Day 2 – Sessions and Speakers
Wednesday 24th June 2026
7:30 AM - Registration opens.
7:45 AM - 8:45 AM - Members of the Global Agritourism Network Committees will meet.
8:00 AM - 8:45 AM - Delegates can network and browse exhibition stands.
Conference MC
Nuffield Scholar and world-leading communications expert, Claire Taylor, will travel from Australia to compere the keynote sessions at the Global Agritourism Conference 2026. Scottish born Claire, recently helped organise one of Australia’s first national agritourism conferences and is a highly experienced host of major international events, including the Global Seed Congress and Australian Dairy Conference.
8:45 AM - 9:00 AM - Session 1 - Welcome to the conference
Delegates will be welcomed to the inaugural Global Agritourism Conference.
Professor, USA
Carla is the current President of the Global Agritourism Network, a post she has held for two years. Originally from Peru, Carla is a Professor at North Carolina State University (USA) where she leads research and outreach at the Agritourism & Societal Well-being Lab.
Scottish Agritourism Chair, Scotland
Riddell began working in tourism in 1978, first assistant tourist officer with Scottish Borders Council, then as Chief Executive of Scottish Borders Tourist Board, joining VisitScotland in 2005 as Director of Partnerships, Strategy and Communications and latterly as Director of Industry and Destination Development. Riddell led and managed a team of over 300 staff that delivered services and advice to visitors, tourism businesses and a wide range of external stakeholders. Riddell’s team operated the network of i centres and delivered VisitScotland’s star rating quality assurance schemes. He was responsible for developing the organisation’s Gaelic Language Plan, Responsible Tourism Strategy and led VisitScotland’s input to the Scottish Agritourism strategy, supporting the formation of the Scottish Agritourism Board in May 2022. Since his retirement in September 2020 he has taken on a series of roles including Scottish Agritourism Chair, chairing a group of voluntary Trustees responsible for a Grade A listed building in Eyemouth and a community liaison group linked to a major pump storage hydroelectric scheme north of Fort William.
9:00 AM - 10:25 AM Session 2 – Keynote - A Global Agritourism Network – Country Benchmarking - Facts and Figures Around the Globe
Five leaders from different countries will share insights into the agritourism landscape in their home countries and the strategy, infrastructure and policy that supports this. Speakers will share sector definitions and key data across a number of KPIs and provide an honest insight into what is going well together with some of the challenges faced in growing agritourism and farm retail.
Farmer & Sector Lead, Scotland
Caroline lives in the county of Angus on the family farm located just north of Dundee. The farm produces Scotch beef, Scotch lamb and malting barley. The farm has 120 suckler Aberdeen Angus and Hereford cows and 500 breeding ewes and grows around 300 acres of cereals. Caroline and her husband Ross have also operated a luxury tourism business on the farm called The Hideaway Experience for the past 20 years. Caroline is the Sector Lead for Scotland’s Agritourism Sector and has co-chaired the National Strategy Board for Agritourism for the past 4 years alongside the Cabinet Secretary for Rural Affairs, Land Reform and the Islands. Caroline has worked with others since 2007 to raise the profile of Agritourism as an economic opportunity for Scotland, which resulted in the formation of Scottish Agritourism as a sector body in 2020 and the National Strategy for the sector. As well as the farming and tourism business Caroline has run her own consultancy business since 2007 and currently has the contract to facilitate Scotland’s Agritourism Monitor Farms Programme. Caroline is a former NFU Scotland Board member and undertook the 2025 Diversity and Inclusion research and report for NFU Scotland. Caroline is a Scottish Enterprise Rural Leader, Nuffield Scholar, past Director and Chair of the Oxford Farming Conference and past Director of SRUC. Caroline and Ross have two children, Finlay who is 20 and currently working on farms in New Zealand and Sophie who is 18, studying at Harper Adams University.
Father of Agritourism, India
Fourth generation farmer and first-generation entrepreneur, Pandurang Taware, grew up in a small village, Sanghavi, in Baramati Taluka, India. He is known as the Father of Indian agritourism and has driven significant growth for India’s rural economy over the past 20 years. His childhood was immersed fully in farming and village life. His father’s desire was that Pandurang should study in agriculture and work for the betterment of farming communities in India however he initially studied Computer Science and worked in the hospitality industry for 20 years. In 2003 he married agriculture with tourism and launched the Agri Tourism Development Corporation (ATDC) in India with a model Agri tourism Centre in Baramati. After running Agritourism operations successfully for three years, he took on training and skill development in Agritourism for other farmers in Maharashtra and as of March 2020 he had replicated this idea of Agri Tourism on 628 farms in more than 300 villages and 29 districts in the state of Maharashtra. The Agri Tourism Sector Survey undertaken by ATDC in 2017, 2019 and 2020 shows that 0.47 million, 0.53 million, 0.79 million tourists have visited these centres respectively, generating a total of 55.79 million Indian rupees for farming families and over 7,000 jobs for women and youths in rural communities. Padurang has been a recipient of various Awards and Recognition at home in India and abroad and he is a regular speaker at various International and National conferences. He is the Regional Representative for South West Asia on the Global Agri Tourism Network (GAN) and Chair of the World Agri Tourism Day Committee.
