Agritourism Market Rising Trends, Scope and Growth Analysis 2019-2025
Agritourism Market Rising Trends, Scope and Growth Analysis 2019-2025
Agritourism Market Rising Trends, Scope and Growth Analysis 2019-2025
The Agritourism Market report provides a unique tool for evaluating the Market, highlighting
opportunities, and supporting strategic and tactical decision-making. This report recognizes that in this
performance and make critical decisions for growth and profitability. It provides information on trends
and developments, and focuses on markets capacities and on the changing structure of the Agritourism.
The Agritourism market size will grow by almost USD 54.63 billion during 2019-2023, at a CAGR of
nearly 18%.
operation or activity that brings visitors to a farm or ranch. Agritourism has different definitions in
different parts of the world, and sometimes refers specifically to farm stays, as in Italy. Elsewhere,
agritourism includes a wide variety of activities, including buying produce direct from a farm stand,
navigating a corn maze, slopping hogs, picking fruit, feeding animals, or staying at a bed and breakfast
(B&B) on a farm.
Agritourism are mainly classified into the following types: Direct-market Agritourism,
Experience and Education Agritourism and Event and Recreation Agritourism. Event and Recreation
Agritourism is the most widely type which takes up about 57.62 % of the total in 2018 in Global.
MANILA -- To introduce new experiences to domestic and international visitors that can be
branded "Made in the Philippines", the Department of Tourism (DOT) on Monday launched its Farm
Tourism program in Makati City, offering the best farm destinations throughout the country.
According to DOT Assistant Secretary Frederick Alegre, "It's More Fun in Philippine Farms", is offering
DOT Secretary Wanda Tulfo-Teo said that a series of activities will be held throughout the country
including consultative assemblies of farm tourism stakeholders and exhibits on diverse farm tourism
"It's about time that we take steps to put farm tourism at center stage, as the country teems with rich
agricultural destinations nurtured by our hard-working farmers, who we now recognize as major
DOT said nearly 50 percent of the Philippines' total land area is devoted to agriculture that employs over
Farm tourism underscores the benefits farmers and the local community may gain from the latest
program.
DOT Undersecretary for Farm Tourism, Silvino Tejada, said the "It's More Fun in Philippine Farms" will
provide potential for creating and expanding small and medium enterprises related to promoting rural
With collated efforts of the DOT, Department of Agriculture (DA), Department of Trade and Industry
(DTI), and stakeholders, Tejada believes the farm tourism with a "made in the Philippines" identity
(NAITAS), said the country has an "advantage" from other Association of Southeast Asian Nations
(ASEAN) member states promoting the same tourism product since the Philippines is already an
agricultural country.
"We cannot say the percentage now but it will definitely boom once it gets introduced to the market
because we're just starting. Tourists interested will increase," she told reporters.
There are more than 5,000 tour operators nationwide but Tan assured NAITAS, which is also
operating all over the country, will fully support the Farm Tourism.
For 2018, Alegre confirmed that there will be a "big agenda" line-up for the farm tourism.
He said DOT will be holding three major promotional activities: the cluster forums and national
summit, the cluster fair and national fair, and the search for Farm Tourism Ambassadors among kids and
young adults.
"It's More Fun in Philippine Farms" will be spearheaded by an interim Farm Tourism
Development Board that includes representatives from the DOT, DA, DTI and private sector.
The Board will formulate the National Farm Tourism Strategyic Action Plan, which will be assisted by a
technical working group from the Agricultural Training Institute, Department of Science and Technology
(DOST), Technical Education and Skills Development Authority (TESDA), and financial insitutions like
Present at the Teaser Launch were Senator Cynthia Villar, author of the Farm Tourism
Development Law or the RA 10816, and its House bill sponsor, Congresswoman Sharon
ONE TOWN, ONE PRODUCT (OTOP) PHILIPPINES is a priority stimulus program for Micro,
inclusive local economic growth. The program enables localities and communities to determine,
develop, support, and promote products or services that are rooted in its local culture, community
resource, creativity, connection, and competitive advantage. As their own ‘pride-of-place,’ these are
offerings where they can be the best at or best renowned for. It endeavors to capacitate our
OTOP is an international program that originated from Japan’s One Village, One Product. Its various
versions and iterations in numerous countries are proofs that it is a viable branding and stimulus program
for MSMEs. Here in the Philippines, it has been in existence since 2002. This was further powered
through the promulgation of Executive Order 176 by then President Gloria Macapagal-Arroyo in
February 2003. After a decade and a half of combined gains and challenges, OTOP remains to be a
strategic tool that provides an ecosystem of assistance from local government units, national government
agencies, and the private sector. It is now transitioning to a convergent effort to its next phase of
PROGRAM COMPONENTS
The program has two major components and are generally defined below:
1. OTOP Next Gen – as the SUPPLY side of the program, it refers to the package of assistance
provided to capacitate the MSMEs. This component is primarily the product development
initiatives, training, referral, and others with the goal of leveling up the products in the areas of
design, quality, volume, among others. This component addresses MINDSET CHANGE and
MASTERY of entrepreneurship.
