The document presents an assessment of developments in the supply chain of the Philippine agri-tourism industry. It discusses objectives of assessing the supply chain, which includes providing baseline information on developments from input supply to production, processing, marketing and consumption. It also reviews the tourism situation in the Philippines and internationally, and analyzes arrivals, receipts and occupancy rates. It defines agri-tourism, discusses the industry in the Philippines, and assesses the supply chain components of input supply, production, processing and marketing in the local agri-tourism sector.

1. Development in the Supply Chain of the
Philippine Agri-tourism Industry:
An Assessment
Presented by
Elmer R. Esplana
elmer.esplana@gmail.com
Socio-economist & Interdisciplinary Researcher
National Secretariat Coordinator,
Price and Volume Watch, Bureau of Animal Industry
Department of Agriculture
Presented at the
1st International Agriculture and Tourism Expo,
World Trade Center, Pasay City
July 1, 2011

2. Objectives of the Presentation
• The main objective of the study is to document and
assess the developments in the Philippine agri-tourism
industry supply chain.
• Specifically, the study aims to: 1) provide a situation on
the tourism industry both in local and international
situation; 2) provide a baseline information on the
developments in the Philippine agri-tourism industry
from input supply, production, processing, marketing
and demand/consumption; 3) identify the best practices
along the supply chain approach; 4) provide the baseline
tourism competitiveness of agri-tourism with some
ASEAN countries; 5) suggest solutions for the gaps and
problems encountered by the industry along the supply
chain; and 5) recommend strategic directions for the
Philippine agri-tourism industry.

3. Figure 1. Conceptual Framework for the Agri-tourism Industry
Supply Chain and Development Assessment

4. Results of the Study
• Supply Chain -the core business process in any
organization that creates and delivers a
product or service, from concept through
development and manufacturing or
conversion, and into a market for
consumption. It is called as the “seed to shelf”
or “breed to plate” or “farm to spoon”
approach.

5. Mission of Supply Chain
• The mission of supply chain, as a management
approach, is the ability of individual
agribusiness firm/agri-tourism establishment
or an industry “to enhance the customer’s
experience through excellence in delivering
the right products, services, resources and
information seamlessly to the right place at
the right time.”

6. Industry Focus of Supply Chain Management
• The industry focus of supply chain
management includes activities such as 1)
integrated behavior, 2) mutual sharing of
information, 3) mutual sharing of risk and
rewards, 4) cooperation, 5) same goal and
same focus on serving customers, 6)
integration of processes, 7) partnership in
building and maintaining long-term
relationships among each industry
stakeholder.

7. Figure 2. Agri-tourism Industry Supply
Chain Framework
Input Supply Production Processing Marketing Consumption
Source: Esplana, Abao, Vasquez, 2007

8. World Tourism Situation
• In 2010, international tourism receipts
are estimated at $919 billion worldwide
higher than the $851 billion in 2009
(UNWTO, May 2011) .
• No. of tourist worldwide was recorded at
880 million in 2009.
• Top three international tourist
destinations in 2010 are France (79 M),
China (56 M) and United States (61 M).

9. No. of Arrivals and Receipts of the Tourism Industry and its
contribution to GDP
Percent
No. of Arrivals and Receipts from GR(2006-
2006 2007 2008 2009 2010 Change
Tourism Industry 2010)
2010/2009
Total Arrivals 2,843,345 6,080,591 3,139,422 3,017,099 3,520,471 (2.70) 16.68
Total Receipts (In $ Million) 3,465 4,622 2,429 2,236 2,490 (12.95) 11.36
Converted to PhP (In PhP Million) 177,803.01 213,275.75 108,029.78 106,516.33 112,323.90 (14.90) 5.45
GDP 6,031,164 6,648,619 7,409,371 7,678,917 8,513,037 8.69 10.86
% Share to GDP 2.95 3.21 1.46 1.39 1.32 (21.70) (4.88)
In general, during the last five years for the no. of arrivals and total
receipts of tourist industry in the Philippines, it has been in decreasing
trends.
The average contribution of the tourism industry in the last five years
was posted at two percent of the gross domestic product.

