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.
Following the success of its inaugural pilot, Scotland Food & Drink is launching a second round of the Scotland’s Bookable Food and Drink Experiences Programme – a nationwide initiative designed to help food and drink businesses develop and market visitor experiences that are ready to book online.
The Appetite for More Programme, which is now open for applications, aims 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.
The first phase of the Programme supported 50 businesses across Scotland – from early-stage enterprises to established brands – and delivered a significant boost to Scotland’s food tourism readiness. Evaluation of the programme revealed that:
-
60% of participating businesses enhanced their online bookability, shifting from basic or offline systems to integrated digital platforms
-
56 bookable experiences were launched or are due to launch in 2025/26
-
Over 80% of participants attended at least seven of nine tailored masterclasses
-
Many reported increased sales, new collaborations, and stronger appeal to international audiences
One of the businesses to benefit from the programme is independent family-run distillery RAER Spirits, who noted: “Scotland's Bookable Food and Drink Experiences Programme has been an invaluable resource for us at Jackton Distillery. The programme brings together a network of expertise, insights, and support – from understanding travel trade trends and working with influencers to exploring helpful AI tools and learning directly from market specialists, equipping producers like us with the tools to develop exceptional bookable experiences.”
Led by Scotland Food & Drink on behalf of the Food Tourism Leadership Group, which includes VisitScotland, the Scottish Government, and the Scottish Tourism Alliance, the next phase continues to build on the national momentum behind food tourism as a key driver for the Scottish economy.
Of the Programme, Fiona Richmond, Head of Regional Food at Scotland Food & Drink, said “Scotland’s food and drink businesses are bursting with creativity and stories that resonate with visitors from around the world. We’ve now seen first-hand how tailored support can unlock new commercial potential and transform ideas into bookable experiences that showcase the very best of our country’s produce.
“Participants left the pilot Programme feeling empowered, equipped and excited about the future – many also gained the confidence to price their experiences appropriately without underselling their value. This next round will continue to provide businesses with the practical tools, market insights and peer support they need to thrive in the growing food tourism sector.”
VisitScotland’s Head of Industry Engagement, Marie Christie, said: “Trying Scotland’s mouth-watering food and drink is a hugely important part of the visitor experience for holidaymakers. Our insights show just under half of all visitors took part in at least one food and drink activity.*
“We also know more people than ever before are going online for booking and travel inspiration so it’s essential that tourism businesses have a digital presence to engage directly with potential visitors.
“The second round of Scotland’s Bookable Food and Drink Experiences Programme will support more businesses to make those changes, which will not only help grow their own business, but the value of the visitor economy in Scotland.”
Applications close on Wednesday, 27 August 2025. Click here to apply.
For more information and to apply, visit the Scotland's Bookable Food and Drink Experiences Programme webpage.
* 46% of visitors said they took part in at least one food and drink activity (Scotland Visitor Survey 2023)
Image credit: VisitScotland / Luigi Di Pasquale
