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Working together to support agritourism

The Scottish Agritourism Sector Group has expertise in agritourism, farming, crofting, food and drink and tourism. The group is working with government to explore how agritourism can deliver a range of Scottish Government policies across tourism, agriculture and food and drink.

The group includes a mixture of government, private sector businesses, public sector development agencies and international experts in agritourism. 

The group is building on existing work to develop the sector and existing data to create a national strategy for agritourism focused around consumer demand, quality of experience, sustainability and a clearly defined sector and customer experience. 

It hopes to understand international benchmarking from other countries, the type and scale of their agritourism sector and the policies and activities that have supported growth of the sector. This will identify what elements of international success may be well suited to Scotland.

On this page you'll find information on: 

Agritourism | Old Leckie Farm

What are the ambitions of the agritourism sector?

  • Advice on what type of experiences / activities or capital grant support available to offer businesses entering the sector or looking to grow. 

  • To be an international destination for agritourism, using our high quality / welfare farm produce, history of farm hospitality, authentic people, stunning landscapes and farming culture to drive economic impact for the rural economy.

  • To be the “go-to” place to buy farm food and drink, visit for exercise and to access green spaces, taste great food and help visitors understand responsible tourism. The local market and Scottish urban market is as important to the sector as UK and international markets.

  • That agritourism has a strong “agri” food and drink and experiential component to stand out as a differentiated market offering.

  • To be the sales and marketing arm of Scottish agriculture by bringing thousands of people on to Scottish farms each year, building demand for Scottish farm produce.

  • To be leading the way in net zero rural tourism and complementing environmental and biodiversity good practice in farming businesses.

  • To help sustain the future of the family farm in Scotland by providing a vital additional income stream from an activity which supports and benefits agriculture, helping to alleviate the impact of subsidy changes.

  • To continue to play a key role in facilitating women to become decision makers / owners in the farming business or connected tourism business of the farm.

The Scottish Agritourism Growth Tracker 2021 results

The Scottish Agritourism Growth Tracker 2021 measured, for the first time, the potential of Scotland’s agritourism industry. 

It found that as well as the opportunity for strong economic growth, the industry played an important role in sustaining and creating rural jobs, supporting vital family employment and providing equal and inclusive roles for men and woman across various ages and skill levels. 

The tracker was undertaken in June 2021. Findings are based on the responses of 179 farms, two thirds of which are actively involved in agritourism, with one third considering agritourism.   

Take a look at the full report.

Scottish Agritourism Growth Tracker 2021 results

Published March 2022

Download the full Scottish Agritourism Growth Tracker 2021 results PDF

Scottish Agritourism 2030 | The Strategy for Sustainable Growth

Scottish Agritourism 2030 – The Strategy for Sustainable Growth sets out a shared vision for the sector. The vision aims to sustainably develop the rural economy, protect family farms for future generations, build consumer awareness and loyalty towards local produce, and celebrate the history and heritage of these important Scottish communities. The strategy, which will be supported by a staged action plan, includes a collaborative approach from the public and private sectors both in Scotland and internationally.

Other objectives include: 

  • Attracting and retaining a skilled, committed and diverse workforce
  • Creating and promoting a thriving and responsible sector
  • Increasing the number of working farms that offer a food and drink experience

With growing consumer interest in food provenance and sustainable tourism, it's hoped the strategy will position agritourism at the forefront of visitors’ minds when seeking ways to enjoy, appreciate and understand the best of Scotland’s natural larder.

Scottish Agritourism 2030 – The Strategy for Sustainable Growth

Published November 2021

The Scottish Agritourism Sector Group | meeting notes and actions

Agritourism growth strategy group members

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