10. Visitors Arrivals by Country of Residence (Subcontinent) from
2006-2010 and Average Growth Rates
Vistor Arrivals by Percent
GR(2006-
Country of Residence 2006 2007 2008 2009 2010 Change
2010)
(Subcontinent) 2010/2009
Grand Total 2,843,335 3,091,993 3,139,422 3,017,099 3,520,471 4.11 16.68
Foreigners 2,696,970 2,911,254 2,939,999 2,819,178 3,292,026 3.73 16.77
ASEAN 202,886 235,615 254,077 255,586 298,176 8.89 16.66
East Asia 1,338,777 1,430,077 1,370,059 1,202,995 1,563,013 1.38 29.93
South Asia 31,975 37,596 43,662 46,960 50,914 12.22 8.42
Middle East 31,503 35,688 36,615 46,811 48,716 12.11 4.07
North America 648,929 671,744 681,922 682,696 707,705 1.91 3.66
Central America - - - -
South America 2,776 3,177 3,505 3,597 3,650 6.95 1.47
Western Europe 117,167 128,199 134,663 138,946 149,193 5.80 7.37
Northern Europe 106,088 124,684 136,260 138,950 150,178 8.37 8.08
Southern Europe 23,097 28,961 30,986 29,281 32,388 7.11 10.61
Eastern Europe 14,042 14,599 16,819 16,522 21,821 10.58 32.07
Eastern Mediterranean
- - - 6,141 7,411 n/a 20.68
Europe *
Oceania 149,276 163,403 174,583 185,014 203,211 7.69 9.84
Africa 2,246 3,090 3,317 3,082 3,584 9.77 16.29
Others and Unspecified
28,208 34,421 53,531 62,597 52,066 20.01 (16.82)
Residences
Overseas Filipinos ** 146,365 180,739 195,287 197,921 228,445 10.31 15.42
Source of Basic Data: DOT

11. No. of Foreign Tourists Arrivals in 2010 from country of residences (subcontinent)
7,411, 0% 3,584, 52,066, 2% ASEAN
0%
21,821, 1% East Asia
32,388, 1%
203,211, 6% 298,176, 9% South Asia
Middle East
150,178,
5%
North America
3,650, 0% 149,193, 5%
Central America
South America
Western Europe
Northern Europe
707,705, 21%
1,563,013, 47% Southern Europe
Eastern Europe
Eastern Mediterranean Europe*
Oceania
48,716, 1%
Africa
50,914, 2%
Others and Unspecified Residences
The biggest arrivals came from East Asia, North America and ASEAN

12. Source: DOT
South Korea is the country with the highest no. of tourist arrivals
(740,622 or 21%) or source of market, followed by United States
600,165 or 17%, Japan (12%), China (7%) and Australia (3%).

