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Cultivating Agritourism

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Scotland’s farms, crofts and estates are being asked to take part in an annual census to help build a better understanding of what support is required to grow the country’s burgeoning agritourism sector.The research, undertaken by VisitScotland in partnership with Scottish Agritourism looks to establish the size and scale of the industry.

It is hoped attracting a broader range of respondents this year will create a clearer picture of the country’s agritourism offering and the impact that the sector has on the Scottish economy.

The survey will not just look at those currently operating agritourism businesses but aims to include existing farming and crofting businesses that are considering adding agritourism to their operations. It is hoped the results will help shape future support for those starting out in the sector.

Last year’s inaugural Scottish Agritourism Growth Tracker revealed that as well as the opportunity for strong economic growth, the industry played a key role in sustaining and creating rural jobs, supporting vital family employment, and providing equal and inclusive roles for men and woman across various ages and skill levels.

Agritourism in Scotland is defined as tourism or leisure on a farm or croft that produces food or offers holiday experiences.

In recent years, particularly during the pandemic, it has become a growing travel trend with visitors seeking out authentic rural experiences that connect them to the countryside and Scotland’s natural larder.

A new industry strategy designed to galvanise the country’s agriculture and tourism sectors was launched by last year with the Scottish Agritourism tracker suggesting that if the strategy targets are achieved the combined value of agritourism and farm retail in 2030 would be around a quarter of a billion pounds (£250m) and support almost 10,000 full time jobs.

Rural Affairs Secretary Mairi Gougeon said:Agritourism in Scotland is an exciting sector, which is expanding and offers a wide range of benefits. The Agritourism Growth Tracker is the perfect tool to analyse data, which will inform future decision-making and ensure the sector benefits from targeted support.  “The tracker enables us to measure progress towards achievement of the objectives of the ‘Scottish Agritourism 2030 - Strategy for Sustainable Growth’. I would encourage everybody eligible to take the time to fill out the growth tracker.”
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Cultivating Agritourism

Scotland’s farms and crofts urged to take part in important survey

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Word count 786 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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