SCOTTISH AGRITOURISM has appointed a new marketing manager to help drive support for the sector.

Laura Paterson – who previously held the role of marketing manager for the James Hutton Institute – joins the body during a period of expansion for the sector and will help support the delivery of the National Growth Strategy announced in November.

She will also be involved with promoting the agritourism sector direct to consumers through the Go Rural brand.

Scottish Agritourism sector lead, Caroline Millar, commented: “I am delighted to have Laura on board to support the delivery of the strategy and play a key role in delivering further sustainable growth for Scottish Agritourism.

"In Scotland, we define an agritourism business as one which covers tourism or leisure on a working farm, croft or estate which produces food. The Scottish agritourism sector has seen fantastic natural growth in recent years, mainly down to increased interest in local food provenance and a trend towards ‘staycations’. There are currently around 600 agritourism businesses listed with Visit Scotland, and the newly launched Scotland’s Agritourism Growth Strategy outlines the ambition to increase this number to 1000 by 2030, with 50% of these selling food and drink.”

Read more: New strategy to drive ambitious growth for Scottish Agritourism

Over the coming months, Scottish Agritourism will deliver a calendar of campaigns and events and launch new developments to the Go Rural website, which will provide consumers with information on agritourism events and experiences across Scotland and – eventually – the ability to plan and book such trips online.

Commenting on her new appointment, Ms Paterson said: “I am delighted to join Caroline, partner organisations and Scottish agritourism members, in taking the sector forward. It really is an exciting time, and I am thrilled to be welcomed. I am looking forward to showcasing the many opportunities to explore local food and drink and farm experiences that can be found throughout Scotland and to playing a key role in the continuing growth of Scotland’s agritourism sector in the coming years.”