13. Comparative Foreign and Domestic Tourists from 2009 to 2010
2010 2009 Growth Rate
Destinations Foreign Domestic Total Foreign Domestic Total Foreign Domestic Total
Camarines Sur 310,063 1,569,109 1,879,172 206,937 1,022,092 1,229,029 49.83% 53.52% 52.90%
Metro Manila 1,111,152 576,680 1,687,832 879,577 516,168 1,395,745 26.33% 11.72% 20.93%
Cebu 528,145 784,790 1,312,935 484,341 749,361 1,233,702 9.04% 4.73% 6.42%
Boracay Island 230,459 377,078 607,537 163,820 343,076 506,896 40.68% 9.91% 19.85%
Davao City 46,084 462,668 508,752 55,090 614,774 669,864 -16.35% -24.74% -24.05%
Baguio City* 22,672 412,527 435,199 30,194 501,229 531,423 -24.91% -17.70% -18.11%
Bohol 79,584 170,561 250,145 73,660 167,010 240,670 8.04% 2.13% 3.94%
Zambales** 49,781 197,794 247,575 57,146 189,283 246,429 -12.89% 4.50% 0.47%
Cagayan Valley 10,793 218,968 229,761 10,709 214,904 225,613 0.78% 1.89% 1.84%
Puerto Princesa City** 24,440 189,378 213,818 18,328 178,418 196,746 33.35% 6.14% 8.68%
Camiguin Island 5,650 172,178 177,828 5,792 152,087 157,879 -2.45% 13.21% 12.64%
Negros Oriental 36,088 139,310 175,398 34,838 143,727 178,565 3.59% -3.07% -1.77%
Ilocos Norte 13,067 126,918 139,985 10,279 128,844 139,123 27.12% -1.49% 0.62%
TOTAL 2,467,978 5,397,959 7,865,937 2,030,711 4,920,973 6,951,684 21.53% 9.69% 13.15%
*January-August only
**partial report as of September 2010
Sources of Data: DOT Regional Offices/ Local Tourism Offices/ Accommodation Establishments
The top five tourists destinations in 2010 are: Metro
Manila with 21-percent growth, Camarines Sur, 53%;
Cebu, 6.42%; Boracay Island, 19.85%; and Davao City
(-24%).

14. Occupancy Rates and Length of Stay of Guests (in
nights) for the different type of accommodations in
Metro Manila by classified hotels
Type of Accomodations Occupancy Rates (%) Length of Stay of Guests (in nights)
De Luxe 64.58 2.63
First Class 60.34 2.47
Standard 67.35 2.39
Economy 64.63 1.98
Source : DOT
The Standard Room (67.35%) accommodations had the
highest occupancy rate while the De Luxe Room (2.63) had
highest length of stay for guests.

15. What is Agri-tourism?
• Agri-tourism is a form of niche tourism that is
considered a growth industry in many parts of the
world, including Australia, Canada, US, and the
Philippines (Wikipedia).
• It is sometimes called as “farm or rural tourism”
which is a fast expanding tourism product that
acts as a supplemental activity to the main activity
of farming. This is characterized by a link between
travel and products, services and experiences of
the agriculture and food systems.
(http://www.gov.nf.ca).

16. Agri-tourism Industry in the Philippines
• Agri-tourism concept in the Philippines involve activities
which maximizes the potential of income generation of
existing farms in the country through tourism related
activities.
• This on-farm diversification scheme aims to open
opportunities for livelihood, business and employment
generation, and education of non-farming public about farm
and farm products and the preservation of rural landscape.
• It is a tourism where the working environment forms part of
the tourist product.
• It likewise covers attractions, activities, services, and
amenities as well as cultural resources of the area. It is
intended to promote an appreciation of local culture,
heritage and traditions through personal contact with local
people (DOT, Philippine Agri-tourism Concept Paper, 1999)

17. Agri-tourism Industry in the Philippines
• It is considered as an emerging industry developed
as a niche market both of the agriculture and
tourism sectors.
• There are some agribusiness establishments that
offer agri-tourism products and services, as a
valued-added from their core business in the farms
to increase their profitability or competitiveness, as
a business entity.
• While some agri-tourism sites had intentionally
developed business models which basically made
tourism as their core business, but only few are
doing this at the moment, among the new entrant to
the industry, due to availability of enough capital
investment.

18. Input Supply
• Suppliers of business ideas, concept/business model.
• Suppliers of raw materials used as input to production
of agricultural products and the operation of the agri-
tourism establishment.
• Suppliers of kitchen equipments & technology.
• Providers of technical assistance (skills, knowledge,
desirable values) such as academicians, professionals,
consultants & experts in the different segments of the
agri-tourism business.
• The complexity of input supply in an agri-tourism
establishment is dependent on the business model
that a farmer-entrepreneur decided to develop.
• There are some industry players that are highly
integrated in operation from input supply to marketing,
e.g. Bohol Bee Farm and Ilog Maria Honeybee Farm.

