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Christopher Cocker,
CEO
AGRI-TOURISM POLICY SETTING
WORKSHOP FOR COOK ISLANDS
25th-26th September 2018, Rarotonga, Cook Is...
“KIA ORANA – WELCOME”
“OUR ISLANDS ARE YOURS to Discover, Experience, Respect
 Our greatest assets in the Pacific are:
OUR LAND, OCEANS, PEOPLE and CULTURE
#BluePacific identity
 We lose these key a...
PRESENTATION OUTLINE
 Brief on South Pacific Tourism Organisation
 Global & Regional Tourism Trends and
Performance
 Ke...
ABOUT SPTO
• Intergovernmental body for tourism marketing and development in the
region.
• Vision: “Inspire Sustainable Gr...
SPTO MEMBER COUNTRIES
GLOBAL TOURISM
TRENDS and
PERFORMANCE
Europe 671 Million
(51%)
Asia
Pacific
324 Million
(24%)
Americas 207 Million
(16%)
Africa 62 Million
(5%)
Middle
East
58 M...
TOURISM PERFORMANCE
IN THE PACIFIC
THE PACIFIC - A SNAPSHOT
Source: NTOs, NSOs & SPTO
Notes:(F) Forecast
-1
0
1
2
3
4
5
6
0
500000
1000000
1500000
2000000
25...
38.7%
52.4%
8.9%
Source: NTOs, NSOs & SPTO. Data in red are SPTO estimates based on averages of the past four months.
ANNU...
Major Source Markets, % share, 2017PICs % Share, 2017
PICs & MAJOR SOURCE MARKETS % SHARE
2017
America
Samoa
0.9%Cook
Isla...
Visitor Arrivals to Cook Islands : 2011 - 2017
 Arrivals increasing significantly over the last
5 years (2013 -2017)
 To...
GROUP EXERCISE: DESCRIBE SUSTAINABILITY IN ONE WORD
2.1 million
1 million
POSITIVE FORECAST FOR PICs
(SPTO & WB)
• Forecasted economic contribution is 4.9 US$ bn by
2019 (SPTO)
• Double tourist ar...
KEY OPPORTUNITIES FOR THE
PACIFIC
TRAVELERS’ VALUES ARE CHANGING
• Booming economies of Asian countries- China outbound 700 mil in
2017
• Growing middle cla...
Evolving Mindsets
The Rise of the enlightened traveler
The Pacific is perfect for development of SUSTAINABLE
TOURISM (Niche tourism products for niche travelers)
Focused on need...
FOOD TOURISM
OPPORTUNITIES
WHAT IS FOOD TOURISM?
Food tourism is the pursuit of unique and memorable
eating and drinking experiences, both near and f...
OVERVIEW OF FOOD TOURISM
• Food tourism differs from Agritourism in that it is considered a subset of
cultural tourism (cu...
WHAT IS AGRITOURISM?
People have become more interested in how their food is produced.
They want to meet farmers and proce...
WHY IS
FOOD
IMPORTANT
IN TOURISM
GROWING POPULARITY OF FOOD IN TOURISM
• Food and beverages - 2nd highest category of expenditure
by visitors to PICs, foll...
HIGHLIGHTS OF TOURISTS’
EXPERIENCES
IN THE PACIFIC
SPTO AIR VISITOR SURVEYS
2014-2015
TOP TOURIST EXPERIENCES REPORTED
TOURIST REPORTED WORST EXPERIENCES
AND DISAPPOINTMENTS
WHAT IS THE FOOD
EXPERIENCE LIKE IN COOK
ISLANDS?
BUILDING FOOD
TOURISM
WHAT HAS BEEN
DONE TO
DEVELOP…
SPTO’S CULINARY INITIATIVES
2014-2018
DEVELOPMENT at REGIONAL LEVEL
• Objectives - to enhance the sustainability of the country’s
tourism sector through greater use of local produce and less...
• Developed strategic partnerships, opportunities and
funding resources amongst developing partners (such
as SPTO, PIPSO, ...
• Need for a Pacific Agri-Tourism and Seafood Strategy for the
Pacific encompassing a robust Pacific Chefs Development
Str...
