Agrotourism market research report

Agrotourism
Market Research
Report

Strengthening Of The Tourism Sector Through
The Development Of
Linkages With The Agricultural Sector In The
Caribbean

AGROTOURISM MARKET RESEARCH REPORT

Submitted by

Roxanne Waithe

Consultant

November 2006

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#94 Hibiscus House
4th Avenue Woodbourne Park
St. Philip, Barbados (BB18047)
Tel: 420-4019 Fax: 420-1728
Email: workmates@caribsurf.com

TABLE OF CONTENTS
Page

Executive Summary iii

Introduction 1

Section 1 3

1.1 Concepts/Definitions 3
1.2 Global Trends in Agrotourism 6
1.3 Market Research Process 9

Section 2 11

2.1 Country Study: Barbados 11
2.2 Country Study: Commonwealth of Dominica 19
2.3 Country Study: Jamaica 27
2.4 Country Study: St. Kitts & Nevis 36
2.5 Country Study: Trinidad & Tobago 43

Section 3 52

3.1 Discussion of Findings 52
3.2 Emerging Implications 54
3.3 Recommendations & Conclusion 56

References 58

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LIST OF TABLES

Table Page
1 Food & Agriculture Indicators: Barbados 12
2 Tourism Highlights 2004: Barbados 13
3 Tourism Highlights 2004: Dominica 20
4 Food & Agriculture Indicators: Dominica 21
5 Tourism Highlights 2004: Jamaica 29
6 Food & Agriculture Indicators: Jamaica 30
7 Tourism Highlights 2004: St. Kitts/Nevis 37
8 Land Use by Sector: St. Kitts/Nevis 38
9 Food & Agriculture Indicators: Trinidad & Tobago 45
10 Stopover Tourist Arrivals to Trinidad & Tobago by Main Market 46

LIST OF FIGURES

Figure
1 Dimensions of Agro-Tourism 3
2 Linkages Required for Agrotourism Enterprise 54
3 SWOT Analysis: Caribbean Agrotourism Sector 55

APPENDICES

Appendix
1 Interview questions – Agrotourism Stakeholders 59
2 List of Persons Interviewed 62

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Executive Summary

Caribbean countries are at the crossroads of development and are challenged to diversify
their economies to compete in the global market. Agrotourism is a burgeoning industry
worldwide and has been identified as a viable alternative to sustainable development for
this region.

The Caribbean islands, with their varied natural resources, are poised to take advantage
of the growing tendency to revert to natural and agricultural based travel activities.
However, it is first necessary to assess the demand for agrotourism products and services
in the region and the capacity of key stakeholders to provide them at a level consistent
with international market standards.

This situation has inspired the current research which aims to find out what the projected
demand for agrotourism is for five specific countries and the propensity of each island to
provide related products and services. The final product of this exercise is a market
research report.

The research was conducted using secondary resources such as recently compiled country
reports on agrotourism and in-depth interviews of key stakeholders from all five
countries:

• Barbados
• Commonwealth of Dominica
• Jamaica
• St. Kitts & Nevis
• Trinidad & Tobago

The major findings were:

- there is a need to create awareness about agrotourism and its potential
benefits to a wide cross section of persons involved in both the agricultural
and tourism sector

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- the countries polled have the resources and the propensity to operate
successful agrotourism ventures but are in dire need of technical
assistance, funding and supportive policies to facilitate them

- opportunities exist for developing synergies in areas such as training,
agro-trade and information networks amongst Caribbean countries

- there is a need for more targeted research in agrotourism to identify each
country’s strengths and capitalize on the resources that would generate a
sustainable cache of products and services.

Some recommendations were made for future endeavours:

Development of a policy framework for creating formal and informal links
between agriculture and tourism in each country

Establishment of an agency dedicated towards developing and promoting
agrotourism on a national level

Creating nationwide and region wide campaigns to increase awareness about the
potential for agrotourism to diversify the economy and revive interest in
agriculture

This report only provides a snapshot of the agrotourism market in the Caribbean. The
research suggests that the there is global interest in this commodity, and that this region
has the potential to provide it. Policy makers and stakeholders now need to act on the
information available.

iv

INTRODUCTION

Agrotourism is gaining worldwide attention as tourists increasingly demand unspoiled
destinations and personalized services in a rich natural environment. The Caribbean with
its varied exotic landscapes, colourful agricultural traditions, together with an extended
‘summer’ period create the right mix for the development of agrotourism.

Caribbean tourism policy planners have recognized the need to introduce new tourist
products and services that take advantage of global trends. As a result some attempts are
being made to develop an agrotourism sector that can take advantage of the region’s
competitive advantages in this area.

The major regional activity currently in progress is a three-year (2005-2008) OAS-funded
project entitled ‘Strengthening of the Tourism Sector through the Development of
Linkages with the Agricultural Sector in the Caribbean’. As a preliminary measure it is
necessary to conduct an analysis of the product-market matching potential of agriculture-
based tourism within the region. It is in this context that the following report has been
prepared.

The objective of this research as defined in the Terms of Reference was to assess the
demand for agrotourism products and services among tour operators, hotels and other
consumers in five Caribbean countries:

1) Barbados
2) Commonwealth of Dominica
3) Jamaica
4) St. Kitts & Nevis
5) Trinidad & Tobago.

1

For each country key deliverables for this study included:
i. Detailed information on the demand for specific agrotourism
activities such as farm-based attractions, health and wellness
tourism and culinary tourism
ii. An assessment of the capacity of agrotourism operators to offer
competitive products and services which comply with global
standards.

The results of the project are presented in this report which is divided into three sections.
Section one provides an overview of the agrotourism industry, it explains key concepts
and definitions and describes global trends. The chapter ends with a description of the
methods used to collect the data for this report and a discussion on the limitations of the
research.

Section two examines the demand for agrotourism products and services in the specified
countries. For each country, the research will highlight:

1. Country Overview
2. A sample of agrotourism initiatives
3. Stakeholders’ comments (based on interviews)
4. Critical issues affecting agrotourism enterprise and development
5. Best practice example for agrotourism (where applicable)
6. Key agencies involved

In the last section of the report, the major findings are discussed from the point of view of
recurring themes or similarities in the Caribbean market and distinct differences. Some
emerging implications for regional agrotourism are also explored as they relate to
potential opportunities for linkages between agriculture and tourism. The text concludes
with some recommendations for policy, programming and market research in
agrotourism.

2

SECTION 1

1.1 CONCEPTS AND DEFINITIONS

It is widely recognized that tourism operates as a system of interrelated components and
needs agricultural inputs for its continued existence. Similarly, agriculture sustains life
and is connected to almost all aspects of tourism. Based on these observations, some
experts contend that agrotourism is a subset of a larger industry called rural tourism that
includes rustic resorts, agricultural tours, and other leisure and hospitality businesses that
attract visitors to the countryside.

However, prior research conducted by IICA 1 has identified specific dimensions of
agrotourism which relate to the Caribbean context. These are illustrated in Figure 1
below.

Figure 1: Dimensions of Agro-tourism

Based on these classifications, the following is a proposed definition of agrotourism for
the purpose of the research:

Agrotourism refers to any activity, enterprise or business that links
agriculture with products, services and experiences in tourism.

1
Ena C. Harvey, Presentation at 7th Annual Caribbean Conference on Sustainable Tourism Development
“Keeping the Right Balance – Sustainable Tourism Through Diversity” April 28, 2005, Tobago

3

Considering that this research calls for detailed information with respect to specific
agrotourism activities, it is necessary to clearly define the four main types of products
and services to be investigated.

FARM BASED & AGRO-ECO
Farm based tourism can be described as the act of
TOURISM
visiting a working farm or any agricultural,
Farm/garden tours
horticultural or agribusiness operation to enjoy, be Hands-on farming tasks
educated or be involved in activities. Self-harvesting of produce
Horse, pony or donkey rides
Farm animal zoos and trails
Overnight stays in a rural bed
and breakfast
Marine ecology (dive) tours

Health and Wellness Tourism can be described as the process of combining the goal to
look and feel better with travel, leisure and fun activities.

