Working together to support agritourism
The Scottish Agritourism Sector Group (SASG) is a joint undertaking of the public and private sector, both at home and abroad. It has expertise in agritourism, farming, crofting, food & drink and tourism.
SASG helps the Scottish Government with policies on these issues. By taking in best practise from around the world, it aims to grow these sectors in Scotland.
In this section:
What are the 2022 Scottish Agritourism Growth Tracker results?
Earlier this year, we asked Scotland’s farms, crofts and estates to take part in an annual census. We do these to understand how we can to grow the agritourism sector and to establish the size and scale of the industry.
We did this survey in accordance with the UK Market Research Society’s Code of Conduct and current data protection legislation. We commissioned Progressive Partnership Ltd. to host the survey on our behalf. Progressive Partnership Ltd. is an independent research company that:
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Held all data securely
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Treated all data confidentially
VisitScotland only used data for research purposes.
When we publish the report findings, we will combine all data to give overall results for Scotland and by region. No individual business, farm or person will be identifiable.
The survey is now closed, and we will publish the results towards the end of 2022. Please check back later in the year or subscribe to our Tourism Insider newsletter to get the results delivered to your inbox.
What are the 2021 Scottish Agritourism Growth Tracker results?
For the first time, we measured 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:
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Sustaining and creating rural jobs
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Supporting vital family employment
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Providing equal and inclusive roles for men and woman across various ages and skill levels
The tracker was undertaken in June 2021. It based its findings on the responses of 179 farms. Two thirds of which were actively involved in agritourism – one third considered agritourism.
Take a look at the following full report:
Scottish Agritourism Growth Tracker 2021 results
Published March 2022
Download the full Scottish Agritourism Growth Tracker 2021 results PDF
What are the ambitions of the agritourism sector?
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Give advice on what type of experiences / activities or capital grant support available. We want to offer this to businesses entering the sector or looking to grow.
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Be an international destination for agritourism to drive economic impact for the rural economy, using our:
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High-quality / welfare farm produce
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History of farm hospitality,
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Authentic people
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Stunning landscapes
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Farming culture
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The local and Scottish urban markets are as important to the sector as the UK and international markets.
We want to be the:
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“Go-to” place to buy farm food and drink
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Destination for exercise and to access green spaces
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Place to taste great food
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Ones to help visitors understand responsible tourism
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Agritourism has a strong “agri” (food & drink and experiential) component. This will help it stand out as a differentiated market offering.
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Be the sales and marketing arm of Scottish agriculture. We want to bring thousands of people on to Scottish farms each year, building demand for Scottish farm produce.
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Leading the way in net zero rural tourism. We want to complement environmental and biodiversity good practice in farming businesses.
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Help sustain the future of the family farm in Scotland. We want to provide a vital extra income stream from an activity which supports and benefits agriculture. This will help to ease the impact of subsidy changes.
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Continue to play a key role in facilitating careers for women. We want them to become decision makers / owners in the farming business or connected tourism business of the farm.
What is Scottish Agritourism 2030?
Scottish Agritourism 2030 – The Strategy for Sustainable Growth sets out a shared vision for the sector. The vision aims to:
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Sustainably develop the rural economy
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Protect family farms for future generations
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Build consumer awareness and loyalty towards local produce
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Celebrate the history and heritage of these important Scottish communities
We will support the strategy with a staged action plan. The plan will include a collaborative approach from the public and private sectors, both in at home and abroad. Other objectives include:
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Attracting and retaining a skilled, committed and diverse workforce
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Creating and promoting a thriving and responsible sector
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Increasing the number of working farms that offer a food and drink experience
There is growing consumer interest in food provenance and sustainable tourism. We expect that the strategy will position agritourism at the forefront of visitors’ minds. This way, they'll seek 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
1. Background
- One of our first 100 days commitments - set up an Agritourism Taskforce to develop a robust growth strategy for the sector.
- Tourism has been really hit by the pandemic. Before pandemic, tourism was going very well. Businesses were doing well with year on year growth.
