Building the relationship between agriculture and tourism: models and benefits of co-operation

This project was developed from identified trends in both the tourism and agribusiness sectors and the learning gained through the Centre for Agriculture and Tourism, Yarra Valley (CAB) Regional Branding and the Building Harmony with Neighbours projects. Experience shows that, although the two sectors have much to gain from close co-operation in many of the scenic rural areas of Victoria, they do not always communicate and co-operate effectively. The project aims to: (1) Develop a better understanding of the connection between the sectors and factors that encourage and inhibit co-operation; (2) Document models of co-operation and entrepreneurship; (3) Develop strategies for facilitating regional co-operation with a particular focus on the role that Agribusiness forums can play; (4) Identify models to encourage entrepreneurial business development between the sectors. Initially the project was designed to apply findings from international and national desktop research to the Yarra Valley through working with the appropriate industry sector organisations. However, as the project commenced, the Shire of Yarra Ranges facilitated a regional marketing workshop with key sector organisations where it was decided that one unified regional marketing body was required. Due to the sensitivity of the subsequent negotiations, it was decided to focus on sharing the project findings and exploring opportunities for co-operation with agritourism operators in the region rather than those already engaged with establishing the unified regional body.