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Leading the field

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Growing the number and diversity of authentic agritourism experiences in Scotland is among the main ambitions of a new strategy designed to galvanise the country’s valuable agriculture and tourism sectors.

Unveiled as part of the Scottish Agritourism conference held at Perth Concert Hall today (10 November 2021), Scottish Agritourism 2030 - The Strategy for Sustainable Growth sets out a shared vision for the sector. One that aims to sustainably develop the rural economy, protect family farms for future generations, build consumer awareness and loyalty towards local produce and celebrate the history and heritage of these important Scottish communities.

The strategy, which will be supported by a staged action plan, includes a collaborative approach from the public and private sectors both in Scotland and internationally. 

Other objectives include attracting and retaining a skilled, committed and diverse workforce, creating and promoting a thriving and responsible sector and increasing the number of real working farms that offer a food and drink experience.  

With growing consumer interest in food provenance and sustainable tourism, it is hoped the strategy will position agritourism at the forefront of visitors’ minds when seeking ways to enjoy, appreciate and understand the best of Scotland’s natural larder. 

Agritourism is the blending of agriculture and tourism to create days out and holiday experiences on traditional working farms. It has become a growing consumer trend in Scotland with an increasing number of farms, crofts and estates diversifying their operations to attract visitors, such as offering seasonal events that aim to educate and inspire visitors about life on a working farm. There are currently around 500 businesses operating in the sector. 

Popular agritourism experiences include farm stays, farm tours, farm shops which sell locally grown and sourced produce and events such as pumpkin picking or lambing sessions.

Mairi Gougeon, Cabinet Secretary for Rural Affairs and Islands, said: “

“By diversifying operations, farmers and crofters generate a stable income and this, in turn, helps to sustain their businesses.  But it doesn’t stop there as diversified activity also provides an economic boost to the wider rural community by attracting tourists from urban areas to our countryside.”

Caroline Millar, Scottish Agritourism Sector Lead, said: “Vicki Miller, VisitScotland Director of Marketing and Digital, said:

For more information visit: https://www.visitscotland.org/news/2021/agritourism-strategy and www.scottishagritourism.co.uk CORE-5139 Agi tourism strategy.pdf

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Leading the field

New strategy aims to secure future for Scotland’s agritourism sector

Asset type post
ID 111631
Word count 725 words

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Licence Rights Managed - VS Editorial A Licence to use assets for editorial purposes, which is, to illustrate an event or story in an article but not commercially such as marketing a product or print ad. An Editorial asset may show a brand, a trademarked logo or product, a public personality, or recognisable people, without a signed release or with limited releases. When you use VisitScotland Editorial content you do so to illustrate Scottish tourism in a positive way.
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Usage Editorial content can be published in a variety of formats ranging from print or digital to online. In print content can be featured in *newspapers *magazines *brochures. Online content can be published in a *blog *website *article or *social media. Regardless of the format this content should always promote Scotland’s tourism in a positive way.

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