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holiday on farms in Bavaria – success factors 5th April 2013 Kielce, Poland

holiday on farms in Bavaria – success factors 5th April 2013 Kielce, Poland Gisela Hammerschmid. Free State of Bavaria . 20 % of the total land area of Germany 12.5 million inhabitants Capital and largest city: Munich, the third largest city in Germany

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holiday on farms in Bavaria – success factors 5th April 2013 Kielce, Poland

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  1. holiday on farms in Bavaria – successfactors 5th April 2013 Kielce, Poland Gisela Hammerschmid

  2. Free State of Bavaria • 20% of the total land area of Germany • 12.5 million inhabitants • Capital and largest city: Munich, the third largest city in Germany • Rich in traditions and culture, regional specialities, old history, nice villages and warm-hearted people, spectacular landscapes

  3. Agriculture in Bavaria • 2010: 97.900 farms (> 5 ha) • averagesize: 32,1 ha • Almosteverythirdfarmof Germany islocated in Bavaria • 60 % ofthefarmsgeneratecombinedincome (e.g. directmarketing, homeservicesandpartyservices, learning on farmsorholiday on farms)

  4. Holiday on farms – definition • farmingactivitiescanbeexperienced • theaccommodationis on thefarmornearby • mostservicesaredonebythefarmersandtheirwifesthemselves

  5. Holiday on farms - facts • 5.500 farms • different regional spread • number of nights: • 1991: 7.1 Mio. nights • 2012: 12.7 Mio. nights • Rise of about 20 % in the last 10 years • guests spend nearly 500 Mio. € • professionalization, quality management and product orientation

  6. concept: farm tourism is for guests who want: to enjoy selfmade products and bavarianspecialities to be directly in contact with nature and animals successfactor 1 an idea of agriculture and bavarian tradition to communicate with an unique rural family

  7. Specializationandtargetgroups • familieswithchildren • sanityandwellness • natureandactivities (e.g. hiking, skiing, cycling, fishing, horseriding) • artandculture • disabledpeople • olderpeople successfactor 2

  8. successfactor 3 Quality Objective, hardskills e.g. • lawsandregulations • standardsofquality • architectureand design • classification • Individual, soft skillse.g. • friendliness, atmosphere • flexibility • taste oftheregional • products • specialoffers, not expected

  9. successfactor 4 Professional marketing • www • online-basedcommunicationandbooking • worldwidenetwork, socialmedia • brochures • catalogsfromtheregion, tourism-associations • fairs, e. g. international greenweek in Berlin • membership in associations e. g. associationforholiday on farms in bavaria (1.600 members): www.bauernhof-urlaub.com

  10. Bavarian State Ministryfor Food, AgricultureandForestry researchcenterforagriculture / instituteforbusinessmanagementandagrarianstructure 7 officesfor rural development 47 officesforfood, agricultureandforestry

  11. Qualifications, consultation • individual andcomprehensiveadvice • seminarsfororientationandtargeteddevelopment, e.g.: • analysisoftheactualsituation • findinga solutionandwork out a concept, whichfitstothefarm, thefarmersandtheregion • becomingmore professional • qualifyingfortargetgroups • exchangeofexperiences • networking • circleofquality (implementationofqualitymanagement) successfactor 5

  12. Qualificationconcept Networking Special courses General-basics working-situation farm,region financialsituation • education • personality Basics

  13. Financial support –investmentaidprogramsforfarms successfactor 6 • fundingofdiversifications aidmoneyfromEU, D, BY • aidquota 25 % oftheinvestments, max. 100.000 € (investments 20.000 € to 400.000 €) • investments in building, equipement (technical, fixedly), communicationtechnology, outside-facilities • fundingconditions, e. g. • conceptandcalculationofprofitability • profession, appropriatetothe main-target • 25 bedsmaximumLeader

  14. Cooperations • withotherprovidersofholiday on farms • withfurtheractivities in thefieldofagritourism • experimental adventure on farmsforchildren • gastronomyandcafe on farms • cateringandserviceswith regional productsandspecialties • picknick serviceforhikers • marketplaceswithself-made products • guidedtours on farmsand in thearea successfactor 7

  15. Thankyouforyourattention! www.landwirtschaft.bayern.de

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