Building the Relationship between Tourism and Agriculture
This project has been developed from identified trends in both the tourism and agribusiness sectors and builds on the learning gained through the Regional Branding and the Building Harmony with Rural Neighbours projects. Experience shows that, although the two sectors have much to gain from close co-operation in many of the scenic rural areas of Victoria , they do not always communicate and co-operate effectively. Building links between the two sectors is important for strong reasons including:
- The rural landscape is a significant tourism asset;
- Tourism and agribusiness are important to regional economies;
- Trends towards "industrial tourism" where the visitor experiences how things are made are being increasingly exploited by wineries, cheese makers and other rural industries;
- Farmers markets are attracting regional visitors willing to pay premium prices for fresh quality local produce;
- Increasing interest in regional food as well as wine;
- Farm stays, bed and breakfast accommodation can provide added income to farming business;
- The new Australian Tourism Strategy and the Food Wine Tourism Strategy in Victoria acknowledge the importance of the connection.