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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:

  1. What are the 2022 Scottish Agritourism Growth Tracker results?
  2. What are the 2021 Scottish Agritourism Growth Tracker results?
  3. What is Scottish Agritourism 2030?
  4. SASG meeting notes and actions

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:

  • Held all data securely

  • 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:

  • Sustaining and creating rural jobs

  • Supporting vital family employment

  • 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?

  • 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.

  • Be an international destination for agritourism to drive economic impact for the rural economy, using our:

    • High-quality / welfare farm produce

    • History of farm hospitality,

    • Authentic people

    • Stunning landscapes

    • Farming culture

     

  • The local and Scottish urban markets are as important to the sector as the UK and international markets.

    We want to be the:

    • “Go-to” place to buy farm food and drink

    • Destination for exercise and to access green spaces

    • Place to taste great food

    • Ones to help visitors understand responsible tourism

     

  • Agritourism has a strong “agri” (food & drink and experiential) component. This will help it stand out as a differentiated market offering.

  • 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.

  • Leading the way in net zero rural tourism. We want to complement environmental and biodiversity good practice in farming businesses.

  • 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.

  • 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:

  • Sustainably develop the rural economy

  • Protect family farms for future generations

  • Build consumer awareness and loyalty towards local produce

  • 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:

  • 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

 

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

Agritourism | Old Leckie Farm

Agritourism growth strategy group members

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