Future of farming in focus as agritourism summit lands in Aberdeen

Agricultural tourism is taking centre stage in Aberdeen at the first global conference of its kind.

The inaugural Global Agritourism Conference saw farmers across the North East flock to P&J Live to showcase how they’re diversifying their rural businesses into leisure, education or farming experiences.

Farmers, fishermen and producers from more than 50 countries gathered at the event to learn how to grow and develop the sector.

VisitScotland says the sector has grown by more than 50% since Covid and is now worth over £300m.

Jillian McEwan co-runs Scotland’s only cashmere farm, based in Angus, where they run private tours.

She says it has been a “game-changer” for their business.

“It’s difficult to make traditional farming work with rising costs. The growing boom in tourism in Scotland, and the support you get from the government, made it easier for us to transition into agritourism.

“Now, we’ve got this amazing global platform at this conference. We can showcase our farming and tourism on a global stage.”

Experts say agritourism is vital as farmers grapple with soaring costs and climate pressures.

Tim Parsons owns Curringa Farm in Tasmania, Australia, where they have run farming experiences for the public since 1984.

“We have farm stay cottages, sheep-shearing and working sheepdog demonstrations, technical tours and a beautiful Aussie barbecue lunch.

“It offers community benefits of employing local people, increasing tourism flow and the economic viability of our region.”

He added: “It’s hugely important globally. With fluctuating commodity prices, profitability can be challenging.”

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On-farm experiences, shops and cafes are helping farms reach new audiences STV News

Lisa Hogan, from Clarkson’s Farm, was one of the speakers at the event.

She has launched a new app, OnlyFarmers, to help those in the sector make the most of their produce.

“There could be lavender picking, beekeeping, courses or wine tasting – anything you fancy – but nobody knows about these small, special places.

“A lot of Scottish businesses come to us and say if they didn’t branch out, they just would go under. This is a crucial buffer for business.

“It’s to get the next generation in too. It’s really difficult to say to someone: ‘come work on a farm, come own a farm, and you will die on it one day and possibly with a lot of debt.’ With agritourism, you can bring in new people with fresh ideas.”

Scottish Agritourism sector lead Caroline Millar said that while farming experiences help attract new audiences, it won’t be suitable for every farm.

“I think you need to be consumer-facing, want to do it, and you need to understand the market,” she said.

“But I think there are really good opportunities, with increasing consumer demand for farm experiences linked to food and drink, and strong demand from the international travel trade. We’re here to support people so they fully understand what’s involved.”

Cabinet secretary for rural affairs Gillian Martin, said: “Scottish agritourism has real long-term potential. It offers visitors a genuinely high-quality, authentic experience rooted in farming, food and drink, while also helping to secure the future of Scotland’s family farms. At the same time, it supports rural communities and strengthens Scotland’s place on the global stage as a leading agritourism destination.

“It’s about much more than just food and drink – experiences like these help people connect with where their food actually comes from, highlighting the importance of supporting local Scottish producers and cutting down on food miles.”