“Food tourism is about creating memories. It’s about offering visitors an authentic taste of your region’s culture and leaving them with stories to tell”
“The economic benefits of food tourism are significant. Visitors typically spend about 25% of their travel budget on food and beverages, making it a substantial revenue for destinations. Moreover, the money spent in locally-owned restaurants and on locally-produced goods has a greater impact on the local economy compared to spending at chain establishments”
“Today’s travellers are increasingly conscious of the environmental and social impact of their consumption. A destination that prioritises sustainability, local sourcing and ethical practices will not only appeal to this demographic but also support the local economy and reduce the environmental footprint” (i)
Food, drink and hospitality are integral to Scotland’s identity. It’s who we are and what we do.
Our produce is renowned across the world for its exceptional quality, sustainability and provenance. Our hospitality is famed for its warmth. These are an essential part of our way of life, our environment and our communities, right across Scotland.
The country is home to an enviable basket of produce, that punches well above its weight – think juicy soft fruits, farmhouse cheese; grass-fed milk; premium seafood; Scottish salmon; Scotch beef and lamb; venison & game traditional oatcakes and bakery; perfectly-aged whisky and craft beer and spirits and much more besides.
When visitors choose Scotland for their break, no matter where they come from, they want a ‘taste of place’ – appreciate, taste and buy Scottish products in the place where they are grown or crafted. At a national level, we, together with partners such as VisitScotland and Scottish Tourism Alliance, we’re on a mission to continue to make the country a culinary destination – in otherwords, “….a place where food and drink play a pivotal role in the visitor experience. This means that the destination’s cuisine, culinary traditions, and food-related activities are key attractions and draw travellers” (ii)
And that’s where you come in. By playing host to guests from near and far, you are perfectly placed to be an ambassador for Scottish produce and provide that ‘taste of place’. By so doing you’ll be enriching the experience of their stay, making it that little bit more memorable. And the bonus is that local producers will benefit, too (iii)
The chances are you’re already a champion of Scottish produce and share your love of it with your guests – thank you! But, either way, this guide aims to inspire you a little bit more.
“Can food truly be said to be Scottish if it isn’t served with an unconditional welcome and a measure of generosity? And if it’s shared in this spirit, does it matter where the recipe or the cook originated? Resoundingly, the online conversation tells us, Scottish food is whatever is made by Scots or for Scots, in Scotland or whatever recreates a taste of home away
A sense of Scottish hospitality and camaraderie is a must for anyone looking to export an authentic taste of Scotland, as a producer, seller or proprietor. This extends to one’s broader conduct, to be respectful and fair, to customers, colleagues and community alike” (iv)
We know our produce is great. We know that visitors want to taste it, to learn about it.
By going that extra mile to provide local produce, whether it’s tea or coffee, tasty biscuits, jam or honey, or milk from a family farm, you will add something special to their stay. What better way to welcome guests with our legendary Scottish hospitality, than with top quality products that we make so well here.
Share your pride in Scottish produce, especially the businesses around you.
Do what you can, even if just making one change, and if you need help we are here.
We can promise that these personal touches will bring a smile to your guests’ faces and will help to send them home with warm memories of their stay.
(i-iii) “Crafting Your Taste of Place: What Destinations & their Stakeholders need to know about Gastronomy Tourism Development and Marketing” ; Erik Wolf, Executive Director, World Food Travel Association, published 2025
(iv) Sketch Insights for The Knowledge Bank, Scotland Food & Drink 2024 – one of the 6 identified ‘Opportunity Sparks’ identified that can help to connect you with your guests around storytelling and emotional connection
Author of guidance: Scotland Food & Drink
Date of guidance: September 2025
Website: www.assc.co.uk / www.foodanddrink.scot
Contact details: communications@assc.co.uk / info@foodanddrink.scot
Disclaimer – Guidance Sheets are written by experienced Members of the ASSC and other experts. The information in the ‘Guidance Sheet’ is provided by the ASSC for use by Members in support of their own independent business decisions. It does not constitute advice or instruction for which the ASSC can be held liable in any way whatsoever. All Members and other readers remain responsible for the consequences of any decisions taken whether in the light of information gained from this Guidance Sheet or not.