Scotland’s cabinet secretary for rural affairs, Mairi Gougeon, plans to unveil the latest economic value of the agritourism and farm retail sector at the Scottish Agritourism Conference on November 27, 2025, in Perth. This key event highlights how farms, crofts, and estates contribute to the rural economy through visitor experiences and local products.
Key Details of the Upcoming Conference
The conference takes place at Perth Concert Hall and draws business owners, farmers, and industry experts for a full day of sessions. Organizers describe it as the largest annual gathering for the sector, with a focus on growth and innovation.
Delegates can expect practical advice and inspiring stories. One highlight is a keynote from Irish sisters Grainne and Martina Calvey, who built the Achill Mountain Lamb brand and run a family abattoir. Their talk will share lessons on scaling farm businesses while keeping family values at the core.
This year marks a milestone, as Gougeon delivers her final address in the role. She has led efforts since 2021, when the government launched a national strategy to boost the sector.
Understanding Scotland’s Agritourism Sector
Agritourism blends farming with tourism, offering visitors farm stays, tours, and fresh produce sales. In Scotland, it supports rural communities by creating jobs and diversifying income for landowners. The sector includes everything from picking-your-own fruits to glamping on estates.
Recent surveys show steady interest from tourists seeking authentic rural experiences. With Scotland’s stunning landscapes, these activities draw both domestic and international crowds. The data coming from this conference will update estimates on visitor numbers, spending, and jobs created.
Experts note that agritourism helps farms weather tough times, like rising costs or weather challenges. It also promotes sustainable practices, as many operations highlight eco-friendly methods to attract conscious travelers.
Government Strategy and Ambitious Targets
Back in 2021, the Scottish Government introduced a national agritourism strategy to guide growth until 2030. Gougeon co-chairs the strategy board with industry leader Caroline Millar, ensuring input from farmers and tourism pros.
The plan sets clear goals to expand the sector. Here are the main key performance indicators:
- Increase participating farms and crofts to 1,000 from over 500 currently.
- Boost overall sector value to £250 million.
- Enhance supply chain links with local suppliers.
- Improve employment opportunities in rural areas.
These targets aim to double the economic impact while preserving Scotland’s farming heritage. Progress reports like the one at the conference help adjust plans based on real data.
Measuring Progress from 2022 Baseline
The last full measurement in 2022 put agritourism at £60 million and farm retail at £110 million, for a total of £170 million. This new census, run by VisitScotland over the summer, gathered fresh insights from hundreds of sites across the country.
At the halfway mark to 2030, the update will cover overnight stays, day trips, capital spending, and job trends. It also includes feedback on hurdles like staffing shortages or marketing needs.
To compare past and future goals, consider this table:
| Metric | 2022 Value | 2030 Target |
|---|---|---|
| Agritourism Value | £60m | Part of £250m total |
| Farm Retail Value | £110m | Part of £250m total |
| Total Sector Value | £170m | £250m |
| Participating Farms/Crofts | 500+ | 1,000 |
This data shows room for growth, especially as tourism rebounds post-pandemic. Recent events, like successful farm festivals in the Highlands, point to positive momentum.
Challenges and Opportunities Ahead
While the sector thrives, operators face issues like climate change and economic pressures. For instance, wet summers have hit crop yields, but agritourism offers a buffer by focusing on experiences over produce alone.
Looking forward, the conference will discuss ways to tackle these. Sessions cover digital marketing to reach more visitors and partnerships with tourism boards. One recent example is a Fife estate that partnered with local hotels, boosting bookings by 30 percent last year.
Innovation plays a big role too. Some farms now offer virtual tours or eco-workshops, appealing to younger crowds. With Scotland’s push for green tourism, agritourism fits perfectly into broader sustainability goals.
As the conference approaches, it promises fresh insights to guide the sector. Readers interested in rural business or travel, share your thoughts in the comments below and spread the word about this vital part of Scotland’s economy.