• Consistent culinary capacity building for member
countries needed (SPTO, PIPSO…)
• Pacific Islands to establish national...
WHAT CAN BE
DONE TO
DEVELOP…
‘EMBRACE THE DREAM’
PACIFIC ISLANDS – QUALITY (ORGANIC, HEALTHY,
AUTHENTIC) & DIVERSE FOOD DESTINATION
• Agri-tourism and food tourism are potential ‘niche’
products and ‘money makers’ for the tourism industry
• Crucial for a...
• Complementing ‘sand, sea, and sun’ with
‘high quality, diverse, locally grown, organic,
healthy- food/fish/ local cuisin...
46
WAY FORWARD
• Regional Programme – Pursue opportunities to mobilize resources.
POETCOM, EDF11 Tourism focus to be on Food and Culture,...
METAKI MAATA
Cook Islands Agritourism Policy Setting Workshop 2018 - Tourism Opportunities for Development in Cook Islands
Cook Islands Agritourism Policy Setting Workshop 2018 - Tourism Opportunities for Development in Cook Islands
Cook Islands Agritourism Policy Setting Workshop 2018 - Tourism Opportunities for Development in Cook Islands
Cook Islands Agritourism Policy Setting Workshop 2018 - Tourism Opportunities for Development in Cook Islands
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Cook Islands Agritourism Policy Setting Workshop 2018 - Tourism Opportunities for Development in Cook Islands

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Cook Islands Agritourism Policy Setting Workshop 2018
Policy Setting for Improved Linkages Between Agriculture, Trade and Tourism: Strengthening the Local Agrifood sector and Promoting Healthy Food in Agritourism.
Workshop Programme Organised by the Government of Cook Islands
In collaboration with and Pacific Community, CTA, PIPSO and SPTO
Rarotonga, Cook Islands, 25-26th September 2018

Publié dans : Voyages
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Cook Islands Agritourism Policy Setting Workshop 2018 - Tourism Opportunities for Development in Cook Islands

  1. 1. Christopher Cocker, CEO AGRI-TOURISM POLICY SETTING WORKSHOP FOR COOK ISLANDS 25th-26th September 2018, Rarotonga, Cook Islands
  2. 2. “KIA ORANA – WELCOME” “OUR ISLANDS ARE YOURS to Discover, Experience, Respect
  3. 3.  Our greatest assets in the Pacific are: OUR LAND, OCEANS, PEOPLE and CULTURE #BluePacific identity  We lose these key assets, we do not have TOURISM  Our Competitive Advantage: Our diverse Culture differentiates us from the rest of the world.
  4. 4. PRESENTATION OUTLINE  Brief on South Pacific Tourism Organisation  Global & Regional Tourism Trends and Performance  Key Tourism Opportunities  Food Tourism Opportunities  Building Food Tourism  The Way Forward
  5. 5. ABOUT SPTO • Intergovernmental body for tourism marketing and development in the region. • Vision: “Inspire Sustainable Growth and Empower Pacific People” • Mandate: “Market and Develop Tourism in the South Pacific” • Partners/Strategic Alliances: CROP, PIPSO, PT&I network, Cruise Lines International Association (CLIA) Sustainable Travel International (STI), National Tourism Offices, CTA, NGOs etc. • One of the only CROP agencies with Private Sector Members • 17 PI governments + China (development partner) • Core areas of focus: Marketing, Research and Statistics and Sustainable Tourism Development
  6. 6. SPTO MEMBER COUNTRIES
  7. 7. GLOBAL TOURISM TRENDS and PERFORMANCE
  8. 8. Europe 671 Million (51%) Asia Pacific 324 Million (24%) Americas 207 Million (16%) Africa 62 Million (5%) Middle East 58 Million (4%) INTERNATIONAL TOURIST ARRIVALS 2017
  9. 9. TOURISM PERFORMANCE IN THE PACIFIC