HEALTH & WELLNESS TOURISM

Spa treatment
Specialty surgeries
Alternative Medicines
Herbal remedies
Therapeutic Holidays

CULINARY TOURISM
Culinary tourism is a subset of Agro-
tourism that focuses specifically on the Dinner and theatre package
Culinary schools and workshops
search for, and enjoyment of, prepared food Food festivals
and drink 2 . Tasting/buying packaged local
products
Farmer’s markets
Tour a food/wine/beer factory

2
Definition proposed by Erik Wolf, Oregon Culinary Tourism Task Force 2003

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Agro-heritage tourism can be described as any measure that promotes the heritage,
history and interpretation of early and contemporary agriculture.

AGRO-HERITAGE TOURISM

Sugar cane museums
Plantation tours
Craft making
Indigenous Art showcases or
workshop
Agricultural festivals

While the agrotourism categories described above are not exhaustive and do not represent
the entire scope of associated activities, they provide the basis for understanding the
sector in a global context.

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1.2 GLOBAL TRENDS IN AGROTOURISM

Agrotourism is an international growth sector. Many destinations are actively working at
developing their agrotourism products and activities and promoting them as a distinct
visitor experience. They incorporate a vast range of experiences from wineries and
traditional agricultural producers to custom built agro-entertainment complexes, small
family operations, tours and pick-your-own farms, workshops and learning vacations.
Agrotourism appears to appeal to both domestic and international markets.

In Canada, the United States, Europe and Australia agrotourism has emerged as a
growing component of both agriculture and tourism. Canada formed the Canadian Agri-
Tourism Network in 1998 with the goal of making Canada the number one agrotourism
destination in the world. They are actively developing their agrotourism industry,
investing in farm vacations and rural community based activities. For example Ontario
has a "Get Out of Town" Harvest Day, and Manitoba has developed an "Off The Beaten
Path" tour guide promoting their agrotourism operations.

Additionally, nature and agricultural based tourism has been identified as the fastest
growing segment in travel in the US with a 30% increase in last decade. US travel trends
indicate that families are taking shorter vacations with interests that include history
and/or cultural experiences, eco-tourism, arts and crafts, “special experiences,” outdoor
life, and nostalgia that promotes searches for roots and the “time that was” (Purdue
Tourism and Hospitality Centre 2001).

In some countries like Austria, France, Italy, Switzerland and South East Asia farm-based
tourism is reaping millions for farmers (Time Magazine, Oct. 2005). EuroGites, the
European Federation for Farm and Village Tourism, offers agrotourism experiences from
a choice of among 24 countries of Europe. Through its structuring of 28 professional
associations of rural tourism, EuroGites' provides an exemplary range of attractions and
activities for the avid eco and heritage travellers.

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The health and wellness/spa industry, a vital component of agrotourism, is currently
estimated to be worth US $40 billion, and is considered to be still in its infancy. Industry
experts expect spas to expand promotion of travel concepts such as honeymoon spas,
mind/body/spirit holidays and medical/spa travel. Men now generate 25% of total spa
revenues. (Spa Finder, Forbes.com 2006)

One of the key principles of health and wellness is holistic cuisine including the use of
indigenous foods, as well as organic vegetables, and dairy alternatives to provide healthy,
holistic meals. However, there is a growing segment of travellers who go on vacation in
search of extraordinary culinary experiences. Culinary Tourism is the most recent niche
to emerge within the travel industry in years (International Culinary Tourism Association
2002).

The true extent of culinary tourism was measured in the UK by World Travel Market
(2005), with research revealing that more than half (53%) of travellers surveyed ranked
eating traditional dishes as a 'very important' or 'important' part of their holiday. A
staggering 86% of Brits quizzed said they enjoyed local foods when abroad. Some
tourist offices are beginning to highlight food as a way of promoting their country to
foreign visitors.

Culinary tourists, referred to as ‘foodies’, seek unique and memorable food and drink
experiences whether they be urban or rural. They go to restaurants, wineries, breweries,
delis, road-side stands or food trucks. Some culinary tourists train with the chefs from
the best restaurants, go to cooking schools and tour herbal gardens and farms that show
where the food comes from.

One of the top food trends for 2006 (as identified by Robin Uler, senior vice president of
food & beverage, spas and retail services, and Brad Nelson, vice president of culinary
and corporate chef for Marriott International, Inc.) is that diners are looking for purity of
product: fresh, wholesome and locally grown. Many chefs are utilizing their local
farmers, purchasing product grown practically in their own back yards.

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Closely related to the pursuit of indigenous foods is heritage tourism. Cultural heritage
tours emphasize authenticity and hands-on participation, with itineraries that including
historic homes such as plantation houses, art galleries, theatres, and museums; cultural
events, festivals and fairs; ethnic and regional foods and music; ethnic communities;
architectural and archaeological treasures; and national parks.

A study from the Travel Industry Association of America (TIA) and Smithsonian
Magazine (2003) revealed growing interest in travellers' desire to experience cultural,
arts, historic and heritage activities. Heritage travellers claimed that they prefer to visit
destinations that have some historical significance (38%). A select group (mostly mature
tourists) felt that a leisure or vacation trip away from home is not complete without
visiting a museum, historic site or landmark (26%) or attending a cultural event or arts
performance (17%).

The significant growth in global agrotourism has not only been triggered by today’s
competitive marketplace, the industry has valuable merits for:

a) Diversification of the farm operation. Adding a new enterprise such as
farmer’s market or an herbal garden tour will add another source of income to
a farm, and diversification is an ideal risk management strategy
b) Attracting customers to farms. Adding a seating area (benches), and a canteen
to an existing farm operation, or having open days, will not only draw
international visitors but domestic tourists
c) Contributing to the stability of the agriculture industry of the country
d) It is an excellent means of supporting rural communities and businesses.
Tourists bring in dollars to local businesses that keep farming communities
alive and prosperous
e) It is an opportunity to increase agricultural awareness and education among
the public, and promote agricultural products.

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1.3 THE MARKET RESEARCH PROCESS

The market research on agrotourism applied qualitative methods of data collection and
the two techniques used were as follows:

1. Reports compiled from previous country studies, regional and international
journal articles were examined to identify global trends, practices, concepts and
definitions of agrotourism

2. Interviews and footage recorded on agrotourism operators and stakeholders in the
five specified countries were transcribed for analysis

The video footage was acquired from another aspect of the ‘Strengthening of the
Tourism Sector through the Development of Linkages with the Agricultural Sector in
the Caribbean’ project. It comprised of over forty hours of unedited video originally
intended to document success stories and best practices in agrotourism in seven
Caribbean countries.

However, the quality of the interviews which were in-depth and open ended, and the
profiles of the interviewees are directly related to the current research. The informal
questionnaire designed to find out about the agrotourism entities is affixed in Appendix 1.

A third technique which includes the use of quantitative measures in the form of visitor
motivation surveys for the selected destinations was not possible due to time limitations.
Therein lies a significant shortcoming in the research methodology used for this study. In
order to efficiently assess the demand for agrotourism products and services, one of the
key targets must be the tourists.

Crucial data regarding interest in agrotourism by tourist origin country, market segment
and other demographics have not been compiled. Additionally, in order to truly

9

understand the demand, a survey instrument must be designed to capture other statistics
such as:
∗ Nature-based or agro-ecotourism activities sought and patronized
∗ Cultural and heritage activities sought and patronized
∗ Health & Wellness activities sought and patronized
∗ Local dining experiences sought and patronized
∗ Sources of information consulted to plan vacations

Nevertheless, the data gathered using the designated methods has the distinct advantage
of focusing on the tourism and agricultural stakeholders’ capacity in each country to
provide competitive agrotourism products and services. A comprehensive list of persons
interviewed by country is provided in Appendix 2. The findings and analysis are
presented in the following chapters.

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SECTION 2

2.1 COUNTRY STUDY: BARBADOS

Country Overview
Best known for its sunshine, beaches
and cricket, Barbados has seen tourism
overtake the production and export of
sugar as the island's main revenue
earner.

This has given the island a higher living
standard than many of its Caribbean
neighbours, but it also means that it is
vulnerable to world downturns in
tourism.

Tourism is the principal source of foreign exchange, economic activity and employment;
the USA, UK, Continental Europe and Canada being the four main tourist markets. The
major elements of the tourism product are Barbados' solid historical and cultural legacy,
varied entertainment and natural physical attributes, including the weather.

On the other hand, agriculture in Barbados has decreased over the past two decades
primarily through the demand for land for residential settlements and for tourism
development, such as hotels and golf courses. Sugarcane has long been considered the
major agricultural crop, accounting for about 75% of the arable land, but has continued to
decline because of reduced sugar prices, labour shortages and inefficient management of
plantations.

