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1Agri-Tourism Policy Setting Workshop
Trends in the tourism Industry and factorsTrends in the tourism Industry and factorsTrends in the tourism Industry and fac...
Outline
•Tourism Industry Trends
•Factors Affecting Holiday Destination Choice
and the Influence of Food
•Psychographics
•...
TRends
•People's love for travel remains strong
•Positive growth trend – arrivals and earnings
•Shocks
•New Zealand and Au...
trends
5Agri-Tourism Policy Setting Workshop
trends
•Digital Media
•OTAs vs Direct Bookings
•Mobile Technology
•Travel Planning
•Google•Google
•“In Destination” Has Ar...
7Agri-Tourism Policy Setting Workshop
Destination choice
and food
8Agri-Tourism Policy Setting Workshop
Destination choice and food
•Psychographics - personality, values, opinions,
attitudes, interests, and lifestyles.
•EXPLOR...
Destination attributes
•A new and emerging destination
•Lots to do outside the resort
•Accommodation right on the beach
•E...
The influence of food
•Food Tourism has grown significantly.
•Growing proportion of travellers are increasingly
interested...
The influence of food
•Food Tourism has grown significantly.
•Growing proportion of travellers are increasingly
interested...
13Agri-Tourism Policy Setting Workshop
Beautiful samoa
•'Farm-to-Table' and Organics leader
•Women in Business, Ministry of Agriculture, Samoa
Tourism Authority,...
15Agri-Tourism Policy Setting Workshop
Branding as a food destination
•More than restaurants;
•Tours of kitchens and places where food is made;
•Specialty food s...
Branding as a food destination
•Communications
•Digital media landscape;
•Distribution channels for accessible food touris...
18Agri-Tourism Policy Setting Workshop
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Samoa Agritourism Policy Setting Workshop 2016: STA Marketing & Promotions - Trends in the tourism Industry and factors influencing tourist choice of holiday destination and the influence of food/ Branding the country as a quality food destination

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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

Published in: Food
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Samoa Agritourism Policy Setting Workshop 2016: STA Marketing & Promotions - Trends in the tourism Industry and factors influencing tourist choice of holiday destination and the influence of food/ Branding the country as a quality food destination

  1. 1. 1Agri-Tourism Policy Setting Workshop
  2. 2. Trends in the tourism Industry and factorsTrends in the tourism Industry and factorsTrends in the tourism Industry and factorsTrends in the tourism Industry and factors iiiinnnnfffflllluuuueeeennnncccciiiinnnngggg ttttoooouuuurrrriiiisssstttt cccchhhhooooiiiicccceeee ooooffff hhhhoooolllliiiiddddaaaayyyy ddddeeeessssttttiiiinnnnaaaattttiiiioooonnnn aaaannnnddddiiiinnnnfffflllluuuueeeennnncccciiiinnnngggg ttttoooouuuurrrriiiisssstttt cccchhhhooooiiiicccceeee ooooffff hhhhoooolllliiiiddddaaaayyyy ddddeeeessssttttiiiinnnnaaaattttiiiioooonnnn aaaannnndddd the influence of food. Branding the country as athe influence of food. Branding the country as athe influence of food. Branding the country as athe influence of food. Branding the country as a quality foodquality foodquality foodquality food destination.destination.destination.destination. 15 December 2016 Apia 2Agri-Tourism Policy Setting Workshop
  3. 3. Outline •Tourism Industry Trends •Factors Affecting Holiday Destination Choice and the Influence of Food •Psychographics •Destination attributes •Key trends •The Influence of Food •Branding as a food destination 3Agri-Tourism Policy Setting Workshop
  4. 4. TRends •People's love for travel remains strong •Positive growth trend – arrivals and earnings •Shocks •New Zealand and Australia are Samoa's top•New Zealand and Australia are Samoa's top two markets; •Direct flight connectivity, marketing spend and the markets' growing interest. 4Agri-Tourism Policy Setting Workshop
  5. 5. trends 5Agri-Tourism Policy Setting Workshop
  6. 6. trends •Digital Media •OTAs vs Direct Bookings •Mobile Technology •Travel Planning •Google•Google •“In Destination” Has Arrived •Travel like a Local •The Rise of Artificial Intelligence and Messaging 6Agri-Tourism Policy Setting Workshop
  7. 7. 7Agri-Tourism Policy Setting Workshop
  8. 8. Destination choice and food 8Agri-Tourism Policy Setting Workshop
  9. 9. Destination choice and food •Psychographics - personality, values, opinions, attitudes, interests, and lifestyles. •EXPLORATION •PRICE SENSITIVITY •CULTURAL INTEREST •AUTHENTICITY•AUTHENTICITY •PLANNER •CONNECTIVITY •ACTIVITY •CULINARY INTEREST •URBAN TRAVELERS 9Agri-Tourism Policy Setting Workshop
  10. 10. Destination attributes •A new and emerging destination •Lots to do outside the resort •Accommodation right on the beach •Eating options outside the resort •Family, Couple & single friendly •Welcoming / friendly service•Welcoming / friendly service •Competitive price •Natural unspoilt environment •A little adventure •Beaches to discover •Sustainable tourism development •Everyday culture around 10Agri-Tourism Policy Setting Workshop
  11. 11. The influence of food •Food Tourism has grown significantly. •Growing proportion of travellers are increasingly interested in cuisines and cultures from around the globe, and are planning trips which incorporate culinary experiences.culinary experiences. •Restaurants have broadened the brand identity of some of the world's well-known destinations. •Travel brands are now connecting immersive food and beverage with other travel experiences. 11Agri-Tourism Policy Setting Workshop
  12. 12. The influence of food •Food Tourism has grown significantly. •Growing proportion of travellers are increasingly interested in cuisines and cultures from around the globe, and are planning trips which incorporate culinary experiences.culinary experiences. •Restaurants have broadened the brand identity of some of the world's well-known destinations. •Travel brands are now connecting immersive food and beverage with other travel experiences. 12Agri-Tourism Policy Setting Workshop
  13. 13. 13Agri-Tourism Policy Setting Workshop
  14. 14. Beautiful samoa •'Farm-to-Table' and Organics leader •Women in Business, Ministry of Agriculture, Samoa Tourism Authority, NZ Government Support. •“Mea Kai, the Food and Flavours of the South Pacific" with Kiwi Clebebrity Chef Robert OliverPacific" with Kiwi Clebebrity Chef Robert Oliver •"Meaai Samoa: Recipes and Stories from the Heart of Polynesia” •Growing industry participation, growing emphasis and appreciation for local food and beverages. 14Agri-Tourism Policy Setting Workshop
  15. 15. 15Agri-Tourism Policy Setting Workshop
  16. 16. Branding as a food destination •More than restaurants; •Tours of kitchens and places where food is made; •Specialty food stores •Demos/Workshops by local chefs and personalities; •Organised and DIY tours;•Organised and DIY tours; •Cooking classes or institutions; •Food fairs, festivals, markets and other special events at which the core focus is FOOD 16Agri-Tourism Policy Setting Workshop
  17. 17. Branding as a food destination •Communications •Digital media landscape; •Distribution channels for accessible food tourism products; •Social media influencers and bloggers;•Social media influencers and bloggers; •Traditional travel writers 17Agri-Tourism Policy Setting Workshop
  18. 18. 18Agri-Tourism Policy Setting Workshop

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