Over 300 delegates recently gathered in Perth for the annual Scottish Agritourism Conference, a two-day event that brought together industry leaders, policymakers, and farming entrepreneurs. With eight sessions, including farm presentations, regional breakout discussions, and keynote addresses, the conference highlighted the growth, challenges and opportunities within the sector.

Scottish Agritourism sector lead Caroline Millar opened the conference by outlining an ambitious goal of increasing Scotland’s agritourism businesses from 500 to 1000 by 2030. She also emphasised the significance of Scotland hosting the World Agritourism Conference in Aberdeen in 2026, positioning the country as a global leader in rural tourism. Millar stated that agritourism already contributes £60 million annually to Scotland’s rural economy, with the potential to grow significantly.

Delegates divided into regional groups - Highlands and Islands, South of Scotland and Scottish Enterprise regions - to analyse data and explore growth strategies tailored to their areas. These discussions focused on overcoming barriers and identifying opportunities for agritourism to flourish across Scotland’s diverse rural landscapes.

MORE NEWS | Labour budget 'kicks the legs out from under Britain’s food security'

MORE NEWS | Farming unites to take on Labour tax changes

Speaking at the event, Rachael Hamilton MSP highlighted agritourism’s critical role in supporting rural communities, particularly for young people.

She remarked: “For many, agritourism offers a reason to stay in the places they grew up and invest in the countryside, building resilient local communities.”

However, she also voiced concerns over challenges such as restrictive planning regulations, insufficient grant support, and the high cost of entry for young farmers.

Hamilton called for practical solutions, including an expansion of young farmer grants and reforms to streamline planning processes. She also criticised recent UK government policies, highlighting that ‘we need to use the power of this movement to champion our young people and future succession and the future viability of any land related economy’.

Despite its successes, the agritourism sector faces challenges. These include limited access to affordable rural housing, slow planning processes, and the need for improved broadband infrastructure.

Addressing these issues, Claire McLaren, Scottish Liberal Democrat agriculture spokesperson, describing the recent UK budget as an earthquake ‘attacking the foundations of rural communities’ emphasised the importance of government investment in rural Scotland, stating: “Rural economic activity has social value beyond fiscal receipts.”

Speaking on a panel which included NFU Scotland president Martin Kennedy and Fiona Smith from Westerton Farmers, McLaren also highlighted the sector’s resilience, noting its potential to meet the growing demand for sustainable, locally sourced tourism experiences. She stressed the importance of balancing environmental stewardship with economic growth, especially as wildlife tourism continues to expand.

The conference sessions reflected a growing appetite for unique, farm-based tourism experiences. Vicki Miller, director of marketing at Visit Scotland, shared insights from a 2023 survey, noting strong demand from international visitors for authentic food and drink experiences. Agritourism, she explained, is uniquely positioned to capitalise on this trend by offering hands-on encounters with Scotland’s rural heritage.

On day two of the event was the discussion on peer-to-peer learning, where Minister for Agriculture and Connectivity Jim Fairlie highlighted its role in fostering innovation within the sector. Delegates also heard from young farmers participating in the Agritourism Futures Scholarship programme, supported by the Scottish Rural Network, who shared their vision for the sector’s future.

As Scotland prepares to host the World Agritourism Conference in 2026, the Scottish Agritourism Conference 2024 demonstrated the sector’s vibrant potential.