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Visit Scotland | Alba
Article published 11/06/2021

The size and scale of Scotland’s agritourism sector is to be measured for the first time in a new annual census of farms, crofts and estates across the country.

Launched in partnership with Scottish Agritourism, the growth tracker aims to show the impact that the sector has on the Scottish economy, the role it plays to sustain businesses and rural communities, and its propensity for growth.

It will involve collecting data on the number of businesses in the sector, visitor numbers and the amount of businesses who are considering agritourism.

The results, which will be revealed at the Scottish Agritourism annual conference in November and published on VisitScotland.org and the Scottish Agritourism website, will be used to help shape future policy and support for the sector.

Agritourism has become a growing consumer trend in Scotland with an increasing number of farming enterprises looking to diversify their operations. Popular experiences include farm stays, farm tours and food and drink activities.  

Take part in the survey

Farmers and crofters are invited to take part and complete this survey whether you are currently undertaking farm retail, or a tourism or leisure activity on a farm, or whether you are considering this in the next five to ten years. 

The survey will not ask you for any personal or business contact details, therefore, please be assured that the data you provide will remain completely anonymous and confidential. The data will be held securely by VisitScotland, will only be accessible to VisitScotland and will only be used for the purposes of this research study. When reporting the findings from the survey, all data will be combined to give overall results for Scotland and by region, and no individual business, farm or person will be identifiable. The survey should take around 25 minutes. 

Businesses are now invited to take part in the survey.

Got questions?

Scottish Agritourism are running two zoom support meetings to answer any questions you may have about the questionnaire. These take place on Friday 18 June at 9am - 10am and on Thursday 24 June immediately after the Scottish Enterprise Agritourism Monitor Farm meeting.

If you would like to attend either of these sessions or have any questions about the questionaire please contact info@scottishagritourism.co.uk.

This is a hugely important piece of research that will help place a value on what has become one of tourism’s most exciting new sectors. Agritourism is a fantastic way to enjoy the best of rural Scotland and has become a growing trend in recent years. By having its performance measured year on year, we will gain a better understanding of how to support and grow the sector in the future, particularly as it recovers from the impact of the COVID-19 pandemic. VisitScotland is focused on the recovery of the industry, building a destination and visitor experience which allows tourism and events to flourish now and in the future. We’ll continue to work with, and support, businesses to ensure we rebuild this vital part of Scotland’s economy.

Vicki Miller, VisitScotland Director of Marketing and Digital

Agritourism globally places a vital role in ensuring family farms are sustainable for future generations. With annualised data about the contribution agritourism makes to tourism, agriculture and food and drink in Scotland we can measure success and demonstrate the impact that this sector makes to farming businesses and to the rural economy. We would encourage as many farmers and crofters to take part in the survey, whether you are currently undertaking farm retail, or a tourism or leisure activity on farm, or whether you are considering this in the next five to ten years. This information will be used to work with government and industry bodies such as VisitScotland to shape future policies and support for the sector.

Caroline Millar, Sector Lead, Scottish Agritourism