and value-added products. Around 700 people visit the farm per month.
    • Best Practices among Educational Institutions• Some of the most popular agri-tourism sites in the country include the Central Luzon State University for integrated farming, University of the Philippines Los Banos for their excellence as an agricultural –educational institution, nature and agroforestry farming concept that they are promoting in their area, and Don Mariano Marcos Memorial State University for their apiculture and sericulture
    • Learnings from the best practices of some agri-tourism players• There should be a business model• There should be an advocacy e.g. natural or organic farming, nature/environment-friendly, wellness and client-friendly.• The importance of value-added products and services• Integrated operation and diversification from the core business• Effective supply chain management• Application of agribusiness management approach in operation.
    • Tourism Competitiveness among ASEAN countries
    • Rank in terms of Measures of Tourism Competitiveness for Selected ASEAN Countries, 2007 Indices Philippines Singapore Malaysia Thailand Indonesia VietnamPolicy rules & regulation 61 1 26 55 43 104Environmental Regulation 83 6 20 39 81 84Air Transporation Infrastructure 72 10 31 25 64 90Ground transport infrastructure 91 3 15 28 89 85Tourism Infrastructure 93 44 60 53 87 121ICT Infrastructure 83 18 37 58 80 88Price Competitiveness 7 26 2 4 1 10Human Resources 93 2 34 75 62 81National Tourism perception 83 47 26 35 57 51National & cultural resources 95 79 101 77 58 84Overall Index 86 8 31 43 60 87Source: Travel and Tourism Competitiveness Report 2007, World Economic Forum,as lifted from the Policy Advisory, Congressional Planning and Budget Department, HOR, 2008-03 Compared to other five ASEAN member countries, the Philippines competitiveness is second to the last in terms of overall tourism competitiveness index.
    • MARKETINGMarketing Agri-tourism Products• In the Philippines, marketing of agri-tourism products is lower than compared with ASEAN countries. Tourism product in agricultural operation serves as a value-added service.• Among the five ASEAN countries, identified above, the Philippines has a price competitiveness of 7, lower than Singapore (26) and Vietnam (10) but higher than Malaysia (2) , Indonesia (1) and Thailand (4).• There are 17.18 million regional travellers recorded in 2009. Of this total, 13.84 million or 81% are domestic travellers; 3.14 million (18%) are foreign travellers and only one percent (202,940) are Overseas Filipino travellers.
    • Payment Terms• Most of the payment of products/services in the agri-tourism business are being paid on a cash basis while those who have the credit card facility accepts credit card payment.
    • Demand/Consumption of Agri-tourism Products or Services• The demand of agri-tourism products has a quality if it has been repeatedly order by their customers who are satisfied with their products/services.• Consuming or patronizing agri-tourism product is the process of using them in order to satisfy desires and real or imagined needs which had to be either used up, transformed, or deteriorated/consumed, in such a manner as not to be either reusable or recognizable in their original form.• When it comes to the volume of tourists who visited the country in 2010, the volume of Koreans who travelled in the Philippines was recorded at 435,701. They are the biggest foreign travellers in the country.
    • Demand/Consumption of Agri-tourism Products or Services• The second highest volume of tourists were Americans at 309,493; Japanese ranked no. 3 at 291,385; Chinese ranked no. 4 at 164,728 and the top 5 are Australians at 79,552.• In terms of the type of occupation of people who are visiting the Philippines, as of 2008 with a total of 3.084 million, professional had the highest volume which contributed 29% (903,880), followed by students at 11 percent (348,697); and those in the clerical/sales jobs ranked no. 3 at 162,617 tourists.
    • Support subsystem• According to DOT, currently they are waiting for the release of the new masterplan for the tourism industry which they are preparing during this time.• It is assumed that agri-tourism should also be given the higher priority in terms of program implementation in the next five or more years, particularly that the strengths of the Philippines is basically both agriculture and tourism.• It is also important to get the complementary support of the Department of Agriculture by providing an agri- tourism-related program in collaboration with the DOT and other agencies supporting the tourism development in the country which will help in improving the industry’s performance in the succeeding 5 to 20 years. It will also help to improve the tourism competitiveness of the country, in general and the agri-tourism, in particular.• It is observed that except in 2010, the volume of tourist arrivals had been in the decreasing trends at an average of three percent per year.
    • Projected Impact to Agri-tourism Industry with this 1st IATE organized by Alinks Events International, Inc.• Provide local employment .• Support local and national development.• Support the growth of both agriculture and tourism sector.• Create awareness and advocacy campaigns, learning seminars, product exhibits and cultural performances• Promote agri-tourism sites.• Support the development and establishment of more agri-tourism sites in the country and other Asian countries, as well.• Develop more economic activities among the participating LGUs in different parts of the country, particularly, the potential new local and foreign investments.
    • Organization of an Agri-tourism Association• When it come to self-organization, there is a need to organize an agri-tourism association among our key stakeholders to unify the support and advocacy of the industry for the further improvement of the sector.• The organization of the group will be important in their participation to policy and program monitoring of the different government agencies, involved in the agri-tourism development in the Philippines.
    • Conclusion• There are some developments in the supply chain of agri-tourism industry from input supply, to production-processing, to marketing and demand/consumption.• The gaps in the each segment of the supply chain could be improved by strengthening the supply chain management of the agri-tourism industry stakeholders.