19. Sourcing raw materials either in
internal or external suppliers
• In the input supply subsystem, it is observed that
among the agri-tourism sites, the purchasing of raw
materials requirement for their operations are
either supplied through their existing farm input
operation while some have been purchasing it
through their regular suppliers.
• Some of the players in the input supply subsystem
include: breeders and feeds supplier for livestock,
seeds and seedlings supplier, fertilizer and pesticide
supplier for crops, agricultural/processing
machinery suppliers, food and beverages suppliers
and other agricultural inputs. Most of the labor are
sourced from within the area where the farm is
located.

20. Production-Processing
• Creation of goods and services
• In agri-tourism business, the distribution of
production load in the operations of agri-tourism
sites include: 70% of production is goods while
30 % of production is services or vice versa
depending on the business model.

21. Production Activities of Agri-tourism Sites
• The production subsystem activities in agri-
tourism industry include: production of farm and
processed products, conduct or participate in
trade fairs, exhibit, farm direct marketing,
acceptance of farm tours and conduct of training.
Only few have farm stay or overnight
accommodation capability.
• Some have a regular farm tours organized by
them or by either their network tour guide
operators, travel agencies or travel association.
Others have other value-added products such as
consultancy services for their farm commodity
expertise.

22. Selected Agri-tourism Sites in the Philippines
Farm Category
Name of Establishments Location Farm Stay (with
Day Tour
overnight facility)
Gourmet Farm Silang, Cavite X
Sonya's Garden Alfonso, Cavite X X
Mindanao Baptist Rural Life Center Bansalan, Davao del Sur X X
Trappist Monastery Jordan, Guimaras X
Ilog Maria Honeybee Farm Silang, Cavite X
Bohol Bee Farm, Resort and Restaurant Panglao Island, Bohol X X
Del Monte Philippines Inc. Camp Philips Bukidnon X
Menzi Agricultural Development Camilag, Manolo Fortich, Bukidnon X
Tomato Farms NFC, Sarrat, Piddig, Ilocos Norte X
National Apiculture Research Training, Devt. Inst. DMMMSU-NARTDI, Bacnotan, La Union X X
Central Luzon State University Munoz Science City, Nueva Ecija X X
University of the Philippines Los Banos College, Laguna X X
Los Banos Horticulture Society RGC, Calamba City, Laguna X
Hacienda Macalauan Inc. Calauan, Laguna X
Pamora Farm Pidigan, Abra X
Costales Nature Farms Majayjay, Laguna X
Palawan Butterfly Garden Puerto Princesa, Palawan X
Juboken Farm and Enterprise Camalig, Albay X
Source: Farm Visits, Interviews/Websites

23. Farm Tour is the dominant Tourism Service and only
few have the capability for overnight stay
Among the selected agri-tourism sites, aside from the
farm tour, only few or 6 out of 17 have the
capability to handle an overnight stay for their
clients. Facilities for overnight stay include Sonya’s
Garden, Bohol Bee Farm, Mindanao Baptist Rural
Life Center, National Apiculture Research and
Development Institute, UPLB and CLSU.

24. Selected Agri-tourism Sites in the Philippines
and Mode of Reservation for Farm/Plant Tour
Availability of Mode of
Availability
Name of Establishments Website/Blogs online Reservation/Accessibility
of Website
reservation of Farm/Plant Tour
Gourmet Farm www.gourmet.com.ph Yes None call/telephone, email
Sonya's Garden www.sonyasgarden.com Yes None call/telephone, email
Mindanao Baptist Rural Life Center http://mozcom.com/~mbrlc/index.htm Yes None call/telephone, email
Trappist Monastery through blogs and profile account online No None call/telephone, email
Bohol Bee Farm, Resort and Restaurant www.boholbeefarm.com/www.boholbeefarm-panglao.com Yes Yes online reservation
Del Monte Philippines Inc. http://www.delmontepacific.com Yes None call/telephone, email
Menzi Agricultural Development through blogs and profile account online No none call/telephone, email
Tomato Farms www.nfc.gov.ph Yes None call/telephone, email
National Apiculture Research Training, Devt. Inst. http://nartdidmmmsu.multiply.com/ Yes None call/telephone, email
Central Luzon State University www.clsu.edu.ph Yes None call/telephone, email
University of the Philippines Los Banos www.uplb.edu.ph Yes None call/telephone, email
Los Banos Horticulture Society www.lbhs-ph.org Yes None call/telephone, email
Hacienda Macalauan Inc. www.hmi.net.ph Yes None call/telephone, email
Pamora Farm www.pamorafarm.com Yes None call/telephone, email
Costales Nature Farms www.costalesnaturefarms.com Yes None call/telephone, email
Palawan Butterfly Garden through blogs and profile account online none None call/telephone, email
Juboken Farm and Enterprise through blogs and profile account online none None call/telephone, email
Source: Websites/Internet

