Bayerisches Staatsministerium für Ernährung, Landwirtschaft und Forsten holiday on farms in Bavaria – success factors 5th April 2013 Kielce, Poland Gisela

Bayerisches Staatsministerium fürErnährung, Landwirtschaft und Forsten

holiday on farms in Bavaria –

success factors

5th April 2013

Kielce, Poland

Gisela Hammerschmid

Folie 2 Gisela Hammerschmid, Ref. A 3Bayerisches Staatsministerium für

Ernährung, Landwirtschaft und Forsten

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



AGRICULTURE IN BAVARIA

2010: 97.900 farms (> 5 ha) average size: 32,1 ha Almost every third farm of Germany is located in Bavaria 60 % of the farms generate combined income (e.g.

directmarketing, home services and party services, learning on farms or holiday on farms)



HOLIDAY ON FARMS – DEFINITION

farming activities can be experienced the accommodation is on the farm or nearby most services are done by the farmers and their

wifes themselves



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

HOLIDAY ON FARMS - FACTS



to enjoy selfmade

products and bavarian

specialities

to communicate

with an unique rural

family

an idea of agriculture and

bavarian tradition

CONCEPT: FARM TOURISM IS FOR GUESTS WHO WANT:

to be directly in

contact with nature and

animals

success

factor 1



SPECIALIZATION AND TARGET GROUPS

families with children sanity and wellness nature and activities (e.g. hiking, skiing, cycling, fishing,

horse riding) art and culture disabled people older people

success

factor 2



QUALITY

Objective, hard skills

e.g. laws and regulations

standards of quality

architecture and design

classification

Individual, soft skillse.g. friendliness, atmosphere flexibility taste of the regional

products special offers, not expected

success factor 3



PROFESSIONAL MARKETING

www• online-based communication and booking• worldwide network, social media

brochurescatalogs from the region, tourism-associations fairs, e. g. international green week in Berlin

membership in associations

e. g. association for holiday on farms in bavaria

(1.600 members): www.bauernhof-urlaub.com

success factor 4



research center for agriculture /

institute for business management and agrarian structure

7 offices for rural development

47 offices for food, agriculture and forestry

Bavarian State Ministry for Food, Agriculture and Forestry



QUALIFICATIONS, CONSULTATION

individual and comprehensive advice seminars for orientation and targeted development, e.g.:

• analysis of the actual situation • finding a solution and work out a concept, which fits to

the farm, the farmers and the region becoming more professional

• qualifying for target groups• exchange of experiences• networking• circle of quality (implementation of quality

management)

success factor 5



working-situation

financialsituation

farm,region

• education• personalityBasics

General-basics

Specialcourses

Networking

Qualification concept

networking with economy- and social-partnersspecial courses

common coursese. g. quality-courses

professional basics

orientation and decision



FINANCIAL SUPPORT –INVESTMENT AID PROGRAMS FOR FARMS funding of diversifications

aid money from EU, D, BY aid quota

25 % of the investments, max. 100.000 €

(investments 20.000 € to 400.000 €) investments in

building, equipement (technical, fixedly),

communication technology, outside-facilities funding conditions, e. g.

• concept and calculation of profitability • profession, appropriate to the main-target• 25 beds maximum LEADER

success

factor 6



COOPERATIONS

with other providers of holiday on farms with further activities in the field of agritourism

• experimental adventure on farms for children• gastronomy and cafe on farms

• catering and services with regional products and specialties

• picknick service for hikers• marketplaces with self-made products

• guided tours on farms and in the area

success

factor 7



Thank you for your attention!

www.landwirtschaft.bayern.de

Documents

Bayerisches Staatsministerium für Ernährung, Landwirtschaft und Forsten holiday on farms in Bavaria – success factors 5th April 2013 Kielce, Poland Gisela