Strict standards help double agritourism growth in northern Italy

The South Tyrol Region in northern Italy saw its agritourism ventures explode in the last five years, with 223% increase in visitor arrivals and 207% increase in visitor nights between 1999-2007 according to Australian Pauline Porcaro, reports Rod Brown.

In a podcast on ABC radio's Bush Telegraph. Porcaro attributes success to a strict Red Rooster (Gallo Rosso) accreditation and branding program. Top ranked operators are not to give up farming. Tourism must be complementary to farming. Farms are to adhere to rules on accommodation size, must provide natural fibre furnishings, etc . Government involvement is heavy with help in training, marketing, business planning and funding. Porcaro emphasises that government support is crucial to the success of agritourism in the region.

Farms, for example, offer wine to visitors, teach urban schoolchildren about farming, have an adopt-a-farm animal program where you get updated photos sent to you. The goal is to increase farm-gate sales.

Porcaro said agritourism farmers in Australia need to look at Italy, considered as world leaders in this business.