2. OTOP.PH or OTOP Philippines Hub – as the DEMAND side of the program, this provides the
physical and online channels and market access platform where OTOP products – especially
those which has been assisted via product development – are showcased on a day-to-day basis.
OTOP Next Gen is DTI’s program to LEVEL UP these products and services. Building from the gains of
OTOP first generation, this initiative aims to offer a package of public-private assistance in order for
MSMEs with minimum viable products to come up with new or better offerings with significant
improvement and innovation in the areas of quality, product development, design, packaging, standards
being more market-oriented and innovation-driven. Market preference ultimately dictates the OTOP
In its relaunch in 2017, the program was able to assist 6,519 MSMEs and developed or improved a total
of 4,960 products and prototypes. Several of these products are now found on supermarkets, weekend
bazaars, Go Lokal! outlets, and other market platforms including soon-to-open OTOP.PH or OTOP
Philippines Hub.
PRODUCTS COVERED
OTOP covers only tangible products and skills-based services. Experiences, tourism activities, festivals
Processed Food : processed fruits and nuts, delicacies and ‘kakanins’. juices and beverage, pastries and
bakery goods, preserved food, sauces, cakes and desserts, wine, tea, food supplements, culinary-based
specialty products
Agri-based Products: coffee, cacao, agricultural produce, agri-processing (processed meats, coconut oil,
Arts and Crafts : coco coir, weaves, bamboo, paper artistry, wood
Home & Fashion/ Creative Artisanal : gifts, souvenir items, furniture, décor, houseware, fabrics,
Services (skills-based) and Others: hilot, sculpting, wellness products (essential oils, etc), industrial
PROGRAM PHASES
The program is composed of four phases: ACT Sessions , Service, Showcase, and Sell, Sell, Sell.
ASSISTANCE ECOSYSTEM
intended as a branding and marketing platform and with product development as its primary instrument of
assistance. It offers a comprehensive assistance package through a convergence of services from local
government units (LGUs), national government agencies (NGAs), and the private sector with the end of
mind of alleviating poverty and promoting profitable goods and services thereby developing MSMEs,
creating jobs, and stimulating both local and international trade. This includes: Product Development,
Design Services and Intervention, Packaging and Labeling, FDA, Nutrifacts, and Testing Assistance,
OTOP Philippines Hub or OTOP.PH is a retail store or spaces where products from One Town One
Product offerings can be found. Catering to the general mainstream market of both local buyers and
tourists, these one-stop shops offer a general outlet for quality OTOP merchandise before they level up to
the premium market catered to by Go Lokal and other high-end market platforms.
As a one-stop shot, the OTOP Philippines Hub can be a redesigned pasalubong center showcasing mostly
OTOP products including OTOP from other regions. The hub can be found in mostly in airports,
terminals, pasalubong centers, tourist spots, Negosyo Centers, public markets, and other consumer-
frequented locations including malls. As another flagship market access program by the Department of
Trade and Industry, this serves as a marketing vehicle and incubation platform to promote and champion
OTOP products.
WHAT IS OTOP?
One Town One Product (OTOP) Philippines aims to promote entrepreneurship and create jobs. Through
OTOP, local chief executives of each city and municipality take the lead in identifying, developing and
OTOP Philippines supports micro, small and medium enterprises (MSMEs) to manufacture, offer and
market distinctive products or services through the use of indigenous raw materials and local skills and
talents.