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As a result, there has been in increasing tendency towards agricultural crop
diversification in order to reduce the dependency on sugar and to satisfy local demands
for fresh vegetables and root crops.

Table 1 below, apart from presenting a snapshot of agriculture in Barbados, shows how
sugar has significantly declined over the years.

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Table 2 presents Barbados’ tourism highlights for 2004 as released by the Barbados
Statistical Service in 2005.

Source CTO 2004 Statistics

As the table shows, Barbados boasts a thriving long stay and cruise tourism industry.
The United Kingdom is the largest source market for tourists to Barbados, accounting for
some 38.8 percent of total arrivals in 2004. The United States, the second largest market,
contributed 23.5 percent of the total tourist arrivals.

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Sample Agrotourism Initiatives
Barbados offers a wide range of products, services and experiences in that link tourism
with agriculture. Although they may not be branded or recognized as agrotourism
activities, their product/service mix meet the criteria outlined in the proposed definition.

For instance, there are two working sheep
farms that offer tours on the island. The
Barbados Blackbelly is an indigenous breed
to Barbados. It descends from sheep brought
to the islands from West Africa during the
slave era.

Additionally, during the month of February, the Barbados Agricultural Society hosts an
event themed ‘Agrofest’. This event provides an opportunity for all commodity groups,
large, small and medium sized farmers and entrepreneurs to showcase their products, by-
products and services. It offers a variety of entertainment for the whole family while
being educational and is staged at the historic Queen's Park, Barbados. The agricultural
festival attracted a total of 28,000 patrons in 2005 and this was surpassed in 2006 by an
additional 5,000 visitors who were mostly locals.

In rural Surinam, St. Joseph an eco-lodge
with a restaurant, spa and other facilities on
site have been constructed. Lush Life
Nature Resort offers an alternative approach
to the sun, sea, sand vacation and has
positioned its package along the lines of a
health and wellness theme. The wooden
cottages are situated against a backdrop of
virgin forests which provide ample
opportunity for nature based activities.

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The Taste of Barbados culinary festival, organised
by the Culinary Alliance of Barbados is one venture
that has been distinctly labelled as an agrotourism
initiative. The inaugural event took place in
October 2006 and featured exotic cuisine produced
using locally grown produce. The beverage menu
included fresh local juices such as tamarind, golden
apple and soursop and a selection of sorrel, guava
and carambola wines provided by local agro-
processors such as the ones on the right.

Farmers were afforded the opportunity to showcase a
variety of locally grown foods such as sweet potatoes,
breadfruit, plantains, green bananas and other
Barbadian favorites at the Best Big Bajan BBQ event at
Hilton Old Fort. Participating master chefs also
competed to prepare original dishes using the local
produce and were given a mystery basket with all Bajan
fruits and vegetables to create their side dishes at the
BBQ.

An interview with the chairman of the Culinary Alliance revealed that The Taste of
Barbados event has initiated long-term strategic partnerships amongst farmers, agro-
processors, chefs and hotel/restaurant purchasing agents.

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Stakeholders’ Comments
The stakeholders involved in agriculture and tourism related activities in Barbados
expressed varied views based on their experiences. Some of these encounters are
captured in the dialogue box below.

“The Caribbean in general has a deep heritage that is steeped in agriculture. Along
with agriculture came the crafts people who provided implements used in the
household. I would like to think that we craftsmen still fulfill that role to a large
degree.

We allow visitors to see and feel how the pottery is made so when they purchase a
piece they connect with it.”

Craftsman (pottery)
ON: What role do you see yourself playing in agrotourism?

“Our business cannot thrive without tourism. We provide services for hotels
throughout the island, but the foundation of this business will always be the locals.
We used to get more business from cruise ships for instance but then they started
wanting more and more for less and less.”

Horticulturalist
ON: Who are your main customers?

“We got the interest of farmers, the general public AND government interest when we
did exhibits at the Green Expo and Agrofest.

We now have farmers starting their own fish farming projects and the government
has dedicated resources to help develop this industry.”

“In terms of agrotourism we want to get people involved through education with two
model farms.”

Tilapia Farmer
ON: (i) What are people’s reactions to what you are doing here?

(ii) What role do you see yourself playing in agrotourism?

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Critical Issues Affecting Agrotourism Enterprise and Development
Feedback from existing stakeholders and potential investors in Barbadian agrotourism
outline the following issues as potential drawbacks to the development of the sector:

$ Hotels and restaurants appear to import large quantities of fish, meat and vegetables
for their main course menus and extra-regionally sourced fruit for breakfast menus
instead of utilizing local or regional fares

$ Basic infrastructures such as seating, bathroom facilities, and concession stands at
potential and existing farm-based sites are needed to allow visitors to fully experience
Barbados’ natural assets

$ Local farmers are not accustomed to organizing leisure activities for visitors as a
complementary source of income. They lack business training and practical skills in
tour guiding operations

$ There is no identifiable Health & Wellness tourism industry in Barbados

$ There Barbados Black Belly Sheep is not yet promoted or branded as a heritage breed
livestock

$ The supply chain for the local agro-trade sector is largely unstructured. There are no
industrial arrangements for the marketing and supply of Barbadian made agricultural
products and services to the tourism sector

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Best Practice Example for Agrotourism

The Oistins Fish Festival celebrates the contribution made to Barbados
by those persons involved in the local fishing industry. The festival
takes place around Easter and is a unique attraction that offers fun and
entertainment for both locals and visitors alike. However, each Friday
and Saturday night hundreds of locals and visitors flock to Oistins for
the Fish-Fry, an opportunity to enjoy the local food - fried and grilled
fish, fish cakes, sweet potato, breadfruit salad or chips, macaroni pie,
and other Bajan cuisine.

The success of this weekly event is based on the entrepreneurship of
the village fishermen who partner with local cooks to create an
enjoyable experience in a relaxed atmosphere on their own turf.
Oistins fishing village has its own appeal as an attraction. Add to that
the food, music, and the continued community support from local
patrons who routinely make the weekend pilgrimage for 100% Bajan
cuisine, and the result is a sustainable community-based agrotourism
attraction that visitors flock to experience.

Key Agencies Involved in Agrotourism in Barbados
Barbados Ministry of Tourism Barbados Ministry of Agriculture, Rural Development
& Planning
Barbados Tourism Investment Inc. Barbados Agricultural Society
Barbados Agricultural Development Culinary Alliance of Barbados
Management Corporation
Inter-American Institute for Cooperation on Association of Women in Agriculture
Agriculture
Barbados Tourism Authority

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2.2 COUNTRY STUDY: COMMONWEALTH OF
DOMINICA
Country Overview
Dominica has become known as the
Nature Island of the Caribbean. It does
not have the beaches that other
Caribbean islands are known for;
therefore it was a late entrant to the
highly developed Caribbean tourism
business.

The sharp growth of nature tourism and
eco tourism worldwide over the past
decade helped to establish Dominica in
the tourism business. Dominica’s tourist
attractions are largely nature based and consist of towering mountains, majestic scenery,
waterfalls, the largest boiling lake in the world, bird watching, hiking trails, national
parks one of which is a World Heritage site, spectacular diving, (rated by Skin Diver
magazine as one of the top ten places for diving world wide and one of the top five in the
Caribbean for the quality of its reefs), whale watching and the increasingly popular event
attraction of the World Creole Music Festival. The island is also home to the descendants
of the original Caribs who gave the Caribbean its name.

In 2003, Dominica's economy experienced a 0.3% growth rate after two consecutive
years of economic contractions. This marginal increase was largely due to an estimated
5% expansion of the tourism industry, a 4.6% expansion of the manufacturing sector and
a 4.6% contraction of real output from the agricultural sector in 2003.

The island's agricultural sector first became vulnerable after tropical storms devastated a
quarter of the 1994 crop. Since then, the Dominican economy has been stimulated by
growth in tourism, construction, wholesale and retail and manufacturing industries. The

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island of Dominica currently depends on agriculture (17.6% GDP), government services
(22.3%), financial services (15.7%), and transport & communication (14.3%) as the main
drivers behind its economy 3 .

Dominica's tourism industry is expanding gradually with government support. However,
development of tourism has been slow compared with that on neighbouring islands, but
Dominica expects to benefit from the growth of ecotourism.