25. Agri-tourism Mode of Reservation
• When it comes to mode of reservation for farm
tour, phone calls (landline/mobile) and email
communications are the most widely used
means of communication tools.
• Among the identified 17 selected agri-tourism
sites, only Bohol Bee Farm and Ilog Maria
Honeybee Farm had the online reservation
facility/could purchase their product for sale
through an e-commerce facility.

26. Selected Agri-tourism
Establishments/
Players with Best
Practices

27. Bohol Bee Farm
• Bohol Bee Farm which is an organic bee farm with
hotel resort and restaurant. They have 17 products
from honey and honeybee by-products that are
currently offering to their clients. Some of these
products include: pure honey, honey spread, bee
pollen, honeyed salabat, bee propolis, honeyed
muffins. Bohol Bee Farm is promoting organic
farming.

28. Ilog Maria Honeybee Farm
• Ilog Maria Honeybee Farm is an integrated bee farm operator with a
website shopping cart as their main mode of purchasing their
product. Being an integrated operator in the honeybee industry, they
are the most number of processed products and by-product
produced from honey and bee products. Some of their products
include: honey, natural bee pollen pellets, raw propolis, fresh Royal
Jelly, scented beewax candles, beewax, propolis soap and shampoos,
honey cedar vinegar, bee venom, to name a few. Based on their
website there are two means of payment for Ilog Maria products
such as: 1) the usual way, by making a deposit to their account and
faxing the deposit slip to them; and 2) a newer way by GCash and
Smart money. As part of their value-added services, they host field
trips or conduct tours within the bee farm for a minimum of 50
people. Tour in Ilog Maria is designed for walking through along the
fresh cool air and walk around their garden. They have established
their own museum which they call “Museo sa Ilog Maria.” There are
other value-added services that they are doing that include bee
seminar, contract pollination services and bee project consultancy.

29. Mindanao Baptist Rural Life Center
• MBRLC is a private volunteer organization whose main objective is to help
all people, especially upland farmers. MBRLC has developed into a 19-ha
demonstration farm with seven satellite projects throughout
Mindanao. They are involved in local village development programs. Over
20,000 visitors come to the Center per year with about 2,000 of those being
one-week trainees per year. They are primarily promoting sustainable
development for the uplands utilizing agriculture, health care, literacy, and
community organizing, among others with tie-ups in over 12 Asian
countries. "People who come to the farm don't only see what we do but
also learn something.“ – Roy Alimoane, MBRLC, Director
• As to the commodities, they are into livestock and aquaculture production,
organic fertilizer, seed production, training and agricultural and
agroforestry technology promotion.
• Almost daily, group tour arrive to see their “Disneyland of sustainable
farming systems” which according to them, they have developed through
the years of experimentations and consultations.
• Most of their visitors, came from Asia such as Afghanistan, Bangladesh,
Bhutan, Brunei, Burma (Myanmar), Cambodia, China, East Timor, India,
Indonesia, Japan, Laos, Malaysia, Mongolia, Nepal, Pakistan, Papua New
Guinea, Singapore, South Korea, Sri Lanka, Taiwan, Thailand, and Vietnam.
There are also some who came from Australia and Zimbabwe.

