Scotland Food & Drink Launches Second Bookable Tourism Experiences Programme

Following the overwhelming success of its inaugural pilot program, Scotland Food & Drink is proud to announce the launch of a second round of Scotland’s Bookable Food and Drink Experiences Programme. This nationwide initiative aims to empower food and drink businesses in Scotland by helping them develop and market visitor experiences that can be easily booked online.

Introducing the Appetite for More Programme

The Appetite for More Programme is now open for applications, with the goal of supporting an additional 25 Scottish food and drink enterprises. The programme focuses on building capacity in crucial areas such as:

• Digital bookability
• Storytelling
• Pricing strategies
• Influencer partnerships
• Travel trade engagement

Achievements from the First Phase

The initial phase of the Programme successfully supported 50 businesses from early-stage start-ups to established brands, significantly enhancing Scotland’s food tourism landscape. Key outcomes from the first round include:

• 60% of participants improved their online bookability by transitioning to integrated digital platforms.
• A total of 56 new bookable experiences are set to launch in 2025/26.
• Over 80% of participants engaged in at least seven out of nine tailored masterclasses.
• Many reported increased sales, new collaborations, and greater appeal to international markets.

Success Story from RAER Spirits

One business benefiting from the programme is the family-run distillery, RAER Spirits. They remarked:

“Scotland’s Bookable Food and Drink Experiences Programme has been an invaluable resource for us at Jackton Distillery. The programme unites a wealth of expertise, insights, and support, enabling producers like us to develop outstanding bookable experiences.”

Continued Support and Future Goals

Led by Scotland Food & Drink on behalf of the Food Tourism Leadership Group — involving VisitScotland, the Scottish Government, and the Scottish Tourism Alliance — this next phase aims to build on the national momentum around food tourism as a vital economic driver for Scotland.

Fiona Richmond, Head of Regional Food at Scotland Food & Drink, expressed her enthusiasm for the programme:

“Scotland’s food and drink businesses are filled with creativity and stories that resonate with visitors from all over the globe. Tailored support can unlock new commercial potential and turn innovative ideas into remarkable bookable experiences.”

The Importance of Digital Engagement

Marie Christie, VisitScotland’s Head of Industry Engagement, highlighted the significance of food and drink experiences for tourists:

“Sampling Scotland’s exquisite food and drink is a crucial component of the visitor experience. Our data indicates that nearly half of all visitors engaged in at least one food and drink activity during their stay.”

She added, “With more travelers relying on online booking and travel inspiration, it’s imperative that tourism businesses establish a robust digital presence to connect with potential visitors.”

Application Details

The second round of Scotland’s Bookable Food and Drink Experiences Programme aims to support more businesses in adapting to these changes, ultimately benefiting both individual enterprises and the wider visitor economy in Scotland.

Applications close on Wednesday, 27 August 2025.

For more information and to apply, visit the Scotland’s Bookable Food and Drink Experiences Programme webpage.

Note: 46% of visitors reported participating in at least one food and drink activity according to the Scotland Visitor Survey 2023.