Scotland's Bookable Food and Drink Experiences Programme: Appetite for More
Are you an ambitious Scottish food and drink business looking to grow your online bookable experiences?
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, a pilot project supported 50 businesses and led 56 new bookable experiences, with participants reporting greater clarity, confidence and enthusiasm - particularly around pricing, AI tools, media, and trade engagement.
Now we're looking for 25 more businesses to take part in the next stage.
What's on Offer?
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 is your chance to access expert advice and tailored support to help boost, visibility, leads and sales.
You'll Benefit From:
- Digital Self-Assessment - a quick online tool to identify where you are now
- One-to-One Planning Session - to define your goals and priorities
- Tailored Action Plan - a simple roadmap focused on your growth
- Three Check-In-Calls - short follow-ups to track progress and offer support
Photo Credits: VisitScotland / Kenny Lam
You'll be placed in one of two support tiers:
Tier A: Experience Innovation (10 places)
For early-stage or new businesses
Focus areas include:
- Designing visitor experiences
- Creating bookable offers
- Packaging and pricing
- Presentation and sales skills
Tier B: Mini-Accelerator (15 places)
For more experiences businesses ready to grow and engage with trade.
Focus areas include:
- Profit-focused pricing and packaging
- Enhancing your marketing
- Pitching to trade buyers (e.g. Destination Management Companies)
- Strengthening your online reputation
Regional Roadshows + Specialist Surgeries
All participants are invited to join regional sessions exploring key topics such as:
- Working with travel trade
- Onboarding to booking platforms
- Leveraging AI tools
Photo Credits: VisitScotland / Kenny Lam
Who Should Apply?
We’re seeking 25 committed businesses with the drive to develop and deliver quality food tourism experiences. Your full participation is essential – in return, you’ll gain access to highly subsidised support, expert insights and hands-on mentoring.
How to Apply?
Please review the Eligibility Criteria and submit your application by 5 PM Wednesday, 27 August 2025.
Successful applicants will be required to sign a Project Participation Agreement and pay a nominal fee of £125 (inc VAT). This ensures places go to those ready and willing to get the most from the programme. Please note that late withdrawals may be liable for any costs incurred on your behalf.
Show the world what Scotland’s food and drink scene has to offer – and grow your business in the process.
Please read the Eligibility Criteria here before completing the online Application Form here.
Photo Credits: Jonny Noakes
2024 Finalists
- 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
Featured event
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.
Read story