Scottish Food and Drink Businesses Toast Tourism Training Programme’s Success

Scotland’s thriving food tourism sector took centre stage yesterday as Scotland Food & Drink celebrated the successful conclusion of its Bookable Food & Drink Experiences Programme with a special event in Edinburgh’s historic Riddle’s Court. 

Attended by Mairi Gougeon MSP, Cabinet Secretary for Rural Affairs, Land Reform, and Islands, alongside some of the 50 food and drink businesses from across the country who participated, the event highlighted the achievements of the programme designed to help Scottish producers enhance their visitor experiences and attract more tourists. 

The initiative, led by Scotland Food & Drink on behalf of the food tourism leadership group – which includes VisitScotland, the Scottish Government, and the Scottish Tourism Alliance – has delivered nine months of tailored training covering digital marketing, customer engagement, and experience development to businesses from the Borders to the Highlands and Islands. 

Participants ranging from small artisan producers to well-known distilleries and farm shops, benefited from expert-led workshops, one-to-one mentoring, and networking opportunities, equipping them with the skills to create bookable, visitor-ready experiences that appeal to both the domestic and international market. 

The celebration event saw businesses share success stories and undertake a media masterclass, led by Scottish food influencer and journalist Julia Bryce, who offered further insights into promoting food tourism through storytelling and digital content. 

“The creativity and passion demonstrated by the businesses involved has been incredible,” said Fiona Richmond, Head of Regional Food at Scotland Food & Drink. “From Orkney to Galloway, participants have gained invaluable skills to craft unforgettable experiences that showcase Scotland's exceptional larder – and just in time to meet the growing demand from tourists specifically seeking out our local produce. This programme hasn’t just helped individual businesses, it has strengthened Scotland's global reputation as a premier food and drink destination.” 

Mairi Gougeon MSP, Cabinet Secretary for Rural Affairs, Land Reform, and Islands, added: “Scottish tourism is about so much more than just providing great experiences – it’s so important to our economy, and a powerful means of cultural exchange with other nations, too. Tourism also supports our primary producers, whether that’s our fisherman, farmers or artisan producers, and ensures our culinary traditions are preserved and celebrated. 

“In 2023, we saw visitors to Scotland spend over £700 million on food and drink, accounting for more than a fifth of all our overnight domestic tourism spend, with more than 1.3 million visitors to distilleries, breweries and wineries across the country in 2024.  

“I’m so passionate about agritourism because it’s about reconnecting both visitors from abroad and people in Scotland with the land and where our food is produced. It tells a story and enhances our food culture, too. 

“I want to congratulate everyone who was involved in the programme, and recognise the commitment and contribution they have made towards our ambition of growing Scottish tourism further. I also want to say a massive thank you to Scotland Food & Drink for shining a spotlight on some of the amazing work that’s being done to enhance food tourism around the country.” 

Developed in response to insights from VisitScotland’s 2023 Visitor Survey, which revealed that 46% of visitors engage in food and drink activities during their stay, with 19% of long-haul travellers choosing Scotland for its culinary offerings, the programme’s impact is already being felt by businesses, who expect an increase in bookings and greater visibility thanks to expert, practical advice gained during the programme. 

Islay Henderson from Glen Caladh Tea, who are introducing a new ‘Tea by the Sea’ experience following their participation in the programme, said: “Participating in the project has given us the tools we needed to develop our tea experience. Without the workshops and useful resources to help us make decisions about the particulars of our offering, our target market, pricing, and a clear plan on how to go about advertising our experience, we may not have started these experiences.” 

As Scotland continues to attract food-loving travellers, the Bookable Food & Drink Experiences Programme has laid the foundation for a stronger, more dynamic sector. One that will benefit producers, tourists, and the wider economy for years to come. 

For more information on the programme and participating businesses, visit Scotland Food & Drink’s website.