Riddell Graham Completes Tenure as Scottish Agritourism Chair

Scottish Agritourism Chair, Riddell Graham, has completed his four-year tenure, and yesterday the Scottish Agritourism board met to mark the significant contribution Riddell has made. During Riddell’s stewardship, the organisation has achieved substantial growth, gaining new members across the whole of Scotland, while strengthening Scotland’s reputation as a leader in global agritourism. 

Latterly a director of VisitScotland, and early supporter of Scotland’s growing agritourism sector, Riddell played a pivotal role in developing Scotland’s National Agritourism Strategy in 2021 and has since represented the sector body on Scotland’s National Agritourism Strategy Board. Several strategy KPIs, set for achievement by 2030, have been met and exceeded, with agritourism sector growth recorded in the region of £130 million to a value of £292.9 million last year, and annual agritourism visitor numbers increasing to 2.5 million. Both targets achieved five years ahead of schedule.

Board Member, Fiona Campbell MBE, has also concluded a landmark tenure, having served since the Scottish Agritourism board was established in March 2022.

Riddell has become a well-known figure among Scotland’s agritourism community and is recognised as a significant support to Sector lead, Caroline Millar, and the executive team. Under Riddell’s leadership, Scottish Agritourism membership has grown from just over 100 businesses to close to 300 today. Throughout their service to the organisation, both Riddell and Fiona have supported the delivery of stand-out national sector conferences, substantial policy engagement, a sector showcase via Scottish Agritourism month, agritourism futures development programmes, to name a few, culminating in June’s inaugural Global Agritourism Conference in Aberdeen, which brought together over 550 delegates from more than 50 countries, leaving a significant legacy for the future development of the organisation.

Reflecting on his tenure, Riddell Graham said:

“I feel very privileged and honoured to have been involved in the development of Scottish Agritourism from the start and to have played a part in the creation of the first ever National Agritourism Strategy for Scotland.

“In the forty-plus years working in tourism, I have never met and enjoyed the company of so many positive and innovative people who are so open to sharing the challenges and successes of running their businesses. That’s what makes this sector so special and an exemplar that others should seek to learn from.

“Without doubt the highlight of my time as Chairman was the recent Global Agritourism Conference in Aberdeen. This showcased to delegates from all over the world all that is excellent about Scotland’s Rural economy, its food and drink, and, above all, its people. I wish the organisation the very best in the future. I am sure it will go from strength to strength.”

Caroline Millar, Sector Lead for Scottish Agritourism, added:

“Riddell has been working alongside me to raise awareness about the potential for agritourism as a major driver in the rural economy for the past 20 years. Both Riddell and Fiona were involved with our sector on a daily basis during Covid as we navigated uncertain times for agritourism businesses.

“When Riddell retired from Visit Scotland in 2022, we were delighted when he agreed to join the Scottish Agritourism Board as our first Chair. He leaves a lasting legacy, and without his commitment, drive and unique style, Scottish Agritourism would not be where it is today.

“Fiona’s knowledge of policy and running a membership body, together with her enthusiasm for our sector, have also contributed significantly. On behalf of all our members and the rest of the Board, we are indebted to both of them.”

The final meeting with Chair Riddell Graham and Board Member Fiona Campbell MBE took place at The Bairnkine, near Jedburgh, where host Lucy Tile led a hands-on oatcake workshop. Inspired by her involvement in Scotland’s Agritourism Monitor Farm Programme and a learning trip to Tuscany, where pasta-making exemplifies Italian agritourism, the workshop showcased the creativity and community spirit central to Scotland’s agritourism sector.

A new Chair of the Board for Scottish Agritourism will be announced in Autumn.