    • Conclusion• In terms of production of agri-tourism products/services, the convergence effort of DA and DOT through their program support and improvement in the regulatory and standards in the agri-tourism industry is a must. Based on my interview with an DOT- insider, there is no current clear registration mechanism in accrediting/policing the agri- tourism establishments.
    • Conclusion• The best practices are demonstrated by selected successful players such as Mindanao Baptist and Rural Life Center, Bohol Bee Farm, Ilog Maria Honey Bee Farm, and Lao Integrated Farm, Inc and the initially developed best practices among some state colleges and universities in promoting agri-tourism in their respective institutions.• Some of notable best practices and characteristics/success factors which could be learned from them include: a) a doable business model, b) inclusion of value-added products and services, c) effective supply chain management and d) either integration or diversification from their core business, e) application of agribusiness approach, and f) effective and efficient use of resources in their respective company or agri- tourism farm have contributed for the success of some players.
    • Conclusion• In terms of tourism competitiveness, it is also important to note that priority support of the government and the industry players should fall within these areas: policy rules & regulation on agri-tourism, air transportation regulation and support programs, ground transport infrastructure, agri-tourism infrastructure, ICT infrastructure and national & cultural resources, including the participation of local and foreign investors to further develop the agri-tourism industry in the next 5 to 20 years.
    • Recommended Strategic Directions of the Philippine Agri-tourism Industry1. Extensive application of agribusiness management approach and supply chain management in the agri- tourism industry to improve the efficiency and effectiveness of operation of each stakeholder.2. Organizing and unifying the concerted advocacy work of an industry association to get bigger bargaining power to demand support from the government, particularly the Department of Tourism and Department of Agriculture and other departments and agencies, LGUs, including policy makers.
    • Recommended Strategic Directions ofthe Philippine Agri-tourism Industry3. Conduct trainings that would help agri-tourism players to improve their supply chain management capabilities and capability in doing competitive strategy.4. Additional budgetary support from Philippine government is needed to support the agri- tourism industry in the country, so they can further strengthen/or expand their services being provided to the industry stakeholders.
    • Recommended Strategic Directions of the Philippine Agri-tourism Industry5. It is also important to develop a specific loan facility or scheme that will support the agri-tourism industry agribusiness stakeholders in improving their agri-tourism infrastructure through the Food Supply Chain Program of the Department of Agriculture which is currently lodged at the Landbank of the Philippines, and6. Develop and implement agri-tourism infrastructure, ICT infrastructure, national & cultural resources, natural tourism perception, human resource, environmental regulation, air transportation infrastructure programs/projects and relevant policy rules & regulation for the institutional strengthening among the different government agencies and local government units, and further development and improvement of agri-tourism industry competitiveness, in particular, and tourism sector competitiveness, in general in the next 5 to 20 years.
    • References1. Department of Agriculture, supported by Japan International Cooperation Agency, SADP TEAM. (2009). Strategic Agribusiness Development Plan. First and Second Draft. February & October 2009. Quezon City, Philippines.2. Esplana, Elmer, R. Abao, Lary Nel B. and Rolando M. Vasquez. (2007).Development in the Supply Chain of the Philippine Goat Industry: An assessment. Grand Prize Winner. Socio-economic Research Category. 19th DA-BAR National Research Symposium. Bureau of Agricultural Research and Club of Professional Researchers. October 2007.3. Esplana, Elmer R. (2009). Development in the Supply Chain of the Philippine Honey Industry: An Assessment. Bureau of Animal Industry. Proceedings. 8th National Beekeeping Convention cum Symposium with the theme Livelihood Opportunities and Environmental Conservation through Beekeeping. December 8-10, 2009. Documentation Committee. Don Mariano Marcos Memorial State University. North La Union Campus. Bacnotan, La Union.4. National Statistical Coordination Board. (2009 and 2010). Philippines Statistical Yearbook.5. National Statistical Coordinator Board. (January 2011). Economic Indicators.6. Department of Tourism. Tourism Masterplan. 1991-2010.7. Department of Tourism and Department of Agriculture in coordination with Asian Institute of Tourism. (October 2002). Manual: A Guidelines for Developing Agri- tourism in the Philippines.8. Department of Tourism. (June 2011). Materials provided by the DOT-Public Information Office and Research and Statistics Division. Manila.
    • References9. Durano, Ace. Secretary. Department of Tourism. Philippine Tourism: Stimulating Tourist Growth and Capacity Expansion in Key Destinations.10. Gutierrez, Elsie C. (2008). House of Representatives. Congressional Planning and Budget Department. Maximizing the Potential of Philippine Tourism. Policy Advisory. 2008-03.11. World Tourism Organization (UNWTO). (May 11, 2011). International Tourism: First Results of 2011 confirm consolidation of growth. Madrid. http://media.unwto.org/en/press-release/2011-05- 11/international-tourism-first-results-2011-confirm-consolidation- growth Accessed: June 201112. World Tourism Rankings. Wikepedia.http://en.wikipedia.org/wiki/World_Tourism_rankings. Acces sed: June 2011.13. Other selected websites of some agri-tourism sites in the Philippines. Key informant interviews and focus group discussions to selected industry players.
    • Thank you!Maraming Salamat!
    • For inquiries about this study, please contact the author at mobile no. +639228117367 or you can contact him at telephone no. 632-925-9229 or visit him at the Marketing Development Division, Bureau of Animal Industry, Department of Agriculture Visayas Avenue, Diliman, Quezon City, Philippines