Agricultural Tourism

Agricultural TourismAgricultural Tourism

Agriculture for Tomorrow ConferenceAgriculture for Tomorrow ConferencePresented byPresented by

Michelle WalkMichelle WalkMSU ExtensionMSU ExtensionMarch 16, 2007March 16, 2007


What is Agricultural TourismWhat is Agricultural Tourism

Why Agricultural TourismWhy Agricultural Tourism

ConsiderationsConsiderations

Success StoriesSuccess Stories

Definition: TourismDefinition: Tourism

A collection of activities, services and industries A collection of activities, services and industries that delivers a that delivers a travel experiencetravel experience, including , including transportation, accommodations, eating and transportation, accommodations, eating and drinking establishments, retail shops, entertainment drinking establishments, retail shops, entertainment businesses, activity facilities, and other hospitality businesses, activity facilities, and other hospitality services provided for individuals and groups services provided for individuals and groups traveling away from home.traveling away from home.

Definition: AgritourismDefinition: Agritourism

Agritourism is a business Agritourism is a business conducted by a farmer or rancher conducted by a farmer or rancher for the enjoyment or education of for the enjoyment or education of the public to promote the products the public to promote the products of the farm and generate of the farm and generate additional farm income.additional farm income.

D. Hilchey, 1993D. Hilchey, 1993

Definition: Agricultural TourismDefinition: Agricultural Tourism

Activities that include visiting a Activities that include visiting a working farm or any working farm or any agricultural, horticultural or agricultural, horticultural or agribusiness operations to enjoy, agribusiness operations to enjoy, be educated or be involved in be educated or be involved in what is happening on the locale.what is happening on the locale.

AgMRCAgMRC


Sleigh RidesSleigh Rides Hay RidesHay Rides Pumpkin PatchPumpkin Patch Christmas Tree FarmsChristmas Tree Farms Farm MarketFarm Market Bed and BreakfastBed and Breakfast FestivalsFestivals

ToursTours County FairsCounty Fairs WineriesWineries Pick Your OwnPick Your Own Hands On ChoresHands On Chores Petting ZooPetting Zoo


EntertainmentEntertainment Special EventsSpecial Events Educational ProgramsEducational Programs Authentic ExperienceAuthentic Experience

Why Agricultural TourismWhy Agricultural Tourism

Additional IncomeAdditional Income DiversificationDiversification EducationEducation PreservationPreservation Increase Community Economic Increase Community Economic

ActivityActivity

Tourism TrendsTourism Trends

Agriculture and Tourism are MichiganAgriculture and Tourism are Michigan ’’s 2s 2ndnd and 3and 3rdrd leading industries leading industries

Nature Tourism, Cultural Tourism, Eco-Nature Tourism, Cultural Tourism, Eco-Tourism, Agricultural Tourism growing in Tourism, Agricultural Tourism growing in popularitypopularity

TravelerTraveler’’s are seeking an authentic experiences are seeking an authentic experience

Tourism is the worldTourism is the world’’s largest industry: approx. $6 trillion. s largest industry: approx. $6 trillion. (2005)(2005)

Tourism is the worldTourism is the world’’s largest employer: 221 million jobs s largest employer: 221 million jobs (2005) and expected to increase to 269 million jobs by 2015.(2005) and expected to increase to 269 million jobs by 2015.

The tourism industry enjoys steady growth most of the time. The tourism industry enjoys steady growth most of the time. The 10-year annual growth forecast for 2006-2015 is 4.6% per The 10-year annual growth forecast for 2006-2015 is 4.6% per annum: an outlook for strong, long-term growth.annum: an outlook for strong, long-term growth.

Source: World Travel & Tourism Council (WTTC)Source: World Travel & Tourism Council (WTTC)

Facts & FiguresFacts & Figures

MichiganMichigan’’ss tourism industry supports 150,500 jobs with tourism industry supports 150,500 jobs with $3.4 billion in payroll income. (2003) $3.4 billion in payroll income. (2003)

Michigan ranks 14Michigan ranks 14thth of the 50 states, with tourism of the 50 states, with tourism expenditures of $12.6 billion. (2003)expenditures of $12.6 billion. (2003)

Source: TIASource: TIA’’s report, s report, Impact of Travel & Tourism Impact of Travel & Tourism on the U.S. and State Economies, 2005 Editionon the U.S. and State Economies, 2005 Edition



Residents of Michigan annually spend nearly Residents of Michigan annually spend nearly $3 billion more on out-of-state trips than our $3 billion more on out-of-state trips than our industry captures from non-residents traveling industry captures from non-residents traveling in Michiganin Michigan


44% of Michigan44% of Michigan’’s travelers traveled within s travelers traveled within Michigan for their most recent pleasure trip. Michigan for their most recent pleasure trip.