30. Lao Integrated Farm, Inc.
• Lao Integrated Farm, Inc., located in Brgy.
Eman, Bansalan, Davao del Sur has an
integrated multi-commodities goat farm under
coconut trees, pig production, organic
fertilizer, fruits, vegetables and value-added
products. Around 700 people visit the farm
per month.

31. Best Practices among Educational
Institutions
• Some of the most popular agri-tourism sites in
the country include the Central Luzon State
University for integrated farming, University
of the Philippines Los Banos for their
excellence as an agricultural –educational
institution, nature and agroforestry farming
concept that they are promoting in their area,
and Don Mariano Marcos Memorial State
University for their apiculture and sericulture

32. Learnings from the best practices of
some agri-tourism players
• There should be a business model
• There should be an advocacy e.g. natural or organic
farming, nature/environment-friendly, wellness and
client-friendly.
• The importance of value-added products and services
• Integrated operation and diversification from the core
business
• Effective supply chain management
• Application of agribusiness management approach in
operation.

33. Tourism Competitiveness
among ASEAN countries

34. Rank in terms of Measures of Tourism Competitiveness for
Selected ASEAN Countries, 2007
Indices Philippines Singapore Malaysia Thailand Indonesia Vietnam
Policy rules & regulation 61 1 26 55 43 104
Environmental Regulation 83 6 20 39 81 84
Air Transporation Infrastructure 72 10 31 25 64 90
Ground transport infrastructure 91 3 15 28 89 85
Tourism Infrastructure 93 44 60 53 87 121
ICT Infrastructure 83 18 37 58 80 88
Price Competitiveness 7 26 2 4 1 10
Human Resources 93 2 34 75 62 81
National Tourism perception 83 47 26 35 57 51
National & cultural resources 95 79 101 77 58 84
Overall Index 86 8 31 43 60 87
Source: Travel and Tourism Competitiveness Report 2007, World Economic Forum,
as lifted from the Policy Advisory, Congressional Planning and Budget Department, HOR, 2008-03
Compared to other five ASEAN member countries, the Philippines
competitiveness is second to the last in terms of overall tourism
competitiveness index.

35. MARKETING
Marketing Agri-tourism Products
• In the Philippines, marketing of agri-tourism products is
lower than compared with ASEAN countries. Tourism
product in agricultural operation serves as a value-added
service.
• Among the five ASEAN countries, identified above, the
Philippines has a price competitiveness of 7, lower than
Singapore (26) and Vietnam (10) but higher than Malaysia
(2) , Indonesia (1) and Thailand (4).
• There are 17.18 million regional travellers recorded in 2009.
Of this total, 13.84 million or 81% are domestic travellers;
3.14 million (18%) are foreign travellers and only one
percent (202,940) are Overseas Filipino travellers.

36. Payment Terms
• Most of the payment of products/services in
the agri-tourism business are being paid on a
cash basis while those who have the credit
card facility accepts credit card payment.

37. Demand/Consumption of Agri-tourism
Products or Services
• The demand of agri-tourism products has a quality if it has
been repeatedly order by their customers who are satisfied
with their products/services.
• Consuming or patronizing agri-tourism product is the
process of using them in order to satisfy desires and real or
imagined needs which had to be either used up,
transformed, or deteriorated/consumed, in such a manner
as not to be either reusable or recognizable in their original
form.
• When it comes to the volume of tourists who visited the
country in 2010, the volume of Koreans who travelled in
the Philippines was recorded at 435,701. They are the
biggest foreign travellers in the country.

38. Demand/Consumption of Agri-tourism
Products or Services
• The second highest volume of tourists were
Americans at 309,493; Japanese ranked no. 3 at
291,385; Chinese ranked no. 4 at 164,728 and the
top 5 are Australians at 79,552.
• In terms of the type of occupation of people who
are visiting the Philippines, as of 2008 with a
total of 3.084 million, professional had the
highest volume which contributed 29% (903,880),
followed by students at 11 percent (348,697);
and those in the clerical/sales jobs ranked no. 3 at
162,617 tourists.

