Policy Setting for Improved Linkages Between Agriculture, Trade and Tourism: Strengthening the Local Agrifood sector and Promoting Healthy Food in Agritourism Workshop organised by the Government of Tuvalu In collaboration with and Pacific Community, CTA, PIPSO and SPTO. Funafuti, Tuvalu, 7 & 10 September 2018

1. BUILDING FOOD TOURISM
Alisi Lutu
Manager Marketing

2. PRESENTATION OUTLINE
 W h at i s F o o d To u ri sm v s A g r iTou r ism
 G rowi n g I m por tan ce of F o o d i n To u r ism
 W h at c a n b e d o n e t o d e v el op
 Wa y f o r ward

3. WHAT IS FOOD TOURISM??
Food tourism is the exploration of food as the purpose of
tourism.
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

4. OVERVIEW OF FOOD TOURISM
• Food tourism is the pursuit of unique and memorable eating and drinking
experiences, both near and far.
• 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
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.

5. 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.

6. WHY IS FOOD IMPORTANT IN TOURISM

7. 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 (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

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

9. TOP TOURIST EXPERIENCES REPORTED

10. TOURIST REPORTED WORST EXPERIENCES
AND DISAPPOINTMENTS

11. SNAPSHOT OF POSITIVE FOOD EXPERIENCES IN
THE PACIFIC

12. INSTAGRAM - HOLIDAY INN RESORT- VANUATU

13. • Sandy Beach Resort, Tonga
• “The food was very good and more of a variety than we
were expecting for being on an island, along with non-
seafood dishes for the one non-seafood eater between
the two of us. We really felt like we were at home away
from home. We look forward to when we can return.
Thank you Boris and staff for helping our vacation be so
memorable.”
Posted by islands2explore, California
Stayed July 2011
Source: Trip Advisor

14. Nadi Bay Resort Hotel's signature Restaurant Antoinette's
received the Excellence in Tourism Award 2013 for 'Fiji's Best
Quality and Value Restaurant. Famous for food and friendly
service, delicious European, Asian and Fijian inspired menu, in a
traditionally themed setting at affordable prices.

15. WHAT IS THE FOOD EXPERIENCE LIKE
IN TUVALU?

20. WHAT CAN BE DONE
TO DEVELOP…

21. ‘EMBRACE THE DREAM’
PACIFIC ISLANDS - A QUALITY FOOD DESTINATION

22. • Agri-tourism and food tourism are potential ‘niche’ products
‘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 Island destinations need to have the confidence and pride
themselves on selling/serving quality, local food to visitors.
DEVELOPING THE PACIFIC AS A QUALITY FOOD
DESTINATION

23. • Complementing ‘sand, sea, and sun’ with
‘high quality locally grown 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

24. SUSTAINABILITY APPROACH TO AGRI-
FISH-FOOD TOURISM

25. SUSTAINABLE SOURCING
• Vegetable and fruits
• Meat and protein

26. 26
WAY FORWARD

27. • Regional Programme – Pursue opportunities to mobilize resources.
EDF11 Tourism focus to be on Food and Culture, Sustainable Tourism
programme, Intra ACP EU
• Pacific Chefs Development Strategy- Improve chefs’ innovation
strengthen links between chefs and farmers (decision makers)
• Delicious Pacific Brand (Product Differentiation/ Development)-
Branding the Pacific as a Quality 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.
RIORITIES TO DEVELOP AND PROMOTE FOOD
TOURISM & AGRITOURISM

28. THANK YOU