- Scottish Government (SG) set up a working group to develop a 2030 strategy to address some of the issues and to ensure that we could continue to grow tourism in a sustainable, inclusive way. The 2030 strategy was published at the Scottish Tourism Alliance (STA) conference immediately before COVID-19 hit in 2020.
- In August / September, Mr Ewing and Mr Hepburn set up the Tourism Taskforce to look at recovery for the sector. The taskforce reported in September 2020, paper went to Cabinet and resulted in £180 million pouring into the tourism sector to support immediate survival for initial recovery plans.
- In terms of recovery, we continue to work with the sector on phase one and phase two recommendations. Phase one is focused more on employees (ensuring people have the skills and employment opportunities and that there is marketing to support reopening). Phase two will be broader than that in terms of regrowing the sector so that it is sustainable, that we move to a low carbon sector, one that supports fair work and is more resilient.
- SG see agritourism as playing a really important role in that. A lot of potential for the future, and a place in the overall tourism recovery plans and longer term 2030 strategy.
2. Background to Agritourism (overview by Caroline Millar)
- Agritourism as a sector has been around for a long number of years. From 1970’s onwards, agritourism has been a growing activity in Scotland. Until recently it wasn’t recognised strongly as a sector. The Sector wants to play a key part in the recovery from COVID-19 and wishes to have a longer term growth strategy. It is important the sector stands out with a clear proposition for the consumer based on a strong agri and food and drink experience on the farm.
- Sector ambition for the growth strategy is to build on existing work and data, consider international best practice and identify what particular measures will work to shape the type of agritourism sector we wish to grow. International expert will be able to help us shape what our ambition looks like for agritourism in Scotland
3. VisitScotland overview
- VisitScotland has been working very closely with the sector and is jointly working on progressing people through our industry pipeline to really bring on businesses. Also working on a number of campaigns to market agritourism including a recent campaign with Quality Meat Scotland.
4. Cabinet Secretary outline
- Acknowledge the challenges that the tourism sector has been facing during the pandemic and aware this has been a worrying and challenging time for everyone, including those within the agritourism sector who are the providers of much of our high-quality farm experiences.
- Acknowledge Agritourism is becoming a growing consumer trend in Scotland and can play an important part in tourism landscape. Aware that the farming sector is challenged as a result of changes to agricultural funding, post the ending of CAP and other funding like LEADER etc. Would particularly like to explore the impact of this and the suggestions from this group regarding the role agritourism might play in responding to this.
- Likely to be a fairly short-life group and have a strategy ready for launch in November this year, in time for the Agritourism conference. Currently no funding attached to this but the strategy may identify that resource is required to help the sector grow.
5. Agritourism – data (overview by Caroline Millar)
- Insights from Scottish Enterprise - Agritourism monitor farm programme, case studies, impact of what the monitor farm programme has achieved, VisitScotland consumer data, recent growth tracker survey and then a 2016 Scottish Enterprise funded economic impact report on agritourism.
- Gaps in data – it’s important to look outward and internationally to see what has been happening in other counties, not only how they have grown, but what policies they have had in place to support the growth of agritourism businesses. Italy and Austria are fantastic examples.
- Working very closely with VisitScotland to introduce agritourism to travel trade and travel trade to agritourism. Data from travel trade sector about types of customer experiences they are looking for in Scotland would be helpful.
- Would like to work with Scottish Government to jointly understand what success would look like in 3-5 year term and also to 2030.
6. Future visitor trends – update from VisitScotland:
- A strong focus over the last 15-16 months in particular and taken a much more strategic approach to agritourism resulting in lots of different pieces of activity.
- The first time VisitScotland got a team together from different areas within VisitScotland. This revealed we were understanding what some of the underlying potential was - about having that pipeline work and to ensure that the businesses are coming through are online bookable, are able to get their produce to market both in a business to consumer direct, but also on a business to business environment. The next stage for us is to work more closely and to identify that and taking those products to market in the right way.
