Ever wondered how a farm holiday or a visit to a local farm shop contributes to Scotland’s economy? A new nationwide survey is gathering insights from farms, crofts, and estates to map the future of Scottish agritourism. What do you think makes these experiences so vital to our rural communities?

Scotland’s vibrant agritourism sector, encompassing both immersive farm experiences and thriving farm retail operations, is taking centre stage as a new nationwide tourism survey invites farms, crofts, and estates to contribute. This crucial initiative aims to meticulously quantify the significant economic impact and inherent value of one of the nation’s most rapidly expanding rural economy segments, underscoring its pivotal role in showcasing local produce and sustainable farming practices.

Agritourism in Scotland is distinctly defined as any tourism or leisure activity conducted on a working farm, croft, or estate primarily engaged in producing food or fleece. This expansive definition ensures a broad spectrum of participants, from established businesses to those merely contemplating venturing into the sector, are included in the comprehensive data collection process, particularly within regions like Lanarkshire.

The symbiosis between agritourism and farm retail is instrumental for the broader agricultural landscape. It provides an unparalleled platform for Scottish farms to connect directly with visitors, fostering appreciation for their high-quality produce and demonstrating environmentally conscious cultivation methods, thereby strengthening the narrative of sustainable farming across the country.

Anticipation is building for Scotland’s enhanced reputation as a premier agritourism Scotland destination, a trajectory further bolstered by its forthcoming role as host for the prestigious Global Agritourism Conference next year in Aberdeen. This international gathering promises invaluable opportunities for knowledge exchange and collaborative growth within the sector, cementing Scotland’s place on the global stage.

Serving as a critical mid-point assessment for Scotland’s National Agritourism Strategy plan, the findings from this current tourism survey are poised to delineate strategic priorities for the ensuing five years. Ambitious targets project a combined value of agritourism Scotland and farm retail reaching a quarter of a billion pounds by 2030, simultaneously creating nearly 10,000 full-time employment opportunities, a testament to its profound economic impact.

The meticulous design of the tourism survey is geared towards generating actionable insights that will directly inform future support mechanisms for the sector. By accurately recognising its true scale, profound impact, and untapped future potential, the collected data will be instrumental in safeguarding and elevating the economic, cultural, and social benefits intrinsic to agritourism Scotland.

Vicki Miller, chief executive of VisitScotland, eloquently highlights the immense diversity and rich variety characterising Scotland’s agritourism offerings. From engaging fruit picking experiences and bustling farm shops to serene farm stays, and even hosting wedding and business events, the sector’s multifaceted nature, along with the dedicated individuals driving it, forms an indispensable chapter in Scotland’s compelling destination story, directly contributing to the rural economy.

Previous tourism survey results have consistently illuminated the far-reaching and undeniable advantages the sector confers upon Scotland’s visitor economy. These benefits include the successful sustenance and generation of vital rural economy jobs, robust support for family employment, and significant strides towards enhancing inclusivity, showcasing the sector’s multifaceted positive economic impact across the nation.

All farms, crofts, estates, and smallholdings throughout Scotland, whether currently operational in agritourism or farm retail, or actively exploring these ventures, are strongly encouraged to participate in this anonymous tourism survey. Their collective input is invaluable in shaping the strategic direction and ensuring the sustained prosperity of this vital rural economy driver.