NATIONAL COLLEGE OF PUBLIC ADMINISTRATION

University of the Philippines- Diliman

Diliman Quezon City

RESEARCH PAPER:
Government’s Objective for Agritourism:
The Rise of Farm Tourism in the Philippines
Program: Master of Public Administration
Course Code/Title: PA208
The Philippine Administrative System
Professor/Faculty-In-Charge: Professor Alicia Celestino
Submitted by: GOMEZ, Claudia Monica R.
Government’s Objective for
Agritourism: The Rise of Farm
Tourism in the Philippines
CLAUDIA MONICA R. GOMEZ*

Tourism in the Philippines is a way of showing the

Country’s culture and different sceneries that
depicts the nation’s beautiful destinations. It also
helps with the economy, growth and development
of communities. One of the new strategies of the
of the government in marketing Philippine tourism is
what we call “Agritourism” or “Farm Tourism”
wherein the objective is not just sustainable tourism
but also to provide better livelihood for the
farmers.

INTRODUCTION

In the Philippines, the tourism industry is one of the important sectors in the Philippine
economy because the country is rich in agriculture, forestry, fisheries, mountains, beaches and
biodiversity besides being historically and culturally abundant because of its Spanish, Japanese
and American colonization in the past that contributed to the heritage of the country. According to
Manila Bulletin’s report last May 2016, the travel and tourism industry has contributed 10.6 % in
the country’s gross domestic product (Villegas, 2016). These reports included hotels,
transportation, airlines and travel agency partners. This sector would most definitely be one of the
promising industry that will largely influence the economic condition in the country (UNWTO).
Tourism has been one of the fastest growing economic sectors and currently experiencing
expansion of diversification to also contribute in inclusive growth (UNWTO).

As mentioned by the UN World Tourism Organization website:

“Today, the business volume of tourism equals or even

surpasses that of oil exports, food products or automobiles.
Tourism has become one of the major players in international
commerce, and represents at the same time one of the main
income sources for many developing countries. This growth
goes hand in hand with an increasing diversification and
competition among destinations.” (UNWTO)

Clearly this worldwide increase in the tourism industry has been supporting not only its
own industry but other industries as well. The challenge is maintaining sustainable tourism and
the role of the institutions or departments that handles this phenomenon.
Since the Department of Tourism pushes for the promotion of Agritourism, there will be
coordination and adjustments because this will not only be a marketing responsibility for the
department but also a cooperation with Department of Agriculture that supervises the agriculture
industry in the country. Marketing the destination and farm activities, livelihood, sustainable
tourism, economic growth and conservation are just some aspects that needs to be considered in
going with the Rise of Farm Tourism in the Philippines and with this, making a more holistic
approach in promoting and offering of the farm tourism destination to both locals and international
tourists.

TOURISM INDUSTRY IN THE PHILIPPINES

Philippines is a country in South East Asia with more than 7,000 islands that are naturally
beautiful and picturesque. Tourist enjoys the sun, the stunning white sand beaches, mountain
adventures, the cultural heritage destinations and exotic but delicious local delicacies that will
leave them in awe. The Philippine Tourism has been consistently contributing to the growth of the
country’s economy by providing tourism related job in airlines, hotels and even construction. With
the growth of tourists coming in every year, more developments in different destinations are
needed in order to cater the number of tourists coming in the country. According to the industry
performance for travel and tourism prepared by the Statistics, Economic Analysis and Information
Management Division, Office of Tourism Development Planning, Research and Information
Management Tourism Development of the Department of Tourism, the growth rate of tourist
arrivals in the country from January to September 2018 is 8.32% comparing it to January to
September of 2017 (DOT, 2018) with having mostly South Korean and Chinese tourists the same
as the previous year.
 So many tourists are already arriving in the country and new and desirable destinations are
also needed to be developed and at the same time have a positive impact to all stakeholders in our
society.

