Agritourism on a Global Stage

Let's talk agritourism

Agritourism is one of Scotland’s fastest-growing tourism sectors, contributing an estimated £292.9 million to the economy each year and attracting around 2.5 million visitors annually.

The Global Agritourism Conference 2026 is currently underway at the P&J Live in Aberdeen (23–25 June), bringing together industry leaders and businesses from around the world.

The event showcases Scotland’s leadership in agritourism while creating opportunities for international collaboration, knowledge exchange and business growth.

Recognising the sector’s role in supporting sustainable rural development, the Scottish Government has committed £150,000 towards the delivery of this landmark event.

We’re proud to support the conference as it welcomes around 1,000 delegates to explore the opportunities, challenges and innovations shaping the future of agritourism.

Ardross Farm, near Elie in Fife

Aims of the conference

The conference offers a unique opportunity to:

• share best practice and innovative approaches to combining agriculture and tourism
• gain insights into sustainable rural development and farm diversification
• connect with industry leaders, policymakers and businesses from around the world
• learn from international research, case studies and emerging trends in the agritourism sector
• experience Scotland’s culture, hospitality and world-class food and drink

Bellview Farm tour on the Isle of Arran

VisitScotland and the Agritourism sector

We’re sharing the story of Scotland’s agritourism offering to a global audience. Using our channels, partners, media, and travel-trade relationships to inspire visitors and build demand. Our weekly #coosday posts on social media are a notable example of this, helping us talk about agritourism in a way that resonates with our online audiences right across the world.  

Through our free-to-access Business Support Programme, we’re helping farms and crofts get market-ready, discoverable, and bookable. This helps our agritourism businesses reach new and potential visitors across different countries. ready and discoverable. 

We are also key partner in delivering the Scottish Agritourism 2030 Strategy, which aims to grow rural economies, protect family farms for future generations and promote Scotland as a leading agritourism destination.

And, we are using our data and insight to help shape future strategies, ensuring agritourism aligns with wider ambitions for Scotland to be an economically, environmental, and socially sustainable destination.  

Image from a coosday social media post