Source: CARRS – Tourism, Resource Center, Michigan State UniversitySource: CARRS – Tourism, Resource Center, Michigan State University

Destination MarketingDestination Marketing

Tourism marketingTourism marketing (marketing a destination) is (marketing a destination) is much more than just selling a place to potential much more than just selling a place to potential visitors.visitors.

It includes the uniqueness It includes the uniqueness (positioning)(positioning) of what of what visitors come to see visitors come to see (the product)(the product), the relative cost , the relative cost of one place compared to another of one place compared to another (the price)(the price),, the the ‘‘distributiondistribution’’ (or accessibility of the place)(or accessibility of the place) to to potential target markets, and the variety of potential target markets, and the variety of methods used to inform and attract visitors methods used to inform and attract visitors (the promotional mix). (the promotional mix). [-The [-The marketing mixmarketing mix.].]

Expectations of TodayExpectations of Today’’s Travelers Traveler

Quality of lodgingQuality of lodging

Authenticity of experienceAuthenticity of experience

Looking for unique experiencesLooking for unique experiences

What does this mean for your What does this mean for your business?business?

Visual appearanceVisual appearance

Customer ServiceCustomer Service

Knowledge of staffKnowledge of staff


The protection of a communityThe protection of a community ’’s natural s natural environment and sustainable use of renewable environment and sustainable use of renewable resources is imperative in maintaining the resources is imperative in maintaining the quality of life for residents and ensuring that quality of life for residents and ensuring that future generations live in healthy productive future generations live in healthy productive surroundings. surroundings.

Preservation of agricultural land is important Preservation of agricultural land is important to the community.to the community.


ZoningZoning

Permits & LicensesPermits & Licenses

InsuranceInsurance

Tax IssuesTax Issues


ParkingParking

RestroomsRestrooms

ConcessionsConcessions

MarketingMarketing

P.A. 46 of 2005P.A. 46 of 2005

January 2007January 2007 Report of Report of

RecommendationsRecommendations Agricultural Tourism Local Agricultural Tourism Local

Zoning Guidebook and Zoning Guidebook and Model Zoning Ordinance Model Zoning Ordinance ProvisionsProvisions

www.michigan.gov/agtourism

Success StoriesSuccess Stories

Northern Lower PeninsulaNorthern Lower Peninsula Blackstar FarmsBlackstar Farms Just a Plain FarmJust a Plain Farm

Upper PeninsulaUpper Peninsula Centennial Cranberry Farm, ParadiseCentennial Cranberry Farm, Paradise Sault Ste. Marie FarmerSault Ste. Marie Farmer’’s Markets Market

Upper Michigan Cranberry Farm Featuring Fresh Cranberries, Cranberry Products, Cranberry Recipes, Cranberry Gifts, & More!

Welcome

to Michigan's Only Historic Cranberry Farm (Est. 1876)

Home

Harvest

History

Recipes

Articles

Gift Shop

Map

Contact Us

Overhead view of Centennial Cranberry Farm

2003: two vendors and 50-100 customers.2003: two vendors and 50-100 customers. 2004: Fifteen vendors with 100+ customers weekly.2004: Fifteen vendors with 100+ customers weekly. 2005: Thirty two registered vendors with 200 to 300 2005: Thirty two registered vendors with 200 to 300

customers that spent between $500 to $3,000 during our two customers that spent between $500 to $3,000 during our two hours on a Wednesday evening.hours on a Wednesday evening.

2006 Thirty nine registered vendors with 150 to 400 2006 Thirty nine registered vendors with 150 to 400 customers spending $500 to $4,500 during two hours on a customers spending $500 to $4,500 during two hours on a Wednesday evening.Wednesday evening.

Products include: produce, bread, USDA inspected meats, Products include: produce, bread, USDA inspected meats, poultry, eggs, herbs, fish, honey, maples syrup products, poultry, eggs, herbs, fish, honey, maples syrup products, herbs, frozen pasties, art, and music.herbs, frozen pasties, art, and music.

ResourcesResources

MSU Extension: MSU Extension: www.msue.msu.edu MI Farm Marketing & Agri-Tourism MI Farm Marketing & Agri-Tourism

Association: Association: www.mi-fmat.org Agricultural Marketing Resource Center Agricultural Marketing Resource Center

(AgMRC): (AgMRC): www.agmrc.org

For More InformationFor More Information

Michelle WalkMichelle WalkMSU ExtensionMSU Extension

Mackinac County Extension DirectorMackinac County Extension DirectorCommunity & Economic Development EducatorCommunity & Economic Development Educator

100 S. Marley Street100 S. Marley StreetSt. Ignace, Michigan 49781St. Ignace, Michigan 49781

(906) 643-7307(906) [email protected]

Agricultural Tourism

Documents

Transcript of Agricultural Tourism