TOURISM AND THE PHILIPPINE ECONOMY

The tourism industry has really great impact in the economy in the past few years.
Continuous growth and rigid development have been a demand to accommodate the needs of
tourist arrivals in the country. According to Department of Tourism Undersecretary Frederic
Alegre, he welcomes this positive development in the country (CNN Philippines, 2017). Tourism
has been a good platform in offering the country’s unique culture to further attract more
investors in the country especially now that airline tickets are cheaper, resorts and hotel offer
great packages and tour operators and travel agencies have been creating and offering appealing
itineraries that matches the wants of each age group not to mention cruise lines already uses
Manila as their point of origin in some Asian cruises offered.
The contribution of tourism in the economy is doing well as measured by the share of
tourism direct gross value added (TDGVA). The Philippines Statistics Authority (PSA) also said
the the country’s TDGVA was at 12.2% of the country’s gross domestic product (GDP). This
was the highest in 18 years (Castaneda, 2018). According to PSA, the inbound tourism
expenditure, these are foreigners or non- resident tourist coming in the Philippines grew by
43.9% in 2017 that amounted to PHP448.6 billion which is definitely higher than the previous
years. The Domestic tourism expenditure which are residents in the country grew by 25.5% or
PHP2644.8 billion which is also higher than the previous year. Employment in the industry also
increased in 2017 because of the demand (PSA, 2018).
The rise of the involvement of tourism to the economy means business and investment.
This will be good for the industry and the country’s economy as well. Besides the great beaches
and attractive sceneries, the country has to offer, it is also entering into a new type of tourism
which is Agritourism. This will not only boost the tourism industry and the economy of the
country but also provide livelihood and alternative destinations to tourists looking for different
activities in the country that is rich in nature and agriculture. Agritourism will not only contribute
to the tourism, agri-business and agriculture but to education as well.

FARM TOURISM

Agritourism or commonly known as farm tourism in the Philippines is a kind of

excursion for tourists visiting farms. This can be a day itinerary for the visitor or a 2 or more
days’ event that the tourist can experience wide range of activities such as picking fruits, feeding
animals, planting crops and checking green houses that are both educational and relaxing. Most
of the time, this includes bed and breakfast packages to give tourist the feel of the nature (Biuso,
2007). Farm tourism is also a good educational tour to know how foods are made since
nowadays, people are more aware and interested to activities such as these.

In the United States, Agriculture secretary Tom Vilsack (2016) stated that:

"America's farmers, ranchers and rural business owners are

innovative entrepreneurs and this program helps them grow
economic opportunities for their families and communities
by increasing the value of the items they produce," Vilsack
said. "The Value-Added Producer Grant program has a
great track record of helping producers increase the value
of products and expand their markets and customer base,
strengthening rural America in the process." (as cited in
USDA, 2016)

Farm tours will not only boost the tourism industry but as well as the economic
opportunities for farmers to help them increase the worth of their crops. Farm tourism can also
be an additional livelihood for both farmers and agri-business sectors which will benefit both.
The government of the Philippines has been very aggressive in pushing farm tourism
because it will also help alleviate poverty and increase development in the agriculture industry in
collaboration with the tourism sector. Agriculture as one of the major industries of the
Philippines with potential in increasing income and economic opportunities for its players that
can uplift the development of the productiveness.

AGRICULTURE GROWTH AND DEVELOPMENT

The Philippine Development Plan (PDP) for 2017-2022 included the expansion of
economic opportunities for agriculture, forestry and fisheries (AFF).

As indicated in the PDP 2017-2022 (2017) under Inequality- reducing transformation:

“By 2022, there will be more economic opportunities for all.

