Food tourism has become a key driver for the Scottish economy – but in this digital world, businesses offering tourist-friendly food experiences really need to have them bookable online.
That is the logic behind Scotland Food & Drink’s ‘Appetite for More’ programme, a nationwide initiative that gives food and drink businesses access to ‘highly subsidised’ support, expert insights and hands-on mentoring towards marketing their visitor experiences via the internet.
After the first phase of the programme successfully supported 50 businesses across Scotland, SFD has this week put out the call for a further 25 businesses to come aboard.
Fiona Richmond, head of regional food at Scotland Food & Drink, said: “Scotland’s food and drink businesses are bursting with creativity and stories that resonate with visitors from around the world.
“We’ve now seen first-hand how tailored support can unlock new commercial potential and transform ideas into bookable experiences that showcase the very best of our country’s produce. 
“Participants left the pilot Programme feeling empowered, equipped and excited about the future – many also gained the confidence to price their experiences appropriately without underselling their value,” said Richmond.
“This next round will continue to provide businesses with the practical tools, market insights and peer support they need to thrive in the growing food tourism sector.”
Among the first 50 businesses to draw on the programme were the Allanton Inn, Arbikie Distillery, Dark Sky Spirits Ltd (The Moffat Distillery), Gin Bothy, Holyrood Distillery, Mharsanta / Lomond Leisure Group, Oak Tree Inn, RAER Scotch Whisky Limited, Summerhall Distillery, and The Perth Distillery Co.
Appraising that first tranche, SFD pointed out that 60% of participating businesses enhanced their online bookability, shifting from basic or offline systems to integrated digital platforms.
As part of that, 56 new bookable experiences were launched or are due to launch in 2025/26.
Over 80% of participants attended at least seven of the nine tailored masterclasses staged by the programme, and many subsequently reported increased sales, new collaborations, and stronger appeal to international audiences.
One of the businesses to benefit was independent family-run distillery RAER Spirits, which commented: “Scotland’s Bookable Food and Drink Experiences Programme has been an invaluable resource for us at Jackton Distillery.
“The programme brings together a network of expertise, insights, and support – from understanding travel trade trends and working with influencers to exploring helpful AI tools and learning directly from market specialists, equipping producers like us with the tools to develop exceptional bookable experiences.”
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 next phase of Appetite for More aims to build on the ‘national momentum’ behind Scottish food tourism.
To apply for a place in the second phase, visit the programme webpage. Applications close on Wednesday, 27 August, 2025.