The Government of Dominica, in partnership with the European Union, is currently
implementing a three year Eco-Tourism Development Programme at a cost of EC$16
million. The objective of the Programme is to strengthen Government's national policy
of diversification of the economy by focusing on sustainable eco-tourism development as
a source of income, jobs and other socio-economic benefits for the country.


3
Caribbean Development Bank Annual Economic Review 2003, p. 48

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Tourism highlights for Dominica are presented in Table 3 above. In 2004, Dominica
welcomed 80,000 tourists. The Caribbean market has always been the main source of
tourists to Dominica. The other major source of tourists is the United States. In 2004,
cruise passenger arrivals to Dominica more than doubled the 177,000 of 2003. Some
383.6 thousand arrived at the destination an increase of 116.7 percent.

Table 4 recounts the decline in banana production in Dominica over the years.

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Research indicates that Dominica Foreign Exchange Leakage is about 45 percent 4 . This
means that from every tourism dollar generated 45 cents ventures out of the country in
the form of payments for foreign beverages, fruits and vegetables, arts and crafts, meats
and fishes, et cetera.

Given the resilient agricultural foundation that exists in Dominica, this statistic is a
disturbing one and hails for the development of industrious linkages between tourism and
agriculture.

There are however, some endeavours that
promote inter-sectoral linkages on the island.
For instance, the Giraudel Flower Growers
Group began as a Woman in Agriculture group
in 1984 promoting flower growing, and other
horticultural activities. The group comprised 10
women with average individual farm sizes of
1.5 acres.

This group of horticulturalists have now created a 2-acre Botanical Centre as a tourist
attraction and cruise ship stop point. Four women have been trained and certified as Tour
Guides and are employed in the tourist sector. The group held a Giraudel Flower Show
in 2004, they have expanded their greenhouses to include fruits and vegetables and they
engage in community tourism offering home and garden tours.

Another agrotourism initiative in Dominica is the Three Rivers Ecolodge. The ecolodge
is set on 6.5 acres of land and the cottages are surrounded by organic gardens. Most of
the vegetables used for meal preparation are grown on the property and the owners have

4
Sustainable tourism development in small island developing States Document E/CN.17/1996/20/Add.3 of
29 February 1996 UNDP

22

taken the time to label their crops so that visitors can see the variety of foods available
locally, and how they grow.

Three Rivers offers a number of
community based activities and showcase
environmentally sound practices, host free
school visits and give guided tours and
workshops, explaining renewable energy,
organic farming, and the sustainable
lifestyle in general.

Bonsai Demonstration Pilot Project, administered under the Young Farmers Programme
of the Ministry of Agriculture Fisheries and the Environment, is a horticulture based
business built on the production of organic vegetables e.g. tomatoes, lettuce, sweet
peppers, cauliflower and broccoli; exotic plants and flowers and a specialty in the
production of Bonsai. The official business name is ‘Success’.

Young agri-entrepreneurs have created a vegetable and scenic flower garden in the heart
of the city, Roseau where tours are given to groups, tourists, schools, and locals. During
tours various unique plants not common to Dominica are showcased, Bonsai being one of
the main highlights.
In addition to the tours, the
operators of the organic
vegetable and flower
garden supply over
eighteen restaurants in the
city including Garraway
and Fort Young Hotel. The
dependency upon Success
by these business places for
fresh produce everyday is an added plus for more production in quality and quantity.

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Dominica appears to have limitless resources for agrotourism which are yet untapped.
Some agents are capitalizing on the natural assets of the island and have developed
unique offerings. Some of their ideas are expressed in the dialogue box below.

“…..Sugar Cane bagasse is used to cultivate wood eating mushrooms. Then
lemongrass is added as a mulch to keep away insects. We grow things in the
rainforest without disturbing the biodiversity and ecology. ”

Farmer/Agrotourism Operator
ON: “What goes on here?

“….We encourage people to visit a Carib Indian home. Each home does a different
activity: make bamboo fish traps, make wines from banana and passion fruit or they
can learn to make cassava bread.

“We have no intention of asking for outside funding because of the restrictions they
place on how things need to be done. Access to funding for this kind of project is
easy but not desirable.”

Leader, Amerindian Cultural Village
ON: (i) What goes on here?” and (ii) “Was financing this venture easy?

“Agrotourism has many dimensions. Ecotourism for example has elements of agro
and culture. There are so many opportunities but what we lack here in Dominica is
entrepreneurial spirit and risk takers who would drive development.”

Agro-tour Operator
ON: “What can be done to improve the marketing of your country’s farm
based & eco-tourism offerings?

“What we need is a revolutionary approach to marketing Dominica. Marketing efforts
should be directed to Germany, Switzerland and France, instead of America. We don’t
need mass tourism. 80 – 90% of hotels in Dominica are locally owned AND consist of
30 rooms or less. Ours is a different product.”

Hotel & Restaurant Owner/Garden Tour Operator
ON: “What can be done to improve the marketing of your country’s farm
based & eco-tourism offerings?

24

Considering that Dominica’s tourism industry is considered to be still in its infancy, a
discussion on agrotourism as a sub sector of agriculture or tourism will be ineffectual.
Instead, this section examines problems faced by government authorities and private
enterprise regarding agricultural diversification and tourism development.

$ Limes, grapefruits and other citrus fruits are wasted whereas they can be exported
to nearby countries such as Barbados. Dominican produce are not adequately
marketed on a regional level

$ Stakeholders in the tourism industry in Dominica need certification and licensing
to raise standards in the tourism sector

$ Dominica currently lies heavily on external funding for diversification but policy
makers need to explore internal resources for sustainable solutions e.g. health
(natural medicines) and horticultural ventures

$ There are limited incentives and efforts to use avocados, mangoes, breadfruit, and
flowers in agro-processing or to produce essential oils for the overseas market

$ International demand cannot be met by the local production of bay oil. Dominica
is one of the largest producers of bay oil by due to the scarcity of firewood
production has significantly decreased

$ Soil conservation and land use needs to be regulated for modified banana
production and crop diversification

25


Rainforest Mushrooms is an organic mushroom farm located in the rain
forests of central Dominica, in the Morne Trois Piton World Heritage Site.
The owner provides guided tours, showing the mushroom growing process
from start to finish. There is a Mushroom Café on site which serves
specialty foods prepared using mushrooms, in addition to a medicinal
reishi mushroom tea. Apart from mushrooms, the owner grows herbs and
spices which he uses to produce and sell essential oils such as Bay,
Patchouli, Jasmine, Roses, Bouquet fleur, Sandalwood, Citronelle,
Coconut, Lime, Castor. His herbs including ginger root and leaves, locally
grown vanilla bean, and tumeric root are used to make indigenous
medicines. The site also has an art studio which features pieces inspired
by the rainforest. Rainforest Mushrooms exemplifies the potential for
successful farm-based tourism in the Caribbean.

Key Agencies Involved in Agrotourism in Dominica
Dominica Ministry of Tourism Dominica Ministry of Agriculture
Dominica Banana Marketing Corporation Dominica Festivals Commission
National Development Corporation Community Tourism Foundation
Inter-American Institute for Cooperation on
Agriculture

26

2.3 COUNTRY STUDY: JAMAICA

Country Overview
The Jamaican tourism
industry has been
making significant
strides in recent years.
According to the
Planning Institute's
Economic and Social
Survey of Jamaica
(2006), performance-
based indicators such
as stop-over tourist arrivals, the number of cruise ship passengers, room nights sold and
hotel room capacity have generally indicated a growing tourism industry.

Jamaica is one of the Caribbean's leading tourism destinations, with a total of 2.6 million
visitor arrivals in 2005, of whom approximately 1.5 million were stopover visitors. In the
same year, gross visitor expenditure was worth US$1.545 million (PIOJ, 2006).

Several studies have shown, however, that despite a burgeoning tourism industry, the net
gains from the industry are far below gross receipts. A recent study carried out by
Diaram Ramjee Singh (2003), an economist in the Department of Management Studies,
University of the West Indies, Mona, reveals that Jamaica experiences a 50 per cent rate
of foreign exchange leakage, meaning that 50 cents out of every dollar earned by tourism
exits the Jamaican economy 5 .

5
Time to rethink agro-tourism link, Kevon Rhiney Ph. D. candidate, Department of Geography and
Geology, University of the West Indies, Mona.

27

If Jamaica is to maximise its benefits from tourism development, ways must be found to
increase backward economic linkages, including utilising local food products in the
tourism industry. In contrast to tourism, the Jamaican agricultural sector has been
experiencing a decline in production over the last two decades. This is felt especially in
the export sub-sector.

