NEW OPPORTUNITIES IN THE AGRITOURISM SECTOR IN THE PACIFIC In the context of the 1st Pacific Week of Agriculture (#PWA2017) Port-Vila, Vanuatu, 18th October, 14h00-17h30 Melanesian Hotel, Room The Melanesian, Port Vila, Vanuatu Organised by the Government of Vanuatu , PIPSO, SPTO, IFAD and CTA Since 2014, CTA, PIPSO and key partners in the Pacific region have been highlighting the potential of tourism markets for local farmers and other value chain actors. A special focus is put into strengthening agritourism at the 1st Pacific Week of Agriculture organised by Vanuatu on 16-20th October 2017. In this context, PIPSO, SPTO, CTA, IFAD and other partners will organise: A focused agritourism workshop to share lessons learned and take stock on progress made in serving tourism markets in selected countries to be held on 18th October (14:00-17:30). A chefs training session. As part of joint SPTO/PIPSO/CTA efforts to promote food tourism in the Pacific region, support Pacific cuisine branding and enhance local chef’s skills in sourcing locally, we will also organise a two day chefs training on 19-20th October 2017.

1. SOUTH PACIFIC
TOURISM
ORGANISATION
Christopher Cocker
Chief Executive Officer
New Opportunities in the Agri-Tourism
Sector in the Pacific
Pacific Week of Agriculture
18 October 2017, Port Vila, Vanuatu
Promoting Food Tourism and
Strengthening Chefs’ Skills Across the
Pacific

2. Welcome to the Pacific
“OURS IS YOURS to Travel, Enjoy, Respect”

3. PRESENTATION OVERVIEW
• About SPTO
• Global Tourism Trends – UNWTO
• Regional Tourism Update
• Pacific Agri-Tourism
• Highlights of Tourist Experiences
• Food Tourism
• SPTO Culinary Initiatives
• Way Forward

4. 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
• Only CROP agency with Private Sector Members
• 17 PI governments + China (donor partner only & not a beneficiary)

5. SPTO MEMBER COUNTRIES

6. GLOBAL TRENDS
IN TOURISM-
UNWTO

7. Europe 620 Million
(50%)
Asia
Pacific
303 Million
(25%)
Americas 201 Million
(16%)
Africa 58 Million
(5%)
Middle
East
54 Million
(4%)

10. TOURISM IN
THE PACIFIC

11. PACIFIC ISLANDS - A Snapshot
 Total arrivals to the Pacific grew from 1.6
mn (2011) - 2 mn (2016)
 Approx. 0.16% destination share of Global
arrivals
 4.3% Av annual regional growth over last six
years (2011-2016).
 54% visitor traffic from Aust (33%) and NZ
(21%)
 49% from Other Markets – Europe USA
Japan, China
 Est contribution - 3.3 US$bn
 Est over 61,400 direct employment (SPTO
HRD Plan Employment est 2013)

12. ANNUAL VISITOR ARRIVALS BY DESTINATION
2011-2016
Destination 2011 2012 2013 2014 2015 2016
Fiji 675,050 660,590 657,706 692,630 754,835 792,320
PNG 165,059 175,203 182,188 191,442 198,685 155,789
French Polynesia 162,776 168,978 164,393 180,602 183,831 192,495
Palau 109,057 118,754 105,066 140,784 161,931 138,416
Samoa 127,420 134,687 124,673 130,653 139,043 144,883
Cook Islands 113,114 122,384 121,115 121,458 125,132 146,341
New Caledonia 111,875 112,204 107,753 107,187 113,951 120,255
Vanuatu 93,960 108,161 110,109 108,811 89,952 92,815
Timor Leste 36,209 34,902 44,146 48,986 61,037 71,680
Tonga 39,437 48,926 48,188 50,436 53,752 59,130
FSM 35,378 38,263 42,109 35,440 30,240 24,125
Solomon Islands 22,941 23,925 24,431 20,070 21,623 21,976
American
Samoa 22,562 22,580 20,846 21,603 20,335 20,078
Niue 6,094 5,047 7,047 7,408 8,281 8419
Marshall Islands 4,559 4,590 4,333 4,776 4,756 5810
Kiribati 5,264 4,907 5,868 4,353 5018
Tuvalu 1,201 1,019 1,302 1,416 2,402 2267
Total 1,731,956 1,785,120 1,771,273 1,863,702 1,974,139 2,001,817
40%
45%
15%

