Visitors are increasingly flocking to wool-based agritourism experiences across Scotland, as demand grows for hands-on, authentic activities rooted in the country’s rural heritage.
The trend reflects growing interest in Scotland’s wool sector and its cultural and economic importance. It comes as wool became the latest product to be officially branded as Scottish, joining the likes of whisky, lamb and salmon. The new certification introduces a dedicated logo and standards designed to protect Scottish wool from cheaper alternatives, while also allowing the raw material to be traced back to its source. And it responds to growing demand for sustainable, traceable materials, helping boost the value of Scottish wool and deliver stronger returns for farmers.
Now, as shearing season underway for sheep farms and crofts across Scotland, new insights from online search engine data show steady year-on-year growth in interest around Scottish wool, with searches between January and April up compared to the same period last year. Searches for “wool of Scotland” have increased by an average of 43% year-on-year, while “Scotland wool” searches have risen by around 13%, and “Scottish wool” has seen increases of almost a fifth (19%) across the spring months. The data points to a consistent upward trend in curiosity around wool, textiles and related experiences.
Across the country, visitors are increasingly looking for more immersive ways to connect with Scotland’s landscapes, people and craft traditions, reflecting a broader shift towards sustainability, slower travel and meaningful cultural experiences. From trying their hand at felting and weaving to visiting working farms and meeting native sheep breeds, and watching sheepdog demonstrations, wool related experiences are becoming an attractive part of the tourism offer. By enabling people to learn new skills and engage with local traditions, these activities provide a richer, more personal way to explore Scotland - strengthening the visitor economy by encouraging longer stays, deeper engagement and greater support for local communities.
And businesses are responding to this shift by diversifying and expanding their offerings to meet demand.
Julie Hermitage from Uan Wool has seen the change firsthand. The traditional sheep farm now includes bookable hands-on experiences.
She said: “There certainly has been a growing trend from visitors seeking out authentic making experiences. We’ve had so many unexpected visitors find us via Google, looking to connect with wool in a more hands-on way.
“Visitors are always seeking the authentic artisan-made Scottish product, and that curiosity often leads them to want to have a go themselves – whether that’s trying a craft or meeting the sheep and learning about the different breeds.”
Becky Pritchard from Silly Sheep Fibre Company, which offers visitors a chance to knit yarns produce on their croft, added: “I think people are far more aware of the provenance of the products, the story behind the flock and really want to know about not just how I dye the wool and turn it into yarn but about sheep health, breeding and how crofting works.
“Year on year it is more obvious that it is important to people.”
Linda McAllister, VisitScotland Senior Tourism Sector Development Manager, said: “This growing interest in wool experiences reflects a wider shift towards more sustainable, experience-led travel, where visitors are looking to connect more deeply with Scotland’s people, places and traditions.
“By encouraging visitors to stay longer, explore beyond the main hotspots and engage with local businesses, experiences like these play an important role in supporting communities and delivering year-round value to Scotland’s visitor economy.”