The level of out-of-pocket expenditure also varies by tourists, with package tourists spending less out of pocket than non-package tourists (Mitchell and Faal, 2008). Agriculture is the most labour intensive sector and the mainstay in rural areas where poverty is most pervasive and deepest, indeed, more than 70 per cent of the poor in Africa live in rural areas and rely on agriculture for food and livelihood (International Fund for Agricultural Development, 2011). Agricultural income is reported to sustain more households than jobs in hotels and restaurants (UNCTAD, 2013a), particularly when local agricultural products are effectively integrated into the tourism value chain.