39. Support subsystem
• According to DOT, currently they are waiting for the release
of the new masterplan for the tourism industry which they
are preparing during this time.
• It is assumed that agri-tourism should also be given the
higher priority in terms of program implementation in the
next five or more years, particularly that the strengths of
the Philippines is basically both agriculture and tourism.
• It is also important to get the complementary support of
the Department of Agriculture by providing an agri-
tourism-related program in collaboration with the
DOT and other agencies supporting the tourism
development in the country which will help in improving
the industry’s performance in the succeeding 5 to 20 years.
It will also help to improve the tourism competitiveness of
the country, in general and the agri-tourism, in particular.
• It is observed that except in 2010, the volume of tourist
arrivals had been in the decreasing trends at an average of
three percent per year.

40. Projected Impact to Agri-tourism Industry with this 1st
IATE organized by Alinks Events International, Inc.
• Provide local employment .
• Support local and national development.
• Support the growth of both agriculture and tourism
sector.
• Create awareness and advocacy campaigns, learning
seminars, product exhibits and cultural performances
• Promote agri-tourism sites.
• Support the development and establishment of more
agri-tourism sites in the country and other Asian
countries, as well.
• Develop more economic activities among the
participating LGUs in different parts of the country,
particularly, the potential new local and foreign
investments.

41. Organization of an Agri-tourism
Association
• When it come to self-organization, there is a
need to organize an agri-tourism association
among our key stakeholders to unify the
support and advocacy of the industry for the
further improvement of the sector.
• The organization of the group will be important
in their participation to policy and program
monitoring of the different government
agencies, involved in the agri-tourism
development in the Philippines.

42. Conclusion
• There are some developments in the supply
chain of agri-tourism industry from input
supply, to production-processing, to marketing
and demand/consumption.
• The gaps in the each segment of the supply
chain could be improved by strengthening the
supply chain management of the agri-tourism
industry stakeholders.

43. Conclusion
• In terms of production of agri-tourism
products/services, the convergence effort of
DA and DOT through their program support
and improvement in the regulatory and
standards in the agri-tourism industry is a
must. Based on my interview with an DOT-
insider, there is no current clear registration
mechanism in accrediting/policing the agri-
tourism establishments.

44. Conclusion
• The best practices are demonstrated by selected successful
players such as Mindanao Baptist and Rural Life Center,
Bohol Bee Farm, Ilog Maria Honey Bee Farm, and Lao
Integrated Farm, Inc and the initially developed best
practices among some state colleges and universities in
promoting agri-tourism in their respective institutions.
• Some of notable best practices and characteristics/success
factors which could be learned from them include: a) a
doable business model, b) inclusion of value-added products
and services, c) effective supply chain management and d)
either integration or diversification from their core business,
e) application of agribusiness approach, and f) effective and
efficient use of resources in their respective company or agri-
tourism farm have contributed for the success of some
players.

45. Conclusion
• In terms of tourism competitiveness, it is also
important to note that priority support of the
government and the industry players should
fall within these areas: policy rules &
regulation on agri-tourism, air transportation
regulation and support programs, ground
transport infrastructure, agri-tourism
infrastructure, ICT infrastructure and national
& cultural resources, including the
participation of local and foreign investors to
further develop the agri-tourism industry in
the next 5 to 20 years.

46. Recommended Strategic Directions of
the Philippine Agri-tourism Industry
1. Extensive application of agribusiness management
approach and supply chain management in the agri-
tourism industry to improve the efficiency and
effectiveness of operation of each stakeholder.
2. Organizing and unifying the concerted advocacy work
of an industry association to get bigger bargaining
power to demand support from the government,
particularly the Department of Tourism and
Department of Agriculture and other departments
and agencies, LGUs, including policy makers.

