UPLB seeking stronger agritourism initiative

Sowing the Seeds of Change UPLB's Agritourism Initiative for a Stronger Farm-to-Table Experience

The University of the Philippines Los Baños (UPLB) is taking a significant step forward in fostering a more robust agritourism program, an initiative that has the potential to revolutionize how farmers, students, and communities engage with agriculture. This development follows a recent study tour in Thailand, where Dr. Eureka Montenegro Ocampo, professor, scientist, and Director of Institute of Crops Science, gained valuable insights into thriving models of high-value agriculture, value-adding enterprises, and farm tourism.

A Glimpse into the Future of Agritourism

Ocampo joined 40 Filipino farm owners and agripreneurs in Inspired Learning Tours' Thai Farm and Garden Tour held from November 26 to 29, 2025. The itinerary covered a diverse range of farms – mulberry and vanilla growers, flower farms, vineyards, mushroom producers, and a community-managed hydroponics system – each offering a story of innovation and rural development.

Unlocking the Power of Value-Adding

In her talk on the state of high-value crops in the Philippines, Dr. Ocampo observed that lifestyle changes have increased the demand for organic and nutritious produce. There's a growing number of Filipinos who are willing to pay more for as long as they are sure that the vegetables or fruits are prime, she said.

Community-Driven Hydroponics A Model for Success

One of the most notable stops on the tour was the community-run hydroponics farm in Khao Yai District, a cool-climate area dotted with resorts and hotels. The community produces tons of lettuce, parsley, and other greens. Community leader Sombat Buddee shared that they initially approached resort owners to offer their produce. After two years of consistently high-quality harvests, however, the resorts now come to them. What began as extra income for mothers has become the primary livelihood for many families.

Lessons Learned from the Tour

Delegates were struck by the community's practice of planting greens along sidewalks, where anyone can pick what they need. With no attendant on site, payment is sent through e-wallet – like an honesty store for vegetables, said Alvin Antrajenda, a delegate from Tarlac.

Buddee added that the community received an initial 80,000 baht from the government to start the project. If they can do this at the community level, why can't we? Ocampo said. We teach the technology in UPLB. The gap is not knowledge – it's sustained support, vision, and political will.

The Potential of Agritourism

Throughout the tour, value-adding emerged as a powerful driver of rural income. This involves processing or transforming raw agricultural products to increase their market value – such as turning mushrooms into chips, extracts, or dried ingredients, or producing mulberry teas, wines, or skincare products.

The mushroom farms showed the full potential of value-adding, Ocampo said. They don't just produce mushrooms – they turn them into profitable end products. If our farmers learn to process their excess harvest, their income can multiply. Value-adding is especially crucial for mushrooms, which spoil quickly after harvesting.

A Bright Future for Agritourism

The tour also underscored how agritourism has become a significant global industry. Globally, agritourism is one of the fastest-growing sectors. In 2024, the global agritourism market was valued at $8.31 billion and is projected to reach $22.68 billion by 2033, growing at nearly 12 percent annually.

Thailand remains one of the region's leaders. As early as 2016, it had 1,215 agritourism sites nationwide, attracting around 2 million local and foreign tourists and generating an estimated P15.7 billion that year – affirming the economic strength of farm-based tourism.

As we look to the future, UPLB's initiative offers a beacon of hope for the agricultural sector. By embracing value-adding and agritourism, farmers can unlock new revenue streams, create jobs, and contribute to rural development. With Noel's wise words echoing in our minds – You reap what you sow – it is time for us to sow the seeds of change and nurture a stronger farm-to-table experience for all.

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Edward Lance Arellano Lorilla

CEO / Co-Founder

Enjoy the little things in life. For one day, you may look back and realize they were the big things. Many of life's failures are people who did not realize how close they were to success when they gave up.