5.1 Agritourism

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5.1 Agritourism Contents Executive Summary 5. Growth Enablers – Priorities for GGWA: 30 1. Global Trends 6 >> 5.1. Agritourism >> 5.2. Branding 2. SWOT Analysis 9 >> 5.3. Exports >> 5.4. Investment Attraction >> 5.5. Planning 3. MIW Overview 12 >> 5.6. Sustainability >> 5.7. Technology & Innovation 4. Industry Sectors – Priorities for GGWA: 16 >> 5.8. Transport & Logistics >> 4.1. Aquaculture >> 5.9. Water Security >> 4.2. Beef & Livestock >> 5.10. Workforce >> 4.3. Biofutures >> 4.4. Cropping – Broadacre Appendix 1: Abbreviations and Acronyms 50 >> 4.5. Horticulture >> 4.6. Sugar Appendix 2: References 51 Disclaimer Whilst all efforts have been made to ensure the content of this publication is free from error, the steering committee of the Growing Greater Whitsunday Agrifood project does not warrant the accuracy or completeness of the information. The steering committee does not accept any liability for any persons, for any damage or loss whatsoever or howsoever caused in relation to that person taking action (or not taking action, as the case may be) in respect of any statement, information or advice given in this publication. Report compiled by: Helen Newell Project Coordinator Growing Greater Whitsunday Agrifood (GGWA) 2 GROWING GREATER WHITSUNDAY AGRIBUSINESS – Report for Stage 1 – ‘Planting the Seed’ Executive Summary 3 GROWING GREATER WHITSUNDAY AGRIBUSINESS –- Report for Stage 1 – ‘Planting the Seed’ The Mackay-Isaac-Whitsunday economy is currently underpinned by our heritage industries and raw export of primary resources, services and products via the mining, agriculture and tourism sectors. The aspiration is to create a regional economy that is robust climate, fertile soils and current agricultural supply chain and diversified, and able to minimise the cyclical impacts on our infrastructure, we (MIW) are well positioned to grow agricultural traditional resource based export industries. The ability exists to production in the region and increase our ability to value-add“. capitalise on current heritage industry exports, while at the same It also calls for a group to investigate opportunities and develop time creating new services and products within heritage, and a MIW Agriculture Infrastructure and Policy Plan to provide the new industries based around respective sector knowledge and framework for the MIW agricultural industry to reach its potential innovations. in coming years. Agriculture and food, and the aligned support services, play a In response, the Growing Greater Whitsunday Agribusiness critical role in sustaining our regional economy and also help to (GGWA) initiative was launched in late 2016 and a steering feed and educate the world by producing and exporting a diverse committee formed to provide thought leadership to develop and range of quality food products, commodities, knowledge, and implement planning to support growth and development of the innovation via transformative products and services. MIW agribusiness sector. The Mackay-Isaac-Whitsunday (MIW) Agricultural Overview GGWA aims to deliver economic benefit by increasing the (2016) provides a snapshot of the MIW region’s agricultural sector productivity, profitability and sustainability of the agribusiness which contributed a gross value of close to $1.393billion to the sector, with a particular focus on value-add opportunities. Queensland and Australian economies. This overview highlights that with the “proximity to the burgeoning Asian market, equable This report for Stage 1: ‘Planting the Seed’ provides background on the GGWA initiative and an overview of opportunities identified during industry and stakeholder engagement to grow the agribusiness sector in the MIW region, during three project stages and three time horizons. Stage 1 Stage 2 Stage 3 ‘Planting the Seed‘ ‘Cultivating Opportunity’ ‘Harvesting Success’ (Horizon 1 - completed) (Horizon 1 & 2) (Horizon 2 & beyond to 3) 4 GROWING GREATER WHITSUNDAY AGRIBUSINESS – Report for Stage 1 – ‘Planting the Seed’ During Stage 1, over 250 stakeholders were engaged across the agribusiness value chain to identify opportunities for growing the agribusiness sector. Stakeholders welcomed the GGWA initiative, with many Many of the industry sectors and growth enablers below are commenting that “the time was right”, highlighting that growing interconnected, highlighting that growth or decline in one is the agribusiness sector strengthens the diversity of the MIW likely to impact on others. For example, an increase in chickpeas region and acts as a buffer to mitigate the economic impact grown as complementary crops by sugarcane farmers may boost of job losses, such as those lost during the mining downturn. quantities available to meet the increasing demand for exports Stakeholders also