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

i

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

iii

- 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 IICA1 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 tourism can be described as the act of

visiting a working farm or any agricultural,

horticultural or agribusiness operation to enjoy, be

educated or be involved in activities.

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.

FARM BASED & AGRO-ECO TOURISM

Farm/garden tours Hands-on farming tasks 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 & WELLNESS TOURISM

Spa treatment Specialty surgeries Alternative Medicines Herbal remedies Therapeutic Holidays

Culinary tourism is a subset of Agro-

tourism that focuses specifically on the

search for, and enjoyment of, prepared food

and drink2.

Dinner and theatre package Culinary schools and workshops Food festivals Tasting/buying packaged local

products Farmer’s markets Tour a food/wine/beer factory

CULINARY TOURISM

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

4

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.

6

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.

7

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.

12

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.

13

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.

14

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 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.

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.

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 Management Corporation

Culinary Alliance of Barbados

Inter-American Institute for Cooperation on Agriculture

Association of Women in 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

19

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 economy3.

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.

Source CTO 2004 Statistics

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.

21

Sample Agrotourism Initiatives

Research indicates that Dominica Foreign Exchange Leakage is about 45 percent4. 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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Stakeholders’ Comments

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

Critical Issues Affecting Agrotourism Enterprise and Development

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

Best Practice Example for Agrotourism

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 economy5.

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 opportunity6.

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

Source CTO 2004 Statistics

29

30

Sample Agrotourism Initiatives

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

Stakeholders’ Comments

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

Critical Issues Affecting Agrotourism Enterprise and Development

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

Best Practice Example for Agrotourism

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 Agriculture

The International Ecotourism Society

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

Sample Agrotourism Initiatives

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

Stakeholders’ Comments

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

Critical Issues Affecting Agrotourism Enterprise and Development

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

45

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

Sample Agrotourism Initiatives

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

Stakeholders’ Comments

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

Critical Issues Affecting Agrotourism Enterprise and Development

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

Best Practice Example for Agrotourism

• 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.

The Toco Foundation has an agrotourism which has as its objectives:

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

CBOs & Private Enterprise

Local & overseas tourists

Funding Agencies

Marketing Agency

Hotels & Rest.

Farms & Agro-processors

Gov’t Agencies & Policy

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

OPPORTUNITIES THREATS

∗ Exotic variety of Caribbean fruits and vegetables

∗ Agricultural history and potential ∗ Global awareness of Caribbean as tourist

destination ∗ Diverse culinary offerings ∗ Accessible agrotourism resources: rivers,

forests, farms, medicinal plants, food, etc.

∗ No policy framework for agrotourism ∗ Disconnect between agriculture and

tourism sectors ∗ Limited infrastructure (especially on

farms) to facilitate agrotourism ∗ Inadequate awareness about

agrotourism and its potential for diversification

∗ Agrotourism is a global travel trend ∗ Plantations can be used to host

agricultural and tourism activities ∗ Health & Wellness tourism using

Caribbean herbs and plants ∗ Caribbean style farm tours ∗ Caribbean Culinary Festivals

∗ Public sector policy may not favor agrotourism development as priority

∗ Historical tendency to import high quantities of produce to supply tourism industry

∗ Some agrotourism activities require 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.

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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

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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 1. How long have you been in operation?

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?

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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 1. How long have you been in operation?

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) 1. How long have you been in operation?

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?

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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 1. How long have you been in operation?

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?

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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

Christina Adams Christina AdamsNew agro-trade project - Tilapia farming for local use & export

Earthworks David Speiler Indigenous Art & Craft - pottery

Elegant Hotels Jennifer Harding Culinary tourism - interview with Chef

Sandy Lane Spa Sharon CodnerHealth & Wellness Tourism using EarthMother Botanicals (locally made)

Valenza Kellman Valenza Kellman Indigenous Art & Craft - skins

Almond Resorts Monty CumberbatchCulinary tourism - Almond also has a special project

Atlantis Hotel & Restaurant Mr. WilliamsCulinary tourism - their theme is ABC (All Bajan Cuisine)

Edgewater Hotel Marjorie Riley, Anthony MaughnCulinary tourism - focus on use of local 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

Roots & Grasses Ireka JalaniIndigenous Art & Craft - show how she 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