Consultant, USA
Chadley Hollas grew up working a small beef cattle operation in Central Texas, and his life has been shaped by these experiences since. Chadley is the founder and Principal of Cultivating Tourism, a boutique consulting practice focused on building resilient tourism models that support communities and celebrate working landscapes, local food systems, and sustainable livelihoods. Before working in agritourism, Chadley built a diverse career in hospitality and tourism spanning hotels, large-scale events, and destination marketing both in the US and abroad. He later ran a farmstead goat dairy outside Austin, Texas, with his wife, and has spent years working alongside agritourism operators across the United States. Chadley has been a central figure in building the agritourism support ecosystem in the United States, co-leading federally funded projects that bring together leading scholars and practitioners from all corners of the US. He has played a key role in developing national networks, leading research, and creating educational programs that serve farmers and ranchers, agritourism service providers, and policymakers across the country. Chadley is also the Founding Secretary of the Global Agritourism Network, where he has provided operational and strategic leadership that has kept the network growing since its founding. Chadley is based in Athens, Georgia, where he is also completing a PhD in Forestry and Natural Resources at the University of Georgia. Chadley spends as much time as possible with his wife, two sons, and his two (now-retired) farm dogs.
Farmer and GAN Australia Chair, Australia
Tim Parsons remembers when his parents built a farm stay cottage on their working farm in 1984 and began farm tours in 1990. Today, Curringa Farm, in central Tasmania, is known as one of the island’s earliest and longest running single family agritourism businesses. The farm’s core business is from Hong Kong and Singapore. Tim and his wife Jane, have built a further seven cottages and renovated a farmhouse to accommodate over 3500 visitors a year from around the world. A further 10,000 tourists visit the farm each year to take a half day farm tour with BBQ Lunch They are the paddock end of the “Paddock to Plate” analogy, breeding 1400 prime lambs, growing opium poppies and exporting small seeds around the world. Tim is regarded by his peers as one of Tasmania’s passionate and committed tourism operators who commands real on ground action and support for small family tourism businesses. His passion is agritourism and he was the only Australian to attend the Global Workshop on Agritourism in Vermont USA, 2022. It was there he reconnected with Caroline Millar after her visit to Curringa Farm over 10 years prior. The Scottish delegation to Vermont showed Tim what is possible at a coordinated country level and aligned with his values about the definition of Agritourism and its future.
Professor, Taiwan
Professor Wu, Tsung-Chiung (Emily) is a Professor in the Department of Tourism, Recreation and Leisure Studies at National Dong Hwa University, Taiwan. For over three decades, I have been deeply engaged in the development of agritourism in Taiwan. She have served as a senior advisor to governmental agricultural authorities, professional associations, and farm organizations, witnessing and actively contributing to the evolution of Taiwan’s agritourism sector. I am the principal driving force behind Taiwan’s “Special Agro-tourism Spots Certification System,” a national mechanism designed to ensure quality, authenticity, and sustainability in agritourism operations.
Division Chief of the Agro-Industry Development and Recreation Division, Taiwan
Wu, Ching-Ching serves as Division Chief of the Agro-Industry Development and Recreation Division, Agency of Rural Development and Soil and Water Conservation, Ministry of Agriculture, Taiwan. She is primarily responsible for formulating national policies and development strategies for agritourism in Taiwan.
10:25 AM - 10:45 AM Session 2a - From Diddly Squat to Only Farmers: Opening the Farm Gate to a New Era of Agritourism
Farmer & Entrepreneur, United Kingdom
Farmer, entrepreneur and co-founder of Only Farmers, Lisa Hogan has become one of the most recognised voices in British agriculture through her work at Diddly Squat Farm and her role on Clarkson’s Farm. Having experienced first-hand the opportunities and challenges facing modern farming, Lisa is passionate about helping farmers diversify their businesses and build stronger connections with the public. In 2026, she co-founded Only Farmers, a platform designed to help farms generate additional income through experiences, stays, events and direct-to-consumer engagement, while fostering a stronger farming community.
10.45 AM – 11.15 AM Refreshment Break, Exhibition & Networking
11:15 AM - 11:45 AM Session 3 - Keynote: The Policy Landscape
This session will focus on representation and lobbying for increased support for rural economies and in particular rural tourism and agritourism. Klaus will outline his views on which European countries are effective within their networks in harnessing people to come together to have a strong voice to influence their national and European policy – giving examples and case studies.
European Federation of Rural Tourism, Spain
Klaus Ehrlich studied Economics - Business Administration at the University of Siegen (Germany) and Sevilla (Spain) from 1976-1983. Co-founder and manager of several entrepreneur associations related with rural tourism in Spain (RAAR, AHRA) from 1991 until 2006. Since 2002 he has been responsible for the management of Ruraltour - European Federation of Rural Tourism, currently as general secretary. Involved in working groups and consultative bodies at the European Commission related with tourism, rural development, and digital economy. Coordinator of the Pact for Skills Tourism LSP, member of the expert group of the Transition Pathway for Tourism – T4T of the European Commission. Independent work in consultancy and training at vocational and academic institutions. Professional experience and background relate to managing private tourism trade organisations, representing micro- and nano tourism services and providing advisory services to them. Special expertise in fostering sustainable local development through tourism, engagement and cooperation with the local communities, digital economy, vocational training concepts, research and follow-up of visitor’s quality perception, and development of nature or culture-based tourism products. Overall responsible for the organisation and content of the 9 editions of the European Congress on Rural Tourism www.europeanrtcongress.org since 2003, and of the conferences Sustainable Tourism for Rural Development https://strd2017.org and http://strd2019.org . Participation in working groups and consultative bodies of the European Union such as the Civil Dialogue Group on CAP Strategic Plans and Horizontal Matters, Rural Pact, Expert Group on Travel Package Directive and T4T, Pact for Skills Tourism LSP (coordinator), Community Group Rural Tourism of the Rural Pact, and other ad-hoc groups. Professional work and contacts in 33 countries, including transitional and developing economies, which allows drawing on a wide scope of both theoretical and practical experiences at all stages of sustainable rural tourism development.
