There are several factors for successful Agritourism Route tourism development including: cooperation networks, product development, infrastructure development; community participation, micro-enterprise development and innovation; information and promotion. The standards below are based on the Italian Agritourism model which has been the most successful internationally.
- The benefits remain the same, but ASA communicates with one liaison person and one Agritourism Route per region i.e. we do not deal with individual farmers who have signed up to the Agritourism Route. The Agritourism Route Farmers must communicate with this one Liaison person who they have appointed.
- ASA cannot write on every farm, just the Agritourism Route. This applies to the video footage and Social Media as well.
- ASA cannot personally visit every farm because of time limitations.
- The farms that belong to the Agritourism Route must agree to the Code of Conduct.
- The Agritourism signage must have the Agritourism logo on and it is for the Farmer’s account.
- The Agritourism Route needs to include working farms that offer an authentic product/activity/experience.
- The Agritourism Route does have access to the Agritourism logo providing that the Code of Conduct is signed by the Responsible Liaison person. The Logo must be removed, if the Agritourism Route Membership is not renewed, to protect the Agritourism Brand.
- Agritourism South Africa promotes sustainable Rural Development by creating an environment in which Farmers and Rural Communities can initiate, coordinate and implement Agritourism campaigns.
How to develop a route in your Agritourism region
Rural Route Development is one of the most effective ways of ensuring sustainability in tourism. The concept of Agritourism routes refers to an “initiative to bring together a variety of activities and attractions under a unified theme”. Agritourism Routes is a market-driven approach for tourism destination development.
Agritourism Routes appeal to special interest tourists, who often, not only stay longer but also spend more to pursue their particular area of interest.Steps to successful Agritourism Route development
- Do an audit of attractions/activities that you want to include in the region.
- Develop standards so potential Agritourism Route members understand what they are committed too.
- Identify Unique Selling Experiences/Activities/Products of the Agritourism region.
- Do an Agritourism Business Plan, which must include a Strategic Marketing Plan and Budget.
- Decide on a Plan of Action with regards to signing up Agritourism Route Members.
- Start small and do research on the Target Markets that can be classified as Special Interest visitors.
- Develop an Agritourism Brand Identity for the Route.
- Re-evaluate your Agritourism Route Plan every six months.