The document outlines an agritourism project in Tanzania that involved smallholder coffee farmers developing tourism products centered around coffee tours, a campsite, and restaurant. Over 5 years, the project grew the number of visitors participating in coffee tours and staying at the campsite, expanded the tourism product portfolio, and increased total gross income. The project provided benefits to local farmers and families by employing them as tour guides, cooks, and in other roles, and distributing income across community development.

1. Agritourism product principles
Agritourism is tourism that:
1) includes an agricultural based activity that will attract
visitors to a farm
2) contains the opportunity to meet farmers and to know
how food is produced
3) involves visitors actively in farming and/or rural life

2. Steps in planning & development
1) THINK
 concept, “master-product”, planning, research
2) MAKE
 product development, training, organization
3) DO
 executing, day-to-day management, marketing
4) GROW
 adding new products, innovation, consolidation

3. Example:
“Tourism development with smallholder
coffee farmers”
(Mt. Kilimanjaro, Tanzania, East-Africa)

4.  Demand & commitment from coffee farmers
 Demand & commitment from travel company
 Demand & commitment from development NGO
The start

5. Local people, whose environment is used for tourism
purposes, should be the main beneficiaries of that
particular tourism development .
Shared vision

6. CoffeeTour

7. Product Pilot Year 1 Year 2 Year 3 Year 4 Year 5 Totals
Coffee Tours (pax) 218 783 672 1,191 1,162 1,003 5,029

8. Kahawa Shamba Campsite
Product Pilot Year 1 Year 2 Year 3 Year 4 Year 5 Totals
Campsite (bednights) n.a. 535 436 1,345 622 1,005 3,943

9. Additional tours
Product Pilot Year 1 Year 2 Year 3 Year 4 Year 5 Totals
Additional tours (pax) n.a. ? 189 783 331 484 1,787+

10. “Kahawa Shamba” Restaurant
Product Pilot Year 1 Year 2 Year 3 Year 4 Year 5 Totals
Restaurant (meals) n.a. n.a. n.a. 2,397 1,361 1,831 5,589

11. Tourism product portfolio
 Coffee Tour
 Campsite
 Chagga History Hike
 Cultural Village Walk
 Mongyoni Falls Adventure
 Nature Walk
 Restaurant
Medicine Tour

12. Financial performance
Gross income
(in US$)
Pilot Year 1 Year 2 Year 3 Year 4 Year 5 Totals
Coffee Tours 2,900 12,040 10,080 18,314 16,570 17,715 77,619
Campsite n.a. 2,675 2,180 7,522 3,104 5,025 20,506
Additional
tours
n.a. 430 1,415 7,500 2,980 5,195 17,520+
Restaurant n.a. n.a. n.a. 10,855 6,312 9,531 26,698
TOTALS 2,900 15,145 13,675 44,191 28,966 37,466 142,343

13.  Project manager
 Assistant project manager
 Tourguides (farmers)
 Women groups (cooks)
 Farmer families
 Campsite manager
 Campsite security
Involvement of local people

14. Distribution of income
9%
14%
13%
18%
2%
23%
2%
3%
2%
7%
1%
3%
1%
1%
1%
1%
Tourguides
Women groups / Cooks
Food
Women projects
Farmers
Community Dev. Fund
Administration
Restaurant maintenance
Gas, water, electricity rest.
Campsite maint.
Campsite officer
Campsite security
Hut owner
Cave owner
Church