I was sitting at a café table in Constanza, a municipality in the north-central region of the Dominican Republic, scribbling notes as six agritourism and business leaders shared their challenges and opportunities for improving agritourism in the region. My role as an agritourism marketing and communications volunteer with the Farmer-to-Farmer program was to help them, but in that moment, I knew my time in Constanza was just as transformative for me.
The Partners of the Americas administers the Caribbean Basin segment of the John Ogonowski and Doug Bereuter Farmer-to-Farmer Program (F2F), funded by the United States Agency for International Development. Since 1985, over 22,000 volunteer assignments have paired U.S. volunteers—including farmers, agribusiness owners, and extension professionals—with international communities, cooperatives, educational institutions, and agribusinesses. These technical projects aim to resolve local challenges and build capacity through knowledge exchange.
In 2020, friends recommended me as a marketing volunteer for the Cultivating New Frontiers in Agriculture segment in Southern Africa. I collaborated virtually with a woman-owned agribusiness in Malawi on developing a marketing plan, infrastructure, and channels. Although rewarding, the pandemic limited our interactions to virtual platforms. Two years later, at the International Workshop on Agritourism at the University of Vermont, I met Rosa Almonte, then serving as the Farmer-to-Farmer country director for the Dominican Republic. We began collaborating on agritourism projects along with Dee Singh-Knights from West Virginia University. In May 2024, when we presented work on crisis communications in agritourism and sustainable international agritourism at the 2nd World Agritourism Congress in Bolzano, Italy. These experiences ultimately led to my two-week volunteer assignment in Constanza with the Ecotourism Cluster.
Farmer-to-Farmer’s mission is to support sustainable agricultural development and reduce poverty through knowledge exchange. Projects range from training and workshops to consulting and strategic planning. Volunteers bring their expertise, while hosts share their ingenuity, perspectives, and accomplishments, fostering mutual learning.
I arrived in Santo Domingo on a Sunday in September and met the Partners of the Americas team the following morning for orientation. My field officer and I then traveled to Constanza, the highest elevation in the Caribbean and known as the Enchanted Valley. The road climbed through breathtaking mountainous terrain, revealing fertile fields and a bustling agricultural hub. Constanza’s economy is 80% agriculture, supplying much of the Dominican Republic’s produce. Tractors driving down streets, billboards advertising agricultural products, and fresh lettuce instead of flowers on restaurant tables underscored the agricultural significance.
The Constanza Ecotourism Cluster, with support from the Ministry of Tourism, has strategically developed ecotourism and now aims to expand into agritourism. In the U.S., agritourism encompasses tourism activities connected to agriculture, whether food or ornamental. In the Dominican Republic, residents are still establishing a definition and understanding of agritourism—a key area where the Cluster sought my assistance. The Cluster developed a definition that includes, “…taking advantage of the crops to organize authentic excursions, offering healthy and enriching entertainment for all ages,” yet people were unaware of the definition.
During my assignment, I conducted 23 interviews, delivered three presentations, and developed a comprehensive marketing plan for the Cluster with short, intermediate, and long-term goals. Instagram, a preferred platform for key tourism demographics in the Dominican Republic, became central to our strategy. The Ministry of Tourism organized an agritourism experience for Instagram influencers during my visit, showcasing Constanza’s offerings. Over two days, we traveled to agritourism and ecotourism sites, answering questions as influencers created content for their audiences.
For Constanza’s farmers and agritourism operators, the first priority is increasing awareness, so businesses recognize their potential involvement in agritourism. Additional goals include increasing weekday tourism, developing a Constanza brand, expanding agritourism activities, deepening visitor engagement, and providing workforce training.
Of the businesses I interviewed, six were already practicing agritourism, and four incorporated agritourism elements. The Cluster’s annual Harvest Festival celebrates Constanza’s contributions to the Dominican Republic’s food supply. This past October, the festival’s focus on agritourism amplified the impact of my work. The Cluster is fortunate to have the infrastructure they’ve built over years of tourism work, and full support of the Ministry of Tourism, Constanza Mayor, and other key officials. My conversations with these offices showcased how important the Cluster’s efforts are, and that it can be used as a model for other municipalities in the Dominican Republic.
Agritourism faces challenges worldwide, including balancing it with production agriculture. Some farmers embrace agritourism to diversify and sustain their operations, while others prefer to focus solely on production. Both approaches are vital. Agritourism offers interested farmers in Constanza an opportunity to enhance economic viability and promote sustainable practices. It transforms agriculture from a commodity-driven industry to a holistic practice emphasizing community, culture, and health. Increased awareness through agritourism benefits all farmers by fostering community support for agriculture.
My assignment with the Ecotourism Cluster of Constanza is one step in their journey, and I remain available to support their efforts. More importantly, the Cluster members, business owners, and Partners of the Americas staff have become friends. Their generosity and insights have enhanced my agritourism and marketing expertise. Programs like Farmer-to-Farmer promote cross-cultural understanding and sustainable agricultural development. Volunteers make tangible differences abroad and bring valuable perspectives back home.
At UConn Extension, we are developing resources for agritourism operators in the U.S., including applied research on crisis communications. I am also part of a national team, led by West Virginia University, creating an agritourism curriculum. My experiences in Constanza inform these initiatives, ensuring Connecticut farmers benefit from global insights.
Stacey Stearns is a communications specialist with UConn Extension. She provides strategic support for UConn Extension programs, including Bug Week, GMOs, and the Connecticut Trail Finder project. She earned her Bachelor of Science in Animal Science from the University of Connecticut and a Master of Science in Agricultural Education and Communication from the University of Florida.