  10. 10. THE PACIFIC - A SNAPSHOT Source: NTOs, NSOs & SPTO Notes:(F) Forecast -1 0 1 2 3 4 5 6 0 500000 1000000 1500000 2000000 2500000 2012 2013 2014 2015 2016 2017 2018F % TouristArrivals Arrivals Growth (%)  Pacific air arrivals have grown from 1.8 mn (2013) to 2.1 mn (2017) and 2018 (f) 2.2mn  Est an extra million are cruise visitors to the Pacific  Approx. 0.17% destination share of Global arrivals  3.8% Av annual regional growth over last five years (2013-2017).  47.8% visitor traffic from Aust (27.2%) and NZ (20.6%) – Jan-June 2018  52.2% from Other Markets – Europe, USA, Japan, China, Other Asia, PICs and Other Countries – Jan-June 2018  By purpose of visit: 1. Leisure dominates (Cooks, Fiji, Van) 2. Business (PNG) and 3. VFR (Samoa & Tonga)
  11. 11. 38.7% 52.4% 8.9% Source: NTOs, NSOs & SPTO. Data in red are SPTO estimates based on averages of the past four months. ANNUAL VISITOR ARRIVAL BY DESTINATION: 2013-2017 Destination 2013 2014 2015 2016 2017 (R) Fiji 657706 692630 754835 792320 842884 French Polynesia 164393 180602 183831 192495 198956 Cook Islands 121158 121458 125132 146473 161362 Samoa 124673 131719 136104 145176 155098 Palau 105066 140784 161931 138416 122726 PNG 184321 191442 198685 197632 142943 New Caledonia 107753 107187 114072 115676 120697 Vanuatu 110109 108811 89952 95117 109063 Timor Leste 44146 48986 61037 71680 119432 Tonga 48188 50436 53731 59130 62136 FSM 42109 35440 30240 29485 30060 Solomon Islands 24431 20070 21623 23192 25700 American Samoa 20846 21603 20335 20050 19987 Niue 7047 7408 7707 8918 9805 Kiribati 5868 5111 4353 5018 5663 Nauru 3038 3002 Marshall Islands 4342 4876 6311 5332 5202 Tuvalu 1302 1416 2402 2465 2466 Total 1,773,458 1,869,979 1,972,281 2,051,613 2,137,182
  12. 12. Major Source Markets, % share, 2017PICs % Share, 2017 PICs & MAJOR SOURCE MARKETS % SHARE 2017 America Samoa 0.9%Cook Islands 7.5% FSM 1.4% Fiji 39.4% French Polynesia 9.3% Kiribati 0.3% Marshall Islands 0.3% Nauru 0.1% New Caledonia 5.6% Niue 0.5% Palau 5.7% PNG 6.7% Samoa 7.3% Solomon Islands 1.2% Timor Leste 5.5% Tonga 2.9% Tuvalu 0.1% Vanuatu 5.1% Australia 29.6% New Zealand 21.0% USA 10.0%UK 1.6% Europe 8.8% China 6.7% Japan 3.7% Other Asia 8.5% Pacific Islands 7.5% Other Countries 2.5%
  13. 13. Visitor Arrivals to Cook Islands : 2011 - 2017  Arrivals increasing significantly over the last 5 years (2013 -2017)  Tourist arrivals rose to 161,362 in 2017 from 121,115 in 2013, @ average growth of 29.9%  Peaked growth of 17.1% achieved in 2016.  Following the decline in 2014, tourist arrivals growth surged to 11% in 2015 and remained stable through to 2017  Key source markets over the past 5 years continue to be held by NZ (66.3%), Australia (17.4%), Europe (5.4%) and USA(4.4%)  Key drivers of growth over the past 5 years have been influenced by markets of NZ, Australia, USA, Europe, China and Japan  2018 forecasts a total of 166,423 arrivals (3.1% growth) based on 2017 base year  2019 forecasts a total of 173,859 arrivals (assuming arrival growth at 4.5% )
  14. 14. GROUP EXERCISE: DESCRIBE SUSTAINABILITY IN ONE WORD 2.1 million 1 million
  15. 15. POSITIVE FORECAST FOR PICs (SPTO & WB) • Forecasted economic contribution is 4.9 US$ bn by 2019 (SPTO) • Double tourist arrivals by 2040 to 3 million (World Bank) • Annual growth rate of 3% per annum in tourist arrivals (World Bank) • Additional 127,600 jobs to the region by 2040 (World Bank)
  16. 16. KEY OPPORTUNITIES FOR THE PACIFIC
  17. 17. TRAVELERS’ VALUES ARE CHANGING • Booming economies of Asian countries- China outbound 700 mil in 2017 • Growing middle class with increased personal wealth and disposable income (India) • Aspirations and core values of travelers are changing – environmentally responsible, seeking culturally rich and off-the- beaten track experiences, desire to give back to communities. • Travelers want to immerse themselves in true authentic and unique experiences (Natural Beauty and Culture), with a “WOW” factor
  18. 18. Evolving Mindsets
  19. 19. The Rise of the enlightened traveler
