2024-2026苏格兰农旅产业增长追踪报告

Covering the periods:April 2024- March 2025 (known performance) and Prepared by VisitScotland and ProgressivePartnership on behalf of Scottish AgritourismJanuary 2026 Survey period August – September 2025 Contents Executive SummaryIntroductionSection 1: LocationSection 2: Nature of ActivitiesSection 3: VisitorsSection 4: Turnover & ProfitSection 5: Estimated Sector ValueSection 6: Employment Executive Summary 2030 Strategic Direction Scotland’s Agritourism Strategy was launched in November 2021 and aims to ensurethe sector has ‘a long-term sustainable future that delivers a high quality, authenticvisitor experience with agriculture and food and drink at its core, sustaining the future 2025 Mid Strategy Performance & Success This Growth Tracker demonstrates the agritourism sector has performed exceptionallywell over the past few years surpassing sector value and visitor number targets(Chart EX1). Sector targets1for agritourism related farms providing direct food and Employment levels and the number of active businesses are also approachingstrategy targets levels well ahead of schedule. Performance according to other keymetrics including average turnover, profitability, capital investment3and future growth Visitor Numbers in Context Growth Barriers Agritourism businesses identified a number of economic, financial and policy relatedfactors that limit the sectors growth potential. These include: Achieving the visitor number target is praiseworthy and significant. If agritourism wasa visitor attraction it would account for more visits than Edinburgh Castle, which isScotland’s top paid attraction and also the National Museum of Scotland, which isScotland’s top unpaid attraction. It would also account for four times as many visitors •Costs/wages – especially salary rates and cost inflation •Tax/rates - particularly visitor levies and inheritance tax •Economic uncertainty – relating to political uncertainty and perceptions of apoorly performing economy High visitor levels combined with the developing breadth of agritourism visitoractivities and visitor accommodation significantly support Scotland’s NationalTourism Strategy.5Agritourism related festival and event activity also supports the •Regulations/permissions/ licensing concerns Future Performance Contribution to National Policy Objectives Despite these perceived growth constraints agritourism and farm retail businessesforecast moderate growth and profitability expectations. The majority of businessesexpect their profit to increase, although this is typically expected to be a fairly moderate The evidence in this report combined with previous assessments demonstratesthat agritourism is an important contributor to national and regional economic •Commercial and entrepreneurial opportunities to strengthen and sustainrural communities Global Agritourism Conference •Vital family and external employment opportunities in rural areas Scotland will host the Global Agritourism Conference in Aberdeen in June 2026.The findings from this report can be used to evidence the ongoing success of theagritourism sector and also demonstrate the positive influence of Scottish Agritourism •Strong productivity and sustainable growth opportunities •New income streams to cross fund and support agricultural activities •High levels of historic and planned investment to support other ruralbusinesses and supply chain jobs •Equal and inclusive employment opportunities which are available to menand women of all age profiles and skill levels •A balanced geographic spread of activity across Scotland•A sustainable all year-round core domestic based visitor market•An increasingly valuable international visitor market Growth Tracker Timeline 2025 Survey Response Rate The findings are based on the responses of 215 farms.11The sample12was evenly splitin terms of businesses offering ‘agritourism only’ and businesses offering ‘agritourismcombined with farm retail.’ Less than one in ten offered farm retail only. Good coverage An inaugural Growth Tracker was prepared in 2021 to help inform the developmentof the Agritourism 2030 Strategy.8A second Growth Tracker was subsequentlyprepared in 2022 to provide a more realistic baseline that was less influenced by This 2025 Growth Tracker provides the economic information to assess agritourismperformance against 2030 targets at the midpoint of the strategy (primarily strategy Only core questions related to economic strategy targets and business performancewere asked in 2025 to reduce the time burden placed on respondents and achieve as Agritourism Strategy and Targets to 2030 Agritourism has the following key growth targets: 1.Increase sector value to £250 million from £170 million (based on 2022 baselineestimates for agritourism (£60 million) and farm retail (£110 million)) 2.1,000 farms or crofts actively involved in agritourism (including farm retail) 3.Increase visitor numbers to farms and crofts from 1.5 million t