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The Scottish Tourism Alliance, the representative body for Scotland’s tourism industry and Scotland Food & Drink, the leadership and membership organisation for Scotland’s food and drink sector have today launched a search for ambassadors across Scotland to promote and champion Scotland’s food tourism sector and experiences.

Scotland’s Regional Food Tourism Ambassador Programme will recruit 25 ambassadors from the many different sectors of Scotland’s vibrant food and drink industry; individuals who demonstrate a passion in raising the profile of Scotland’s food tourism sector, our destinations, food and drink experiences and Scotland as a global food tourism destination.

The ambassador programme will play a key part in delivering some of the strategic aims and ambitions in Scotland’s Food Tourism Action Plan, launched in 2018 and supported by Scottish Government, and will stimulate entrepreneurial activities and change as both sectors move through the pandemic towards recovery.


The ambassadors themselves will provide a much needed boost during what has been an acutely challenging time for Scotland’s food and drink and tourism sectors and play a key part in raising Scotland’s profile as a food tourism destination, rebuilding our food, hospitality and tourism industry.


The individuals will also support recovery in their regions by shaping sustainable food tourism experiences which will grow local economies within these destinations.

The campaign will roll out over the next five weeks, inviting applications and nominations through a media and digital campaign #ScotFoodAmbassador with the final 25 ambassadors being announced at the end of May.


Rural Economy Secretary Fergus Ewing said:

“There is no-one better equipped to act as ambassadors for Scotland’s food tourism sector than those who work in it and share a passion for it – from our world class food producers to the customers who enjoy the very best the industry has to offer.

“The dual impact of the pandemic and Brexit has been devastating for the sector but the Scottish Government is committed to supporting its recovery. We recently invested £5 million in our Food and Drink Recovery Plan to build on the work of the Scotland Food & Drink Partnership in delivering Ambition 2030, the shared vision for the future of Scotland’s food and drink sector.

“Food tourism allows us to showcase the very best of Scottish food and drink and if you know someone who can promote the message, I encourage you to nominate them for this exciting role.”

Fiona Richmond, Head of Regional Food at Scotland Food & Drink said;

“This is a hugely exciting opportunity to make a real difference to the growth of Scotland’s food tourism sector and raise the profile of Scotland as a global food tourism destination at a key time in the recovery of the sector.  It’s not a full-time commitment but we’re looking for people who care and are passionate about the vast and varied food tourism opportunities across our regions and destinations; people who can lead and inspire local food tourism growth. We’re looking for applications from individuals from all areas of Scotland’s world of food and drink, for example, food producers, bloggers, educators, chefs, restaurateurs, event organisers or those working for accommodation providers or retailers, what’s more important than profession or qualification however is that the individual is immersed in the food tourism or hospitality sectors and embedded in their local community.

“It’s a unique opportunity, one that doesn’t come along very often so we’d be keen for people to nominate someone who they think would be ideal for the role or they can apply to be an ambassador themselves.”

Marc Crothall, CEO Scottish Tourism Alliance said;

“The aim and ambition of the Food Tourism Action Plan is to grow an extra £1bn worth of revenue through tourism spend, not by increasing necessarily the volume of visitors but through spend on food and drink by tourists.  The Food Tourism Ambassador Programme will play a key role in shining a light on Scotland and our regions as food destinations of choice, each with their own unique provenance, people and stories which in turn create the quality, authentic food and destination experience that visitors are looking for.  The launch comes at an exciting time for industry with the announcement by the First Minister of the indicative dates for a route out of lockdown and a pathway back to businesses trading and welcoming domestic tourists initially before we open up to international visitors when the time is right.”

For more information and how to apply visit: