Agritourism Counts!

Farms, crofts, and estates across Aberdeenshire are invited to be counted in a survey which aims to recognise the true impact and value of one of Scotland’s fastest growing rural sectors.

Scotland’s Agritourism Survey 2025 will be undertaken by VisitScotland, on behalf of Scotland’s National Agritourism Strategy Board.

In Scotland, agritourism is defined as tourism or leisure on a working farm, croft, or estate that produces food or fleece. Agritourism and farm retail play a vital role for agriculture, showcasing farm produce and sustainable farming practices to visitors on Scottish farms in every corner of the country. The sector is hailed as a significant driver of Scotland’s rural economy, creating jobs, and sustaining vital family employment.

Scotland’s reputation as an agritourism destination is expected to grow as the country prepares to host the Global Agritourism Conference next year in Aberdeen.

This research marks the half way point in Scotland’s National Agritourism Strategy plan and will shape the next five years of activity it is estimated that if national strategy targets are met, the combined value of agritourism and farm retail will reach £250 million by 2030 and support nearly 10,000 full-time jobs.

The survey has been designed to help inform future support for the sector by recognising the scale, impact, and future potential, with the findings ensuring that the economic, cultural, and social benefits of agritourism are fully counted, recognised, and protected.

Rural Affairs Secretary Mairi Gougeon said: “Agritourism is already making a real difference to Scotland’s rural economy, contributing around £60 million, and the Scottish Government is determined to build on that success. Our national strategy sets out an ambitious goal to grow the sector to £250 million by 2030, involving 1,000 farms and crofts across the country.

“The Global Agritourism Conference is a great opportunity to show what Scotland has to offer and for the sector to learn from international peers.

“I look forward to seeing the results of the survey and the fantastic progress being made.”

Vicki Miller, VisitScotland Chief Executive, said: “From fruit picking and farm shops, to farm stays, wedding and business events, the diversity and variety of Scotland’s agritourism offering, as well as the people who work within it, are a vital part of our story as a destination.

“The sectors continued growth presents huge opportunities for both the agriculture and tourism industries. Results from past surveys demonstrated the unparalleled and wide-ranging benefits of the sector to Scotland’s visitor economy, highlighting achievements in sustaining and creating rural jobs, supporting vital family employment, and addressing inclusivity.

“If we want to make sure that agritourism continues to flourish in a sustainable way, then it is important we continue to build a clearer picture and better understanding of its growth and impact.”

Alison Younger, Old Leckie Farm, Scottish Agritourism membership representative on the National Agritourism Strategy Board, said: “We know that agritourism contributes significantly to the rural economy, local communities and our own farming and crofting businesses. To continue to secure national government support, we must come together for our sector and demonstrate that agritourism and farm retail really count in Scotland, there is definite power in our numbers and our sector matters.”

The survey is open to all farms, crofts, estates, and smallholdings currently operating—or considering—agritourism or farm retail and all responses are anonymous.

The survey closes on 15 September. To ensure your business is counted, click here