Why Scotland Food & Drink sees food tourism as a recipe for growth

Why is tourism and events relevant to Scotland’s food and drink sector?

“They are interdependent – we need each other to work in harmony, together, building and growing businesses, generating spend, boosting local economies and developing Scotland’s reputation as a top destination to visit, enjoy and return to time and time again.

“Tourists spend a huge chunk of their holiday budget on food and drink when they visit, from cafés, bars and restaurants to farm shops, markets and distilleries. The more locally-produced this food and drink can be, the better – providing a vital income stream that helps sustain businesses, especially small and medium-sized enterprises, in communities countrywide.

“Visitors also love taking products home, which can often drive export opportunities too. And we know they want to get to know the local food culture by discovering immersive food and drink experiences when they’re here.”

Examples of immersive food and drink experiences include:

• food trails
• producer tours and tastings
• supper clubs
• farm visits
• wild dining experiences

“It’s well-known that Scotland is indeed ‘the perfect stage’ for events, from local, community-based activities to the big hitters known the world over. These are all prime markets for our producers to have their products sold and promoted.

“Quality food and drink with local provenance gives visitors a ‘taste of place’ and enhances their whole experience. We all win if we do well.”

How is storytelling important to a food and drink business?

“Storytelling is a bit of a buzzword, but it’s essential for food and drink businesses. They’re not just selling a product, but rather the values, heritage and genuine backstory that make their business distinctive. Customers lap this up and are more likely to buy and be loyal to companies that they’re emotionally connected with.

“Every year, Scotland Food & Drink invites retailers, producers, chefs and food lovers alike to join the country’s month‑long celebration of its vibrant food and drink industry; Scottish Food & Drink September. Reflecting this growing demand for Scottish produce rooted in storytelling, Scottish Food & Drink September 2026 will be centred around how ‘Every Bite Tells a Story’ – providing a fantastic opportunity for producers to share what makes them unique.”

Find out more about Scottish Food & Drink September.

How important is it for these tourism experiences to be bookable?

“Massively important. It’s fair to say that that most travellers look online for inspiration, before and during their trip, on their mobile phones.  They want to quickly find these experiences, whether a food tour, farm visit, or tasting event, compare across the market and snap up tickets in an instant, securely and seamlessly. There’s no time to faff about and search for phone numbers, make calls, send emails or wait for responses. So it goes without saying that if businesses can’t be easily and quickly found or booked online, they’ll be missing out on precious sales.

“It’s also invaluable for the travel trade, such as destination marketing organisations and tour operators, to promote and sell them. Some won’t list experiences or include in marketing campaigns that aren’t online bookable, so there’s a competitive disadvantage there, too.

“From a business perspective, it also makes the customer journey more efficient as well as providing valuable data insight to help future planning and attract more visitors.”

Find guidance on choosing an online booking system for your tourism experience business.