  20. 20. The Pacific is perfect for development of SUSTAINABLE TOURISM (Niche tourism products for niche travelers) Focused on needs of the Enlightened Traveler (Not about #s (quantity) but on quality impact visitors (high yield, low impact) with best interests on long term sustainability of islands, people and culture at heart.  Niche Product identification  Niche Product Development  Niche Tourism product policy, standards, enforcements  Niche Product packaging + pricing  Marketing – distribution to specialist (niche) travel agents, travelers, tourists..  Niche product Marketing strategy + planning + execution + Brand
  21. 21. FOOD TOURISM OPPORTUNITIES
  22. 22. WHAT IS FOOD TOURISM? Food tourism is the pursuit of unique and memorable eating and drinking experiences, both near and far. Three key basic needs of a tourist is 1. How to get to a destination? 2. Where to stay? 3. What to eat? It is now considered a vital component of the tourism experience. Dining out is common among tourists and "food is believed to rank alongside climate, accommodation, and scenery” in importance to tourists Food tourism has four general types: Cooking class, Food tours, Wine, beer and food festivals, and Specialty dining experiences
  23. 23. OVERVIEW OF FOOD TOURISM • Food tourism differs from Agritourism in that it is considered a subset of cultural tourism (cuisine is a manifestation of culture) whereas agritourism is considered a subset of rural tourism. • But food tourism and agritourism are inextricably linked, as the seeds of cuisine can be found in agriculture. • The World Food Travel Association offers the following clarification and definition: We say "food tourism", but drinking beverages is an implied and associated activity…In addition to traveling across country/ island or the world to eat or drink, we can also be food travelers in our own regions, cities and neighborhoods/ islands. "Food Tourism" includes the food carts, local markets and street vendors as much as the locals-only (gastro)pubs, wineries, or one-of-a-kind restaurants.
  24. 24. WHAT IS AGRITOURISM? People have become more interested in how their food is produced. They want to meet farmers and processors and talk with them about what goes into food production. For many people who visit farms, the visit marks the first time they see the source of their food, be it a dairy cow, corn growing in a field, or an apple they can pick right off a tree. Agritourism or agrotourism, as it is defined most broadly, involves any agriculturally based operation or activity that brings visitors to a farm or ranch. Agritourism has different definitions in different parts of the world, and sometimes refers specifically to farm stays OR includes a wide variety of activities, such as buying produce direct from a farm stand/ market, touring a vineyard, picking fruit, feeding animals, or staying at a bed and breakfast (B&B) on a farm. Farmers and ranchers use this interest to develop traffic to their farm or ranch, and interest in the quality of their products, as well as awareness of their products.
  25. 25. WHY IS FOOD IMPORTANT IN TOURISM
  26. 26. GROWING POPULARITY OF FOOD IN TOURISM • Food and beverages - 2nd highest category of expenditure by visitors to PICs, following accommodation; approx. 25% - 35% of tourist expenditure is on food • TV broadcasting of cooking shows key in awareness and appreciation of ‘cuisine experiences’ • Globally, food tourism is a growing market segment; prompts focus on locally sourced produce, organic food(UNWTO 2012) • Growing appreciation for high-quality food with unique local ingredients and flavours (UNWTO 2012) • Integration of authentic local cuisine into tour packages attracts tourists with a higher daily expenditure rate
  27. 27. HIGHLIGHTS OF TOURISTS’ EXPERIENCES IN THE PACIFIC SPTO AIR VISITOR SURVEYS 2014-2015
  28. 28. TOP TOURIST EXPERIENCES REPORTED
  29. 29. TOURIST REPORTED WORST EXPERIENCES AND DISAPPOINTMENTS
  30. 30. WHAT IS THE FOOD EXPERIENCE LIKE IN COOK ISLANDS?
