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SOUTH PACIFIC
TOURISM
ORGANISATION
SAMOA AGRITOURISM POLICY
SETTING FRAMEWORK
13-16 DECE...
GROWING POPULARITY OF FOOD TOURISM
• Food and beverages  2nd highest category of expenditure by visitors to PICs,
followi...
• Pacific tourism needs to maintain a higher competitive performance against other regions
• Agri-business is a potential ...
KEY REGIONAL POLICY GOALS
• To ensure that the Pacific region becomes recognised for its authentic and high-quality
local ...
KEY REGIONAL POLICY GOALS (cont’d)
• To develop a regional tourism branding for local ingredients/products/cuisine
(accred...
BENEFITS OF SETTING UP NATIONAL
AGRI-TOURISM POLICIES
• Provide guidelines, establishes a framework and a sustainable way ...
• Set up of Culinary Associations in the SPTO member countries and a Regional
Culinary Association
• Institutional strengt...
• Each country to develop and market their Unique Selling Proposition in terms of food cuisine
• Working closely with the ...
• Pacific Agri-tourism and Seafood Strategy- Ensuring there is a strong and sustainable
link between Agriculture – Tourism...
Samoa Agritourism Policy Setting Workshop 2016: Kelera Cavuilati (SPTO) -  Regional perspective on opportunities/ experien...
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Samoa Agritourism Policy Setting Workshop 2016: Kelera Cavuilati (SPTO) - Regional perspective on opportunities/ experiences to support Agritourism development and investment

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Samoa Agritourism Policy Setting Worskhop 2016
Linking Agriculture and Tourism through Policy setting: Strengthening the local agrifood sector and promoting agritourism

Workshop organised by the Government of Samoa and CTA
in collaboration with PIPSO

Apia, Samoa, 13-16 December 2016

Published in: Travel
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Samoa Agritourism Policy Setting Workshop 2016: Kelera Cavuilati (SPTO) - Regional perspective on opportunities/ experiences to support Agritourism development and investment

  1. 1. Add your title. Add your Subtitle SOUTH PACIFIC TOURISM ORGANISATION SAMOA AGRITOURISM POLICY SETTING FRAMEWORK 13-16 DECEMBER, APIA, SAMOA PANEL 1: POLICY FORUM Regional perspective on opportunities/ experiences to support Agri-tourism development and investment.
  2. 2. GROWING POPULARITY OF FOOD TOURISM • Food and beverages  2nd highest category of expenditure by visitors to PICs, following accommodation • TV broadcasting of cooking shows key in awareness and appreciation of ‘cuisine experiences’ • Globally, food tourism is a growing market segment; prompts focus on locally sourced produce • Growing appreciation for high-quality food with unique local ingredients and flavours • Integration of authentic local cuisine into tour packages attracts tourists with a higher daily expenditure rate
  3. 3. • Pacific tourism needs to maintain a higher competitive performance against other regions • Agri-business is a potential ‘niche’ product and ‘money maker’ for the tourism industry • Crucial for all players in the value chain to realise the importance of building sustainable farm-to-table relationships • Pacific destinations need to have the confidence and pride themselves on selling/serving quality, local food to the Tourist • Complimenting ‘sand, sea, and sun’ with ‘high quality locally grown food/local cuisine’ • Capacity building of Owners and Chefs in the region to become innovative and to use local produce and seafood in their cuisine to promote culture • Quality standards related to food & beverage needs to be developed for the Pacific before branding the region as a Quality Food Destination! BRANDING THE PACIFIC AS A QUALITY FOOD DESTINATION
  4. 4. KEY REGIONAL POLICY GOALS • To ensure that the Pacific region becomes recognised for its authentic and high-quality local foods On the national level:  necessary to consider the ‘food experience’ in marketing campaigns/branding strategies  focus on higher-value tourism  positioned to better differentiate tourism products in an increasingly competitive environment • To build greater awareness of/demand for PI ingredients through regional tourism marketing and branding On the national level:  creates an awareness and appreciation of local food/cuisine  develops a robust food and hospitality sector, and a distinct local offering  develop a strategy that will guarantee sustainable growth in visitor numbers
  5. 5. KEY REGIONAL POLICY GOALS (cont’d) • To develop a regional tourism branding for local ingredients/products/cuisine (accreditation) On the national level:  strengthens collaboration between NTOs, hotels, restaurants, chef associations, etc  identifies national strategies to promote the benefits of expanding the Pacific region’s cuisine  increases value of distinctive local cuisine as a selling point; additional income-generation for farmers • To coordinate change through strategic alliances and partnerships  helps strengthen cooperation and exploit synergies (branding and marketing)  input and advice of regional/int’l technical agencies (e.g. CTA, IFAD, FAO, PIPSO) critical  necessary to further develop and promote key tourism niches (e.g. food tourism, eco-tourism, agri-tourism, etc)
  6. 6. BENEFITS OF SETTING UP NATIONAL AGRI-TOURISM POLICIES • Provide guidelines, establishes a framework and a sustainable way forward on a national scale to develop linkages between the 2 sectors • Ensure and strengthen commitment from key players in both sectors (agriculture and tourism) to collaborate • Require improved coordination of supply to the tourism sector, improved market intelligence and better farm production planning • Integrate smallholders into the tourism value chain; improved supply and demand Regional framework will be realistic; takes into consideration national realities, levels of development, priorities and development strategies, etc.
  7. 7. • Set up of Culinary Associations in the SPTO member countries and a Regional Culinary Association • Institutional strengthening and capacity building of the above Culinary Associations • SPTO to work closely with NTOs and Culinary Associations in conducting training activities based on the different levels of chef’s needs in the region: • Expat Chefs working in the Pacific- changing their mindset not to depend on imports and use more local resources • Established Chefs- seeking overseas attachments and letting them attend overseas culinary events to gain international exposure & experience • Culinary Association Chefs • Chefs who represent MSMEs and do not to belong to Culinary Associations. These MSMEs need basic cooking skills PROPOSED CHEFS DEVELOPMENT STRATEGY
  8. 8. • Each country to develop and market their Unique Selling Proposition in terms of food cuisine • Working closely with the media to increase awareness of Pacific Cuisine in the overseas markets and by staging regional food festivals, local cuisine culinary associations etc . • Develop Pacific Quality Standards that can be adopted by PIC for the entire agri-tourism value food chain. • Build regional and international collaboration with other agri-tourism & seafood partners to share information, network and complement PIC’s agri tourism & seafood activities • Develop strong links and networks with the farmers and seafood suppliers to consistently supply quality produce and seafood • SPTO, NTOs and Culinary Associations to work together to be committed not to use imports but develop as well as promote the region as a quality food destination brand • Delicious Pacific Brand- The Pacific as a Quality Food Destination PROPOSED CHEFS DEVELOPMENT STRATEGY cont’d
  9. 9. • Pacific Agri-tourism and Seafood Strategy- Ensuring there is a strong and sustainable link between Agriculture – Tourism- Seafood sectors • Pacific Chefs Development Strategy- Chefs in the region to become innovative and use local produce and seafood in their cuisine to promote culture • Pacific Quality standards related to food & beverage needs to be developed for the Pacific before branding the region as a Quality Food Destination • Delicious Pacific Brand - Branding the Pacific as a Quality Food Destination PRIORITIES FOR REGIONAL TOURISM

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