According to the Planning Institute of Jamaica (2006), production levels in the traditional
export crops sub-sector fell by 32.1 per cent between 2003/4 and the 2004/5 crop years
and export earnings declined by 54.7 per cent to US$25.7 million over the same period.
Jamaica is now a net importer of food, importing US$602 million worth of food while
exporting only US$193 million worth in 2005.

Most of the emphasis is still centred on the traditional export market leaving the domestic
agricultural sector largely on its own. There is a need to diversify the agrarian sector and
tap into not only new forms of cropping systems but new markets. The tourism industry
provides one such opportunity 6 .

Given the staggering statistics presented for Jamaica so far (which were not available for
other islands), it may hardly seem necessary to provide a glimpse of tourism performance
in 2004. However for consistency in analysis, Table 5 illustrates tourism highlights in
Jamaica for 2004 while Table 6 reflects the trends towards importation of food to supply
the tourism industry.

6
Time to rethink agro-tourism link, Kevon Rhiney Ph. D. candidate, Department of Geography and
Geology, University of the West Indies, Mona.

28


29

The success of the Santoy Farmers
Cooperative in Jamaica has been
extensively documented and
referenced. However a Farmer to
Farmer Program has been introduced
to help farmers improve
environmentally-friendly production
of vegetables in Jamaica and
increasing the marketability of
products targeted at high growth end-users such as hotels and supermarkets.

The Farmer to Farmer Program targets high-value, non-traditional and specialty crops
and products, working with small and
medium producers, processors and
others in the commodity chain. Farmer
to Farmer is currently working with a
cooperative in the community of
Treasure Beach.

The goals of the cooperative are:
providing delicious organic vegetables
to the community of Treasure Beach and its visitors, gaining a market for organically
grown produce, and achieving certified organic status on each of the association's farms.
These goals all work towards the major long term objective of providing healthy, clean
food to the people of the community while earning a profit and educating others on the
benefits of organic.

31

Walkers Wood is one of the most popular
tours for ‘foodies’ in Jamaica. It was the
first company to export Jerk Seasoning from
Jamaica and currently produces and exports
more than 20 products including traditional
Jerk Seasoning, Jerk Marinade, Dried Jerk
and Jerk BBQ Sauce, as well as a selection
of traditional sauces and condiments.

The company offers a tour of their factory
which is located in the quaint village of
Walker's Wood, near Ocho Rios. The Jerk
Country Tour is an informative but fun-filled journey into Jamaica's food heritage taking
the visitor “from the field to the table”. Visitors get a chance to see where some of the
herbs and spices and grown, how they are used to prepare the food, and then they are
invited to sample the jerk cuisine.

Croydon Plantation Tour embraces two agrotourism themes; agro-heritage and culinary
tourism. This working coffee and pineapple plantation is located in the Catadupa
mountains, and is also the birthplace of Samuel
Sharpe, one of Jamaica’s National Heroes, who gave
his life in the fight against slavery.

Visitors are encouraged to taste the different varieties
of pineapples and citrus, sample a piece of sweet
juicy sugarcane or try exotic and delicious fruits
drinks made from them. The tour includes a walk
through coffee groves and the tour guide explains the
secrets of coffee cultivation and processing. Lunch
on the premises is served with world famous Jamaica
Blue Mountain Coffee.

32

Responses from key stakeholders in Jamaica suggest that while some large operators are
reaping benefits from agrotourism enterprise, the small businesses, especially the farmers
are missing out on golden opportunities in this sector. Comments from representatives in
agriculture and tourism agencies are captured in the dialogue box below.

“The way we have tried to integrate agriculture and tourism here on our farm is to ask
the question: when a hurricane comes and the crops blow down, what are the other
things that we can offer as products?”

“We decided to focus on sustainable agriculture, education and ecotourism to
preserve our business and also the heritage of the farm.”

Large Commercial Farmer
ON: “What goes on here?

“If you look around the island of Jamaica, there is a lot of waste that can be
converted into exotic jams and jellies, candy and aroma-therapeutic lines. We are not
fully utilizing our materials”

“We have to try to convert our farmers to understand that no matter how small you
are, you are in business. There are opportunities for small farms for instance to
provide special products to hotels and restaurants who do not need large volumes
but consistent supply of say items like beans and peas. The price of certain items
makes their production, even in small quantities a viable business.”

Government Official
ON: “How can we link agriculture with tourism more efficiently?”

“We don’t produce for export but other people buy our product to export overseas, so
labeling and packaging is critical.”

Agro-processor
ON: “Do you export your product?

33

Some factors that prevent strategic partnerships between tourism and agriculture in
Jamaica as defined by stakeholders include:

$ inconsistent supply of produce due to unavailable water supply

$ inadequate storage and packing facilities

$ inadequate land preparation equipment

$ ineffective leadership, poor interpersonal relationships and lack of trust between
members in farmers’ cooperatives

$ lack of technical knowledge for improved production, post harvest management
and marketing activities

$ lack of financial management skills and low financial base on which to build

$ the absence of policies linking the sectors

$ improper business practices

$ lack of understanding of the international markets and trade regimes

$ lack of understanding of marketing and consumer behaviour in the tourism market
place

34


Twickenham Industries began operations in 1994 producing bammies made
from cassava with 2 workers. It now employs 22 persons. Initially 2
cassava farmers were utilized for production, now the business provides a
market for in excess of 80 farmers who supply cassavas to the enterprise.
Twickenham industries not only supplies bammies to the local market, it
now exports to North America and Europe having invested in more efficient
machinery and infrastructure. As the efficiency of the business improved,
the owners used proceeds from the operation to develop additional value-
added products from cassava, including the unique cassava pancake mix,
cassava flour and methane gas from the treatment of cassava wastewater.
Three fruit based (guava, otaheite apple and mango) pancake syrups are
being manufactured to compliment the pancake mix. By its success,
Twickenham industries has demonstrated that small agro-processing
enterprises which utilize good manufacturing and management practices
can be profitable.

Key Agencies Involved in Agrotourism in Jamaica
Jamaica Promotions Limited Jamaica Business Development Centre
Jamaica Organic Agriculture Movement Ministry of Agriclture
Rural Agriculture Development Agency Ministry of Tourism Entertainment & Culture
Inter-American Institute for Cooperation on The International Ecotourism Society
Agriculture
Tourism Product Development Company

35

2.4 COUNTRY STUDY: ST KITTS & NEVIS

Country Overview
St. Kitts and Nevis, are 2 miles (3 km)
apart at their closest point, and both
have luxuriant mountain rain forests,
uncrowded beaches, historic ruins,
towering, long-dormant volcanoes,
charming if slightly dilapidated
Georgian capitals in Basseterre (St.
Kitts) and Charlestown (Nevis), intact
cultural heritage, and restored, 18th-
century sugar plantation inns.

The two islands, despite their superficial
similarities, have taken increasingly different routes regarding tourism. Nevis received an
economic boost from the Four Seasons, which helped establish it as an upscale
destination. St. Kitts, however, has yet to define its identity at a time when most islands
have found their tourism niche.

The economy has been dominated by the production of sugar since its introduction in the
17th century, but its importance has declined consistently since the 1980s. In 1960, Nevis
stopped growing cane sugar, but it remained the dominant crop on the larger island of St.
Kitts, providing jobs for 30-45% of the total workforce.

This level of dependence on a single agricultural commodity made the country extremely
vulnerable. To this end, the government has successfully supported diversification into
manufacturing and tourism. The economy expanded by 6% on average per year during
1985-1997 mainly because of increases in tourists’ arrivals and related construction and

36

service activities. GNP growth slowed down significantly in 1998-2000 as a result of the
devastating effects caused by three hurricanes.

The Caribbean Development Bank (CDB) has since reported that economic activity in St
Kitts and Nevis improved in 2005 with a near five percent growth in the economy, driven
mainly by the rapid expansion of tourism and related services and a surge in construction.

The agricultural sector declined in 2005 due mainly to adverse weather conditions
(unusually heavy rainfall in the latter quarter of 2004 and drought conditions in early
2005). Sugar cane production was lower in 2005 on account of the adverse weather
conditions, the late application of fertilizers and a reduction in the acreage planted.

Non-sugar agricultural production (crop and livestock) was also lower despite improved
pest control and extension support services. CDB noted that the sugar industry, which has
been in existence in St. Kitts for over 300 years, was closed at the end of July 2005.