Freelance Consultant in Agritourism and Rural Development, Austria
Hans Embacher, 65, was director of the Austrian Farm Holidays Association from 1991 until April 2026 and thus one of the key players in rural tourism in Austria and as Vice-president of the European Association for rural and farm tourism („Eurogites“) also in Europe. At present he works as a free lance consultant in agritourism and rural development. After the studies of business administration and translator/interpreter at the university of Innsbruck/Austria he graduated in tourism marketing at the renowned University of Surrey/UK (thesis: „Austria’s image as a summer holiday destination“ for the Austrian National Tourism Office). After the study he gathered pracitical experience with all levels of tourism as a tourism consultant with Edinger Tourism Consultants and Engineers Ltd. in Innsbruck. Over 10 years his position in the marketing board of the Austrian National Tourist Board offered valuable overview over the major issues and developments in tourism, in the Austrian Chamber of Agriculture Embacher represents the interests of rural tourism in the “rural regions”-committee. International consultancy projects in the CEE-countries Poland and Estonia, in 2012 invitation to the German Bundestag as a leading expert in rural tourism. Lectora¬tes at the University of Linz, at the University College for Agrarian and Environ¬men¬tal Pedagogy in Vienna, the Universities of Applied Sciences in Salzburg and Krems. Co-author of the tourism-encyclopaedia in 2008. With it’s consequent quality-policy, with establishing the brand „Farm Holidays in Austria“, with the development of various special interest-products and finally with the successful presentation of 2.300 small farm-enterprises on a common web-plattform the Austrian Farm Holidays Organisation has achieved a sustainable, successful development and a strong position in Austria’s tourism and agricultural sector. This organisation with some 2.300 member-farms (with 27.000 guest-beds) has been “role model” for many developments and projects in numerous European countries over the years.
11:45 AM - 1:00 PM Session 4 – Keynote: Opportunities for Farm Retailing and Farm Cafes
Showcasing food and drink produced on the farm is a core part of the agritourism experience, presenting attractive and significant consumer offerings that provide a better understanding of farming and food production. This session, features four world-class operators sharing their expertise in farm retail and hospitality businesses from Scotland, England and Australia.
Farmer and Consultant, Australia
John and his wife, Linda, own the award-winning Chestnut Brae in Western Australia, a 1,000-tree sweet chestnut farm in the agritourism sector. John has become an expert on farm retail merchandising, display and layout and has mentored many business owners across the globe. John had been a consultant to farmers in agritourism and farm retail for 50 years and has clients in 35 countries on every continent where agritourism exists.
Farmer, England
Rob Copley is the co-founder of Farmer Copleys, one of Yorkshire’s most celebrated farm retail destinations. Alongside his wife, Heather, he launched the farm shop and cafe on the family’s Ravensknowle Farm near Pontefract in 2003. What started as a small butchery has grown into a thriving business employing around 100 people, with a farm shop, the popular Moo Cafe, and seasonal experiences such as pumpkin and sunflower festivals that attract visitors from across the UK.
Farmer, Scotland
Will Docker is a director of Balgove Larder, located on the edge of the historic town of St Andrews, Scotland. Balgove Larder is one of Scotland's highest-rated farm shops with its own butchery counter selling meat from the farm and also houses a legendary Steak Barn, café and home store. Balgove hosts regular night markets throughout the year. All aspects of Balgove were founded by Will and co-founder Henry Cheape. Will was formerly a chef with experience in London through to the Arctic.
Farmer, England
Darts Farm was established in 1971 by Ronald Dart in Devon, England. Today, his son Michael runs the business alongside his two brothers, James and Paul. Darts Farm is one of England’s largest agritourism enterprises with retail of produce from the farm, various farm cafes and restaurants, a wellness spa and a vineyard. Michael is a Nuffield Scholar, and in 2025, Darts Farm was recognised as the best large farm shop in the UK in the Farm Retail Awards and was also awarded the AA Rosette Award for Culinary Excellence.
1.00 PM to 2.00 PM Lunch, Exhibition and Networking
2:00 PM - 3:15 PM Breakout Sessions - choose one to attend
Session 5.1 Policy
Local and national policies have a significant impact on the growth and profitability of agritourism in a particular country or region. This session will explore some of the successes and challenges that policy has influenced with case studies from USA, Philippines, Belarus and Canada.
Board Member, Scottish Agritourism
Fiona Campbell MBE is Chief Executive of the Association of Scotland’s Self-Caterers (ASSC), a role she has held since 2015. Under her leadership, the ASSC has grown to represent over 1,600 members and is now one of Scotland’s most influential tourism trade bodies. Fiona is a nationally recognised voice in tourism policy and legal reform, with a pivotal role in shaping short-term let licensing, planning law, and visitor levy policy. She is Vice Chair of the Scottish Tourism Alliance Policy Group and a founding Director of Scottish Agritourism. Fiona also lectures on tourism regulation and legal frameworks at academic institutions including Edinburgh Napier University and the University of the West of Scotland. In recognition of her outstanding contribution to tourism, Fiona was awarded an MBE in the 2025 King’s Birthday Honours List. She was also named CEO of the Year 2023, Tourism Individual of the Year (West) at the 2024 Scottish Thistle Awards and Specialist Director of the Year (Tourism Policy and Reform) at the 2025 Institute of Directors Awards. Her work champions fair regulation, rural enterprise, sustainable tourism, and the resilience of Scotland’s visitor economy.