47. Recommended Strategic Directions of
the Philippine Agri-tourism Industry
3. Conduct trainings that would help agri-tourism
players to improve their supply chain
management capabilities and capability in doing
competitive strategy.
4. Additional budgetary support from Philippine
government is needed to support the agri-
tourism industry in the country, so they can
further strengthen/or expand their services
being provided to the industry stakeholders.

48. Recommended Strategic Directions of
the Philippine Agri-tourism Industry
5. It is also important to develop a specific loan facility or scheme
that will support the agri-tourism industry agribusiness
stakeholders in improving their agri-tourism infrastructure
through the Food Supply Chain Program of the Department of
Agriculture which is currently lodged at the Landbank of the
Philippines, and
6. Develop and implement agri-tourism infrastructure, ICT
infrastructure, national & cultural resources, natural tourism
perception, human resource, environmental regulation, air
transportation infrastructure programs/projects and relevant
policy rules & regulation for the institutional strengthening
among the different government agencies and local government
units, and further development and improvement of agri-tourism
industry competitiveness, in particular, and tourism sector
competitiveness, in general in the next 5 to 20 years.

49. References
1. Department of Agriculture, supported by Japan International Cooperation
Agency, SADP TEAM. (2009). Strategic Agribusiness Development Plan. First and
Second Draft. February & October 2009. Quezon City, Philippines.
2. Esplana, Elmer, R. Abao, Lary Nel B. and Rolando M. Vasquez. (2007).Development
in the Supply Chain of the Philippine Goat Industry: An assessment. Grand Prize
Winner. Socio-economic Research Category. 19th DA-BAR National Research
Symposium. Bureau of Agricultural Research and Club of Professional Researchers.
October 2007.
3. Esplana, Elmer R. (2009). Development in the Supply Chain of the Philippine Honey
Industry: An Assessment. Bureau of Animal Industry. Proceedings. 8th National
Beekeeping Convention cum Symposium with the theme Livelihood Opportunities
and Environmental Conservation through Beekeeping. December 8-10, 2009.
Documentation Committee. Don Mariano Marcos Memorial State University. North
La Union Campus. Bacnotan, La Union.
4. National Statistical Coordination Board. (2009 and 2010). Philippines Statistical
Yearbook.
5. National Statistical Coordinator Board. (January 2011). Economic Indicators.
6. Department of Tourism. Tourism Masterplan. 1991-2010.
7. Department of Tourism and Department of Agriculture in coordination with Asian
Institute of Tourism. (October 2002). Manual: A Guidelines for Developing Agri-
tourism in the Philippines.
8. Department of Tourism. (June 2011). Materials provided by the DOT-Public
Information Office and Research and Statistics Division. Manila.

50. References
9. Durano, Ace. Secretary. Department of Tourism. Philippine Tourism:
Stimulating Tourist Growth and Capacity Expansion in Key
Destinations.
10. Gutierrez, Elsie C. (2008). House of Representatives. Congressional
Planning and Budget Department. Maximizing the Potential of
Philippine Tourism. Policy Advisory. 2008-03.
11. World Tourism Organization (UNWTO). (May 11, 2011). International
Tourism: First Results of 2011 confirm consolidation of
growth. Madrid. http://media.unwto.org/en/press-release/2011-05-
11/international-tourism-first-results-2011-confirm-consolidation-
growth Accessed: June 2011
12. World Tourism Rankings.
Wikepedia.http://en.wikipedia.org/wiki/World_Tourism_rankings. Acces
sed: June 2011.
13. Other selected websites of some agri-tourism sites in the Philippines.
Key informant interviews and focus group discussions to selected
industry players.

51. Thank you!
Maraming Salamat!

52. For inquiries about this study, please
contact the author at mobile no.
+639228117367
or you can contact him
at telephone no. 632-925-9229
or visit him at the
Marketing Development Division,
Bureau of Animal Industry,
Department of Agriculture
Visayas Avenue, Diliman,
Quezon City, Philippines