2nd Pacific Agribusiness Forum: Chris Cocker "Strengthening the Chain Actors in Serving Tourism Markets & Branding the Region as Quality Food Destination"

“Strengthening the Chain Actors in Serving Tourism Markets & Branding the Region as Quality Food Destination”

Chris Cocker, CEO, South Pacific Tourism Organisation

Chris CockerC.E.O.

2ND PACIFIC AGRIBUSINESS FORUM

STRENGTHENING THE CHAIN ACTORS IN SERVING TOURISM MARKETS AND BRANDING THE REGION AS QUALITY FOOD DESTINATION

Apia, SamoaAugust 31, 2016

3

Bula!

Talofa!Kia

Orana

Malo e lelei

Mauri

HaloIa

Orana

PRESENTATION OVERVIEW• About SPTO

• Global Trends in Tourism

• Tourism in the Pacific

• Highlights of Tourist Experiences in the PICs

• Snapshot f the Food Experiences in the Pacific

• SPTO’s Culinary Initiatives

• The Way Forward

ABOUT SPTO• Intergovernmental body for tourism marketing and

development in the region

• Vision: “Inspire Sustainable Growth and Empower Pacific People

• Mandate : “Market and Develop Tourism in the South Pacific”

• Partners/Strategic AlliancesEuropean Union (EU), Council of Regional Organisations in the Pacific

(CROP), Cruise Lines International Association (CLIA) Australasia, Pacific Trade & Invest (PT&I), Sustainable Travel International (STI), National Tourism Offices (NTOs)

• Private Sector Members

SPTO MEMBER COUNTRIES

17 Pacific Island Government Members; China

GLOBAL TRENDS IN TOURISM

KEY TRENDS IN INTERNATIONAL TOURISM

2015

France

PURPOSE OF VISIT BY INBOUND TOURISM

TOURISM IN THE PACIFIC

PACIFIC ISLANDS - A Snapshot Total arrivals to the Pacific grew

from 1.6 mn in 2011 to 1.9 mn in 2015

Approx. 0.16% destination share of Global arrivals

Av annual regional growth of 3.7% over last five years (2011-2015). Global average growth rate is around 4%.

51% of the visitor traffic was from Aust (33%) and NZ (18%).

49% - Other markets – Europe (10.2%), USA (10%) , Japan ( 4.4 %) , China (7.2%) etc

Est current value is 3.3 US$bn for the Pacific.

An estimated total of over 61,400 people are directly employed in the South Pacific tourism sector (SPTO Employment Survey)

2011 2012 2013 2014 20151,550,000

1,600,000

1,650,000

1,700,000

1,750,000

1,800,000

1,850,000

1,900,000

1,950,000

CRUISE SHIPPING SECTOR TRENDSGlobal:• Cruise industry carries approximately 21 million passengers• Cruises have grown by 7 percent per annum since 1990• 23 new ships being delivered between 2013 and 2016 (all larger

than 100,000 tonnes)

Pacific:• 43% growth in Pacific cruises over 3 years, 22% in local

cruises• Generated $US 640 million pa to S Pacific in direct

expenditure • Seven main destinations in S Pacific had 650,000 passengers

in 2012 • Highly concentrated in the Pacific; New Caledonia and Vanuatu

account for 78 percent of cruise visits in S Pacific• South Pacific most favoured by booming Australian source market

(392K pax in 2014. 70% total pax growth in 3 years)

FUTURE-POSITIVE FORECASTS FOR THE PACIFIC

• Forecasted value of Pacific tourism is 4.4 US$bn by 2019. (SPTO)

• Double tourist arrivals by 2040 to 3 million (World Bank)

• Annual growth rate of 3 % per annum in tourist arrivals (World Bank)

• Additional 127,600 jobs to the region by 2040 (World Bank)

IMPORTANCE OF TOURISM• Tourism plays an important role in many PICs. • PICs have done well in tourism with long term growth above the global

average.• Offers PICs significant opportunities for economic growth and shared

prosperity• Important source of export earnings for many PICs• Important for employment and income generation • Presents the chance to preserve the environment and cultural heritage through sustainable development practices• Contributes to the economic diversification of small economies if linked to other sectors

HIGHLIGHTS OF TOURIST’S

EXPERIENCES IN THE PACIFIC

TOURIST SURVEY 2014 -2015

• The Air Visitors Survey was undertaken in 6 PICs; Marshall Is, Palau, Solomon Is, Kiribati, Tuvalu and FSM in 2014 and 2015.