  31. 31. BUILDING FOOD TOURISM
  32. 32. WHAT HAS BEEN DONE TO DEVELOP…
  33. 33. SPTO’S CULINARY INITIATIVES 2014-2018 DEVELOPMENT at REGIONAL LEVEL
  34. 34. • Objectives - to enhance the sustainability of the country’s tourism sector through greater use of local produce and less reliance on foreign imports as well as linking tourism to the agriculture sector. • Conducted 3 regional (Fiji & Samoa) and 5 in-country Culinary Training Workshops • A total of more than 170 chefs trained • Developed a network of Pacific Culinary Contacts to share ideas and recipes etc. • Produced culinary training manuals and DVDs CULINARY WORKSHOPS UNDER EDF10 and ongoing
  35. 35. • Developed strategic partnerships, opportunities and funding resources amongst developing partners (such as SPTO, PIPSO, CTA, SPC-POETCOM) that will strengthen the link between tourism and the agriculture sector. • SPTO participated as a key partner at 7 agri-tourism workshops in the Pacific. Kiribati will be the 8th next month and followed by a regional workshop in Nov, Nadi. Supporting activities to SPTO culinary initiatives
  36. 36. • Need for a Pacific Agri-Tourism and Seafood Strategy for the Pacific encompassing a robust Pacific Chefs Development Strategy • Need for the Agriculture Sector to ensure consistency and quality produce to the tourism and hospitality industry • Subsistence farmers to establish cooperatives to market their supplies and link with the tourism industry LESSONS LEARNT
  37. 37. • Consistent culinary capacity building for member countries needed (SPTO, PIPSO…) • Pacific Islands to establish national Culinary Associations and a pool of in-country qualified trainers • Need countries to have agri tourism policies and action plans. • Regular dialogue and strategic partnerships between partners/donors to pool resources and avoid duplication (country and regional level) LESSONS LEARNT contd
  38. 38. WHAT CAN BE DONE TO DEVELOP…
  39. 39. ‘EMBRACE THE DREAM’ PACIFIC ISLANDS – QUALITY (ORGANIC, HEALTHY, AUTHENTIC) & DIVERSE FOOD DESTINATION
  40. 40. • Agri-tourism and food tourism are potential ‘niche’ products and ‘money makers’ for the tourism industry • Crucial for all players in the value chain to realise the importance of building sustainable farm-to-table relationships • Pacific Island destinations need to have the confidence and pride themselves on selling/serving quality, local & diverse food to visitors. DEVELOPING THE PACIFIC AS A QUALITY & DIVERSE FOOD DESTINATION
  41. 41. • Complementing ‘sand, sea, and sun’ with ‘high quality, diverse, locally grown, organic, healthy- food/fish/ local cuisine’ • Capacity building of Owners and Chefs in the region to become innovative and to use local produce and seafood in their cuisine to promote culture • Quality standards related to food & beverage needs to be developed for the Pacific before marketing the region as a Quality Food Destination
  42. 42. 46 WAY FORWARD
  43. 43. • Regional Programme – Pursue opportunities to mobilize resources. POETCOM, EDF11 Tourism focus to be on Food and Culture, Sustainable Tourism programme, Intra ACP EU • Pacific Chefs Development Strategy- Improve chefs’ innovation and strengthen links between chefs and farmers (decision makers) • Quality & Diverse Pacific Brand (Product Differentiation/ Development)- Branding the Pacific as a Quality & Diverse Food Destination and the USPs of each Pacific destination- Food Cuisine (aligned to Culture) • Sustainability monitoring programme (SPTO, STI and PICs) • Health Tourism collaboration with WHO (SPTO, WHO, NTOs, Min. Health) • Regional Synergies – Marketing Research, HRD, Planning, Cruise Shipping, Air Access, Product Development. PRIORITIES TO DEVELOP AND PROMOTE FOOD TOURISM & AGRITOURISM
  44. 44. METAKI MAATA

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