PASALUBONG
Pasalubong (Tagalog, "[something] for when you welcome me") is the Filipino tradition of
travellers bringing gifts from their destination to people back home. Pasalubong can be any gift or
souvenir brought for family or friends after being away for a period of time. It can also be any gift given
Pasalubong are also associated with the balikbayan, Overseas Filipinos returning to the
Philippines, and may refer to items that migrant workers bring home to their families, friends, relatives or
The tradition of giving a pasalubong is of great cultural importance for Filipinos as it strengthens
the bond with the immediate family, relatives, and friends. In rarer instances, it can even be used to forge
stronger relationships with someone you may not know that well, as with someone you may be meeting
The gesture of handing out pasalubong emphasizes the gladness at reuniting with one's loved
ones and the relief at being back home safe. It is also a sign of thoughtfulness. While pasalubong are not
compulsory or even expected, failing to bring pasalubong for someone can sometimes be perceived
negatively. Particular importance is given to gifts for children, and the anticipation of getting pasalubong
from a parent coming home is often a cherished childhood memory for most Filipinos.
By bringing gifts with regional significance (e.g. things that cannot be acquired locally), the
person coming home can also share part of his travels. It similar to the western concept of souvenirs
except that it is not meant for personal remembrance but for sharing the experience with others,[16]
especially as the different islands and regions of the Philippines can have different languages, local
customs, and cuisine specialties. The pasalubong serves as a 'sample' of another region's specialty,
bringing different Filipino cultures closer together. They can also simply be gifts likely to be appreciated.
Unlike western gifts, pasalubong are not wrapped, but are given as is. The person who gives the
pasalubong can also freely partake of the gift. (Retrieved from www._______on _____________)
The Pasalubong Center is a city government owned building, which hosts shops selling souvenir
THE city-run Pasalubong Center has been a home to a number of indigenous products such as
handicrafts, fashion accessories, souvenir items, processed foods, and home decors for more than a year
Now, it only takes a little effort to find where the locally-produced products of the Davao City's
small and medium enterprises (SMEs) and that of the other regions in Mindanao are sold, unlike in the
Putting all together the products under one roof is now very convenient for the buyers who have
to wait no more for bazaars with a little to no chance of finding what they really want to buy.
It has also benefited the 32 local SMEs who are housed at the one-stop shop, since they get the
promotion they wanted for their products to both foreign and domestic tourists out of the partnership
between the City Tourism Office (CTO) and the tour operators in Davao City.
"PasalubongCenter is part of the itinerary of the tourists for the city tour." (Retrieved from
The Pasalubong Center is a one-stop-shop for proudly Davao-made quality products such as handicrafts,
processed food, fashion accessories, souvenir and gift items, home decors, indigenous costumes and
native accessories, fruits and flowers, etc., at very affordable rates using locally or internationally sourced
materials as well as indigenous and recyclable materials. It is conveniently located along Palma Gil Street
The Center initially opened to the public on December 12, 2011 during the Pasko Fiesta sa Dabaw 2011
and just had its grand opening last March 15, 2012 in time for the 75th Araw ng Dabaw celebration.
Patterned after the Bacolod City's Association of Negros Producers facility, the Pasalubong Center was
established by the Davao City government through the initiative of Mayor Sara Duterte whose primary
objective is to create more opportunities for exposure to Davao City-based entrepreneurs and
manufacturers in the production and marketing of Davao-made quality and unique products to a wider
market of foreign and domestic tourists and local consumers. This project is supported by the Department
of Tourism (DOT), Department of Trade and Industry (DTI), as well as the tourism sector and various
private organizations.
The two-storey Center is divided into sections of fruits, flowers, processed foods, and
housewares. It also has an allotted space for quality products made by women groups from the Davao
City Jail. These women are often assisted by the local government for the marketing of their products
such as mats and printed mugs, etc. The second floor houses fast food restaurants that serve authentic
Davao food and delicacies. The Pasalubong Center Davao is open daily for business from 9AM to 6PM.
The province of La Union adopts the One Town One Product Philippines aims to promote
entrepreneurship, to create jobs and to support micro to medium enterprises. Since the province is rich in
different raw materials that they can turn into products, the local government take the lead in identifying,
developing and promoting a specific product or service, which has a competitive advantage.
For all pasalubong buyers, San Fernando city has a PasalubongCenter where you can buy
different products from different municipalites of la union. The center offers dry goods such as soft
broom from San Fernando City, Bagulin, Burgos and San Gabriel; handloom weaving from Bangar; Basi
from Naguilian; Dried Fish from Sto. Tomas, Bamboo Basket from Sudipen, painting and sculptures from
local artist and other newly develop products. You may not see some products at the Pasalubong center
but you can still have them by simply visiting the towns and look for their specialty products that they
offer like, Rice-based Products from Agoo; mushroom from Bacnotan; Guapple from Bauang; Yellow
Corn from San juan; Green Corn from Tubao; Tiger Grass from Santol; Milkfish from Aringay; Sea-
Urchin from Balaoan; Pebble from Luna; Bamboo Craft Industry from Caba;Home Furnishing from Pugo
and Rosario.