Lagging economic sectors like farmers and fisherfolk will be
given priority and will have easier access to economic opportunities.
Doing so will enable them to partake in economic activities and
growth.” (as cited in PDP Abridged Version, 2017)

The government’s initiative for the sustainability of the industry of agriculture, fishery and
forestry if one of the priorities that will have better access in opportunities for economic growth.
The PDP also indicated that it will help increase the AFF based enterprises such as diversifying
into commodities high value adding and market potential. It also reiterated that it will help increase
stakeholders’ access to value chain which includes providing capacity building for small farmers
and fisher folk on value- adding activities (PDP Abridged Version, 2017). The current PDP’s
initiative would strengthen the purpose of farm tourism in the Philippines with the current situation
of the tourism industry. Agriculture’s growth would lead to development and rise of its own.
The Agriculture industry has a lot of potential in contributing to the tourism industry, thus
also contributing to its own development and the world bank itemized the main entry points of
Agriculture’s potential to the the millennium development goals. First point is (1) Raising global
awareness of agriculture’s role in reducing poverty. Agriculture is staple, it provides food, drinks,
income and education and with the right strategy, it can support economic growth. Second point
is (2) Focusing analysis on agriculture’s potential as an engine of growth. This is for the low
income countries where agriculture is very important because of the resources and productivity
and with the help of experts in the economy where they can contribute to maximize the potential
of agriculture, this will be helpful in increasing opportunities for the stakeholders. The third one is
(3) Promoting multisectoral approaches. Coordination and collaborating with different sectors
will have a broader opportunity to develop the industry that will not only develop the country but
also help the poor and the marginalized (World Bank 2005, p. 11). Collaboration with other sectors
such as the tourism industry would create a larger access in developing the economy, thus giving
birth to opportunities such as Farm Tourism.
The responsibility of agriculture now is not just harvesting and bringing food to the table.
Development leads to changes in the agriculture systems that will affect both the global and
domestic and markets (World Bank 2005, p. 22-23). The demand for change and new attractions
that will include agricultural activities involving what was referred to as harvest and crops will
become a tourism activity for sustainability and economic advancement.

SIGNIFICANCE IN THE DEPARTMENT OF AGRICULTURE

The Department of Agriculture (DA) is under the executive department that deals with
agriculture, fishery and forestry which responsibility is to promote agricultural development. The
farm income is the primary concern of the department including livelihood opportunities,
participating in policy formulation regarding agriculture that will benefit the people (DA).

The Vision and Mission of the Department of Agriculture illustrates the importance and
role of the the sector in engaging in programs such as agritourism.

VISION
The Department’s vision is a competitive, sustainable, and
technology-based agriculture and fishery sector, driven
by productive and progressive farmers and fisherfolk, supported
by efficient value chains and well integrated in the domestic
and international markets contributing to inclusive growth and
poverty reduction.
MISSION
 To help and empower the farming and fishing communities and
the private sector to produce enough, accessible and affordable
food for every Filipino and a decent income for all. (as cited in DA
website)

A country, rich in agriculture like the Philippines changing its development objectives and
agriculture would generate more income in the industry as long as its monitoring and assessment
are continually undertaken for the benefit of the people.
The agriculture industry is rapidly developing and was part of the UN development decade
that marked three phases. The first phase was raising production and incomes. Part of this was the
rapid growth of gross national products which looked for programs with high return of investments
in the industry for all stakeholders that will help improve the problem in poverty. The second phase
was the employment creation and redistribution because of the fast development occurring in the
agriculture sector. The third phase, not the same as phase two but was more on income distribution
and employment mechanisms that gave additional objectives called “Basic Needs” (Clayton 1983).
Bringing tourism to the agriculture industry would definitely help in the growth the country’s
agricultural products that will create more employment and livelihood.
Currently, the Department of Agriculture is developing the province of Bohol as the
country’s dairy capital. This will make Bohol the maker of milk products that will be sold
nationwide and with this, the creation of dairy farm in the province. This will help the
development the local agriculture in support to the tourism of Bohol. Cabinet Secretary Leoncio
Evasco who also graced the state of the art dairy farm event said that “Tourism is a very fragile
industry. A security threat can change everything. And since agriculture provides food for the
tourists and the locals alike, this sector must be developed and taken care of.” He also sees to
encourage the younger generation to venture into agriculture (DA-AFID, 2018).

