There are few places in Scotland where one can see the rise of agritourism as clearly as in Forres and the surrounding Moray area. It has become a preferred means of getting to know the Scottish countryside, and this part of the northeast is no exception.
With its mix of fertile farmland, small villages, coastal breezes and rolling views inland, the landscape here does not merely serve as scenery for the visitor; it is the attraction itself.
For those who want to put the miles down and have an authentic encounter with rural life, the farms and farm shops of Moray present a compelling alternative to the usual sightseeing circuit.
Be part of the landscape
What makes agritourism work is that it is a mutually beneficial union of farming and tourism. In Moray this takes the form of countryside walks, wildlife watching, seasonal picking or a farm tour, all of which give the local community and the tourist something of value.
It is a far cry from the urban variety of tourism centred on entertainment venues and landmarks. Here, the working landscape is open to you in a way that allows for participation. One can buy at the source, put some fresh produce to the test or simply talk to the people behind the region’s food supply.
Forres is ideally placed to capitalise on such trends. A historic town with good transport links, it makes for a convenient base to access the wider Moray countryside and the network of rural businesses there.
The agricultural heritage is ingrained in the area and that is what gives it its draw. Today’s consumer is more mindful of provenance and food miles, so the direct-to-consumer ethos of a place like Moray is particularly well received.
A case in point – Thorabella Farm
Take Thorabella Farm for instance. It is a case in point for why agritourism has such an appeal. You will find more than just products on offer; there is a sense of place. At Thorabella one can get to grips with the realities of rural living and the yearly rhythm of the farm, be it through the livestock, the crops or the setting. It shows how a farm can be an inviting destination for the public without being turned into a theme park, remaining true to its identity while being of commercial and educational worth.
Then there are the roadside farm shops and honesty boxes, which are a fixture of the Scottish countryside and much of the charm of Moray. These family-run spots let you put your trust in the grower and pick up eggs, meat, preserves or baked goods with the knowledge of exactly where they have come from.
The selection will vary with the season. An honesty box is another matter entirely; these self-service stalls run on a simple system of leaving payment after you have made your choice of strawberries, potatoes or flowers. It is a quiet exchange that speaks to the mutual respect between buyer and farmer, and stumbling across one on a back road has the feel of finding a hidden gem.
Rural economy
The reason for the popularity of agritourism in Forres and beyond is plain to see. Whether it is a family or a food enthusiast, there is a demand for something low-key yet memorable, and for travel that is sustainable.
This kind of activity is good for the rural economy too, putting income in the pocket of the small producer. In the end, the success of the sector in Moray is down to its genuineness. It affords a better understanding of the land and the people who work it. As visitors continue to look for the personal and the local, the importance of Moray’s agritourism will only increase.