Scotland Food & Drink 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 31 July, 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, the 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 one-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.
To fully participate in the programme, businesses should be ready to commit approximately 33 hours, plus self-study. In return, they will receive training and mentoring valued at £2,500, for a nominal fee of £75. Interested businesses should review the eligibility criteria and submit their applications before the deadline.
Visit Scotland Food & Drink for more information and to apply.