- VisitScotland insights team has done work on what are the emerging post COVID-19 consumer trends and these are not necessarily just consumer trends that will impact now and in the next 24 -36 months, but these are likely to continue further forward.
7. Taskforce remit:
- A taskforce remit paper will be circulated in draft. The aim then is to develop this agritourism strategy for growth.
- In terms of timescales – the Cabinet Secretary said this would be short term life working group. Aim is to pull together a report that could be announced as a set of recommendations for the November Agritourism conference.
- The remit of the group is to ensure that those responsible for developing the report have access to different experiences and expertise. Ambitions are to focus on quality and unique experiences.
- The lifetime value of a customer is really important. Farm cafes, farm shops, farm tours and accommodation providers who regularly have people coming from urban Scotland as well as the local community to buy food and drink, to stay two nights or for weekend is critical. Few farms at the moment offer their own farm produce as part of a stay or experience while this is common in other countries
- The net zero and the sustainability element is important i.e. charging points on farms for electric cars etc
- Other countries have key brands and marketing activity to sell agritourism to consumers and drive demand. Wish to consider this and role of Go Rural driving demand in Scotland for businesses.
- Representatives from the Enterprise agencies highlighted the important role agritourism plays and can plan in developing assisting with counteracting rural de-populuation.
8. Next steps and timescales:
- VisitScotland will lead on the delivery of the overall report supported by others
- It is planned that the report will be drafted in time to launch at the agritourism conference on 10 November 2021.
9. Next meeting | Wednesday 22 September 2pm - 3.30pm
Attendees on 3 August
Cabinet Secretary for Rural Affairs and Islands (Chair)
Caroline Millar, Scottish Agritourism
Ken Massie, VisitScotland
Julian Pace, Scottish Enterprise
Trevor Benson, Culinary Tourism Alliance
Neil Ross, Highlands and Islands Enterprise
Aimee Budge, Bigton Farm
Fiona Richmond, Scotland Food and Drink
Malcolm Mathieson, Crofting Commission
Kate Dagg, South of Scotland Enterprise
Hans Embacher Mag, Holidays on the Farm
Ailsa Currie, Belleveue Farm Tours
Kay Wilson, Lennox of Lomond
Robert Wilson, Wilsons Farm and Kitchen
Thomas Philipp Streifeneder, P.H.D, Eurac Research
Jane Thomas, Crofting Commission
Mairi McKenzie, Crofting Commission
Bettina Sizeland, Scottish Government
Lynne Veitch, Scottish Government
Jack Hanlon, Scottish Government
Gordon Jackson, Scottish Government
Apologies:
Anna Lamotte, Guardswell Farm
Jonathan Hall, NFU Scotland
Karen Jackson, South of Scotland Enterprise
Minutes of 3 August 2021 Meeting
Ken Massie, VisitScotland to be added to the attendee list.
Discussion on previous papers – draft strategy
Strategy should be up front and background material should be a separate document. Needs reordered and edited down.
In the skills development section the word build should be changed to extend
Crofting be included in section 2
Response to survey:
- 179 responses received
- Would have been good to have had more replies, especially from larger businesses, but understand some responders reluctant to disclose the COVID support they have had.
- 25-30 businesses didn’t take part as they weren’t able to provide economic information due to succession/family issues.
- Respondees tended to be new/start-ups rather than experienced companies who may be more engaged as they are looking for more support.
Action point:
NFU Scotland will be submitting written response including details of a new agricultural law in Scotland following Brexit. They expressed the need for the benefits of Agritourism potentially being classed as agriculture in law to be considered as part of the actions of the strategy. Look at the potential benefits for and against.
All members to submit feedback / comments by early next week
Presentation from Thomas Streifeneder (this can be requested should you wish to see it)
- Feedback requested from several countries including South Africa, Switzerland, Italy, Austria - very positive feedback received (from those who have replied) on the impact of Agritourism.
