Scotland's Bookable Food and Drink Experiences Programme: Appetite for More
Scotland is home to outstanding food tourism – from guided tastings and tours to hands-on cookery classes and farm-based events. Yet for many visitors, discovering and booking these experiences isn't straightforward.
In 2024, the Scotland's Bookable Food and Drink Experiences Programme pilot project supported 50 businesses, and led to 56 new bookable experiences, with participants reporting greater clarity, confidence and enthusiasm – particularly around pricing, AI tools, media, and trade engagement.
Following the success of the inaugural pilot, a second round of the programme was launched, with Appetite for More aiming to support a further 25 Scottish food and drink businesses to grow their tourism offering by building capacity in areas like digital bookability, storytelling, pricing, working with influencers, and travel trade engagement.
Appetite for More
Led by Scotland Food & Drink, on behalf of the Food Tourism Leadership Group (including VisitScotland, the Scottish Government, and the Scottish Tourism Alliance), Appetite for More provides access to expert advice and tailored support to help boost, visibility, leads and sales.
Participants Benefit From:
- Digital Self-Assessment – a quick online tool to identify where businesses are now
- One-to-One Planning Session – to define goals and priorities
- Tailored Action Plan – a simple roadmap focused on growth
- Three Check-In-Calls – short follow-ups to track progress and offer support
Photo Credits: VisitScotland / Kenny Lam
Appetite for More 2025/26 Participants
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Aug 14, 2025
Scotland Food & Drink launches second bookable tourism experiences programme
The Appetite for More Programme, which is now open for applications, aims to support 25 Scottish food and drink businesses to grow their tourism offering.
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Scotland's Bookable Food and Drink Experiences Programme 2024 Participants
- Allanton Inn
- Arbikie Distillery
- Arran Brew
- Ballintaggart
- Balmoral Game Ltd
- Beinn an Tuirc Distillers Ltd
- Bowhouse
- Caledonian Oyster Co Ltd
- Chiya & Chai
- Clanfin Native Breeds
- Cleikum Social Eating
- Courses for Cooks
- Dark Sky Spirits Ltd (The Moffat Distillery)
- Eat Walk Tours Ltd
- Elchies Estates Ltd
- Errington Cheese Ltd
- Galloway Farmhouse Cheese
- Gin Bothy
- Glen Caladh Tea
- Highland Boundary Ltd.
- Holyrood Distillery
- Isle of Bute Smokehouse/Bute Yard
- Isle of Mull Coffee Roastery Ltd
- J. Gow Rum
- Jeanie Rae's Ltd
- Lindores Stay
- Megginch Castle Tours
- Mharsanta / Lomond Leisure Group
- NB Distillery/Company of Dark Spirits Ltd
- NTS Gladstone's Land
- Oak Tree Inn
- Once Upon a Whisky
- Oor Bees
- Pillars of Hercules
- Rosehearty Rhubarb
- RAER Scotch Whisky Limited
- Rox Madeira
- Scottish Tea House
- Spes Bona Sea Safaris/Spes Bona Superior Seafood
- Summerhall Distillery
- Swirl Sip Socialise Limited
- Taste Buds of Scotland
- The Buffalo Farm Produce Ltd
- The Little Foragers Kitchen
- The Original Cake Fridge & Tearoom
- The Perth Distillery Co
- The Tobermory Fish Company
- The wee Scottish cider company
- Westerton Farm
- Wilsons Farm and Kitchen