These are just some town products that they offer, but once you visit every town of La Union they
have lots to offer, you just need to visit and explore. After all, OTOP is not just for the materials it is also
for the talents and skills of the locals that needs to be discovered and be supported.
La Union weaves together a tapestry of everything fun from sights to food. The province is
endowed with rich culture and beauty – it’s hard not to fall in love with it. After enjoying the waves of the
beaches, and the mouthwatering dishes, the next question is inevitable – what pasalubong to buy in La
Union.
Pasalubong is a popular Filipino tradition of giving gift after coming home from a travel. It can be
anything and it often ranges from food to random household stuff. Like other tourist spots in the
Philippines, La Union pasalubong features a unique characteristic of the place. Some of the best
pasalubong in La Union is reminiscent of the sea, the humble life of the locals, and the province’s love for
excellent cooking. Here are top 5 La Union products not to miss in your next La Union trip.
Garlic
What’s special about La Union garlic, and why should you buy this pasalubong? One you can
easily find in every talipapa (small market) and grocery store? La Union garlic is a league of its own – it’s
fresh and it comes in different varieties. There’s something about the province’s garlic – they smell
sweeter, and they come in cute arrangements. La Union province made its mark in the country as one of
the top producers of garlic – it’s always worth it to give their special garlic produce a try.
Dried Fish
Dried fish – also known as “daing” – is a big hit to La Union tourists. Is there anything more
heavenly than enjoying fresh dried pusit and fish paired with steaming white rice by the gorgeous beaches
of La Union? Bring this delicious experience home – buy dried seafood products from the locals. Visit
Santo Tomas, Damortis and prepare to be impressed by the seemingly endless lines of dried fish vendors
on the streets.
Bagoong
The people of the north love bagoong, and this is evident in every pasalubongcenters in La Union
– there’s always bagoong on their racks. Its smell and its looks are not always pleasing, but there’s no
denying bagoong brings deeper, unique flavors to local delicacies. Bring that extra punch to the dishes
you cook at home – get some bottles of bagoong on your way home.
Bagi – also known as rice wine – is La Union’s take on China’s maotai, and Japan’s sake. These
rice wines are fermented for six months to two years to achieve that indescribable punch that made the
bagi famous. Wine tasting in La Union is an experience you shouldn’t miss. These rice wines come in
varieties of strengths and flavors. Bring something new in your happy hour with friends – avail of this
Some of the best brooms in the Philippines are produced in La Union. Soft and sturdy, these
brooms are best sellers especially in local stores along the streets.
Ube Yam
While in San Juan, La Union, don’t miss the famous ube yam. La Union local dessert makers
make their yams extra creamy, extra delicious. Whether you enjoy it with bread and pastries, or you eat it
on its own, La Union’s ube yam will sure to make you come back for more. Come early to beat the lines –
huge groups of tourists would sometimes hoard this irresistible desserts by boxes!
Leaving La Union without their best products would be such a shame. Buying local pasalubong is a great
way to support local tourism and local trade – it’s like giving back to the province. In your next trip to La
Union, don’t forget to stop in one of its local street stores and fall in love with their pasalubong choices.
At present, the province confidently occupies its place as the “Surfing Capital of the North” as it draws an
In 2015, tourist arrival posted 392, 477 persons who stayed for an average of 1.3 days and an occupancy
In the agriculture sector, on the other hand, there is a stable and secure supply of food specifically
meeting self-sufficiency levels on rice, corn, fish, livestock, fruits and fruit vegetables, root crops, and
legumes.
Other municipalities also have their unique agricultural products like sugar cane wine and vinegar, rice
wine, native rice cakes, dried fish, honey and mushroom to tobacco, soft brooms, baskets, and wood
crafts.
During the first 100 Days Report of Governor Francisco Emmanuel “Pacoy” Ortega III, he recognized the
potential of agriculture and tourism “to bring about sustained economic growth in the province which will
He is likewise “determined to optimize its contribution for inclusive growth and to bring real change in
the province.”
With this, Ortega laid his vision for the province to become “the Heart of Agri-Tourism in Northern
Luzon by 2025.”
