Farm tourism: a pot of gold or just another rainbow

The New Zealand Kellogg Rural Leaders Programme develops emerging agribusiness leaders to help shape the future of New Zealand agribusiness and rural affairs. Lincoln University has been involved with this leaders programme since 1979 when it was launched with a grant from the Kellogg Foundation, USA.The "home and farm-stay" industry has an important part to play in New Zealand tourism. More and more visitors are seeking an active holiday experience, rather than a passive look at scenery through tour bus windows. The experience of staying in a New Zealand home is for many a highlight of their stay. However, it must be realised that at present, only 2000 visitors actually use farms as their main form of accomodation. With a similar number of properties servicing these tourists, customers are few and competition is strong. One of our major tasks must be the efficient and effective marketing of our product. The farm-stay industry has a long way to go in this area