What is agritourism?
At its simplest, it refers to activities or experiences on or around working farms designed to attract visitors and generate additional income. The definition set by Scottish Agritourism, the official body for agritourism in Scotland, is: “Tourism or leisure on a working farm, croft or estate which produces food or fleece.” Examples include tourist accommodation – from camping and glamping to luxury accommodation – pick-your-own produce, and children’s activity parks.
At a deeper level, it allows agricultural businesses to educate people on the importance of quality local produce, food security, and the vital role farms play in protecting the countryside and supporting local communities.
Why should agricultural businesses consider agritourism?
Agritourism adds value by providing additional income streams to agricultural businesses that protect the business against the more volatile nature of income from traditional farming which, as we’ve seen in recent years, can be adversely impacted by different factors. This includes changes to legislation, changes to government subsidy, increasing input costs and uncertain prices for end products – not to mention increasing extremes of weather. It provides new opportunities and roles for different generations in a farm business and can play a key role in providing a sustainable future for it.
Agritourism ventures may bring an increased staffing requirement and businesses should consider how easily they may be able to recruit. Businesses should also take professional advice at the outset to make sure they are set up correctly to maximise the benefit of agritourism and reduce any risks. This includes addressing the potential challenge of an agricultural business inadvertently moving from a trading to a non-trading business. There is lots to consider, including availability of skills within the business, and availability of good staff to work in and manage the new business elements.
Fearn Farm, a fourth generation family business in Easter Ross, is a mixed arable and livestock operation run by the Scott family with an ethos of high quality, high health, performance-recorded livestock from a forage and grass-based system.
Agritourism has long formed part of the business, including high-end self-catering accommodation at The Mill. Most recently, the family bought a derelict pub in Balintore, just a few minutes from the main farming unit. Brodies assisted with the purchase of the property and additional land.
Following extensive renovation, the derelict shell of a building – with a boat in the grounds! – transformed into Shore, a five bedroom venue complete with a restaurant, bar and takeaway. Shore opened its doors on 8 June 2026, bringing a real focal point to the village while attracting visitors travelling the nearby NC500 route and beyond.
What sets Fearn Farm apart as a farming business is its forward planning and desire to involve the entire family in business decisions. Brodies worked closely with the family on the structuring that preceded the purchase of Shore, advising on legal issues and facilitating transparent discussions with all generations on succession and future growth These conversations – which all took place against a backdrop of a changing tax regime and an increasingly challenging rural sector generally – means that Fearn Farm, with the assistance of Brodies and other professional advisers, is well positioned for the future.
Whether or not you get a chance to experience Shore or The Mill in person – and we strongly recommend that you do – there is a clear takeaway from Fearn Farm: agritourism can be a powerful way to add value with thoughtful planning, expert advice, and open family discussion about the business’ future.
Contributor
Partner
