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Scottish Agritourism appoints marketing manager to support delivery of national growth strategy

Wednesday, 12 January 2022 Industry news

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Scottish Agritourism, the official body for the agritourism sector in Scotland, has announced the appointment of a Marketing and Communications Manager to strengthen promotional support for the sector during the next stage of its development. 

Laura Paterson joins Scottish Agritourism from the position of marketing manager at James Hutton Limited.  She has previously held local and national marketing and communication roles in the food and drink and membership sectors.  Laura’s new remit will support the drive and growth of Scottish Agritourism as a sector body and market the agritourism sector direct to consumers through the Go Rural brand.

Caroline Millar, Scottish Agritourism Sector Lead, and the driving force behind the establishment of agritourism as a recognised sector of the Scottish economy said: “I am delighted to have Laura on board to support the delivery of the strategy and play a key role in delivering further sustainable growth for Scottish Agritourism.

In Scotland, we define an agritourism business as one which covers tourism or leisure on a working farm, croft or estate which produces food.  The Scottish agritourism sector has seen a fantastic natural growth in recent years, mainly down to increased interest in local food provenance and a trend towards ‘staycations’.  There are currently around 600 agritourism businesses listed with Visit Scotland, and the newly launched Scotland’s Agritourism Growth Strategy outlines the ambition to increase this number to 1000 by 2030, with 50% of these selling food and drink.”

Over the coming months, Scottish Agritourism will deliver a packed calendar of campaigns and events and launch new developments to the Go Rural website, which will provide a one stop shop for consumers with information on agritourism events and experiences across Scotland and eventually, the ability to plan and book entire trips and stays online.

Taking up her new role, Laura said: “I am delighted to join Caroline, partner organisations and Scottish agritourism members, in taking the sector forward. It really is an exciting time, and I am thrilled to be welcomed.  I am looking forward to showcasing the many opportunities to explore local food and drink and farm experiences that can be found throughout Scotland and to playing a key role in the continuing growth of Scotland’s agritourism sector in the coming years.”

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