- Scotland should utilise what makes Scotland unique e.g. Crofting, rather than just copying other countries. Using own brand food and drink products can help.
- There should also be interaction with farm workers e.g. guided tours, the working farm experience.
- We need to pull together all these good ideas.
Other points raised:
- Important to differentiate Scotland from other countries, highlight what makes Scotland stand out from our competitors to both the domestic and international market.
- There should be initiatives for Agritourism to support smaller farms and crofts.
- The definition and understanding of Agritourism needs to be clarified.
- There is good support from companies already doing Agritourism. Some businesses have a fear of entering the industry because they do not have the skills and experience
- The use of Agritourism allows some farms to be able to produce food as normal. It is also a good tool to support small farms, agriculture itself and land use.
- Agriculture is very dependent on subsidies (80% of farms would not survive without subsidies) and any proposals on Agritourism must work for the small farms/crofts as well as larger concerns
- Planning permission may be an issue.
- Need to tap into the cultural heritage and historical landscape of Scotland.
- Needs to be a benchmarking between farms and a greater connection with the food and drink recovery plan. For example, some farms offer cooking courses using traditional recipes with locally farmed produce. Green spaces, fresh air and a proven positive impact on mental health all play their part.
- Farming communities have challenges around climate change – need evidence and science on climate point of view.
- Agritourism is a tool to support crofting/farming i.e. land use. 80% in Scotland depend on subsidies and look to other countries for income.
Next steps
Riddell will send out written feedback. Thomas will finish his work. Next draft will be circulated as early as possible. Final version will be ready by 26 October meeting.
Next meetings
Wednesday 13 October 14:00 to 15:30
Tuesday 26 October 15:00 to 16:00
Attendees on 22 September
Caroline Millar, Scottish Agritourism
Riddell Graham, VisitScotland
Robert Wilson, Wilsons Farm and Kitchen
Trevor Jonas Benson, Culinary Tourism Alliance
Neil Ross, Highlands and Islands Enterprise
Fiona Richmond, Scotland Food & Drink
Lynne MacMillan, The Crofting Commission
Raymond Macintyre, VisitScotland
Jonathan Hall, NFU Scotland
Thomas Philipp Streifeneder, P.H.D, Eurac Research
Anna Lamotte, Guardswell Farm
Ken Massie, VisitScotland
Gordon Jackson, Agriculture, SG
Julie Latto, Scottish Enterprise
Kate Dagg, South of Scotland Enterprise
Kay Wilson, Lennox of Lomond
Mairi Mackenzie
Ailsa Currie, Belleveue Farm Tours
Lynne Veitch, SG Tourism
John Telfer, SG Tourism
Apologies
Amy Budge, Julian Pace, Hans Embacher,
Draft strategy
- Leader programme had limited allocation for agriculture diversification. Minimum 10% spend requirement not ring fenced for Agritourism. Leader done on regional basis.
- Need national on Agritourism with ring fenced budget.
- Agritourism needs to be expressively defined. If considering for legislation would need to consider the national islands act.
- There is an imbalance of increasing number of beds but not enough restaurants. In Scotland lots of farm accommodation but not many with food and drink experiences
- Lots of complimentary actions related to definition.
- There is a need to provide leadership to sector and unite businesses. Experience is when firms unite it gives them strength and success. Key factor to develop a measure to capture the benefits of rural tourism.
- A quality assurance “flower system” may be needed Kay interested – only official accreditation is for accommodation. Should have one for Farm tourism
- Need for quality experiences: stress the value of the story telling issue. Happy to get lots of stories for marketing.
- There is a need to highlight five or six main points for the Minister
Action points
- Caroline to reduce the complimentary actions
- Caroline to identify the six main points for the Minister to be aware of
International work
- Definition of different sizes of farms – small farm anything under 30 hectares
- In Austria done by number of guest beds.
- 80-90% of Agritourism is domestic in other countries – recommends to concentrate on domestic.
