Visit Scotland | Alba
Article published 14/07/2022

Take part in the annual agritourism survey

Scotland’s farms, crofts and estates are being invited to take part in the 2022 Scottish Agritourism Growth Tracker survey to help build a better understanding of what support is required to grow the country’s agritourism sector. 

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

Agritourism in Scotland is defined as tourism or leisure on a farm or croft that produces food or offers holiday experiences and both currently operating agritourism businesses as well as existing farming businesses that are considering adding extra value to their current agricultural operations are invited to fill out this survey.

The survey closes on Sunday 24 July.

Why businesses should fill out the survey

The aim of the survey is to create a clear picture of the country’s agritourism offering and the impact the sector has on the Scottish economy. By filling out the survey each year, businesses can help to build a clear understanding of what is needed to support and continue to grow 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.

The tracker also found that if targets for the industry's new strategy are achieved, the combined value of agritourism and farm retail in 2030 would be around a quarter of a billion pounds (£250 million) and support almost 10,000 full time jobs.

Being able to track the growth and impact of agritourism in Scotland over the coming years is essential if the industry is to grow sustainably. To do that successfully we need to build a clearer picture and understanding of the businesses that operate in this space. We need a broader range of respondents sharing their experience of agritourism.

The recovery and subsequent responsible growth of tourism remains our priority. We're committed to working with the sector to highlight its exciting offering to audiences across the globe and position Scotland as a leading destination for agritourism.

Rob Dickson, Director of Industry and Destination Development, VisitScotland

The actions identified in the Scotland’s agritourism strategy require investment and support to drive growth projections by 2030 to double the size of the current sector.

We are asking farmers and crofters across Scotland to take part in this second annual growth tracker. Half an hour of your time and your anonymous data will help to demonstrate the value that agritourism brings to Scotland’s economy and to your own local area. Your individual efforts will benefit all farmers and crofters in Scotland by showing collectively what we deliver and how the sector is performing on an annual basis.

This is a critical time for the development of agritourism in Scotland as growing consumer demand meets an increasingly challenging future for the family farm or croft in a post Brexit world and in a turbulent economic climate.

Without accurate data on our sector we cannot attract investment from capital grants to more agritourism monitor farmers, to support growth. Your support in taking part in this annual census and encouraging others to do so is much appreciated by your fellow farmers and crofters.

Caroline Millar, Sector Lead for Scottish Agritourism

Results of the 2022 Scottish Agritourism Growth Tracker will be made available on our website and the Scottish Agritourism website later this year.

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