13. • Forecasted economic contribution is 4.4
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)
FUTURE-POSITIVE
FORECASTS FOR THE
PACIFIC

14. PACIFIC AGRI
TOURISM

15. BACKGROUND ON AGRI TOURISM
• Agriculture and Tourism are key economic sectors in most of SIDS and
promoting linkages between the two leads to employment creation, higher
incomes for value chain actors and revenues for Governments (reduced
foreign exchange expenditure on imported food)
• Travel & Tourism are growing at a faster rate than the wider economy
and other significant sectors such as the automotive, financial services and
health care.
• Need to build the technical capacity of farmers to meet food safety and
quality standards as well as well as consistency of supply for those
markets.
• Product development and branding for key quality products is also
needed in a very competitive market.
• Incorporating more local cuisines and innovative cooking in food and
beverage preparation (education and training)

16. FOOD
TOURISM
A NICHE IN
EXPANSION

17. 3 BASIC NEEDS OF A TOURISTS
17
•ACCESSS- A tourist needs to get to
the destination
•ACCOMMODATION- A tourist
needs a place to stay- clean
•FOOD- A tourist needs food to eat

18. Food Tourism: A Niche In Expansion
18
• Food expresses local culture & heritage and connects tourists with
a destination’s landscape and unique way of life
• Food consumption is integral to tourism & can have significant
economic effects in the supply chain
• Dining is consistently ranked in the top three favourite tourist
activities
• Approximately 25% - 35% of tourist expenditure is on food
• Culinary, gastronomic & food tourists considered high yield
• Travellers today are more experienced, have more leisure time and
disposable income
• Looking for escape and new learning experiences
• Cuisine of a destination extremely important to quality of holiday
experience
• Tourists seek authentic, quality experiences based on local food and
cultural heritage

19. HIGHLIGHTS OF
TOURISTS’
EXPERIENCES IN
THE PACIFIC- SPTO
AIR VISITOR
SURVEYS 2014-2015

20. TOP TOURIST EXPERIENCES REPORTED

21. TOURIST REPORTED WORST EXPERIENCES AND
DISAPPOINTMENTS

22. SPTO’S
CULINARY
INITIATIVES
2014-2015

23. CULINARY WORKSHOPS UNDER EU PROJECT
• The overall objective of this project was to enhance the sustainability of the
country’s tourism sector through greater use of local produce and less reliance on
foreign imports.
• SPTO conducted 3 regional and 4 in-country Culinary Training Workshops.
o 2 regional workshops in Fiji (11 PIC’s was represented -Cooks Is, Samoa, Niue,
Tonga, Solomon Is, Kiribati, Vanuatu, Fiji, PNG, Palau and Tuvalu).
o 1 regional workshop in Samoa (Samoa, Tonga, Vanuatu, American Samoa, Solomon
Islands)
o 2 in country workshops in Samoa (Upolu & Savaii)
o 1 in country workshop in Tonga
o 1 in country workshop in Solomon Islands
• A total of 162 chefs were trained through the culinary workshop delivered by SPTO

24. • Encouraged linkages between agriculture and tourism ( the Samoa workshop has been used by
SPC-PAPP as a pilot project in preparation for an Agritourism event they staged in 2015)
• Enhanced skills and knowledge of cookery students, qualified Cookery Trainers and existing
Chefs in the region
• Encouraged and inspired the Chefs in the region to use local food resources in producing SME
hotel/resort food menus as well as link with local farmers
• Enhanced the innovation & creativity of Pacific cuisine
• Developed a network of Pacific Culinary Contacts to share ideas and recipes etc
• Developed strategic partnerships, opportunities and funding resources amongst developing
partners (such as SPTO, PIPSO, CTA, SPC-PAPP) that will strengthen the link between tourism and
the agriculture sector.
• Produced culinary training manuals and DVDs
POSITIVE RESULTS OF THE CULINARY WORKSHOPS