Agritourism in Italy
- Believe about 1.5 billion euros per annum
- Defined in law since 1985
- Rural economy benefits
- National and Regional law – key to ensure tourism side does not swamp out the farm
- Lower taxes for Agritourism – 5% VAT in certain countries
- Focus on farm produce
- Some regions say must supply 80% of own produce
- Most places offer gastronomic experiences
- Limit number of beds – focus on accommodation (Scotland a mix of accommodation and experiences)
Agritourism in Austria
- Sector worth 1 billion Euros per annum
- 9,900 farms offer holidays – collected every 10 years
- Every day 13 farms close in Austria
- 9-10% of Austrian tourism
- 2 million visitors per year – one quarter children
- 23,000 jobs
- 2,200 farms organised in organisation –
- Rural Development Programme in EU
- 50% of budget is subsidies
- For rural development – being agricultural ambassador
- Farm Holidays have to be living farms- in other EU countries more general rural tourism
- Some investment if improving quality of accommodation and experience
- All member accommodations quality controlled and compared with guest reviews
- Economically developing well – in last 25 years av price has gone up
- Less members now but economically more successful
- One key element is to find a way to become the ambassador for Agritourism for the agricultural world and to unite so they can speak with one voice
- Collective marketing important and have the data on sales, return etc
Next meeting | Tuesday 26 October 3pm – 4pm
Attendees on 13 September
Caroline Millar, Scottish Agritourism
Robert Wilson, Wilsons Farm and Kitchen
Trevor Jonas Benson, Bannikin
Neil Ross, Highlands and Islands Enterprise
Fiona Richmond, Scotland Food & Drink
Lynne MacMillan, The Crofting Commission
Raymond Macintyre, VisitScotland
Jonathan Hall, NFU Scotland
Thomas Philipp Streifeneder, P.H.D, Eurac Research
Anna Lamotte, Guardswell Farm
Ken Massie, VisitScotland
Kate Dagg, South of Scotland Enterprise
Kay Wilson, Lennox of Lomond
Mairi Mackenzie, The Crofting Commission
Ailsa Currie, Belleveue Farm Tours
Lynne Veitch, SG Tourism
John Telfer, SG Tourism
Judith Young, SG Tourism
Hans Embacher
Apologies
Julia Latto, Julian Pace, Thomas Steifeneder, Riddell Graham, Gordon Jackson, Agriculture, SG
Agritourism | Old Leckie Farm
Agritourism growth strategy group members
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Name |
Organisation |
Position |
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Caroline Millar |
Scottish Agritourism The Hideaway Experience |
Sector Lead and Sector Representative |
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Kay Wilson |
Lennox of Lomond, Argyll |
Owner and Sector Representative |
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Robert Wilson |
Wilsons Farm & Kitchen, Scottis Borders |
Owner and Sector Representative |
|
Ailsa Currie |
Bellevue Farm Cottages & Tours, Arran |
Owner and Sector Representative |
|
Anna Lamotte |
Guardswell Farm, Perthshire |
Owner and Sector Representative |
|
Aimee Budge |
Bigton Farm, Shetland |
Owner and Sector Representative |
|
Riddell Graham |
|
Chair |
|
Ken Massie |
VisitScotland |
Head of Regional Leadership and Development |
|
Julian Pace |
Scottish Enterprise |
Head of Partnerships |
|
Neil Ross |
Highlands and Islands Enterprise |
Head of Community Growth Team |
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Kate Dagg |
South of Scotland Enterprise |
Director of Strategy, Partnerships and Engagement |
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Fiona Richmond |
Scotland Food and Drink |
Head of Regional Food |
|
Jonathon Hall |
NFU Scotland |
Head of Policy |
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Malcolm Mathieson |
Crofting Commission |
Convenor |
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Trevor Benson |
Canadian Agritourism |
Industry Representative, Canada |
|
Thomas Philipp Streifeneder, P.H.D |
Eurac Research |
Head of Institute for Rural Development Industry Representative, Italy |
|
Hans Embacher Mag |
Holidays on the Farm |
Industry Representative, Austria |