Farmer & Politician, USA
Marge Kilkelly MS CED, is a farmer/politician/rural policy advocate who has worked in community service/public policy for more than 45 years; including 16 years in the Maine Legislature, 10 years with the Eastern US Council of State Governments, and 6 years as Senior Policy Advisor to Sen. Angus King (ME-I) in DC. She currently Chairs the Maine Board of Agriculture.
Assistant Professor, Philippines
Researcher/Academic: Marisa Eslao-Pamo is an early-career Assistant Professor and researcher at the University of the Philippines–Asian Institute of Tourism (UP AIT). Her work centers on tourism planning, marketing, gender, and sustainable development, with a strong focus on advancing agritourism in the Philippines. She helped develop the agritourism component of Quezon Province’s Tourism Development Plan and collaborates with local governments, farms, and academic institutions. She designed and teaches UP AIT’s first agritourism elective, mentoring future tourism professionals. Raised in a rural community, she advocates agritourism as a pathway to rural development, food security, cultural preservation, and inclusive local economic growth nationwide.
Professor, Belarus
Economic Development/Destination Management: Dr. Valeria Klitsounova has been elected as a Vice-president of GAN in 2023. She has been wearing many hats during her career in agri- and ecotourism. She worked for 25 years as an associate professor at Belarusian State University on international tourism department (her majors are marketing, sustainable tourism, heritage interpretation), she was a owner and CEO of travel agency, she was a founder and chair of Belarusian association of Agro- and ecotourism for 22years and considered as mother of rural tourism in Belarus. Valeria has published 5 books including textbook about Agro-and ecotourism and numerous articles.
Farmer, Canada
Bryanna Kumpula-Yung is the founder of Bar OA Farms, a cut flower and agritourism experience based in Alberta. Through on-farm gatherings, flower experiences, and storytelling, Bryanna connects visitors with the land, local food, and the people who grow it. With a background in economic development and business support, she is passionate about helping rural communities and local producers thrive. Bar OA Farms offers intimate, authentic farm experiences that celebrate seasonal flowers, meaningful connections, and the beauty of agriculture.
Economic Development Officer, Canada
Eiblis Doherty is a seasoned economic development and tourism professional who currently serves as the Senior Economic Development Officer of Tourism for Strathcona County. With nearly a decade of experience in municipal economic growth and community engagement, she leads initiatives that have bolstered visitor attraction strategies, award-winning content creation, and destination development. She holds a Bachelor of Communication Studies degree from MacEwan University and has pursued further education in related disciplines at Mount Royal University and the University of Calgary. Passionate about travel, food, craft breweries and adventure, she brings creativity and strategic insight to destination growth and economic vibrancy.
Session 5.2 Succession
Agritourism can play a key role in facilitating succession of the family farming business. This session will hear from three case study farmers about how growing the pie through agritourism and farm retail has helped multiple family members have a role in the farming enterprise. Specific research in succession across a number of businesses will also be presented.
Sponsored by:
Johnston Carmichael
Partner and Head of Rural, Jenn joined Johnston Carmichael in 2019. She has extensive experience in advising owner managed businesses and provides counsel to a wide-ranging portfolio of clients across multiple sectors. As Head of Rural for the firm, Jenn has a particular focus in the agricultural sector. Jenn was brought up in her own family farming business and is now involved in her husband’s farming business. She has a deep understanding of and can easily relate to the challenges and opportunities clients face. Jenn is an alumnus of the Worshipful Company of Farmers, having completed its Advanced course in Agri Business Management. She also sits on the Taxation Committee for Scottish Landed Estates. An expert in formal insolvency and restructuring, as a licensed insolvency practitioner Jenn has over 20 years’ experience in providing restructuring, corporate and personal insolvency and debt advisory services to clients and stakeholders across Scotland – again with a particular specialism in the Rural sector. As well as this, Jenn is Office Head in Dundee; responsible for guiding and managing the Dundee office and its strategic direction. Additionally, as lead for Johnston Carmichael on Corporate Social Responsibility, Jenn drives forward the firm’s CSR strategy and recognises the significance and importance of giving back to the communities in which we live and work.
Farmer, Scotland
Balfour Stewart is a first-generation farmer at Bankrugg, near Haddington in East Lothian. Up until 2016 the farm was a small arable unit with other land rented.Now it is 200 acres of Winter Wheat, Grass and 120 Easy care sheep, part of Regenerative farming. The Agritourism business opened in 2016. The Bus Stop comprises of accommodation on farm for up to 36 people in 9 static buses. Three of these are luxury fitted out to a high standard and six are eco with natural bus interiors. The eco site only has power in the shared kitchen bus, called Bob, and the shower/toilet block. Balfour has three children and along with his partner Elaine, 9 grandchildren. Balfour says it is essential therefore that they have quality time away from the farm, so they love travelling, attempting to play sport and living for today- this is no rehearsal.