• All 6 countries surveyed reported disappointment in the food services.

• 3 Countries (Marshall Is, Solomon Is, FSM) reported having partial pleasant experience in the food services while visiting.

• 2 countries surveys (Marshall Is, FSM) mentioned that improvements are needed in restaurant services.

• Highlights of the trips for these countries was captured and exported through word cloud as shown in the next two slides.

TOP TOURIST EXPERIENCES REPORTED FOR SPTO COUNTRY SURVEYS

TOURIST REPORTED WORST EXPERIENCES AND DISAPPOINTMENTS

FOR SPTO COUNTRY SURVEYS

SNAPSHOT OF POSITIVE FOOD EXPERIENCES IN THE

PACIFIC

Source: Instagram

Instagram –Holiday Inn Resort Vanuatu

Sandy Beach Resort, Tonga

“The food was very good and more of a variety than we were expecting for being on an island, along with non-seafood dishes for the one non-seafood

eater between the two of us. We really felt like we were at home away from home. We look forward to when we can return. Thank you Boris and staff for

helping our vacation be so memorable.”

Posted by islands2explore, California Stayed July 2011

Source: Trip Advisor

Nadi Bay Resort Hotel's signature Restaurant Antoinette's received the Excellence in Tourism Award 2013 for

'Fiji's Best Quality and Value Restaurant. Famous for food and friendly

service, delicious European, Asian and Fijian inspired menu, in a traditionally

themed setting at affordable prices.

SPTO’S CULINARY INITIATIVES

CULINARY WORKSHOPS UNDER PRTCBP• The overall objective of this project was to enhance the

sustainability of the country’s tourism sector through greater use of local produce and less reliance on foreign imports.

• SPTO conducted 3 regional and 4 in country Culinary Training Workshops.

o 2 regional workshops in Fiji (11 PIC’s was represented -Cooks Is, Samoa, Niue, Tonga, Solomon Is, Kiribati, Vanuatu, Fiji, PNG, Palau and Tuvalu).

o 1 regional workshop in Samoa (Samoa, Tonga, Vanuatu, American Samoa, Solomon Islands)

o 2 in country workshops in Samoa (Upolu & Savaii)o 1 in country workshop in Tongao 1 in country workshop in Solomon Islands

• A total of 162 chefs were trained through the culinary workshop delivered by SPTO

• Encouraged linkages between agriculture and tourism ( the Samoa workshop has been used by SPC-PAPP as a pilot project in preparation for an Agritourism event they staged in 2015)

• Enhanced skills and knowledge of cookery students, qualified Cookery Trainers and existing Chefs in the region

• Encouraged and inspired the Chefs in the region to use local food resources in producing SME hotel/resort food menus as well as link with local farmers

• Enhanced the innovation & creativity of Pacific cuisine

• Developed a network of Pacific Culinary Contacts to share ideas and recipes etc

• Developed strategic partnerships, opportunities and funding resources amongst developing partners (such as SPTO, PIPSO, CTA, SPC-PAPP) that will strengthen the link between tourism and the agriculture sector.

• Produced culinary training manuals and DVDs

POSITIVE RESULTS OF THE CULINARY WORKSHOPS

• The need for a Pacific Agri-Tourism and Seafood strategy for the Pacific and embedded within is a clear Pacific Chefs Development Strategy

• The need for the agriculture sector to provide professional, consistent and quality produce to the Tourism Industry

• The need for the subsistence farmers to establish cooperatives to market their supplies and link with the tourism industry

• The need to provide consistent culinary capacity building throughout the year within our member countries

• The need for Pacific Islands to establish Culinary Associations and a pool of in-country qualified trainers

• The need for regular dialogue and strategic partnerships between partners/donors to pool resources and avoid duplication

LESSONS LEARNT - THE CULINARY WORKSHOPS

PACIFIC CULINARY TRAINING WORKSHOP 25-30 August 2014, Fiji

Miriam Nemaia, Chef Manager Jennas

Restaurant, Niue :

“I am really enjoying these workshops. How we have

learned to create all these innovative dishes from

local foods is something that I can incorporate into

my business..”

