During a volunteer assignment in Constanza, Dominican Republic, I had the opportunity to work with local agribusinesses and tourism leaders to enhance agritourism in the region. This experience, part of the Farmer-to-Farmer program, allowed me to apply my expertise in agritourism marketing and communications while learning from the community’s unique challenges and opportunities.
The Farmer-to-Farmer program, administered by Partners of the Americas and funded by the U.S. Agency for International Development, has been supporting agricultural development since 1985. The program pairs U.S. volunteers with international communities to share knowledge and expertise. My first experience with this program was in Malawi, where I worked virtually on a marketing plan for a woman-owned agribusiness. While rewarding, the pandemic limited interaction, so when I later met Rosa Almonte, the Dominican Republic’s Farmer-to-Farmer country director, our collaboration led to my assignment in Constanza.
Constanza, known as the Enchanted Valley, is located in the highest elevation of the Caribbean. The region’s economy is largely agricultural, with fertile fields producing much of the country’s fresh produce. Despite this, the community was still developing a clear understanding of agritourism a form of tourism connected to agriculture, which had not been fully embraced. The Ecotourism Cluster in Constanza, supported by the Ministry of Tourism, sought my help in defining and promoting agritourism as a viable economic opportunity.
Over the course of my two-week assignment, I conducted interviews with agribusinesses, delivered presentations, and developed a comprehensive marketing plan for the Ecotourism Cluster. The plan focused on short, intermediate, and long-term goals, with Instagram playing a central role due to its popularity among the region’s key tourism demographics. The Ministry of Tourism organized an agritourism experience for influencers during my visit, allowing me to showcase Constanza’s agritourism offerings to a wider audience.
One of the key priorities for the community was increasing awareness of agritourism opportunities. While some businesses were already practicing agritourism, others had not yet recognized its potential. The Cluster’s annual Harvest Festival, which focuses on agritourism, highlighted the region’s agricultural contributions and amplified the impact of my work. Through this event, I was able to help businesses understand the benefits of agritourism and the importance of diversifying their offerings to attract more visitors.
Agritourism, however, faces challenges worldwide. For many farmers, balancing production agriculture with tourism activities can be difficult. Some farmers embrace agritourism as a way to diversify their income, while others prefer to focus solely on production. Both approaches are essential for the sustainability of agriculture in Constanza. Agritourism not only helps farmers increase economic viability but also promotes sustainable agricultural practices and strengthens community ties.
By the end of my assignment, I had developed a marketing plan, identified key strategies for increasing awareness, and helped foster a deeper understanding of agritourism in Constanza. The experience was transformative for me, as I gained new insights into sustainable agricultural practices and the power of community collaboration. I remain committed to supporting the Ecotourism Cluster’s efforts and look forward to continuing to share the knowledge gained from this experience with agritourism operators back home in Connecticut.
