Agritourism sector on track for more growth

Farming businesses in Scotland have long been diversifying as a means to create additional income to support their agricultural practices.

Recent research by the James Hutton Institute (JHI) has focused on the consumer demand for agritourism and projections for the industry.

What was perceived as a peak in demand for agritourism practices pre-pandemic, has since been surpassed and the sector continues to see success and sustainable growth. In part, this is down to support from government policies that align with agritourism, as well as changes in consumer demand and values in relation to tourism.

In addition, a drive from business leaders in the sector and innovations throughout the Covid-19 lockdowns have promoted both Scottish farms and their respective agritourism experiences, for example Go Rural’s Welcome to My Farm videos livestreamed on Facebook.

Research highlights a number of emerging and current consumer trends, such as consumer demand for authenticity, sustainability, responsible travel options, food tourism, and travel for wellbeing.

The demand for authentic, sustainable, and unique experiences in rural areas provides a key opportunity for agritourism providers to shape their business to fulfil these demands. Further, it affords providers the potential to capitalise on what makes their farm and business special, whether that is the destination itself, the business, or the people running it.

The focus on food in the Scottish agritourism definition supports the promotion of quality Scottish products and educates consumers on agricultural practice and food systems, while aligning with a prominent tourism consumer trend.

With the Covid-19 pandemic reportedly increasing the public’s awareness of our impact on the environment, and lockdowns restricting us to only our local, or at most national, areas, agritourism businesses were, and still are, well situated to provide tourism breaks to consumers feeding into the experiences they reportedly desire.

The agritourism sector appears set to continue on the track of sustainable growth with support from government policy and industry organisations (such as VisitScotland, Scottish Agritourism, Scotland Food & Drink, and others), as well as the drive, energy and experience of those within the sector itself.

GREAT TASTE: The focus on food in agritourism supports the promotion of quality Scottish products and helps educate consumers.

Agritourism is booming, with people keen to enjoy what the countryside offers.