Scotland Rural Tourism Strategy: How Agritourism is Transforming the Highlands

A thorough survey is now rolling out all over Scotland to measure how agritourism is growing and how it is affecting local communities. Farms, crofts, and estates—especially those in the Highlands—have all received invitations because, in these areas, rural businesses and the land are deeply linked. When these producers take part, they help draw a sharper map of how working farms and estates that grow food or produce fleece are supporting the tourist economy.

Agritourism in Scotland is officially tourism connected to active farms and fields. This covers things like berry-picking, guided farm visits, on-site farm shops, sleeping on crofts, and adventures on estates. Once seen as little extras for visitors, these experiences are now viewed as central to the country’s wider economic game plan. They aren’t just sideshows; they are key players in planning for Scotland’s economic future.

The survey forms part of the Scottish Agritourism 2030 Strategy, which sets out targets for growth over the next decade. Current contributions from agritourism have been valued at about £60 million, but this figure is expected to multiply. Official projections aim for a combined value of £250 million by 2030 when farm retail and agritourism are measured together.

Alongside financial growth, almost 10,000 full-time equivalent jobs are intended to be supported. The strategy has placed particular emphasis on sustaining family employment and providing opportunities for younger generations to remain on the land. By including these figures in the survey, policymakers intend to measure progress and ensure resources are directed where they are most effective.

The Scottish Agritourism 2030 framework was introduced in 2021 and is now being reinforced through initiatives like the national survey. The framework was designed collaboratively by government, VisitScotland, and sector bodies. Key targets include:

The strategy is not just about volume but also about standards. Growth is being tied to sustainable practices, visitor satisfaction, and responsible management of resources.

The spotlight on Scotland is set to intensify when Aberdeen hosts the Global Agritourism Conference in 2026. This event will gather international peers and provide Scotland with an opportunity to demonstrate its progress. The survey being undertaken in 2025 will provide baseline data that can be showcased at the conference, highlighting strengths in authentic food production, working landscapes, and farm-based hospitality.

The conference will also be used as a platform to learn from experiences abroad, with emphasis on benchmarking and knowledge sharing. By aligning with global standards, Scotland intends to position itself as a leader in agritourism rather than a follower.

The benefits of agritourism are not limited to direct visitor spending. Secondary effects are being recorded through supply chains, employment, and the revitalisation of rural communities. Family farms that may have struggled with traditional income streams are being supported through diversification into hospitality and direct sales.

Increased local engagement has been seen through farm shops, cafés, and farm-to-table dining experiences. These ventures have encouraged visitors to buy local produce, strengthening Scotland’s reputation for food quality. Seasonal experiences like lambing visits, berry picking, and sheepdog demonstrations have added layers of cultural value, attracting both domestic and international travellers.

By spreading visitor interest beyond traditional urban hubs such as Edinburgh and Glasgow, agritourism has been helping to disperse tourism more evenly. Rural communities have been given opportunities to host guests, retain population, and pass on traditions.

It has been recognised that inclusivity plays a significant role in agritourism. Families are able to participate directly in ventures, keeping employment local and intergenerational. Younger members of farming families can remain engaged through digital marketing, event management, and hospitality, while older members can continue contributing through farming and visitor engagement.

Communities benefit collectively when accommodation, food, and attractions are linked. A visitor staying on a farm is likely to explore the nearest village, spend money at local businesses, and recommend the area to others. The survey is designed to measure these ripple effects and show their importance for rural policy.

Survey results will not only influence funding but will also guide training and innovation. Scotland has already invested in monitor farm programmes, where selected farms act as examples for others by trialling new approaches in agritourism. These programmes are being used to share knowledge about sustainability, marketing, and visitor safety.

The findings are also expected to help shape infrastructure planning. More visitors mean demand for accessible roads, improved public transport connections, and digital connectivity in rural areas. By planning ahead, challenges linked to overcrowding and resource strain can be avoided.

Agritourism has stepped up from being a niche extra to a key part of Scotland’s tourism and rural economy. The ongoing 2025 survey is building a better understanding of what it is already doing and how much it can still grow. The strategy is set on reaching a £250 million boost and creating nearly 10,000 new jobs by 2030. These goals mean agritourism is definitely moving up.

With the Global Agritourism Conference around the corner in Aberdeen, Scotland’s farms, crofts, and estates are invited to shine a light on their stories and statistics. When they share what they have learnt, the whole sector stands to grow in a way that is kind to the planet. This helps families prosper, safeguards the heritage, and gives travellers genuine rural moments they will remember forever.

[Image Source: Visit Scotland Official Website]