C-J Harel's Agritourism Workshop at North American Farmers' Direct Marketing Association Convention in Calgary (February 12-17,

September 22, 2006

How to Package and Market Irresistible Agritourism Experiences

The tourism industry may come across as an inaccessible domain at times, waiting to engulf entrepreneurs tempted by promises of prosperity. All the business of tourism is, really, is a great big network of buyers and suppliers of experiences that are packaged and marketed though a variety of constantly evolving channels.

On the ground are the tourism operators. They must cater to consumer expectations. Travelers are becoming more and more sophisticated, and it seems now that authenticity is one of the factors that will lure them when the right product comes along.

How does this tie into agriculture? The land from which agricultural producers derive their subsistence evokes a privileged relationship involving people, soils, plants, animals and a particular landscape. It attests to a connection between inhabitants and a territory, flavors, commodities, a body of knowledge, traditions, practices, rituals and a specific regional adaptation.

These can be tapped into to develop tourism products that are inspired by social, cultural and economic activities indigenous to host communities. The caveat is that planning is key.

Summary Workshop Itinerary

    9:30 am     The Rise of Experiential Tourism
    10:00 am    Travel Motivation Trends in Pictures and Numbers
    10:45 am    Break
    11:00 am    Packaging for a New World
    12:00 pm    Lunch
    1:00 pm    It’s all in the story
    2:00 pm    Break
    2:15 pm    Assembling the Lived Reportage
    3:00 pm    Break
    3:15 pm    Cracking challenges and leaping over Hurdles
    3:45 pm    Break
    4:00 pm    Creating Tourism Destinations: 12 Characteristics of Success


Details of the day

Prelude: The Rise Experiential Tourism

Through the work of European travel photojournalists on assignment in Canada and some of C-J Harel’s own surveys in North America, we will explore how authenticity of experience is emerging as one of the greatest assets agricultural producers and rural communities can tap into to develop and market new value-added tourism products.

Module #1: Travel Motivation Trends in Pictures and Numbers

We will look at some of the trends in consumer preferences outlined in recent studies commissioned in both Canada and the United States. We will gain a greater understanding of how factors like the popularity of the Internet are transforming the way tourism products are distributed around the globe, and what new value-added opportunities are manifesting themselves for direct marketers as a result. This is a look at the kind of experience farms and ranches need to provide their guests.

Module #2: Packaging for a New World

If you have ever booked a holiday or a flight online, you have likely made use of one of the increasing number of dynamic packaging services available on the internet. Hailed as the crowning achievement of self-service bookings and convenience, a closer look can be quite revealing in terms of what opportunities are left out and waiting to be grasped. In a world gravitating around brands and value, there is an insatiable appetite among consumers and event organizers for new destinations. Success hinges on innovative strategic partnerships. These may involve developing themed products and packages, as well as touring routes, loops, trails and self-guided tours. In this session, we will look at some examples of how destination management organizations, neighbours, communities and tourism businesses across market segments are successfully drawing visitors to new destinations.

Module 3 #: It’s all in the Story

For destinations to emerge and unify attractions effectively, they need to be rooted in a theme. This is where the story productions techniques used in journalism can be handy because of the creative process that is fostered through their use (the emphasis being on research and treatment). This session is the beginning of the hands-on portion of the workshop. You will become part of a production team in which you will carry out a collaborative inventory of your tourism resources though a consensus-based exercise that will take you through the hoops. This is something you can use back in your community to craft compelling experiences articulated though exclusive story angles inspired by the products, knowledge, culture and agricultural adaptations to your host territory.

Module #4: Assembling the Lived Reportage

Here is where we will actually “illustrate” the story, thereby creating tourism offerings in the form of events or festivals, packages, touring routes and itineraries. Working within the same teams as the session prior, we will flesh out our route or package, and formulate a delivery mechanism adapted to the environment in which we must operate. We will pay particular attention to the use of intelligence in identifying and targeting markets. We will keep in mind the potential for developing commissionable products and price points; and, we will examine the opportunities for integration within existing industry channels like provincial marketing organizations (PMOs), state tourism marketing organizations, Conventions and Visitors Bureaus (CVBs) and City Marketing Organizations (CMOs). One thing to remember is that your product can potentially help these organizations achieve their goals and objectives, so your efforts could very well be part of the solution for them as well.

Module #5: Cracking Challenges and Leaping over Hurdles

The road to prosperity is strewn with a few traps that can become a burden if they are not navigated with due care and attention. Here we will look at some of the pitfalls of tourism ventures from both the agricultural operator’s and the tour operator’s perspective. The workshop facilitator will throw in a few examples of how his company has developed a flexible approach to managing risk for his agricultural partners and his own organization. The bottom line is: it’s all about identifying the right partners. Tourism is about building relationships.

Module #6: Creating Tourism Destinations: 12 Characteristics of Success

Let’s sum it up! Here are a few simple benchmarks to keep in mind, not the least of which involves creating an evocative tourism image in the mind of your target audiences. We will discuss some ways to achieve this without having to sell the farm in the process, and we’ll share a few words of wisdom along the way.