Agritourism to Protect the Agricultural Heritage of The Foothills
Foothills Tourism provides roadmap and support for farmers and ranchers to develop an agritourism income stream
June 22, 2021 (Foothills, Alberta) – Get ready Foothills, the way of life that built this region is about to be in the spotlight once more. Agricultural tourism is about to hit the mainstream and it can offer an extra income stream for farmers and ranchers in the region.
Foothills Tourism is taking charge in protecting our farming and ranching culture by opening the doors for agritourism in the region with a report on the industry prepared by Culinary Tourism Alliance. Regions around metropolitan areas that develop agritourism are better equipped to protect their agricultural land and natural beauty as they are treated as assets that deliver an important income stream for the local community.
“The proximity to a large city like Calgary and the pressure for development makes agricultural land too expensive to make a return as a farmer, but by adding an agritourism component to it, it will allow multi-generational family farms to develop another income stream that will allow this generation and the next to preserve the farm and provide for a sustainable income,” said Hugo Bonjean, President of Foothills Tourism. “For a region like Foothills, agritourism is the answer to maintaining our farming and ranching heritage and culture, to preserving the natural beauty of this region, to develop a thriving local economy, and to offer good jobs to our next generations."
The fulsome document delves into the history, political landscape, bylaws, challenges and opportunities for agritourism growth in the Foothills region. More than just a cerebral discussion, the Agritourism Summary Report is accompanied by a “how-to” of sorts with six resources for existing and hopeful agriculturally-minded businesses.
These resources, which range from video series of agritourism practitioners sharing their experiences to a checklist for operators to identify their agritourism attributes and activities, will assist with businesses with expanding their offerings and/or getting started in the industry. Foothills Tourism will also offer one-on-one coaching for farmers and ranchers who would like to explore an agritourism element. Cheryl Greisinger of Forage and Farm, a Foothills agritourism operator has been contracted by Foothills Tourism to assist the community with the development of agritourism offerings.
"Foothills Tourism contracted Culinary Tourism to execute the research and develop the toolkit,” explained Bonjean. “The research refers to the Calgary Metropolitan Regional Growth Plan and while we do believe in local government and decision making and don't think another level of red tape is helpful for economic growth, the plan includes interesting sections that will benefit the development of agritourism and home-based business which go far beyond what is currently permitted in the Foothills. We are encouraged that Reeve Oel of Foothills County has invited us to a dialogue with the aim to remove any regulatory barriers to this important economic development initiative for our region.”
Foothills Tourism is already leading the charge with a summer 2021 collaboration with regional experience providers and area hotels. Six hotel stays are on offer ranging from horseback riding adventures to a farm tour at Hartell Homestead and wine and spirits tastings from Eau Claire Distillery and Spirit Hills Flower Winery.
Agritourism is loosely defined as existing at the crossroads between the tourism and agricultural sectors. For example, if a business offers a farm tour, that’s agritourism. A tasting of locally harvested and produced preserves – that’s agritourism. Horseback riding? That’s agritourism. A workshop on how a cattle producer cross-promotes with a local restaurant, also agritourism. Selling beef, lamb, honey, or any other produce from a farm gate table or store is also agritourism. The possibilities are almost endless and this is fantastic news for Foothills businesses.
A second report, commissioned in 2020 for Foothills Tourism, shows the demand for agritourism is there. More than 92,000 Calgary families stated they would be interested in driving 30 to 60 minutes an average of five times per year to buy their food directly from local farms, representing a latent demand of $230 million dollars. In the more recent Agritourism Summary Report, the data showed the level of interest in participating in agritourism at eight out of 10, with 10 being extremely interested.
“With its rich agricultural history, entrepreneurial spirit, and proximity to a large domestic market, Foothills is well positioned to become the place for locals and travellers to immerse themselves in experiences that connect them to food,” said Trevor Jonas Benson, VP, Destination Development with Culinary Tourism Alliance. “We hope this research and related resources help businesses in the region to get one step closer."
The complete agritourism report can be accessed here.
The agritourism toolkit can be found here.
Any businesses interested in pursuing agritourism are encouraged to contact Foothills Tourism at info@foothillstourism.com