When CSIRO first released this research 6 years ago as part of their Agrifood paper, it catalysed a change in the way people think about agritourism. While some of us had been championing the sector’s potential for decades, the power of CSIROs research has had a profound influence on recognition of this embryonic sector. In short people started taking it seriously. Australian Regional Tourism Ltd (ART) ‘s great work in bringing our collective thoughts on the future of the sector together, it has created a launch pad for state tourism and regional tourism organisation to focus their efforts. What’s needed now is for agriculture to recognise that this is a significant opportunity for the sector to win the hearts and minds of their consumers through on farm experiences with real farmers, learning about how their food and fibre is produced sustainably, ethically and with Greta skill, knowledge and passion. National Farmers' Federation this is an important leadership opportunity for you. Meanwhile Queensland Farmers' Federation is leading the pack in their progressive thinking and activation of the sector with their Qld Agritourism Roadmap and the NSW Small Business Commissioner worked with NSW Department of Planning, Housing and Infrastructure to create Australia’s first fit for purpose Agritourism planning legislation. Tourism Tasmania has taken to Agritourism Like the proverbial duck to water, focusing significant time,effort and $$ (with Federal govt support) to build the quality and quantity of agritourism operators in that state. I personally believe COVID accelerated the growth of the sector so it would be interesting to see if CSIROs predicted 2030 target will be realises ahead of schedule. Getting this right is critical because while we love regional tourism, it needs to be managed in a way that does not undermine the primacy of agriculture. We must ensure that we clearly define what agritourism is and is NOT, so we can put in place enabling legislation and programs to support the right sort of agritourism, one that authentically connects agricultural products, people and their passion for what and how they farm with visitors on farm. Sharing these experiences with consumers helps connect the food system, educate the consumer and help farmers to become more resilient through innovation and diversification by creating new pathways to market.
Did you know... CSIRO analysis estimates the annual opportunity for agritourism in Australia will reach around $18.6 billion by 2030? With consumers increasingly valuing an immersive travel experience and a shift continuing towards self-drive holidays, the market for existing agritourism offerings across regional Australia is growing by the minute and there is much opportunity for farmers looking to diversify their business. Looking to diversify your farming business or existing agritourism offering? Whether it’s a new venture, an innovation or renewal, our Agritourism Business Development Program has helped hundreds of farmers learn about tourism, brand development and plan their agritourism venture in a way that compliments their core business of farming. We’d love to talk to you about your ideas! Get in touch at our website ➡ https://lnkd.in/gfQnmdX #RegionalityAUS #Regionality #RegionalAustralia #agritourism #australianfarming #humansofagriculture #csiro Rose Wright Andrea Armstrong Eleanor Pengilley