Farmer, Italy
Sarah Fioroni, a native of San Gimignano, Tuscany, is the general manager and executive chef of her family’s organic farm and agriturismo, Fattoria Poggio Alloro. An AIS-certified sommelier, she is passionate about sharing Tuscan agricultural traditions, sustainable farming, and authentic farm-to-table cuisine. Sarah has served twice as president of the Associazione Strada del Vino Vernaccia di San Gimignano and is a certified educator in Italy’s Fattorie Didattiche program. She teaches cooking classes and lectures internationally on agritourism and Italian food culture. She is also the author of the award-winning book A Family Farm in Tuscany. Through her work and the television project “Farm to Table, Tuscany,” Sarah highlights the cultural and educational value of agritourism.
Farmer, USA
Ruthie Pepler is the owner of Dogwood Hills Guest Farm and an international agritourism development expert. Her passion for farm and table has served to bring families to the farm from all over the world as she continues to nurture the growth of Agritourism in Arkansas and beyond.
Professor, Germany
Nico Stengel is Professor of Tour Operator Management and Travel Distribution at Kempten University of Applied Sciences, Germany. He studied Transport Economics (diploma), specialising in tourism economics, at the Technical University of Dresden and the Universitat de les Illes Balears (UIB). He worked as a research assistant at the Harz University of Applied Sciences and completed his doctorate at the Leuphana University of Lüneburg. He gained professional experience with tour operators and online travel agencies. His research focusses on digital tourism, travel distribution, rural tourism and camping tourism.
Session 5.3 Collaboration & Education
Businesses, regions and countries collaborating provides significant benefits for knowledge sharing, confidence building and economic growth. This session will share examples from the USA, Australia, New Zealand and the Pacific.
Manager, Scottish Agritourism
Laura joined Scottish Agritourism in January 2022 as the organisations first full-time employee. She was appointed Manager in December 2023 and assumed responsibility for overseeing all aspects of day to day running of Scotland’s national sector body for agritourism including member recruitment, delivery and engagement, with support from Sector Lead Caroline Millar. Not from an agricultural or tourism background, Laura draws on experience of membership organisations, communications and business support to ensure delivery for Scottish Agritourism members and the wider Scottish agritourism sector. Laura is a graduate of the 2025 Scottish Rural Leadership Development.
University Extension, USA
Rachael Callahan is the Statewide Agritourism Coordinator for the University of California Sustainable Agriculture Research and Education Program. In this role, she assists farmers in diversifying their revenue by participating in agritourism activities, conducts research on the impacts of agritourism, and fosters a statewide network of agritourism stakeholders. Ms. Callahan holds a Bachelor's degree in International Affairs from the University of Georgia and Master's degree in Global Environmental Policy from American University.
Consultant, Australia
Allison Clark is a regional development specialist with RM Consulting Group, focused on strengthening rural economies through agritourism. She is the Founder of Agritourism Tasmania and Co-Chair of the Global Agritourism Network Australia/New Zealand Committee. Allison is also a member of the Australian Women in Agriculture Agritourism Working Group. She leads delivery of Tasmania’s Agritourism Accelerator and has worked with more than 200 farmers to develop, elevate and diversify agritourism experiences. Allison also advocates for regulatory reform that reduces red tape and enables farm diversification. Her work focuses on creating sustainable regional opportunities that connect agriculture, tourism and community while helping farm businesses grow, adapt and thrive.
Consultant & Sector Lead, NZ
Marijke Dunselman, founder of Agritourism New Zealand, is a seasoned professional in (agri)tourism business and marketing consulting. Having worked with farmers for over 26 years, her profound understanding of the agritourism sector is truly impressive. In 2019, Marijke took her passion for the field a step further by establishing Agritourism NZ. The organisation seeks to uplift farming communities by promoting agritourism opportunities, fostering income diversification, and enhancing resilience. Marijke achieves this through training programmes, networking, advocacy & research, and marketing. At the start of this year, she set up the Agritourism Academy & Community, an online . Her eclectic professional background includes international corporates like Heineken, Randstad, KLM (Dutch airline), and roles in market research, education, and regional tourism. She also serves as the chair of the Education Committee of the Global Agritourism Network. Marijke brings a rich, multicultural perspective to her work. Having lived in the Netherlands, France, and the USA, she speaks four languages fluently. She emigrated to New Zealand 30 years ago. To take a closer look at Marijke’s work, visit www.agritourism.nz .
Farmer & Founder Farm Stay. USA
Scottie Jones began her sheep farming career with her husband at Leaping Lamb Farm in 2003. In 2008, she added a farm stay to the property after realizing that selling locker lamb alone would not cover rising equipment costs. This decision ultimately led her to launch Farm Stay USA in 2010, creating a central hub for farm lodging across the United States and connecting farmers with travelers seeking authentic rural experiences. Today, she serves as GAN co-chair for the North America region and works as a consultant on several USDA-funded projects.
Session 5.4 Consumer Trends
This session will examine current and expected future trends in agritourism and farm retail and provide insights from experts in this field.
Board Member, Scotland's National Agritourism Board
Alison Younger runs Old Leckie Farm with her husband Fergus and their three children. Located near Stirling, the farm specialises in farm stay accommodation, farm tours and local food production - selling free range eggs, meat and vegetables grown on the farm. Alison is a former Scottish Agritourism Destination Leader for Stirlingshire and represents the Scottish Agritourism membership on Scotland’s National Agritourism Strategy Board.
