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Farm Diversification: Demand and Opportunities – Tuesday, 2nd May 2023

In Association with our colleagues at AWAZE & SCOTTISH AGRITOURISM 

This webinar explored the benefits and potential of diversifying farming businesses by including tourism accommodation: from traditional self-catering farmhouses and cottages to unconventional glamping. With changing market conditions, shifting consumer demands, and increasing pressure to maintain profitability, many farmers are seeking to diversify their businesses by expanding into new products, services, or markets.

Whether you already have an accommodation offering, or are planning to do so, this session provided insights into demand and offer practical takeaways in terms of how to increase bookings and maximise revenue.

Attendees learny about the different opportunities available to farmers for diversification, including value-added products and agritourism. Speakers discussed the current market demand for these products and services, and how farmers can tap into these opportunities to enhance their operations and meet the needs of consumers.

Through expert insights, case studies, and best practices, this webinar provided attendees with the knowledge and tools they need to successfully diversify their farming businesses and thrive in today’s dynamic agricultural landscape. 

Awaze:  Maximise income from holiday lets: A great option for farm diversification


  • With over 40 years of experience, we can provide expert advice on maximising your income through holiday letting. We’ll cover the latest industry trends and present real-life case-studies from landowners we’ve helped make a profit from diversifying into holiday letting. Suitable for anyone interested in holiday letting, whether you have years of experience or are just considering taking the plunge.

Mark Whitehouse, Regional Sales Director, Awaze UK Limited

  • Mark – with holidays being my passion,  loves discovering amazing properties for future holiday makers to enjoy!   He is a Regional Sales Director for Awaze UK Limited, managing a team of 13 Business Development Managers who cover Cumbria, Scotland, Highlands, the Islands, and the Isle of Man helping holiday homeowners with their journey to holiday letting.

Scottish Agritourism:  Introducing Agritourism to Your Farm


  • Scottish Agritourism is the sector body for agritourism in Scotland, leading on lobbying, knowledge exchange and national marketing for farm tourism and farm retail, and playing a key role in delivering Scotland’s national agritourism strategy. Agritourism is making farms more economically sustainable, viable and valuable to rural cultures, safeguarding rural heritage for future generations and providing an educational link between consumers and farmers. This presentation will provide examples of how farmers can leverage their farming enterprise to deliver unique and valuable agritourism experiences.

Laura Paterson, Marketing and Communications Manager, Scottish Agritourism

  • Laura’s background is marketing and communications for membership organisations in the public and private sectors. A non-farmer, Laura came to her Scottish Agritourism role in January 2022, working alongside Sector Lead, Caroline Millar, to support and develop the agritourism sector in Scotland.

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