37

Table 7 shows some tourism highlights for St. Kitts and Nevis for 2004. The islands
have been experiencing encouraging arrivals in both long stay and cruise ship visitors.
Food and agriculture indicators were not available for this twin island state; however,
Table 8 shows how agricultural land has been utilized up to 2001.

Land Use by Sector in St. Kitts/Nevis (Acres)

38

The St. Kitts Scenic Railway is an agro-heritage enterprise that offers visitors a nostalgic
way to tour the island and learn about Caribbean culture, history, and economy of
yesteryear. The St. Kitts Railway was built between 1912 and 1926 to deliver sugar cane
from the fields to the sugar mill in the capital city of Basseterre.

The Scenic Railway Tour consists of 30-mile train ride and circles the island is
approximately 4 hours. The train passes by old sugar estates with abandoned windmills
and chimneys dating back to the 1700’s, as well as many of the most important villages
and towns on St. Kitts.

The Nevis Growers Association, which
involves 25 rural families, has a long
standing arrangement with the Four
Seasons Hotel since 1992. Orders from
the hotel are sent to the marketing division
twice a week by fax, which washes,
grades and labels the produce to the
hotel’s specification. The hotel’s purchasing department then inspects and weighs
produce on arrival. The hotel pays the growers association which distributes payment to
the farmers every fortnight. The association is managed by an executive committee,
which is headed by a female farmer, and is supported by the Cooperative Unit of the
Ministry of Agriculture.

39

Interviews with persons involved in agrotourism activities in St. Kitts and Nevis
produced mixed opinions and detailed insight into what is happening in this arena. Some
of the more outstanding expressions are captured in the dialogue box below.

“St. Kitts & Nevis imports over EC$7.5 million worth of fish every year. This project
sought to address this.”

“The response so far has been phenomenal. We are still in the pilot phase and the
local restaurants have ordered out all the tilapia we have. We are now ready for
production phase.”

Manager – Aquaculture (tilapia) Project
ON: (i) What inspired you to become involved in this project?
(ii) How have people reacted to your product/service?

“Nevis is virtually untouched and we have so much to offer in terms of traditional
medicine. Holistic living is a way of life here; the people, the sea, the land, and the
environment…..We could train people how to harness this and use it in the tourism
sector.”

“Donor agencies can fund projects to bring traditional medicines to market. We
could get into liquid and pill medicines.”

Bush Doctor
ON: (i) What role do you see yourself playing in agrotourism?
(ii) How can local knowledge of indigenous plants and herbs be
marketed profitably?

“Before the Nevis Growers Association came into existence farmers produced items
and ‘hoped’ to get their produce sold.”

Government Representative
ON: Existing links between agriculture and tourism in St. Kitts/Nevis

40

Factors affecting agrotourism development in St. Kitts and Nevis relate to:

$ A need for training in agro-processing, computer literacy, agri-business, project
writing and entrepreneurship

$ Lack of funding for equipment and materials for irrigation and other technologies
needed to improve production

$ Absence of a firm policy for agrotourism that will facilitate its development and
growth

$ Gaps in training and certification to meet international standards for providing
products and services

$ Lack of information on agrotourism development and initiatives in other islands

$ There is no system of zoning of areas for land use determination. A major
challenge facing the authorities in St. Kitts is the allocation of 10,000 acres of
sugar lands to alternative uses with an equivalent economic value

$ Local hotels are not committed to purchase local produce

$ Lack of infrastructure needed to accommodate farm tours: running water,
bathroom facilities, seating

41

Key Agencies Involved in Agrotourism in St. Kitts and Nevis
St. Kitts Tourism Authority Nevis Tourism Authority
St. Kitts/Nevis Ministry of Agriculture Department of Planning and Development (Nevis)
Department of the Environment (St. Kitts)

42

2.5 COUNTRY STUDY: TRINIDAD & TOBAGO
Country Overview
Trinidad and Tobago, an important oil
and natural gas producing country, is
fast moving forward towards the status
of an industrialised country. Trinidad
is rather heavily industrialised,
whereas Tobago depends more on
tourism and agriculture. GDP growth
in 2005 was a healthy 7% due to the
rise in energy prices.

Trinidad and Tobago has earned a
reputation as an excellent investment
site for international businesses.
Tourism is a growing sector, although not proportionately as important as in many other
Caribbean islands. The home of carnival, steel bands, calypso and limbo dancing,
Trinidad & Tobago's blend of different cultures gives them an air of cosmopolitan
excitement.

Along the north of Trinidad runs the Northern Range of mountains, looming over the
country’s capital, Port of Spain. On the north and east coasts lie beautiful beaches. San
Fernando is the island’s second town and the main commercial centre in the south.
Tobago is very different from her sister isle 32km (20 miles) away. The island is
beautiful and fertile with calm waters and a number of fine beaches.

Tobago has a total land area of 30,044 hectares, one third of which is considered suitable
for cultivation. Most of the agricultural holdings (71%) are small averaging less than two
(2) hectares.

43

Within the last two decades, there has been a significant decline in the level of output
from and interest in agriculture in Tobago. The last estimate indicate that the agriculture
sector in Tobago contributes about $8.8 million of output or 1.02% to Tobago’s GDP
(PRDI, 1998). The reasons cited for the decline in agriculture relates to the under
utilization of state lands, praedial larceny, high labour costs and competition from the
tourism sector which has become a major contributor to GDP.

At present, agriculture production comprises mainly of vegetables, root crops and
livestock such as goat and pork. Tobago is endowed with a wide variety of marine life
and this has for decades provided economic support for the coastal villages. A large
proportion of the fish caught is processed and marketed locally, regionally and
internationally by fish processing plants on the island.

Trinidad’s major agricultural crops are coffee, cocoa and sugar. There are two distinct
types of agricultural operations—the large estate or plantation that is managed by a
specialist and employs large numbers of labourers, and the small farm cultivated by the
owner (or tenant) and family. The large estates are interested mainly in commercial
export crops, although the small farmers also grow some export crops. Rice, citrus, corn,
cassava, peanuts, and pigeon peas are now being grown to diversify agricultural output.

Table 9 on the following page shows food and agriculture indicators for Trinidad &
Tobago.

44

Since 1995, there has been a constant growth in total stopover tourists to Trinidad and
Tobago, except for 2001 and 2002, which experienced a slight drop in arrivals, as a result
of the worldwide decline in travel and tourism following the September 11th attacks in
the United States. The last quarter of 2001 showed a decline of 13% when compared to
the same period in 2000. Tourist arrivals in Trinidad and Tobago rebounded with growth
of approximately 7% in 2003, 8% in 2004 and 4% in 2005. Table 10 illustrates the
growth in the tourism sector over the past decade.

46

The Agricultural Society of Trinidad and Tobago, in collaboration with the Ministry of
Agriculture, Land and Marine Resources host a National Agriculture Exhibition and Food
Fair at the Ato Boldon Stadium, Couva. This five day annual exhibition is now in its fifth
year and is geared towards highlighting
the many aspects Trinidad and Tobago’s
agricultural sector. The theme of the
Trinidad and Tobago Exhibition is “Oui
Food”.

Each year special emphasis is placed on
commodities that have been identified
for development in terms of agro-
processing and value added activities. Some of these commodities are rabbit, tilapia, hot
pepper, pumpkin, paw-paw, sweet potato and cassava. Other attractions include a
“Petting Zoo,” wildlife and livestock displays, local food and beverage samplings, a
farmers’ market, solar cooking demonstration, a meal planning contest and nightly
entertainment with a bar.

Trinidad and Tobago’s tourism
industry has recognized the value
and meaning of food to locals and
visitors alike. The Taste T&T
Festival follows on the concept of
a tasting village where patrons
have their pick of sophisticated
food fusions, created by Trinidad
and Tobago’s finest chefs, as well
as commonly-found local
delicacies.

47

Taste T&T 2006 was produced in
collaboration between the Ministry
of Tourism and the Tourism
Development Company Limited,
whose objective for the event was
to make it the destination’s premier
culinary tourism attraction by
showcasing Trinidad and Tobago’s
diverse culinary offerings;
highlighting the creativity of the
nation’s chefs and promoting the country as the premiere culinary tourism destination in
the Caribbean.

The festival is supposed to appeal not only to the palette, but also the eyes and ears of
patrons. The Hasely Crawford Stadium is transformed into an imaginative space which
depicts the essence of Caribbean, community living. Intermittent stages and performance
areas throughout the event host performances by popular local entertainers.

