Agritourism Development Plan

We HELP COUNCILS and tourism organisations IDENTIFY How to leverage the opportunity of agritourism

In-depth analysis and broad community consultation reveals priority projects that will allow a destination to realise the tourism potential of its agricultural assets.

Process of Development

The process of identifying how to best develop a region’s agritourism sector is the same as developing its tourism potential as a whole:

Step 1: Gather and review

In this phase we

review existing relevant information and reports
audit the destination’s agritourism experiences and other relevant assets
optional: visit the destination for an introduction to its agritourism experiences (remote projects save costs and achieve the same outcomes)

Step 2: Engage

The engagement phase is critical as gaining the buy-in of key stakeholders and the community is fundamental to the successful development and implementation of a strategic plan.

We use one-to-one meetings and focus group sessions to identify barriers and opportunities, and aspirations for tourism. This is done face to face and via phone and video conferences, making it practical and easy for everyone to be involved.

Step 3: Analyse and develop

In this phase we determine the current situation, opportunities and key priority areas for improvement. We

review and analyse findings from our research and consultation
assess the audit through a visitor lens to identify any gaps and opportunities under the four pillars of regional tourism: experiences and events, brand and marketing, visitor services, and industry and community capacity.
confirm the target markets best suited to the destination’s agritourism, and develop visitor profiles
draft a Discussion Paper as a further opportunity to capture feedback from stakeholders and as background for a workshop
conduct a workshop with stakeholders to test and validate findings and to define a common vision and priority action areas to support agritourism development

Step 4: Strategic plan

The strategy distils outcomes to reflect the findings, articulate a clear vision and supporting objectives, and recommend priorities to drive growth in agritourism visitation and yield from visitors.

Most importantly, the strategy includes clear activation plans to ensure the strategy can be effectively implemented.

A draft agritourism development plan is presented to the client, which is finalised following feedback.

Recent Client Success 