25. • The need for a Pacific Agri-Tourism and Seafood strategy for the Pacific and embedded within is a
clear Pacific Chefs Development Strategy
• The need for the agriculture sector to provide professional, consistent and quality produce to the
Tourism Industry
• The need for the subsistence farmers to establish cooperatives to market their supplies and link with
the tourism industry
• The need to provide consistent culinary capacity building throughout the year within our member
countries
• The need for Pacific Islands to establish Culinary Associations and a pool of in-country qualified
trainers
• The need for regular dialogue and strategic partnerships between partners/donors to pool resources
and avoid duplication
LESSONS LEARNT - THE CULINARY
WORKSHOPS

26. 26
WAY FORWARD

27. • Pacific Chefs Development Strategy- Chefs in the region
to become innovative and to use local produce and seafood
in their cuisine to promote culture!
• Delicious Pacific Brand (Product Differentiation)-
Branding the Pacific as a Quality Food Destination and the
USPs of each Pacific destination- Food Cuisine!
PRIORITIES TO PROMOTE FOOD TOURISM

28. CHEFS
DEVELOPMENT
STRATEGY

29. • Set up of Culinary Associations in the SPTO member countries and a Regional
Culinary Association
• Institutional strengthening and capacity building of the above Culinary
Associations
• SPTO to work closely with NTOs and Culinary Associations in conducting
training activities based on the different levels of chef’s needs in the region:
• Expat Chefs working in the Pacific- changing their mindset not to depend on
imports and use more local resources
• Established Chefs- seeking overseas attachments and letting them attend
overseas culinary events to gain international exposure & experience
• Culinary Association Chefs
• Chefs who represent MSMEs and do not to belong to Culinary Associations.
These MSMEs need basic cooking skills
• Young Chefs
PROPOSED CHEFS DEVELOPMENT STRATEGY

30. • Each country to develop and market their Unique Selling Proposition in terms of
food tourism
• Working closely with the media to increase awareness of Pacific Cuisine in the
overseas markets and by staging regional food festivals, local cuisine culinary
associations etc .
• Develop Pacific Quality Standards (related to food hygiene & safety) that can be
adopted by PIC for the entire agri-tourism value food chain.
• Build regional and international collaboration with other agri-tourism &
seafood partners to share information, network and complement PIC’s agri
tourism & seafood activities
PROPOSED CHEFS DEVELOPMENT STRATEGY cont’d

31. • Develop strong links and networks with the farmers and seafood suppliers to
consistently supply quality produce and seafood
• SPTO, NTOs and Culinary Associations to work together to be committed not to
use imports but develop as well as promote the region as a quality food
destination brand
• Knowledge sharing across ACP i.e build regional and international collaboration to
share best practices
PROPOSED CHEFS DEVELOPMENT STRATEGY cont’d

32. DELICIOUS PACIFIC:
A QUALITY FOOD
DESTINATION

33. • Pacific tourism needs to maintain a higher competitive performance against other regions
• Agri-business is a potential ‘niche’ product and ‘money maker’ for the tourism industry
• Crucial for all players in the value chain to realise the importance of building sustainable farm-
to-table relationships
• Pacific destinations need to have the confidence and pride themselves on selling/serving
quality, local food to the Tourist.
IMPORTANT FACTORS TO CONSIDER BRANDING THE
PACIFIC AS A QUALITY FOOD DESTINATION

34. • Complimenting ‘sand, sea, and sun’ with ‘high quality locally grown food/local
cuisine’
• Capacity building of Owners and Chefs in the region to become innovative and to use
local cuisine to promote culture
• Quality standards related to food & beverage needs to be developed for the Pacific
before branding the region as a Quality Food Destination!
IMPORTANT FACTORS TO CONSIDER BRANDING THE
REGION AS QUALITY FOOD DESTINATION

35. THANK YOU FOR
YOUR
ATTENTION