48

One of the observations made by the researcher is that none of the respondents
interviewed in Trinidad & Tobago started their operation as an agrotourism enterprise.
Instead the existing agrotourism activities evolved from either a financial need or based
on market response to their product. Some stakeholders’ comments are presented in the
dialogue box below.

“I try to play my part to promote the local food and the use of the fresh herbs and
vegetables that are in season. I plan my menus around them. But it is disheartening
when you see prominent business people taking their international guests to Chinese
and Italian restaurants to entertain them during lunch or dinner.”

Restaurant Owner
ON: “What role do you see yourself playing in the culinary tourism niche?

“We recognize that agriculture alone cannot sustain the family, so the tourism type
activities like the tours, weddings and the cottages help to run the business.”

Farmer/Agrotourism Operator
ON: “How did this project come into being?

“Our clients are interested in responsible tourism. They come back because they
know that the money they spend is used for conservation of the environment. We get
a very high level of repeat business.”

Nature Centre & Lodge Operator
ON: “How do you differentiate yourself from other similar businesses?

“Right now business is mostly local for both the tours and the plant shop but I plan to
erect cabins, a restaurant and a conference centre because I realize that places like
Asa Wright Nature Centre always fully booked.”

Estate Owner, Agro-Tour Operator
ON: “Any plans to expand?

49

The development of agrotourism in Trinidad & Tobago is affected by the following
conditions:

$ General lack of interest in tourism related activities

$ Absence of a policy on agrotourism

$ Lack of awareness by key stakeholders of potential links between agriculture and
tourism

$ There is no co-ordinating mechanism to facilitate links between farmers and
hoteliers

$ Potential issues with timely payments by hoteliers to farmers

$ Seasonality of crops, some of which can possibly be cultivated out of season

$ Small scale production translates into uncompetitive prices

$ Low literacy rate among farmers, age demographic is also a concern

50


The Toco Foundation has an agrotourism which has as its objectives:
• To be a major producer of organic food
• To be a sustainable Agro-Tourism Project
• To revitalize agriculture on the Toco Coast
• To provide accommodation and services for all and sundry.
The Young Farmers Project which forms part of the foundation trains
people of all ages in crop and poultry production; grow box construction,
breeding wildlife, and other agricultural activities. The foundation also
provides ecotours, and has recently constructed an Agrotourism Centre at
Anglais Road, Cumana, Toco. The nine acre property consists of a building
with eight bedrooms with private verandas, a campsite and conference
facilities. Future plans for the facility include a centre for alternative
medicine, to employ more persons from the local community, to be a major
producer of organic and indigenous food and to educate the community
and others on the wealth that Toco possesses. The Toco Foundation
Project can be used as a model for agrotourism development in rural
communities throughout the Caribbean.

Key Agencies Involved in Agrotourism in Trinidad & Tobago
Tourism Development Company Limited Ministry of Agriculture, Land and Marine Resources
Ministry of Tourism Ministry of Trade and Industry
Toco Foundation

51

SECTION 3

3.1 DISCUSSION OF FINDINGS

The research reveals that some links exist between the agriculture and tourism sectors in
the countries investigated. However these links are mostly informal and unstructured.
The countries examined have similar historical foundations in agriculture and have
looked to tourism to diversify their economies to some extent.

While Barbados and Jamaica have stable or mature tourism sectors, St. Kitts & Nevis and
Dominica are now positioning themselves as island destinations. The exception to both
situations is Trinidad whose highly developed industrial sectors negate the need to
depend heavily on tourism as an income earner.

The resulting phenomenon is that prospects for agrotourism development may be more
attainable in some islands than in others. In terms of the findings from this study, the
following are the most significant:

- there is a need to create awareness about agrotourism and its potential
benefits to a wide cross section of persons involved in both the agricultural
and tourism sector

- the countries polled have the resources and the propensity to operate
successful agrotourism ventures but are in dire need of technical
assistance, funding and supportive policies to facilitate them

- opportunities exist for developing synergies in areas such as training,
agro-trade and information networks amongst Caribbean countries

- fruits and vegetables that have can be used to create value added products
such as chutneys, jams, essential oils, preserves, soaps, etc. are largely
underutilized

52

- there is a need for more targeted research in agrotourism to identify each
country’s strengths and capitalize on the resources that would generate a
sustainable cache of related products and services.

53

3.2 EMERGING IMPLICATIONS

Based on an analysis of existing agrotourism initiatives in the countries investigated,
some important linkages were observed that foster partnership between the agriculture
and tourism sectors. These linkages are illustrated in Figure 2 below.

Figure 2 – Linkages Required for Agrotourism Enterprise

Farms &
Agro-
processors

CBOs & Hotels
Private
Enterprise
& Rest.

Gov’t
Agencies
& Policy

Local & Marketing
overseas Agency
tourists

Funding
Agencies

The research also suggests that key areas for agrotourism development in the region
include:
1. Substitutions of imported produce to capitalize on locally grown fruits, vegetables
and spices
2. Export of fruits and vegetables to neighbouring Caribbean countries
3. The proliferation of more farm to table programs which forge direct links between
farmers and hotels or restaurants
4. The development of demonstration farms and farm tours

54

Best practices discovered by this study that can help to propel agrotourism in the
Caribbean forward consist of:
1. Establishing formal contracts between farmers/farmers’ associations and hotels
2. Using best practices in management and marketing to improve cottage industries
and to increase business
3. Developing the working farm as a tourism attraction so that visitors can actively
engage in its daily operation
4. Pooling resources to organise a unique community-based attraction or enterprise
that features agricultural and hospitality components
5. The use of festivals to promote agricultural activities and culinary diversity

Figure 3 presents an overall picture (SWOT) of the agrotourism sector in the five
countries studied.

Figure 3 – SWOT Analysis Caribbean Agrotourism Sector
STRENGTHS WEAKNESSES
∗ Exotic variety of Caribbean fruits and ∗ No policy framework for agrotourism
vegetables ∗ Disconnect between agriculture and
∗ Agricultural history and potential tourism sectors
∗ Global awareness of Caribbean as tourist ∗ Limited infrastructure (especially on
destination farms) to facilitate agrotourism
∗ Diverse culinary offerings ∗ Inadequate awareness about
∗ Accessible agrotourism resources: rivers, agrotourism and its potential for
forests, farms, medicinal plants, food, diversification
etc.

OPPORTUNITIES THREATS

∗ Agrotourism is a global travel trend ∗ Public sector policy may not favor
∗ Plantations can be used to host agrotourism development as priority
agricultural and tourism activities ∗ Historical tendency to import high
∗ Health & Wellness tourism using quantities of produce to supply tourism
Caribbean herbs and plants industry
∗ Caribbean style farm tours ∗ Some agrotourism activities require
∗ Caribbean Culinary Festivals significant investment (for example
insurance for farm tours, seating, etc)

55

3.3 RECOMMENDATIONS & CONCLUSIONS

The following recommendations are based on the findings of the research:

1. Umbrella organisation for tourism in the Caribbean, CTO should sensitize key
decision makers in agriculture and tourism as to the potential that agrotourism
holds for income generation and diversification of these sectors

2. Ministries of Agriculture and Tourism in each country collaborate and develop a
policy framework for strengthening the linkages between agriculture and tourism.

3. Conduct follow up research using tourist travel motivation surveys to find out
what type of specific agrotourism ventures should be considered for each
destination

4. Establish a national facilitating agency for agrotourism development consisting of
resources trained in business law, financial management, certification issues,
insurance and rural planning and development

5. Conduct an agrotourism awareness drive at the local level so that potential
stakeholders can find out about income earning opportunities and requirements
for entry into the sector

6. Invest in creating patents for Caribbean herbs and plants, indigenous medicines
derived from them, and the production of essential oils. This investment can be
used to catalyze the heath and wellness sector in the region.

56

CONCLUSION
Considering that agrotourism is a novelty in the Caribbean, the existing initiatives are
encouraging and in some cases quite impressive. As the level of awareness about
agrotourism increases, the agencies/resources dedicated to its development will need to
ensure that the products and services are in keeping with international standards for
quality, security and safety, diversity of offering and authenticity.

One of the major challenges for agrotourism development in the region pertains to getting
the major stakeholders in each sector, agriculture and tourism, to have a shared vision.
Government agencies can be very protective of their domains and obligations, and this
approach tends to be counterproductive to the notion of creating sustainable linkages.

