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  • 1. Strengthening tourism through education and researchBuilding Bridges: Connecting Agriculture & Tourism A i lt T i Kent G t f K t Gustafson University of Minnesota Tourism Center February 5,2007
  • 2. Strengthening tourism through education and research
  • 3. Strengthening tourism through education and research LINKAGEA set of activities that occur when people li k h l link travel with the products, services, products services and experiences of agriculture
  • 4. Strengthening tourism through education and researchBRIDGE BUILDING………….  The agri-tourism culture  Travel trends  The agri-tourism product d
  • 5. Strengthening tourism through education and research
  • 6. Strengthening tourism through education and research TERMINOLOGY MATTERS “Agritourism” “Agri-Tourism” g “Nature-based tourism” “Agri-tainment” Agri-tainment “AgriCultural Heritage” “Alternative Enterprise”
  • 7. Strengthening tourism through education and research Agri-Tourism AGRICULTURE  TOURISM Production Marketing Export Import Tangible good Intangible service
  • 8. Strengthening tourism through education and research
  • 9. Strengthening tourism through education and research
  • 10. Strengthening tourism through education and research
  • 11. Strengthening tourism through education and research
  • 12. Strengthening tourism through education and research TRAVEL TRENDS Shorter trips/closer to h i / l home/later bookings Add pleasure travel to business travel Expansion of group travel (ages/packages) Use of internet for travel planning & booking Impact of health/wellness on travel
  • 13. Strengthening tourism through education and research 2006 TRAVEL PRICE INDEX Up 1.9% (November, 2005 N U 1 9% (N b 2005-November, 2006) b Gas prices increase 4% Lodging L d i “ 4% Airfares decrease 2% Food/beverage increase 3% ---TIA/USDL, 2006 Minnesota vacation costs up 2% ($230 p/day for family of 4) ---AAA, April, 2006 , p ,
  • 14. Strengthening tourism through education and research TRAVEL SAFETY INDEX Safety: increasing importance in travel f y g p decisions Child safety—Agri-Tourism
  • 15. Strengthening tourism through education and research 2006 U.S. SUMMER TRAVELActivities: VFR (41%) Beach (38%) Rural areas (27%) Parks (20%) History (20%) ---TIA, ---TIA 2006
  • 16. Strengthening tourism through education and research MINNESOTA TOURISM Minnesota  Martin County Gross sales: Gross sales: $10,236,722,814 $10 236 722 814 $24,599,277 State sales tax: State sales tax: $628,408,194 $1,527,371 Jobs: 242,304 Jobs: 784
  • 17. Strengthening tourism through education and research41 MILLION VISITORS (STATE) Metro (45%) 18.45 million North Central/West (21%) 8.61 “ Southern (19%) 7.79 “ Northeast (16%) 6.56 “
  • 18. Strengthening tourism through education and researchTRAVELER PROFILE (SOUTHERN) Avg. A g age: 47  Purpose P rpose of trip: Medium Income: $73,600 Vacation: 42% Mn. Residents: 42% Personal: 32% Avg. party size: 2.6 Business: 19% Avg.# nights: 3.3 Conference: 9% % w/children <18: 27% 18:  Activities: Lodging: General: 80% Paid: 71% Shopping: 41% Unpaid: 12% VFR: 41% Day trip: 18% Events: 26% Recreation: 29%
  • 19. Strengthening tourism through education and researchWHO IS YOUR TARGET MARKET? Ag. professionals Families w/young y g children Grandparents w/ grand children Active seniors New groups?
