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Global Agritourism Gathering
International delegates unite in Scotland to drive rural tourism innovation and farm diversification
Scotland welcomed the world to Aberdeen last week as the Global Agritourism Conference brought together farmers, tourism operators, policymakers and researchers to explore how agritourism can support resilient rural economies and vibrant communities.
Held from 23 to 25 June 2026, the inaugural event saw delegates from more than 50 countries gather to share ideas, build partnerships and showcase innovation across a sector that continues to grow in both scale and significance.
Opening the conference, VisitScotland Chief Executive Vicki Miller highlighted Scotland’s ambition to lead on agritourism development, emphasising the importance of connecting agriculture with authentic visitor experiences. She told delegates that Scotland has a “unique opportunity to showcase our world-class produce, landscapes and rural businesses to a global audience while strengthening local economies.”
The conference underscored the economic and social importance of agritourism, which contributes hundreds of millions of pounds each year and attracts millions of visitors to Scotland’s rural areas. Speakers and participants agreed that the sector will play an increasingly vital role as farmers adapt to economic pressures, climate challenges and changing consumer expectations.
Caroline Millar, Sector Lead for Scottish Agritourism, welcomed delegates to the event’s civic reception, describing the gathering as a defining moment for the sector. She said the conference demonstrated “the strength of Scotland’s agritourism community and the power of collaboration to drive sustainable rural growth.”
Throughout the three-day programme, international speakers shared perspectives on how agritourism is shaping the future of farming in their own countries. Pandurang Taware, widely recognised as the “father of agritourism” in India, spoke about the transformative potential of connecting farmers directly with visitors, noting that agritourism can “create dignity, diversify income and bring new life to rural communities.”
A recurring theme was the need for diversification. Farmers from Scotland and beyond described how experiences such as farm tours, accommodation, events and food tourism are helping to secure long-term sustainability. Speaking at the conference, Australian farmer Tim Parsons highlighted the broader benefits, explaining that agritourism “supports local jobs, increases tourism flow and strengthens the economic viability of entire regions.”
Scottish businesses also used the global platform to share their own experiences. Jillian McEwan, who co-runs a cashmere farm in Angus, described agritourism as a “game-changer” for her business, enabling diversification at a time when traditional farming margins are under pressure.
Delegates took part in a series of farm tours across Aberdeenshire and neighbouring regions, experiencing first-hand the diversity of Scotland’s agritourism offer. From coastal enterprises to upland farms, these visits demonstrated how innovation and local identity can be combined to create compelling visitor experiences that celebrate Scotland’s natural and cultural heritage.
The conference also provided a platform for knowledge exchange and collaboration. Experts from across Europe, North America and Asia shared research, case studies and policy insights, reinforcing the importance of international cooperation in developing the sector. As Carla Barbieri, President of the Global Agritourism Network, told delegates, events like this are essential to “inspire, inform and connect a global community with shared ambitions for rural development.”
Support from the Scottish Government, including funding for the event, reflected growing recognition of agritourism as a driver of sustainable economic growth. By encouraging innovation and providing new income opportunities, the sector is helping to future-proof rural businesses and communities.
As the conference drew to a close, there was a clear consensus among participants that agritourism represents a powerful opportunity for Scotland and for rural economies worldwide. The event not only showcased Scotland’s leadership in the field but also strengthened its role as a hub for international collaboration.
With global interest continuing to grow, last week’s gathering marked the beginning of a new chapter for agritourism in Scotland, setting the stage for continued innovation, partnership and sustainable rural development.
