Cabinet Secretary to Announce Newly Released Data on Agritourism Sector Value
The current value and contribution of Scotland’s Agritourism and Farm Retail sector will be announced by Cabinet Secretary for Rural Affairs, Land Reform and the Islands, Mairi Gougeon, at the upcoming Scottish Agritourism Conference, on Thursday 27th November 2025, in Perth.
Findings from Scotland’s farms, crofts and estates, gathered by Visit Scotland this summer, will include an up-to-date estimate of the overall economic impact of agritourism and farm retail (combined) plus overnight and day visitor numbers, employment trends, capital investment and associated supply chain impacts. Qualitative data on challenges will also be shared.
Ms. Gougeon, will address delegates in the opening session of the annual conference; her last as Cabinet Secretary responsible for agritourism. In 2021, Ms Gougeon attended the first in person Scottish Agritourism conference to announce a Scottish Government backed strategy for the sector and since then has co-chaired the National Agritourism Strategy Board with Sector Lead, Caroline Millar.
The national agritourism strategy outlines KPIs for the sector with a target date of 2030 including 1000 farms and crofts in agritourism and farm retail up from just over 500 and a value of £250 million for the sector overall. In 2022, the last time the sector was measured, the estimated value of agritourism was £60 million and farm retail £110 million providing an overall total of £170 million.
Data from the census will provide a picture of the current value and impact of agritourism and farm retail to Scotland’s rural economy, measuring progress towards strategy KPIs at the half way point.
Noted as Scotland’s largest annual gathering of the agritourism sector, a packed conference programme offers a range of inspirational and thought-provoking sessions for business owners, farmers, economic development professionals and sector suppliers, including a keynote session from sisters, Grainne and Martina Calvey, sharing their story of building up the brand and business of Achill Mountain Lamb, and running their own family abattoir in the west of Ireland.
Ms Gougeon will remain at the conference for the remainder of the full day programme and will attend the sector drinks reception, recognition awards and dinner in the evening.
Looking forward to attending the Scottish Agritourism Conference, Ms Gougeon, said; “While this is my last conference as Cabinet Secretary for Rural Affairs, I am heartened that we are on track to achieving many of our 2030 National Strategy targets, which is testament to the drive and ambition of farmers and crofters in Scotland’s Agritourism network.
“Agritourism is an exciting sector that has so much growth potential, adding value to farm and croft businesses and helping to really drive our economy. It is also delivering on so many key Scottish Government objectives, whether that’s our Good Food Nation ambitions and better connecting people to farming and crofting and where their food comes from, to offering top tourism destinations for both domestic and international visitors.
“I will be following progress closely in the years ahead as Agritourism continues to go from strength to strength. I also look forward to this incredible sector being showcased on the world stage as Scotland hosts the world’s first Global Agritourism conference in Aberdeen next year.”
Caroline Millar, added; “In the run up to the last election we lobbied all parties to include agritourism in their manifesto and for there to be a national strategy for agritourism growth. Post election, the SNP delivered on their commitment to create a national strategy within the first 100 days and over the period of this parliament there has been extensive work between the private sector, Government and other public agencies to drive profitability, sustainable growth and wider impacts such as marketing Scotland’s farm produce. As we approach the 2026 election in May next year, ahead of hosting the Global Agritourism Conference the following month, this year’s conference is a great opportunity to review progress made with national growth targets as we head towards our 2030 ambitions and the next Parliamentary session.”
The Scottish Agritourism conference is a one-day event this year ahead of the country hosting the inaugural Global Agritourism Conference, over three days in Aberdeen next June. This year’s event will see the introduction of sector recognition awards; a presentation to agritourism and farm retail businesses and individuals who have reached a milestone and/or made a significant achievement.