This further justifies the need for the establishment of a national agency to strategically
manage agrotourism. The said organization needs to be involved at the public sector or
policy making level and have the authority to promote agrotourism development in the
private sector.

The other complications associated with agrotourism in the Caribbean are not impossible
to overcome. All that is needed is a strategic approach to its development consisting of
creative programmes or projects that are effectively managed.

The results from this study indicate remarkable interest in and potential for agrotourism
products and services in the Caribbean. Strategic investment, management and ingenious
projects can take Caribbean agrotourism to global standards.

57

References Cited

Gunn, C. & Turgut, V. (2002). Tourism Planning: Basics, Concepts, Cases. Fourth
Edition New York: Routledge.

Harvey, C. (2005). “Keeping the Right Balance – Sustainable Tourism Through
Diversity”. Presentation at 7th Annual Caribbean Conference on Sustainable Tourism
Development, Tobago.

Rhiney, K. (2006, October 29). Time to rethink agro-tourism link. Jamaica Gleaner , p 5.

UNDP. (1996). Sustainable tourism development in small island developing States
Document E/CN.17/1996/20/Add.3

58

APPENDICES

Appendix 1
Interview Questions – Agrotourism Stakeholders

Herbal Gardens/Nature Tours
1. How long have you been in operation?
2. How did this project come into being?
3. Describe briefly what you do here.
4. How can local knowledge of indigenous plants and herbs be marketed profitably?
5. Are there any linkages with university research projects, pharmaceutical
companies?
6. What role do you see yourself playing in the overall tourism product?
7. Have you seen any changes in the trend of demands for your services?
8. Do locals participate in the tours and patronize the business?
9. Do you offer tours/packages for schools?
10. If so, do schools utilize your services?
11. What are people’s reactions/comments regarding the services you offer?

Culinary Attractions
2. What are the challenges of obtaining local produce?
3. What are the highlights of your menu?
4. Have international standards (e.g ISO) been set?
5. List some of the dishes used incorporating local produce.
6. Are any recipes, menus available online? If so, give web address.
7. Are there any plans for a cookbook?
8. How do you market yourself?
9. What role do you see yourself playing in the culinary tourism niche?
10. Was financing easy?

59

11. Are you happy with the Government’s marketing of your service within the
tourism package?
12. What are people’s reactions/comments regarding what you’re offering here?

Ecolodges/Rural Bed & Breakfasts
2. Did you require funding for this project? If so, was it easy to access?
3. What kinds of tours and activities do you offer?
4. Are the majority of your visitors repeat guests?
5. Do you get full participation in activities by guests?
6. What are some of your major challenges?
7. Does Government assist in any financial way with this project?
8. Are you happy with the way tourism is marketed in your country?
9. What are some of your visitors’ comments/reaction when they leave here?

Agro-processors (with/without tours)
2. Describe briefly what you do here.
3. Was funding required to start this project? If so, was it easy to access?
4. Why did you decide to go into this facet of agro-tourism?
5. Where do the majority of your visitors come from?
6. Does Government subsidize any part of your operations?
7. Do you export your product?
8. If so, to where, what is the volume?
9. Any plans to expand?
10. What are people’s reaction/comments regarding what you’re offering here?

Railway Corporation (St. Kitts):
1. How long has it been in operation?
2. What does a trip include?
3. What has been the response from locals and tourists?

60

4. How and why was the project conceptualized?
5. What were the logistical challenges of this project?
6. How is it maintained? Locally or overseas?
7. Are there any plans to add further attractions to the railway?
8. Has the route attracted other projects?
9. What has been the response by locals and tourists?

Farm based and Agro-Ecotours
2. What inspired /influenced you to get into eco-tourism? Or What made you decide
to go into this type of attraction?
3. Where do the majority of your clients come from? The Caribbean? North
America? Europe? Other?
4. What do you grow here?
5. Who are your main customers? (supermarkets, restaurants, hotels, export)
6. Can you describe one of your tours briefly?
7. Have the locals embraced your project?
8. Was financing this venture easy?
9. What are people’s reactions/comments regarding what you’re offering here?
10. In your opinion, what else can be done to improve the marketing of your
country’s farm based & eco-tourism offerings?

61

Appendix 2
List of Persons Interviewed
Barbados
Name of Organisation Contact Name Background Information
Brighton Farmer's Market Mr. Pile Agro-trade - fresh local produce
New agro-trade project - Tilapia farming
Christina Adams Christina Adams for local use & export
Earthworks David Speiler Indigenous Art & Craft - pottery
Elegant Hotels Jennifer Harding Culinary tourism - interview with Chef
Health & Wellness Tourism using
Sandy Lane Spa Sharon Codner EarthMother Botanicals (locally made)
Valenza Kellman Valenza Kellman Indigenous Art & Craft - skins
Culinary tourism - Almond also has a
Almond Resorts Monty Cumberbatch special project
Culinary tourism - their theme is ABC
Atlantis Hotel & Restaurant Mr. Williams (All Bajan Cuisine)
Culinary tourism - focus on use of local
Edgewater Hotel Marjorie Riley, Anthony Maughn produce
Park's Plantation & Sheep Farm Dr. Williams Farm based tourism - sheep tour
Boyce's Tours Elaine Burton Plans for Herbal Garden Tour
Indigenous Potteries Hamilton Wiltshire Indigenous Art & Craft
Indigenous Art & Craft - show how she
Roots & Grasses Ireka Jalani collects her materials
Caribbean Export Development Agency Aldwyn Indigenous Art & Craft -Basket Weaver
Wentworx Derek Went Herbal/Organic + Culinary Exploits
Sunbury Plantation House Donna Simpson Agro-heritage/culinary tourism
Oistins Fish Fry N/A Community Tourism
Use of local flora in hospitality
Forever Flowers June Fielding industry
Culinary Association with mixed
Culinary Alliance of Barbados Ralph York membership

Dominica
Jungle Treking Adventure & Agro-heritage tour on a nineteenth century
Safaris Ms. Daria Eugene sugar cane plantation

Agro-Eco Lodging with a Visit to an
organic herb farm, discovering traditional
Three Rivers Eco Lodge Jem Winston herbal medicines & remedies

Floriculture - propagates and protects
delicate flowers and endangered plant
Giraudel Flower Growers Group Elizabeth Alfred species. Offers a garden tour
Farm & agro-eco site;herbal medicines,
Rainforest Mushrooms Matthew,Christine Luke vegetarian restaurant
Agro-heritage village which depicts
Kalinago Barana Aute Kevin Dangleben contemporary aspects of Carib life
Agro-trade;exotic and common fruits and
Roots Farm Karen & Roy vegetables:organic farming

Eggleston Heritage Project Shirley Alexander Community tourism project
Old Market Plaza Vendors Indigenous art & crafts
Agro-trade;exotic and common fruits
Roseau Market Vendors and vegetables

62

Jamaica
Agro-processing plant that offers
an on site tour: seasonings, herbs
Walkers Wood Caribbean Foods Denyse Perkins etc.
Culinary/agro-trade;Bammy is a staple
in the Jamaican diet, made from the
cassava root traceable to Arawak
Twickenham Park Bammy Plant Mrs. Shouter Indians
Responsible for small and medium
Jamaica Business Development enterprise development, donor project
Co. Ms. Valerie Veira design and management
Dr. Sylvia Mitchell & Bio-tech Dept at UWI responsible for
UWI Mona Prof. Clayton research on medicinal plants

St. Kitts & Nevis
Indigenous art & craft from dried
coconut shells, sea shells, wood, metal
The Craft House Vendors and stones
Herbalist 'bush doctor' conducts
Herb's Nature Tours Michael Herbert village walks and rainforest hikes
Agro-heritage tour featuring
St. Kitts Scenic Railway Barbara Whitman plantations

Culinary tourism;chef uses local
Marshall's Verrall Marshall ingredients and an ever changing menu
Agro-eco/heritage: plantation
turned guesthouse with onsite
Ottley's Plantation Mr./Mrs.Ottley vegetable garden & Restaurant
Agro-eco/heritage: plantation
turned guesthouse with onsite
Rawlins Plantation Paul/Clare Rawson vegetable garden & Restaurant
St. Kitts & Nevis Aquaculture Agro-trade;growing tilapia in Atlantic
Pilot Project Dr. Barrington Brown seawater in St. Kitts

63

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