How Lunan Bay Farm grew their sustainable agritourism business

Jillian explained that Lunan Bay Farm identified an appetite from visitors to connect more deeply with food, farming and textiles – not just buying a product but also understanding the story behind it.

This desire offered an opportunity to diversify. As Jillian explained, “Tourism has allowed us to add value to what we already do on the land, diversify income in a resilient way, and open up the farm as a place of learning, connection and enjoyment."

Products and bookable experiences include:

• seasonal farm tours
• private and bespoke tours for travel trade
• educational and community-focused events
• ‘Goats in Coats’ spring event
• ‘Goat Therapy’ wellbeing sessions
• ‘Goat to Garment’ product journey experience
• Scottish cashmere products

One of the business’s biggest learnings has been the importance of investing time upfront in the right digital systems including the regular use of systems such as Google Maps, Ticket Tailor and AI.

As demand has grown Jillian has identified several elements as essential:

• online booking
• clear website content
• automated confirmations
• good customer communication

“We’ve also learned that technology works best when it supports authenticity rather than replacing it; digital marketing helps people discover us, but it’s the real-world experience that drives word-of-mouth and repeat visits.

“Automation has been particularly important in managing time, allowing us to focus on delivery and customer experience rather than administration.”

Jillian and her team at Lunan Bay Farm are passionate about what they do and positive on the impact it can have.

“What we enjoy most is the opportunity to share Scotland as it really is; working landscapes, living rural communities, and stories that go beyond the obvious. Visitors are genuinely curious, engaged and appreciative, and it’s hugely rewarding to see people leave with a deeper understanding of farming, fibre and place.

“There is also a strong sense of collaboration within the industry, particularly around responsible tourism and community benefit, which makes it feel like a shared endeavour rather than a competitive one.”