A new campaign to encourage residents from 20 of Scotland’s towns and cities to “Go Rural” and visit a nearby farm or croft in 2022 has been launched with Dundee as the starting city.

The Go Rural campaign will encourage urban residents to get out into the countryside, buy food and drink direct from a farmer, visit a farm for the day or book an overnight break or holiday.  As well as making people aware of what is on their doorstep, there will be a focus on building knowledge and awareness of the Countryside code and how to keep humans and animals safe in the countryside.

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The campaign is being delivered by sector body Scottish Agritourism, using the Go Rural consumer facing brand with support from other farming, rural and tourism organisations. The investment is part of a Destination and Sector Marketing fund administered by VisitScotland as part of the post-COVID recovery programme on behalf of the Scottish Government.

Activity from each town or city will include live tours on social media every weekend, blogs and guides featuring the nearest Go Rural farms where you can buy or eat farm produce, visit for a day out or take a quick weekend change of scene.  A series of podcast and videos will capture the stories of different farmers across Scotland and a number of social media influencers and journalists will also visit different locations.

Scottish Agritourism members are being encouraged to host events on farm over the Easter break with many planning spring farm tours to complement another two weeks of the very popular “Lambathon” live on social media in April, which will form part of the overall campaign.

Caroline Millar, Sector Lead for Scottish Agritourism, commented: “83% of Scotland’s population lives in 2% of Scotland’s land in urban areas. Farmers are not only keen to welcome urban residents to visit the countryside, but to buy food and drink direct from a farmer and to have the opportunity to be able to have those on farm discussions about how Scotland’s food and drink is produced, and what farmers do to look after the environment and landscape. Visiting a farm and providing access to green space is hugely beneficial to a person’s mental and physical wellbeing.  We do however have a responsibility as an organisation encouraging thousands of people to visit the countryside to explain the importance of how to leave only footprints and how to act responsibly for the safety of farm animals, wildlife, and people.  Conversations about responsible tourism will be a key focus of the campaign, delivered in a way which will inform and build relationships.”

The Go Rural campaign also has the backing of a number of MPs and MSPs and local councillors who see the benefits of building relationships between urban and rural Scotland.

Chris Law MP for Dundee West, whose Dundee constituency takes in urban Dundee and the urban fringe of South Angus, commented: “In Scotland we are incredibly lucky to have some of the world’s freshest and finest locally produced food and drink right here on our doorstep.  Go Rural is an exciting initiative which I hope will give people in our towns and cities the opportunity to learn more about where this food and drink comes from, as well as introduce them to the rural communities who work so hard to produce it. I would encourage everyone in our towns and cities to Go Rural and visit their local participating farm or croft.”

Dave Dugan, MP for Angus, adds: “Go Rural is an outstanding initiative from our farming sector in Scotland and demonstrates that farmers are constantly diversifying into broader markets. With Go Rural, we have a wonderful opportunity to spend time on farm getting closer to the sources of Scotland outstanding food production and the people who make the magic happen.  No matter where you are in Scotland there is now every reason to Go Rural and enjoy getting closer than ever to Scottish Farming.”

Farmers and crofters who don’t have a consumer facing agritourism business can also take part to promote Scottish farming by sharing content and using #GoRural.