Scotland has launched a major survey in 2025 to track agritourism growth, focusing on farms and estates in the Highlands. This effort aims to boost the sector to 250 million pounds by 2030 and create nearly 10,000 jobs, transforming rural economies through farm-based tourism.
Survey Launch and Participation Call
A nationwide survey kicked off in August 2025, inviting farms, crofts, and estates across Scotland to share details on their agritourism activities. Organizers stress the importance of Highland participation, where land-based businesses play a big role in local life.
This anonymous survey asks about everything from farm stays and guided tours to on-site shops and events. By joining in, producers help build a clear picture of current operations and future needs. The data will guide policy and funding to support growth.
Highland communities stand to gain the most, as agritourism links food production with visitor experiences. Recent reports show similar efforts in other rural areas have increased local spending by up to 20 percent in just a few years.
Goals of the 2030 Strategy
The Scottish Agritourism 2030 Strategy sets bold targets for the sector. It projects a combined value of 250 million pounds from agritourism and farm retail by the end of the decade.
This growth is expected to support almost 10,000 full-time jobs, many in family-run operations. The strategy focuses on keeping young people in rural areas by creating stable employment tied to the land.
Experts point out that agritourism adds diversity to farming income, helping buffer against market changes. For instance, in 2025, sustainable farming practices in Scotland have already shown resilience amid climate shifts, with agritourism providing an extra revenue stream.
The plan builds on current contributions, estimated at around 60 million pounds today. Achieving these goals could multiply economic impact, especially in regions like the Highlands where tourism drives much of the local economy.
Economic Impact on the Highlands
Agritourism is reshaping the Highlands by blending agriculture with visitor attractions. Farms offering berry picking, animal encounters, and overnight stays draw tourists seeking authentic rural experiences.
This shift supports broader economic goals, including job creation and community vitality. In 2025, Scotland’s overall tourism sector has seen optimism rise, with rural areas benefiting from increased visitor numbers post-pandemic recovery.
Compared to other sectors, agritourism offers sustainable growth. For example, while traditional shooting sports contribute less, nature-based tourism like farm visits generates higher returns without harming wildlife.
Local leaders note that these activities boost related businesses, such as nearby cafes and shops. A recent study in similar UK regions found that every pound spent on agritourism circulates three times in the local economy.
Here are key economic benefits expected by 2030:
- Increased farm revenues through direct sales and experiences.
- Job opportunities for locals, reducing urban migration.
- Enhanced appeal for international tourists, building on Scotland’s natural beauty.
Challenges and Opportunities Ahead
While growth looks promising, challenges remain. Farmers face barriers like planning permissions and marketing costs when starting agritourism ventures.
The survey aims to identify these issues, ensuring support reaches those who need it. In the Highlands, where remote locations can limit access, better infrastructure could unlock more potential.
Opportunities include tying into trends like eco-friendly travel. In 2025, global demand for sustainable tourism has surged, with Scotland positioning itself as a leader through agritourism.
Policymakers are also linking this to wider goals, such as climate resilience. Farms adopting green practices, like regenerative agriculture, attract environmentally conscious visitors.
| Aspect | Current Status (2025) | Projected by 2030 |
|---|---|---|
| Sector Value | 60 million pounds | 250 million pounds |
| Jobs Supported | Around 2,500 | Nearly 10,000 |
| Key Activities | Farm stays, shops, tours | Expanded experiences and retail |
| Regional Focus | Highlands emphasis | Nationwide growth with rural priority |
Future Outlook and Broader Implications
Looking ahead, the strategy could inspire other countries facing rural decline. Scotland’s model shows how agritourism can sustain family farms while boosting tourism.
Recent events, like the 2025 focus on sustainable jobs in agriculture, align with this push. As visitor numbers climb, the sector may exceed targets if participation in the survey is strong.
This transformation highlights agritourism’s role in economic recovery. It not only creates wealth but also preserves cultural heritage in places like the Highlands.
Share your thoughts on how agritourism could change your local area. Comment below or spread the word to help raise awareness about this growing sector.
