Samoa Agritourism Policy Setting Worskhop 2016 Linking Agriculture and Tourism through Policy setting: Strengthening the local agrifood sector and promoting agritourism Workshop organised by the Government of Samoa and CTA in collaboration with PIPSO

1. 1Agri-Tourism Policy Setting Workshop

2. Trends in the tourism Industry and factorsTrends in the tourism Industry and factorsTrends in the tourism Industry and factorsTrends in the tourism Industry and factors
iiiinnnnfffflllluuuueeeennnncccciiiinnnngggg ttttoooouuuurrrriiiisssstttt cccchhhhooooiiiicccceeee ooooffff hhhhoooolllliiiiddddaaaayyyy ddddeeeessssttttiiiinnnnaaaattttiiiioooonnnn aaaannnnddddiiiinnnnfffflllluuuueeeennnncccciiiinnnngggg ttttoooouuuurrrriiiisssstttt cccchhhhooooiiiicccceeee ooooffff hhhhoooolllliiiiddddaaaayyyy ddddeeeessssttttiiiinnnnaaaattttiiiioooonnnn aaaannnndddd
the influence of food. Branding the country as athe influence of food. Branding the country as athe influence of food. Branding the country as athe influence of food. Branding the country as a
quality foodquality foodquality foodquality food destination.destination.destination.destination.
15 December 2016
Apia
2Agri-Tourism Policy Setting Workshop

3. Outline
•Tourism Industry Trends
•Factors Affecting Holiday Destination Choice
and the Influence of Food
•Psychographics
•Destination attributes
•Key trends
•The Influence of Food
•Branding as a food destination
3Agri-Tourism Policy Setting Workshop

4. TRends
•People's love for travel remains strong
•Positive growth trend – arrivals and earnings
•Shocks
•New Zealand and Australia are Samoa's top•New Zealand and Australia are Samoa's top
two markets;
•Direct flight connectivity, marketing spend and
the markets' growing interest.
4Agri-Tourism Policy Setting Workshop

5. trends
5Agri-Tourism Policy Setting Workshop

6. trends
•Digital Media
•OTAs vs Direct Bookings
•Mobile Technology
•Travel Planning
•Google•Google
•“In Destination” Has Arrived
•Travel like a Local
•The Rise of Artificial Intelligence and
Messaging
6Agri-Tourism Policy Setting Workshop

7. 7Agri-Tourism Policy Setting Workshop

8. Destination choice
and food
8Agri-Tourism Policy Setting Workshop

9. Destination choice and food
•Psychographics - personality, values, opinions,
attitudes, interests, and lifestyles.
•EXPLORATION
•PRICE SENSITIVITY
•CULTURAL INTEREST
•AUTHENTICITY•AUTHENTICITY
•PLANNER
•CONNECTIVITY
•ACTIVITY
•CULINARY INTEREST
•URBAN TRAVELERS
9Agri-Tourism Policy Setting Workshop

10. Destination attributes
•A new and emerging destination
•Lots to do outside the resort
•Accommodation right on the beach
•Eating options outside the resort
•Family, Couple & single friendly
•Welcoming / friendly service•Welcoming / friendly service
•Competitive price
•Natural unspoilt environment
•A little adventure
•Beaches to discover
•Sustainable tourism development
•Everyday culture around
10Agri-Tourism Policy Setting Workshop

11. The influence of food
•Food Tourism has grown significantly.
•Growing proportion of travellers are increasingly
interested in cuisines and cultures from around the
globe, and are planning trips which incorporate
culinary experiences.culinary experiences.
•Restaurants have broadened the brand identity of
some of the world's well-known destinations.
•Travel brands are now connecting immersive food
and beverage with other travel experiences.
11Agri-Tourism Policy Setting Workshop

12. The influence of food
•Food Tourism has grown significantly.
•Growing proportion of travellers are increasingly
interested in cuisines and cultures from around the
globe, and are planning trips which incorporate
culinary experiences.culinary experiences.
•Restaurants have broadened the brand identity of
some of the world's well-known destinations.
•Travel brands are now connecting immersive food
and beverage with other travel experiences.
12Agri-Tourism Policy Setting Workshop

13. 13Agri-Tourism Policy Setting Workshop

14. Beautiful samoa
•'Farm-to-Table' and Organics leader
•Women in Business, Ministry of Agriculture, Samoa
Tourism Authority, NZ Government Support.
•“Mea Kai, the Food and Flavours of the South
Pacific" with Kiwi Clebebrity Chef Robert OliverPacific" with Kiwi Clebebrity Chef Robert Oliver
•"Meaai Samoa: Recipes and Stories from the Heart
of Polynesia”
•Growing industry participation, growing emphasis
and appreciation for local food and beverages.
14Agri-Tourism Policy Setting Workshop

15. 15Agri-Tourism Policy Setting Workshop

16. Branding as a food destination
•More than restaurants;
•Tours of kitchens and places where food is made;
•Specialty food stores
•Demos/Workshops by local chefs and personalities;
•Organised and DIY tours;•Organised and DIY tours;
•Cooking classes or institutions;
•Food fairs, festivals, markets and other special
events at which the core focus is FOOD
16Agri-Tourism Policy Setting Workshop

17. Branding as a food destination
•Communications
•Digital media landscape;
•Distribution channels for accessible food tourism
products;
•Social media influencers and bloggers;•Social media influencers and bloggers;
•Traditional travel writers
17Agri-Tourism Policy Setting Workshop

18. 18Agri-Tourism Policy Setting Workshop