"Focus on the Economy," West Hawaii Today and the Hawaii Tribune Herald
by Wendy Tucciarone
Hawaii Island Economic Development Board


In every newspaper, on each television station messages of revamped visitor industry promotion have been ringing out since the events of September 11, 2001. The upcoming "Agtourism in Hawaii: From Farmer to Visitor" conference this Friday, October 19, at the Ohana Keauhou Beach Resort already was in the planning stages when our world changed last month. Now, the conference is more important than ever for Hawaii Island farmers, ranchers, retailers, tour operators and business leaders who can benefit from agtourism. The one-day workshop will highlight profitability linking Hawaii’s agriculture with the changing visitor market and focus on agtourism in the Pacific region.

Agtourism, the overlap between agriculture and tourism, is one of the most quickly growing visitor markets worldwide. With its more than 4,000 square miles of land, almost half of which is dedicated to agriculture, Hawaii Island is ripe for increasing its agtourism opportunities. Agtourism offers visitors a way to look behind the scenes at some of Hawaii’s most popular offerings – fresh tropical fruits and flowers, macadamia nuts, coffee and more. The upcoming conference will provide agtourism industry professionals – as ell as those just starting – a bounty of guidance, experience and networking opportunitiess.

The keynote address will be provided by Clare Callow, Massey University agricultural scientist and director of Agritour, a private firm that provides opportunities to experience New Zealand’s world-renowned agriculture. Callow’s talk, "Agtourism: The New Zealand Experience," will include a showing of her recent short film on New Zealand agtourism and provide an opportunity for participants involved in Hawaii’s developing agtourism industry to learn from and build on the New Zealand experience.

A major emphasis at the conference will be Pacific agtourism, including how to attract the Japanese visitor, how bed-and-breakfasts can benefit farmers and visitors in Hawaii and the Pacific, and marketing Kona produce to Pacific visitors.

Participants will gain an understanding of the diverse elements of successful agtourism and learn who is doing what right now in Hawaii and internationally. Reports will be provided from throughout the state on all types of local agtourism activities.
Networking is one of today’s most valuable tools. Participants will have numerous opportunities to make contacts with other like-minded individuals in the agtourism community. Topics will teach how to integrate Hawaii's rich cultural and historical traditions in agtourism and strengthen farmer-chef-visitor linkages.

The nuts-and-bolts of agtourism will be explored, including land use issues, liability insurance, hotel, excise and other tax requirements and registrations. Effective marketing and working with tour operators and hotels also will be discussed. More generally, participants will debate the role of agtourism in the visitor industry and its environmental impacts.

Finally, through open discussions with conference participants, planners hope to determine if Hawaii needs an agtourism association, what its role would be and how it could be designed to meet participants’ needs.

On a lighter note, everyone will experience Keoki Kahumoku's slack-key guitar playing, singing and storytelling to begin the day of learning. Participants will enjoy a luncheon featuring Hawaii-grown foods with commentary from Joan Namkoong, former food editor for one of Hawaii's major daily papers. The conference pau hana from 4:30 to 6 p.m. will feature Takara sake tasting, Kona Brewing Company’s Lilikoi Wheat Ale made with fresh Hawaii Island-grown lilikoi, and pupus.

The agtourism conference is from 8 a.m. to 6 p.m. and is sponsored by University of Hawaii – Manoa, College of Tropical Agriculture and Human Resources and Hawaii Island Economic Development Board (HIEDB).

Cost for the workshop is $100. While early registration deadline was yesterday, participants who mention this article and postmark their registration and payment by tomorrow can take advantage of the early registration fee of $75. All registrations are due by Tuesday. The registration fee includes conference materials, a continental breakfast, lunch, afternoon break and pau hana. For information call 324-0520 or 322-9136, e-mail jenburau@hawaii.rr.com or register on the web at www2.ctahr.hawaii.edu/agtourism.

On a related note, HIEDB, with funding from Hawaii Tourism Authority, is placing the final touches on an island-wide agtourism map that will be distributed free of charge to residents, visitors, travel writers and industry professionals. It should be complete later this month, and a complementary website will be posted. To obtain a copy of the map once it is printed visit HIEDB’s website, www.hiedb.org, or call 966-5416.

Focus on the Economy is written for Hawaii Island Economic Development Board, Roberta Chu, chair / Paula Helfrich, president. Readers with comments, questions or suggestions should check the website, www.hiedb.org, e-mail clipper@interpac.net or call HIEDB, 966-5416. An archive of Focus on the Economy columns is available on the website.