The face of farming in the United Kingdom is rapidly changing; “agriculture tourism” offers fresh and exciting opportunities for both farmers and visitors alike.
Today’s travellers are increasingly drawn to authentic rural experiences, moving away from traditional tourist hotspots (which sadly nowadays tend to be overpriced and rundown) in favour of understanding the countryside and its people.
One of the most striking shifts we’re seeing is the surging popularity of farm-to-table experiences. Visitors aren’t just content with buying produce; they want to understand its journey from field to fork.
This has led to a boom in farm restaurants (think Jeremy Clarkson’s farm shop & restaurant from the hugely popular Prime series Clarkson’s Farm), cooking workshops, and harvest experiences where guests can pick their own ingredients and learn how to prepare them in traditional ways.
The outlook for agriculture and tourism looks promising. Recent reports suggest that by 2030, agritourism revenue in the UK will reach £660 million per annum.
If you are a farmer looking to diversify, agri-tourism should be top of your investment list!
What Is Farm Tourism (aka Agri Tourism)?
The UK agritourism sector continues to evolve with innovative ways to combine agriculture experiences, education and entertainment.
These can fall into two camps, ‘on-farm experiences’ and ‘entertainment & recreation’.
On-farm experiences include activities such as:
- Day trips, farm overnight stays, and accommodation (e.g. farm pop-up campsites)
- Pick-your-own fruit, vegetables or flowers
- Farm shops and markets
- Educational farm visits
- Harvest festivals and seasonal events
Whereas those wanting entertainment and recreational activities can enjoy:
- Outdoor activities like hiking, cycling, horse riding, fishing and hunting
- Animal interactions and petting zoos/farms
- Farm tours and demonstrations
- Food/wine tasting experiences
- Rural heritage preservation activities
Some of our existing agritourism businesses have asked us to arrange ‘farm diversification finance’ to help create facilities so they can provide wedding venues, run festivals, create glamping sites and build visitor centres to host animal experiences.
If you want access to low-cost finance to start an agritourism operation, please get in touch with the Evangate FS team today.
The Growing Appeal of Agritourism
Sustainability is more than just a buzzword in farm tourism.
Modern visitors are environmentally conscious and actively seek out farms that demonstrate eco-friendly practices. Many farms are responding by showcasing their green initiatives, from renewable energy use to organic farming methods- making these central to the visitor experience.
The educational aspect of agricultural tourism has also evolved. It’s no longer just about showing children where milk comes from – farms are now offering interactive learning experiences for all ages. From workshops on traditional crafts to courses on sustainable farming practices, there’s a growing appetite for hands-on learning experiences that connect people with rural traditions.
Technology is also playing a bigger role in how farm tourism operates.
Many farms now offer virtual tours and use online booking systems to make it easier for visitors to plan their experiences. Social media has become a powerful tool for farms to showcase their offerings and attract visitors, while mobile apps help guide visitors around larger farm attractions.
Perhaps most heartening is the focus on preserving rare breeds and traditional farming methods. Organisations like the Rare Breeds Survival Trust are working with farms to ensure that visitors can experience rare animal breeds while also contributing to their conservation for future generations.
This blend of conservation and tourism is creating sustainable ways to preserve key aspects of Britain’s agricultural heritage while offering engaging experiences for visitors.
These trends reflect a broader shift in how people view rural tourism – not just as a casual day out, but as an opportunity for meaningful experiences that educate, entertain, and connect them with the land and its traditions.
Economic Benefits
And for farmers, it presents an opportunity to generate income streams for the farm which are not driven by Government policies or pressure from large supermarkets.
It also gives farmers the chance to collaborate with other farms and businesses in the local area, to bring more money to the surrounding community.
Again, think about how Jeremy Clarkson’s ‘The Farmer’s Dog’ pub and restaurant bring together local farmers to provide produce for the menu.
This can only be a good thing for the local farmers!
How To Be Successful With Agri Tourism Projects
As farm tourism continues to evolve, it’s clear that the future lies in providing authentic, sustainable, and technologically-enabled experiences that satisfy visitors’ desire for both entertainment and enlightenment.
But when it comes to basic deliverables, farmers need to:
- Focus on cleanliness, safety and delivering positive customer experiences
- Integrate technology for bookings and marketing (websites, social media, etc.)
- Create strategic partnerships with local tourist boards to help with promotion
- Comply with environmental and safety regulations
- Offer professional staff training to provide a quality service
Securing funding to help with this is also essential; there is no point in cutting corners to deliver a poor experience. Negative customer reviews and unhelpful social media posts can ruin everything in a heartbeat.
That is why it is essential to speak with our team. We have experience in securing funding so farmers can invest in new facilities properly without cutting corners.
Agri Tourism Scotland
Farmers in Scotland can benefit by visiting the hugely successful “Scottish Agritourism” website.
Established in 2020, the organisation serves as the sector’s official body. Working under the leadership of Riddell Graham, formerly of VisitScotland, it provides:
- Peer-to-peer business support
- Consumer marketing initiatives
- Sector representation
- Strategic development guidance
The Go Rural website contains a wealth of information about local farm businesses that have become members, showcasing their agritourism offerings to visitors. Well worth a visit.
Final Thoughts
Agritourism represents a significant opportunity for UK farmers to diversify their income while preserving ‘the family heritage’ and meeting growing consumer demand for authentic rural experiences.
With proper planning, investment, and execution, farm tourism can provide sustainable additional income while contributing to the preservation of rural areas and traditional farming practices.
Contact Evangate FS today to discover how we can help you finance your diversification journey.
