New research has revealed that Scotland's agritourism is worth almost £300 million to the economy, with businesses welcoming over 2.5 million visitors.
The Scottish Agritourism Growth Tracker, which surveyed agritourism businesses during August and September 2025, revealed that agritourism in Scotland is thriving, having already surpassed two of its major 2030 goals for value and visitor numbers.
The survey results reveal that Scotland has already reached some of its key agritourism targets* five years ahead of schedule. The sector’s value has reached £292.9 million - equivalent to 117% of the 2030 target - and visitor numbers have hit 2.5 million, achieving 126% of the 2030 target.
Agritourism in Scotland is defined as tourism or leisure on a working farm, estate or croft that is producing food or fibre. According to the tracker, the most prevalent type of agritourism activity is self-catering accommodation (67%). Farm tours and experiences are also widely offered (40%), while just over a quarter have on farm cafes, restaurants or pop-up food offerings.
The tracker also revealed that almost half of businesses offering agritourism and farm retail were established post-2020 and finds that employment (c.8,000 FTEs) and the number of active businesses (888) are both close to 2030 targets.
Following similar research undertaken in 2021 and 2022, VisitScotland delivered its third survey** on behalf of the agritourism sector in Scotland to measure the potential and value of the country’s agritourism sector at a midway point in Scotland’s National Agritourism Strategy.
According to the survey responses, to date, £533 million has been invested across agritourism and farm retail by the businesses themselves, with a further £200 million planned in the next two years, outlining the importance of this sector and its expected expansion.
Agritourism and farm retail has a distinct offering in the tourism and events sector due to its strong food and drink and experiential aspect. It is vital for agriculture, showcasing farm produce and farming to consumers and visitors on Scottish farms in every rural local authority in the country.
The sector continues to grow both in size and reputation, something expected to continue as Scotland prepares to host the Global Agritourism Conference in Aberdeen, in June 2026. It will showcase the diversity and growth of Scotland’s sector on a world stage and up to 1,000 delegates are expected to attend.
A range of Scottish cultural activities will be offered throughout the programme, with five, fully-immersive multi-day business development experiences.
Read the Scottish Agritourism National Report on visitscotland.org