FARM TOURISM IMPROVE LIVES

The impact of pushing for farm tourism is not only to attract tourists for new activities
and destination but also to improve lives of our farmers. The strawberry farm in La Trinidad ,
Benguet have been making sound as an example of successful farm tourism where tourists can
enjoy the farm and nature and at the same time have activities like strawberry picking. The
strawberry farm does not only produce strawberries but fruits and vegetables as well. Because of
its tourism success, the farm created livelihood opportunities such as farm guides supervising
tourists in picking strawberries and other fruits and the need basket makers. This is one example
of a successful farm tourism destination.
More farms in the Philippines are beginning to venture in farm tourism to sustain income.
The farm owners are seeing the potential in the industry where another business of their property
is less dependent on weather, markets, pests, or diseases (Gimutao, 2017).

THE GOVERNMENT AND FARM TOURISM

In 2016, the Philippines enacted Republic Act 10816 or the Farm Tourism Development
Act of 2016, an act providing for the development and promotion of farm tourism in the
Philippines.
The Republic Act defined Farm Tourism as (RA 10816, 2016):

“the practice of attracting visitors and tourists to farm areas for

production, educational and recreational purposes. It involves any
agricultural – or fishery – based operation or activity that brings to
a farm visitor, tourists, farmers and fisherfolk who want to be
educated and trained on farming and its related activities, and provides
a venue for outdoor recreation and accessible family outings”

The Act also created the Farm Tourism Development Board in Section 5 which will
safeguard the objectives of the farm tourism and will formulate plans, programs and will be
responsible for the development of farm tourism. The Board composes of representatives from
the Department of Tourism (DOT), Department of Agriculture (DA) and Department of Trade
and Industry (DTI) and the private sector. The board will also monitor the implementation of the
programs approved.
The potential of farm tourism has opened doors for the government to market this sector.
Last October 2017, the Department of Tourism have created the National Farm Tourism
Strategic Action Plan wherein to turn the agriculture sector into a tourism product (Talavera,
2017). This initiative would furthermore enhance the promotion and sustainability of farm
tourism.

Former DOT Secretary Wanda Tulfo- Teo stated that:

“It’s about time that we take steps to put farm tourism

at center-stage, as the country teems with rich agricultural
destinations as nurtured by our hard-working farmers, who
we now recognize as major stakeholders in an inclusive and
sustainable tourism industry,” said Tourism chief Wanda
Corazon Tulfo-Teo (as cited in Talavera, 2017).”

The government’s project in making farm tourism one of the most in demand tourist
activities in the country will help boost the tourism, agriculture and business sector of the
country. The Department of trade and Industry also gave their support for the promotion of farm
tourism as entrepreneurship programs may be needed in the new industry. The Department of
Agriculture would support in terms of sustainable farming programs (Dagooc, Ehda ,2018).
The initiative of the government in farm tourism would also help far flung areas fight
poverty as farm tourism is an opportunity to be able to maximize resources in the
underdeveloped provinces rich in agriculture.

According to DOT Secretary Bernadette Romulo Puyat, also a former DA Undersecretary

for Agribusiness and Marketing Regional Engagement.

"Farms now are tourist spots. More and more people want
to visit farms, plant, harvest, and to experience farming.
We already have accredited farms that tourists can go to
and experience agriculture." (as cited in Dagooc, 2018)

She also said that food and culinary tourism is also a way of promote a country. People are
looking for new destinations where they can engage activities and be one with nature. With the help and
collaborated efforts of DOT, DA and DTI, farm tourism would meet its government objective of
sustainable tourism, livelihood and economic opportunities for all stakeholders as long as the
right goal and vision will be guided by these objectives for the benefit of the country.