Farmer, Australia
Cherie Hutchinson is Jurlique's Tourism and Farm Manager, leading one of Australia's most distinctive agritourism experiences from the brand's biodynamic farm in the Adelaide Hills. With over a decade at Jurlique — beginning in production and evolving through farm management — Cherie now bridges the full seed to skin journey, blending hands-on horticulture with immersive wellness tourism. Under her leadership, the farm has transitioned from a production working farm to a seven-day agritourism destination, offering bespoke experiences including the signature Handpicked Masterclass, where guests engage directly with the botanicals behind Jurlique's natural skincare. A sought-after voice in the industry, Cherie has spoken at many events including the National Agritourism Summit, the Wellness Tourism Summit, and many more industry based tourism conferences, advocating for the powerful intersection of place, purpose and wellbeing. She sits on the boards of Biodynamic Agriculture Australia and Adelaide Hills Tourism, shaping the future of sustainable agritourism at both a regional and national level. Cherie's work is rooted in authenticity — connecting visitors to biodynamic farming traditions, seasonal rhythms and the rare privilege of experiencing a global skincare brand's story, right from the soil where it begins.
Director, Lunan Bay Farm: Regenerative Scottish Cashmere & Goat Experiences
Dr Jillian McEwan is Director of Lunan Bay Farm, a regenerative goat farm on the Angus coast in North East Scotland, which she runs with her husband, Neil. Together, the McEwans are pioneering the return of homegrown Scottish cashmere, producing regenerative cashmere fibre from their herd of Cashmere goats, the first commercial Scottish cashmere initiative of its kind in 30 years. Since launching visitor experiences in 2022, Lunan Bay Farm has developed into a distinctive agritourism business, combining regenerative agriculture, luxury textiles, animal encounters, private dining experiences and rural storytelling. Its sell-out flagship Goats in Coats Easter event welcomed 3,000 visitors over four days in 2026. Jillian has also developed premium small-group Scottish Cashmere Farm to Fibre Experiences for the luxury and textile tourism markets, connecting visitors directly with the journey from goat to garment. Lunan Bay Farm is a member of the Core Community Group for Scotland’s Agritourism Monitor Farms Programme. Jillian brings a practical farmer’s perspective to emerging trends in experience-led retail, regenerative tourism, luxury rural experiences and authentic farm-based storytelling.
Professor, USA
Susan L. Slocum is an Professor in the Department of Tourism and Event Management at George Mason University, Fairfax, Virginia. Sue has worked on regional planning and development for 15 years and worked with rural communities in Tanzania, the United Kingdom, Belarus, and the United States. Her primary focus is on rural sustainable development, policy implementation, and food tourism, specifically working with small businesses and communities in less advantaged areas. Sue received her doctoral education from Clemson University and was a Fulbright Scholar in 2020. And a Fulbright Specialist in 2025 She has published 10 books and numerous academic articles.
Director of Strategic Development for reserved designations and added-value claims, Canada
Marjolaine Mondon, agronomist, holds an Agricultural Engineering Degree from INA-PG (AgroParisTech), France. As project coordinator for the recognition and development of reserved designations for over 14 years with the Conseil des appellations réservées et des termes valorisants (CARTV), Marjolaine supports groups and members of expert committees in all activities related to the recognition and implementation of reserved designations and added-value claims in the province of Québec. Her expertise allowed her to accompany and support the majority of projects now recognized as reserved designations in the province of Québec. She continues her work with several projects currently under review.
3.15 PM – 3.45 PM Refreshment Break, Exhibition & Networking
3:45 PM - 5:00 PM Breakout Sessions - choose one to attend
Session 6.1 Farm Stay Accommodation
Case study farmers from across the globe will share the story of their farming and accommodation businesses with insights into customers, sales and costs and adapting to changing market conditions.
Sponsored by:
Airbnb
Kara Shure is the Senior Manager for Global Public Policy at Airbnb, where she helps build the company’s global policy positions and partners with teams to execute key campaigns around the world. Since joining Airbnb in 2024, Kara has led the strategic development of agritourism and farm stay initiatives, ensuring rural hosts and their communities benefit from the tourism economy. Her work highlights how responsible home sharing drives local development while enriching guest experiences. Prior to Airbnb, Kara served in policy and legal roles at Google and earned an M.A. in Food Studies from New York University, grounding her expertise at the intersection of food systems, travel, and technology.
Farmer, USA
Jenn Colby has 30+ years of experience working professionally in sustainable agriculture and 26 years as a livestock farmer. She and her family welcome overnight guests for farmstays at yurt and tent sites on their working farm. She hosts the Choosing to Farm podcast connecting first-generation livestock folks across the world, and is a trauma-informed emotional healing facilitator to helping farmers and service providers ease their burdens. She teaches classes in leadership development skills, how to create Five-Star Farmstays, and how to use process-based art to ease anxiety and stress.
Farmer, Australia
Carly is a farmer and the owner of award winning luxury accommodation, Stowaway Kangaroo Island, located on a remote Island off the south coast of Australia. An opportunity to do a Nuffield Scholarship in 2013 opened Carlys eyes to the potential of agritourism and it has become a key part of the success of their family farming operation. When Carly is not wearing her tourism hat she is farming with her husband and two children where they produce beef, lamb, merino wool and pasture raised eggs.
Farmer, Scotland
Kay Wilson along with her husband Dougie and parents Anne and Bobby Lennox run their 5000ac Hill Farm on Loch Lomondside. Their family have been tenants at Shantron and Shemore Farm since the 1750’s, production Scotch Lamb and Beef. Welcoming visitors to the farm has always been a huge part of their farming life and in 2022 they celebrated 50 years of Agritourism. They have 2 self-catering cottages and in 2020 launched their hand crafted Bonnie Barns that Dougie has designed and built on the farm. These are luxury adults only accommodation with hot tubs overlook the Loch. They also offer Farm tours and workshops throughout the year and the family is passionate about education and experiences to help connect where food comes from. Kay is a former member of the Scottish Agritourism Board and a Former Scottish Agritourism Destination Leader for Argyll & the Isles.