Forever Flowers June FieldingUse of local flora in hospitality industry

Culinary Alliance of Barbados Ralph YorkCulinary Association with mixed membership

Dominica Name of Organisation Contact Name Background Information

Jungle Treking Adventure & Safaris Ms. Daria Eugene

Agro-heritage tour on a nineteenth century sugar cane plantation

Three Rivers Eco Lodge Jem Winston

Agro-Eco Lodging with a Visit to an organic herb farm, discovering traditional herbal medicines & remedies

Giraudel Flower Growers Group Elizabeth Alfred

Floriculture - propagates and protects delicate flowers and endangered plant species. Offers a garden tour

Rainforest Mushrooms Matthew,Christine LukeFarm & agro-eco site;herbal medicines, vegetarian restaurant

Kalinago Barana Aute Kevin DanglebenAgro-heritage village which depicts contemporary aspects of Carib life

Roots Farm Karen & RoyAgro-trade;exotic and common fruits and vegetables:organic farming

Eggleston Heritage Project Shirley Alexander Community tourism project

Old Market Plaza Vendors Indigenous art & crafts

Roseau Market VendorsAgro-trade;exotic and common fruits and vegetables

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Jamaica

Name of Organisation Contact Name Background Information

Walkers Wood Caribbean Foods Denyse Perkins

Agro-processing plant that offers an on site tour: seasonings, herbs etc.

Twickenham Park Bammy Plant Mrs. Shouter

Culinary/agro-trade;Bammy is a staple in the Jamaican diet, made from the cassava root traceable to Arawak Indians

Jamaica Business Development Co. Ms. Valerie Veira

Responsible for small and medium enterprise development, donor project design and management

UWI MonaDr. Sylvia Mitchell & Prof. Clayton

Bio-tech Dept at UWI responsible for research on medicinal plants

St. Kitts & Nevis

Name of Organisation Contact Name Background Information

The Craft House Vendors

Indigenous art & craft from dried coconut shells, sea shells, wood, metal and stones

Herb's Nature Tours Michael HerbertHerbalist 'bush doctor' conducts village walks and rainforest hikes

St. Kitts Scenic Railway Barbara WhitmanAgro-heritage tour featuring plantations

Marshall's Verrall MarshallCulinary tourism;chef uses local ingredients and an ever changing menu

Ottley's Plantation Mr./Mrs.Ottley

Agro-eco/heritage: plantation turned guesthouse with onsite vegetable garden & Restaurant

Rawlins Plantation Paul/Clare Rawson

Agro-eco/heritage: plantation turned guesthouse with onsite vegetable garden & Restaurant

St. Kitts & Nevis Aquaculture Pilot Project Dr. Barrington Brown

Agro-trade;growing tilapia in Atlantic seawater in St. Kitts

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Trinidad & Tobago Name of Organisation Contact Name Background Information

La Vega Estate Mr. Bertram Manhin

Agro-eco/agro-trade; floriculture,gardens and greenhouses, picnic area, fishing, canoeing

Ajoupa Pottery Rory and Bunty O'Connor

Indigenous ceramics, tea is served in the garden.Surrounding community Chase Village offers variety clay craft

Waterville Estate O'Farrell

Farm based/agro-eco;Coconut and cashuma, nutmeg and cocoa, small eco-lodge

Veni Mange Allyson and RosesCulinary tourism; local and West Indian restaurant, int'l acclaim

Asa Wright Nature Centre Denise Etienne

Agro-eco;small organic orchards, vegetable and herbgarden. 24-room lodge and restaurant

Carib Community Centre Ricardo HernandezAgro-heritage: sample farine, cassava bake,experience Amerindian culture

Agro-tourism Centre (Toco Foundation) Linda/Caroline

Community based;revitalizing agriculture in Toco, provides accommodation for persons visiting the coast

Paria Springs Eco Community Courtenay Rooks

Community based; former cocoa farming village promoting ecotourism

Adventure Eco Villas Mr. Ian Mc Kay

Adventure Farm and Nature Reserve;get involved in agriculture andpick fruits on plantation

Kariwak Village Holistic Haven and Hotel Mr. & Mrs. Clovis Health & Wellness/Herbal garden

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