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Scottish Agritourism Virtual Conference

Wed 21 Oct 20

Scottish Agritourism formed officially as a sector body sitting within the umbrella of the Scottish Tourism Alliance, 3 months ago. A strong and motivated network with a shared goal of growing agritourism in Scotland, our members are ambitious for the future of our sector, despite a challenging year coping with the impact of COVID.

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This conference will focus on

  • what agritourism is delivering for farming, food and drink, tourism and the rural economy as a whole and what more is to come
  • why tracking the growth of the sector will help to shape future policy, strategy and investment
  • marketing Scottish Agritourism to domestic and international audiences and the roll-out of the Go Rural brand

We are delighted to be joined by our keynote speaker, Hans Embacher from Austria. Hans has been a director of the Austrian Farm Holidays Association since 1991 and is one of the key players in agritourism and rural tourism in Austria. He is also Vice-president of the European Association for rural tourism ("Eurogites“) also in Europe. Austrian Farm Holidays currently promotes over 2300 members internationally and has helped Austria to achieve status as one of the world leaders in agritourism.


  • Welcome - Caroline Millar, Agritourism Lead, Scottish Agritourism
  • Sponsor welcome - Alex Docherty, Tax Partner, Johnston Carmichael
  • Cabinet Secretary Address - Fergus Ewing MSP, Cabinet Secretary Rural Economy and Tourism (t.b.c.)


Session 1 - What Agritourism is Delivering

  • Karen Christie, Tourism Strategy Project Manager, Scottish Tourism Alliance
  • Andrew McCornick, President, National Farmers Union of Scotland
  • James Withers, Chief Executive, Scotland Food and Drink
  • Julia Latto, Project Manager, Scottish Enterprise Agritourism Monitor Farm Programme
  • Julian Pace, Head of Partnerships, Scottish Enterprise


Session 2 - Tracking Growth in the Sector

  • Raymond MacIntyre, Economist, VisitScotland


Session 3 - Marketing Agritourism

  • Keynote | Hans Embacher, Chief Executive, Austrian Farm Holiday Association
  • Vicki Miller, Director of Marketing & Digital, VisitScotland
  • Caroline Millar, Agritourism Lead, Scottish Agritourism

Please note that the programme is subject to change.

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