Farmer, Ireland
Hidden Hills Waterville is a family-run farm, passed down through generations. Nestled in the hills overlooking Waterville, farming here has always been about working with nature, not against it. Sinéad and her parents, Timothy and Kitty, have dedicated themselves to managing their farm. What began as a traditional hill farm has slowly evolved into a place where visitors are welcomed into everyday farm life. It’s not a polished tourist attraction — it’s a real working farm. Guests meet the animals, see sheepdog at work, and experience the rural Kerry exactly as it is. Hidden Hills exists to keep traditions alive, connect people with the land, and offer an honest glimpse into life on a Kerry hill farm.
Session 6.2 Country Benchmarking
Four leaders from different countries will share insights into the agritourism landscape in their home countries and the strategy, infrastructure and policy that supports this. Speakers will share sector definitions and key data across a number of KPIs and provide an honest insight into what is going well together with some of the challenges faced in growing agritourism and farm retail.
Caroline lives in the county of Angus on the family farm located just north of Dundee. The farm produces Scotch beef, Scotch lamb and malting barley. The farm has 120 suckler Aberdeen Angus and Hereford cows and 500 breeding ewes and grows around 300 acres of cereals. Caroline and her husband Ross have also operated a luxury tourism business on the farm called The Hideaway Experience for the past 20 years. Caroline is the Sector Lead for Scotland’s Agritourism Sector and has co-chaired the National Strategy Board for Agritourism for the past 4 years alongside the Cabinet Secretary for Rural Affairs, Land Reform and the Islands. Caroline has worked with others since 2007 to raise the profile of Agritourism as an economic opportunity for Scotland, which resulted in the formation of Scottish Agritourism as a sector body in 2020 and the National Strategy for the sector. As well as the farming and tourism business Caroline has run her own consultancy business since 2007 and currently has the contract to facilitate Scotland’s Agritourism Monitor Farms Programme. Caroline is a former NFU Scotland Board member and undertook the 2025 Diversity and Inclusion research and report for NFU Scotland. Caroline is a Scottish Enterprise Rural Leader, Nuffield Scholar, past Director and Chair of the Oxford Farming Conference and past Director of SRUC. Caroline and Ross have two children, Finlay who is 20 and currently working on farms in New Zealand and Sophie who is 18, studying at Harper Adams University.
Head of Institute, Italy
PD Dr. Thomas Streifeneder has been working as the head of the Institute for Regional Development of Eurac Research in Bolzano/Bozen (Italy) since 2009. After studying economic geography at the Ludwig-Maximilians-University in Munich (LMU), he got his PhD and habilitation at the Department of Geography of the LMU. In his research, he deals with agricultural and socio-economic transformation processes in rural areas, focusing especially on mountain and Alpine regions. In 2018 and 2024, he and his team organized the First and Second World Agritourism Congress in Bolzano and he has since then been actively involved in research concerning this topic. Also, he is particularly interested in literary geography and spatial literary studies. His research focuses on how rural lifestyles and economies are portrayed in prose, how exactly literature perceives them and what statements emerge from them.
Project Manager, The Netherlands
Annemarie Gerards is project manager at NBTC, the national destination management organisation of and for the Netherlands, where she focuses on destination development and sustainable tourism. She works to drive innovation and stimulate sustainable development across Destination Netherlands. NBTC provides a national vision for tourism based on knowledge and insights, connecting cities, regions, businesses and governments to ensure tourism contributes to prosperity and well-being for all Dutch residents. As part of this work, she is involved in developing agro-tourism initiatives that connect agriculture and tourism, strengthening rural economies and creating meaningful experiences around the Dutch landscape and food culture. Previously, Annemarie was team manager for marketing/sales and pr at Keukenhof Flower Exhibition and International Horticultural Exhibition Floriade Expo 2022. She studied Management and Public Relations at Breda University of Applied Sciences.
Program Manager, The Netherlands
Bastiaan Overeem is a Program Manager for Destination Development at NBTC. In this role, he is responsible for stimulating agro-tourism initiatives. NBTC brings together stakeholders from the tourism and agricultural sectors to share knowledge, strengthen initiatives, and develop agro-tourism in a sustainable way. The focus is on experience, education, and appreciation of the Dutch countryside, as well as creating new perspectives for agricultural entrepreneurs. Bastiaan was born on the Staverden estate in the province of Gelderland and successfully combines hospitality, farm life, and on-farm sales. He studied Hotelmanagement at Hotelschool The Hague and Business Administration at Rotterdam University.
PhD, President Hungarian Small-Scale Farmers’ Association, Hungary
With over 15 years of professional experience in rural development, agricultural policy, and food systems, I have combined academic, governmental, and NGO roles to advance sustainable practices. As President of Kislépték Association (National Association of Interest Representations for Small-scale Producers and Service Providers), I support small-scale producers through advocacy, training, and short food supply chain (SFSC) development. At the Hungarian Ministry of Agriculture, I serve as a scientific advisor, contributing to national and EU-level policy processes. As Associate Professor at John von Neumann University, I teach and research rural development and CAP issues. Internationally, I have engaged with EIP-AGRI, EU Nitrogen Expert Panel, and ENRD, bridging research, practice, and policy.