According to their vision roadmap dubbed Transformative Governance Scorecard, several existing
community-based and potential agri-tourism sites will be improved and clustered around tourism circuits
Marketing of investment potentials or opportunities for agri-tourism to attract investors will be intensified
to enable the job generation and livelihood for self-reliance of the different sectors.
Agri-prenuers and Micro, Small and Medium Enterprises (MSMEs) will be capacitated while critical
tourism and agricultural infrastructure in the identified tourism circuits will be given priority.
Among the existing agriculture-related-tourism sites in the province include the grape-picking in Bauang,
the Halo-Halo de Iloko in San Fernando City for agri-gastronomy, the Pugo Adventure Trail for agri-
recreation, San Juan Surfing for agri-sports, and Baluarte in Luna for ethnography.
Meanwhile, other potential agri-tourism sites in La Union include mushroom culture and production in
Agoo, basi- processing center in Naguilian, bamboo industry in barangay Abut in San Fernando City, Red
Clay Pottery in San Juan, River Farm, Honeybee Center and the Sericulture Research and Developmnet
With agri-tourism, La Union intends to provide visitors unique and pleasantly unforgettable experiences,
and consistently facilitate more job creation and economic growth. (JNPD/JDS/PIA-1, La Union)
La Union Province commits to real change through agritourism strategy
bring real change through good governance and revolutionizing public service delivery. Their
promise is manifested in their strategy to be The Heart of Agritourism in Northern Luzon by 2025.
The main thrust of the province’s strategy is to focus on destination development through tourism
development approach. The principle behind tourism circuits is to systematically connect all the
different tourism and tourism-related attractions and services in a particular area with a major
tourist site acting as a centerpiece for the circuit. The Province’s strategy is based on the
advantages and opportunities present in their agriculture and tourism sectors. Accordingly in the
next nine years, from 2017 to 2025, the Province is committed to developing five tourism circuits
showcasing the different products, culture, and natural beauty of La Union. “The provincial
government is committed to grow the agri-tourism economy, to enhance visitor experiences, and to
strive for sustainability and good governance,” Provincial Governor Francisco Emmanuel “Pacoy”
Ortega III shared during their second public revalida for ISA’s Performance Governance System
Ultimately, the Province of La Union aims to realize its vision by positioning itself as the preferred
agritourism destination in Northern Luzon. Through their strategy and commitment towards
transformative governance, the Province hopes to improve their competitiveness to uplift the
The province of La Union has long been known as the surfing capital of the north because of its inviting
beaches. But there are so much more to love and experience in the province especially its local products
and tourism.
From October 18 to 24, people and tourists in the metropolitan Manila will have an opportunity to have a
taste of La Union in terms of its homegrown products and tourism through the 18th La Union’s Fairest.
The week-long event is a one-town, one-product (OTOP ) and tourism expo to be held at the Robinson’s
Galleria Activity Center in Quezon City. It is led by the Department of Trade and Industry (DTI) La
Union, in close partnership with the Provincial Government of La Union and the Department of Tourism
Region 1.
Merlie Membrere, DTI La Union provincial director, said since the fair’s inception in 2001, it has become
“The event gives our local micro small and medium enterprises (MSMEs) a good opportunity to
During the fair, the best products of some 50 local entrepreneurs in La Union will be available such as
hand-crafted and bamboo products, furniture and home furnishings, crochet items, best tasting processed
and fresh foods, and organic and natural health and wellness products, among others.
Judith Maron, owner of the Familiar Table and one of the fair exhibitors, shares how the DTI has helped
She said, with the help of the DTI, she was able to transform her passion for tablea making into a
booming business.
“My business was conceived from my grandmother’s recipe which is tablea with sugar,” Maron shared.
She added that her usual buyers before were only her relatives but since she registered her business with
Further, she claimed that she started her enterprise with only one employee which grew in number to four
at present.
Her enticing items’ package and design is also a result of product development under the DTI.
Now, she manufactures different blends of tablea and tsokolate bites and is considered the first cacao
Affordable travel packages to the province will be offered to visitors in time for the popular La Union
Meanwhile, the 1st La Union Investment and Business forum will be held today, October 18, which is
aimed to bring key buyers and potential investors under one roof and give them opportunity to be
informed of the latest product innovations, trends, agri-tourism and business prospects in the province.
(JCR/JNPD/PIA La Union)
CHAPTER II
METHODOLOGY