Scotland Food & Drink, the leadership organisation for the nation’s food and drink industry, has announced the launch of a pilot training programme designed to enhance bookable tourism experiences for food and drink businesses nationwide.
Seeking to recruit 50 food and drink businesses, the programme is designed to address the challenges faced by Scottish producers in making their experiences easily discoverable and bookable for international and domestic tourists.
Applications are open until July 31st, with the programme scheduled to start in August and run until March 2025. Participants can expect a range of tailored training activities, including online workshops, personalised mentoring, and expert-led masterclasses in food tourism.
Led by Scotland Food & Drink on behalf of the food tourism leadership group, which includes VisitScotland, the Scottish Government, and the Scottish Tourism Alliance, this programme builds on insights from the national tourism organisation’s Scotland Visitor Survey 2023, which revealed that nearly half (46%) of visitors engage in food and drink activities during their stay, with nearly a fifth (19%) of long-haul travellers specifically choosing Scotland for its culinary offerings. To capitalise on this growing interest, the programme promises substantial benefits, including training in online reputation management, content creation, and direct marketing.
Businesses will receive dedicated support from advisors to strengthen their online presence and attract the increasing number of tourists visiting Scotland.
Fiona Richmond, head of regional food at Scotland Food & Drink, said: “Scotland’s food and drink experiences are unmatched, and this programme offers businesses a fantastic opportunity to improve their offerings, reach new audiences, and benefit from invaluable networking opportunities. We encourage all eligible businesses to apply and take advantage of the expertise on offer to further enhance Scotland’s reputation as a premier food tourism destination.”
Malcolm Roughead, VisitScotland chief executive, added: “Scotland’s food and drink is an integral part of our tourism experience, and they are increasingly sought after by visitors. This presents a significant opportunity for businesses to capitalise on the rising demand. The new training programme will be a valuable resource, supporting the industry to tailor their offering to meet visitors’ tastes. Ultimately, this will help position Scotland as a must-visit, must-return destination.”
This opportunity is ideal for businesses ready to commit approximately 33 hours, plus self-study, to fully participate in the programme. In return, they will receive training and mentoring valued at £2,500, all for a nominal fee of £75. Interested businesses should review the eligibility criteria and submit their applications before the deadline.
