The British public is looking for experiences and holidays in the UK countryside, opening opportunities for farmers to diversify.
Alex Black of Farmers Guardian spoke to Savills about the top trends to watch for farmers considering diversification.
Economic and political conditions are supporting the growth of the UK tourism economy, with the industry growing at a rapid pace.
The tourism economy in Great Britain is worth about Â£127 billion, according to Visit Britain, and is predicted to grow annually at 3.8 per cent, which is significantly faster than the overall economy. By 2025, it will be worth about Â£257bn and will represent almost 10 per cent of GDP.
Festivals, camping and glamping, holiday lets, experience events and local food outlets were all growing in popularity.
But Savill’s director Ashley Lilley warned there were two common misconceptions relating to diversification.