  • 20. Strengthening tourism through education and research MARKETING ASSISTANCE Local Ch b L l Chambers of Commerce (Fairmont, fC (F i Sherburn, Trimont) Fairmont C F i Convention and Visitors Bureau i d Vi i B www.fairmontcvb.com Southern Minnesota Tourism Association www.exploresouthernminnesota.com Explore Minnesota Tourism www.exploreminnesota.com
  • 21. Strengthening tourism through education and researchMARKET RESEARCH How many consumers in the Twin Cities metropolitan area would be interested in visiting an agriculturally based tourist activity? --U. of M., 2002
  • 22. Strengthening tourism through education and research CORN MAZE/PETTING FARM Avg. attendance: 4.7 persons Avg. l A planned d spending: $9.90 p/p Distance: Di t 62% < 50 miles Stay: S Afternoon (66%)
  • 23. Strengthening tourism through education and research HALLOWEEN-THEMES Avg. attendance: 4.6 d persons Avg. Avg planned spending: $15.70 p/p Distance: 81% < 50 miles Stay: Afternoon (76%) Day D (20%)
  • 24. Strengthening tourism through education and research HISTORICAL FARM Avg. attendance: 4.0 d persons Avg. Avg planned spending: $32.80 p/p Distance: (63%) < 50 miles Stay: Afternoon (48%) Day D (43%)
  • 25. Strengthening tourism through education and research “FISHING HOLE” Avg. attendance: 4.3 A tt d 43 persons Avg. planned spending: $71.80 p/p Distance: < 50 miles: 34% 100-200 : 30% Stay: Weekend (40%) Afternoon (26%) Day (23%)
  • 26. Strengthening tourism through education and researchAG. PRODUCT PURCHASE 90 80 70 60 50 Fruits/Veg. 40 Hort. 30 Meat/Dairy 20 Spec. Meat 10 0 Interest Same (%) More (%) (%)
  • 27. Strengthening tourism through education and research INFORMATION SOURCES Internet 67% Paid ads. 65% Family/friends 64% Brochures 58% Chamber of Commerce 41%
  • 28. Strengthening tourism through education and researchTHE AGRI-TOURISM PRODUCT
  • 29. Strengthening tourism through education and researchTHE THREE RIVERS WINE TRAIL 6 wineries/75+ miles/6 counties/3 rivers Cooperative marketing p g Tasting, tours, special events Developing partnerships: wineries/food & beverage/lodging/other area attractions www.threeriverswinetrail.com
  • 30. Strengthening tourism through education and researchMEDIA
  • 31. Strengthening tourism through education and researchTHE ART MEANDER  2nd annual art crawl  50 local artists and crafts persons f  Studio tours, art displays and sales di l d l  10 cities, 4 counties  2ddays www.artsmeander.com
  • 32. Strengthening tourism through education and research 2005 ART MEANDER Travel party: 3.7 T l t 37  Average personal A l No. of sites visited: 3.9 expenditures: Likelihood of return: e ood o etu : Art products: $ 70.51 73.6% (very) Lodging: 30.77 15.7% (somewhat) Transportation: 24.45 Decision t tt d D i i to attend: Shopping: Sh i 19 70 19.70 F/R: 43.8% Food/beverage: 16.91 Brochure 27.0% Recreation: 12.96 Prev. attend. 22.5% Grocery: 4.87 Non-resident status: 49.7% $180.17
  • 33. Strengthening tourism through education and research Directs people to places where they can get locally grown food and locally made products as well as participate in local attractions & amenities Encourages people to eat and vacation in ways that support healthy rural communities and incorporate sustainable practices into their travel
  • 34. Strengthening tourism through education and researchGREEN ROUTES IN MINNESOTA 6 routes currently identified  “Green Travelers” Green Travelers 217 local destinations currently - Authentic travel experiences identified - Local products for purchase 4 basic criteria: - Support local culture & - U l l products; & employs Uses local d l attractions local people - Want personal contact w/local - Uses energy efficient appliances & residents reduces use on non-renewable energy - Clear information & maps - Uses sustainably produced products - Guided and/or self-guided tours - Engages visitors through active - Nature-based interests participation in nature, people, - Plan trip within 1 month based history, culture hi t lt upon a variety of sources www.greenroutes.org Renewing the Countryside
  • 35. Strengthening tourism through education and researchIMPLICATIONS (AG.)  Importance of: I t f - a personal profile - a business p a bus ess plan - a pricing policy - a competitor analysis - a risk management plan - a marketing strategy
  • 36. Strengthening tourism through education and researchIMPLICATIONS (TOURISM)  Can you provide……. id - A quality product? - A consistent level of service? - A fair price? - An enjoyable & educational experience?
  • 37. Strengthening tourism through education and research
  • 38. Strengthening tourism through education and research BRIDGING Assessing the agri-tourism inventory Applying agri-tourism criteria pp y g g Packaging the experience with the other agri- tourism products in the area Placing the product on the radar screen of tourism marketing organizations
  • 39. Strengthening tourism through education and researchCONTACT INFORMATION Kent GustafsonUniversity of Minnesota Tourism Center y120 Biosystems – 1390 Eckles Avenue St. Paul St Paul, Minnesota 55108 (612)625-8274 kgustaf@umn.edu www.tourism.umn.edu