PACIFIC CULINARY TRAINING WORKSHOP 2014, Samoa

Lucia Brown, Managing Director, Lusia’s Lagoon

Chalets, Savaii, Samoa : “I enjoyed very much learning the many ways of preparing

exciting, delicious fresh new recipes from our very own local

produce with the additions of Chinese, oriental and other culture

sauces, mixes and spices…... Congratulations, Chris, SPTO, STA,

APTC and all our local partners for a job well done!”

CHEFS DEVELOPMENT STRATEGY

• Set up of Culinary Associations in the SPTO member countries and a Regional Culinary Association

• Institutional strengthening and capacity building of the above Culinary Associations

• SPTO to work closely with NTOs and Culinary Associations in conducting training activities based on the different levels of chef’s needs in the region:

• Expat Chefs working in the Pacific- changing their mindset not to depend on imports and use more local resources

• Established Chefs- seeking overseas attachments and letting them attend overseas culinary events to gain international exposure & experience

• Culinary Association Chefs • Chefs who represent MSMEs and do not to belong to

Culinary Associations. These MSMEs need basic cooking skills

PROPOSED CHEFS DEVELOPMENT STRATEGY

• Each country to develop and market their Unique Selling Proposition in terms of food cuisine

• Working closely with the media to increase awareness of Pacific Cuisine in the overseas markets and by staging regional food festivals, local cuisine culinary associations etc .

• Develop Pacific Quality Standards that can be adopted by PIC for the entire agri-tourism value food chain.

• Build regional and international collaboration with other agri-tourism & seafood partners to share information, network and complement PIC’s agri tourism & seafood activities

PROPOSED CHEFS DEVELOPMENT STRATEGY cont’d

• Develop strong links and networks with the farmers and seafood suppliers to consistently supply quality produce and seafood

• SPTO, NTOs and Culinary Associations to work together to be committed not to use imports but develop as well as promote the region as a quality food destination brand

• Delicious Pacific Brand- The Pacific as a Quality Food Destination

PROPOSED CHEFS DEVELOPMENT STRATEGY cont’d

DELICIOUS PACIFIC: THE PACIFIC - A QUAILTY FOOD

DESTINATION

• Pacific tourism needs to maintain a higher competitive performance against other regions

• Agri-business is a potential ‘niche’ product and ‘money maker’ for the tourism industry

• Crucial for all players in the value chain to realise the importance of building sustainable farm-to-table relationships

• Pacific destinations need to have the confidence and pride themselves on selling/serving quality, local food to the Tourist.

IMPORTANT FACTORS TO CONSIDER BRANDING THE PACIFIC AS A QUALITY

FOOD DESTINATION

• Complimenting ‘sand, sea, and sun’ with ‘high quality locally grown food/local cuisine’

• Capacity building of Owners and Chefs in the region to become innovative and to use local produce and seafood in their cuisine to promote culture

• Quality standards related to food & beverage needs to be developed for the Pacific before branding the region as a Quality Food Destination!

IMPORTANT FACTORS TO CONSIDER BRANDING THE REGION AS QUALITY

FOOD DESTINATION

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THE WAY FORWARD-

• Pacific Agri-tourism and Seafood Strategy- Ensuring there is a strong and sustainable link between Agriculture – Tourism- Seafood sectors!

• Pacific Chefs Development Strategy- Chefs in the region to become innovative and to use local produce and seafood in their cuisine to promote culture!

• Pacific Quality standards related to food & beverage needs to be developed for the Pacific before branding the region as a Quality Food Destination!

• Delicious Pacific Brand - Branding the Pacific as a Quality Food Destination!

PRIORITIES FROM TOURISM

THANK YOU FOR YOUR ATTENTION