recognised that the aims of GGWA are closely and add further benefits across the value chain, including: aligned with the development of Northern Australia initiatives sustainability by improving soil health and generating new and the Queensland Government’s commitment via the Advance income streams, whilst boosting demand for transport and Queensland initiative to develop 10-year road maps for key logistics services (e.g. road and port). sectors, including biofutures and agriculture RD&E. Opportunities identified by industry and other stakeholders were prioritised using a framework focused on three strategy areas: planning, infrastructure and marketing. These priorities provide a foundation for further investigation and implementation during Stage 2 – ‘Cultivating Opportunity’. Industry Sectors: Growth Enablers: 1. Aquaculture A. Agritourism 2. Beef & Livestock B. Branding 3. Biofutures C. Exports 4. Cropping - Broadacre D. Investment Attraction 5. Horticulture E. Planning – Regional & Business 6. Sugar F. Sustainability G. Technology & Innovation H. Transport & Logistics I. Water Security J. Workforce 5 GROWING GREATER WHITSUNDAY AGRIBUSINESS – Report for Stage 1 – ‘Planting the Seed’ 1. Global Trends 6 GROWING GREATER WHITSUNDAY AGRIBUSINESS –- Report for Stage 1 – ‘Planting the Seed’ Diagram 1 highlights a range of opportunities emerging in the MIW region in response to global mega-trends, including the global food challenge of feeding nine billion people by 2040 and our close proximity to Asia with its growing middle class and increasing demands by consumers for clean, green, safe, healthy and sustainable products. Common themes and key messages that emerged during stakeholder engagement have been captured in the GGWA Action Plan (Appendix 2), including the need to: Continue to forge strong regional leadership to strengthen advocacy and increase cross-sector collaboration to drive increased investment in enabling infrastructure, e.g. water infrastructure to meet the demands of industry (mining, agriculture and other) as well as community and provide the best regional solutions and return on investment. Increase the profile of the ‘Greater Whitsunday’ regional brand to leverage provenance, creating a strong food culture and demand for local products by locals, tourists and the broader population and increasing the MIW region’s reputation for liveability and ‘experiential tourism’. This brand may also attract investment by promoting sustainability achieved by adopting leading edge practices on-farm. Become known as the ‘delicatessen of Asia’, exporting high value products to Asia rather than be the ‘food bowl of Asia’, focused on volume and commodities. Create new value-added products by turning waste into value by harnessing innovation and connecting the problem with solutions, e.g. turning tomato waste into bio-actives for health benefits. Develop new markets and demand for value-added products, e.g. branded beef and processed fruit and vegetables, and developing regional stories about our farmers and connecting consumers to the people behind where their food comes from. Increase organic production, e.g. beef, fruit and vegetables, using sustainable farming practices backed by leading edge innovation and technology; creating new opportunities or ‘jobs of the future’ to attract and retain young people in the region. This report for Stage 1 – ‘Planting the Seed’ is the catalyst for all levels of government, engaging and collaborating across growth during Stage 2 – ‘Cultivating Opportunity’ and Stage 3 – industries and other regions, is considered essential for delivering ‘Harvesting Success’, by providing a GGWA Action Plan to deliver economic benefits for the agribusiness sector during Stage 2 and projects aimed at higher returns across the value chain in the 3 of the GGWA initiative. short, medium and long term. It is not intended to be a technical calls for the development of profile for each industry but rather links the groundwork set by the Stage 2: ‘Cultivating Opportunity’ Ten-Year Roadmaps and Action Plans for each industry sector Mackay-Isaac-Whitsunday Agricultural Overview to an Action to consolidate key information and continue stakeholder Plan capturing projects identified by industry stakeholders to engagement to ensure that opportunities identified are industry grow the sector. The projects are aimed at delivering economic led. value to the MIW region through job creation, regional branding, increased exports, investment attraction and better use and Stage 3: ‘Harvesting Success’ recognises that a number of development of enabling infrastructure including roads, rail, growth opportunities for industry sectors rely on development airports and water. or improvements in infrastructure or other growth enablers. The
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