DEPARTMENT OF TOURISM and FARM TOURISM

Farm tourism has been one of the focus of Department of Tourism (DOT) in the past few
years. Having a DOT secretary who came from the Agriculture industry pushed even more
ventures in farm tourism.
Department of Tourism have always been responsible in promoting destinations in the
Philippines to attract more tourists to visit and spend for our country. Advocating farm tourism is
one of the flagship strategy of the new appointed DOT secretary (Dy, 2018). This will promote
environment friendly destinations and showcase sustainable farm practices.
To ensure sustainability and safeguard the agriculture aspect of agritoursim, Farm
Tourism destinations has to be accredited by the Department of Tourism as a farm tourism
destination so that all sites can be monitored by the department. Since DOT will be the
marketing side of farm tourism, its obligation is to coordinate with other agencies such as DA
and DTI to preserve the destinations.
Some possible for farm tourism are those with dairy farms in Batangas and Laguna.
Sarian Exotic Fruit Trees Farm is also found in Teresa, Rizal. According to Senator Villar, The
Philippine Carabao Center in Muñoz, Nueva Ecija is a showcase of farm tourism in the country
because of its own processing plant for carabao milk where products can also be bought. The
current numerous farm resorts in the country are the Malagos farm resort that showcases
chocolate making in their cacao farm and the Farm in San Benito in Batangas, a farm resort that
offers recreational and healing activities that promotes medical wellness in nature. Crocodile
farms in Davao and Palawan have also been a popular visit by tourists not only because of the
crocodile wildlife but also the education learned about the importance of reptiles to the
ecosystem. A farm tourism complex in Davao called Eden Nature Park is also a good offer to
tourists where different activities can be done such as bird walks, flower garden, deer park not to
mention the variety of foods that are offered. These are just some accredited DOT sites that can
showcase farms in a whole new approach (Dy, 2018).
According to Senator Cynthia Villar as cited by Dy (2018): “Increasing food production
and farm productivity alone cannot move the rural poor out of poverty. Stringing clusters of
destinations plus food tours can make farm tourism a success.”

CHALLENGES IN FARM TOURISM

Farm tourism has been labeled as an access to employment opportunities and livelihoods
and still pushing for sustainable tourism. A way for economic opportunities and higher income.
The government especially the Department of Tourism is serious in promoting farm tourism to
attain the goals for the country. The big farms can easily turn their properties to farm tourism
sites to convert it to this kind of destination but an ordinary farmer would still need capital and
trainings from the government and other developmental organizations in achieving the kind of
farm tourism site or resort that it requires to be able to attract tourists. Infrastructure can also be
a challenge in rural areas who want to convert their places into a farm tourism site. Most tourists
need a very comfortable place to stay and easy access to the sites must also be in consideration.

CONCLUSION

Agritourism or farm tourism is a potential strategy of the government of alleviating

poverty in the country, economic opportunities, increasing employment rate and creating access
to livelihood opportunities. The Philippines is an agricultural country despite the developments
and making it more industrialized, so because of this rapid change, new approaches for the
agriculture industry must also be considered and studied thoroughly.
The development of agriculture in the years to come will have its implications in growth,
the government, the economy and other stakeholders. Community development must be needed
because of its effect to economic growth, poverty, and agriculture commodities (World Bank
2005, p. 39).
 Despite some challenges that may occur due to the rise of farm tourism in the Philippines,
the intention of the government to create and divert ways to help promote the country, its culture
and help to ease poverty will still be a success as long as right monitoring and sustainable
tourism will be kept in mind.

RECOMMENDATION

The farm tourism has been a partnership work of Department of Tourism, Department of
Agriculture along with the Department of Trade and Industry to engage in a whole new way of
poverty reduction and economic growth and development in both tourism and agriculture
industry. Mentioning those departments, they can also include other departments such as
Department of Public Works and Highways and the Department of Transportation since we are
in the administration of rapid infrastructure development called “Build, Build, Build”. Farm
tourism can easily be included to the development of infrastructures for the far flung destinations
so it can have an easy access for tourists.
Trainings from DOT, DA and DTI can also help our small farmers to learn how to
engage in such business, marketing practices in tourism and the ease of doing business.
Educating our farmers about every aspect of farm tourism can help their industry be more
appealing to clienteles.

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