Representative Director, Japan
Mr. Nobuo Yofu has, as the Editor-in-Chief of “Nippon no Mura,” spent over 30 years supporting sustainable tourism and lifestyles in rural and fishing communities, as well as urban residents’ migration initiatives, while covering practitioners of agritourism across Japan.
Chair, Global Agritourism Network
Carla is the current President of the Global Agritourism Network, a post she has held for two years. Originally from Peru, Carla is a Professor at North Carolina State University (USA) where she leads research and outreach at the Agritourism & Societal Well-being Lab.
Session 6.3 Research Focus
This session will focus on research and insights into agritourism and its impact.
Lecturer, Albania
Since 2012, he has been a Lecturer and researcher at the Agricultural University of Tirana, Department of Rural Tourism Management, teaching courses at Bachelor and Master levels. He holds a PhD and has completed post-doctoral research on agritourism development. His research focuses on rural development, tourism, and agritourism, with publications in international journals. Actively engaged in national and international projects, he has advanced agritourism by founding the Albanian Agritourism Association, contributing to legal reforms, drafting the National Agritourism Strategy, leading enterprise capacity-building, and designing financial grant schemes to support sector growth.
Consultant, France
Ulla-Alexandra Mattl is Sustainable and Regenerative Tourism Consultant and Director at EURAKOM, a French consultancy working across sectors but with a strong specialisation on regenerative tourism development and renewable energies. Ulla is an EU Affairs professional with more than 20 years experience in European and international cooperation and works as an external expert for the European Commission. She currently focuses on advancing regenerative tourism principles and innovation in tourism experience development, sustainable hospitality and (rural) food tourism and together with her team supports destinations and businesses on their sustainable and regenerative tourism journey.
Consultant, Switzerland
Nadine Schrepfer, working for AGRIDEA, which collects knowledge from agricultural research and farming practice, prepare it for teaching purposes and share it with relevant groups. This is AGRIDEA's main role within Switzerland's agricultural innovation and knowledge system. Nadine's focus is on home economics and diversification, including agritourism. When families start agritourism businesses, the main reasons are usually to enjoy working with guests, share agricultural knowledge, and use existing skills / experience. But how can Swiss farms diversify through agritourism? Is it economically viable? Can the changed workload be managed? These are the interesting questions.
Professor, USA
Doolarie (Dee) Singh-Knights is a Professor and Extension Specialist in the Division of Land Grant Engagement at West Virginia University, Morgantown, West Virginia, USA. Dr. Singh-Knights specializes in the areas of agribusiness economics and management with the goal of contributing to the development of sustainable agricultural production systems through research, teaching and extension education. Dee works to help agribusiness stakeholders capitalize on growing market opportunities while managing the resultant business risks, and to grow the next generation of agribusiness owners, leaders and service providers to ensure agricultural sustainability in the US and internationally.
Session 6.4 Sustainability and Sustainable Food
Treasurer, Global Agritourism Network
Pierre Cormier is a Certified Management Consultant and partner with ClearThink Group based in Alberta, Canada. Through partner Keleigh’s family roots in agriculture, he gained a front-row view of life on a family beef ranch. He works with farm families, rural entrepreneurs, industry associations, and communities to grow agritourism and local food experiences across Canada. Pierre has helped lead coaching programs, strategies, and training initiatives that strengthen farm viability, visitor readiness, and rural economic development. He currently serves as Treasurer of the Global Agritourism Network and is an advocate for positioning Canada as a global leader in authentic, farm-based tourism experiences rooted in agriculture, culture, and place.
Chairman, Taiwan
Tzu-Wei Fang (Grandpapa), 2024 World Agritourism Award winner, is a regional revitalization practitioner who integrates agriculture, education, and culture. Based in Yilan’s century-old traditional market, he founded the “Market School”, promoting farm-to-family learning journeys that connect young people, farmers, and the wider world. In 2026, he collaborated with Chiu Chao-ming of Green Impact Organic Farm to jointly present the concept: “Climate culture as a response to climate change—Agritourism is a solution.” a culture-centered framework that brings sustainability from "reports and indicators" back into "daily life and relationships."
Researcher, USA
Caroline Paras is a Research Analyst at the Maine Center for Business and Economic Research at the University of Southern Maine, where she also teaches Local Food and Agritourism. For over 20 years, she served as a regional economic developer, where she specialized in downtown revitalization, business retention and expansion, Brownfields redevelopment, tourism, affordable housing, and the sustainability of working waterfronts and local food systems. An Interdisciplinary PhD student at the University of Maine, Caroline is exploring the role of agritourism in transforming visitors into lifelong consumers of Maine farm and fish products while cultivating a premium for local food.
Entrepruenuer, Costa Rica
Noilyn Ramírez Arias is an entrepreneur and rural community tourism developer in the South Pacific region of Costa Rica, Central America. In 2013, she co-founded Turismo Cultural Costa Rica to diversify the ecotourism offering of Bahía Ballena, integrating biodiversity, heritage and community exchange with the support of local partners and more than twenty host families. The initiative is focused on safeguarding the region’s history and culture through circular economy principles and the active engagement of community stakeholders. She is also a founding member of Fundación Somos de Costa Rica, contributing to sustainable local development and community empowerment initiatives.
Ardross Farm Manager, United Kingdom
Nikki Storrar is a farmer, retailer and agritourism operator from Fife, Scotland. Together with her family they farm at Ardross Farm in the East Neuk of Fife and also farms alongside her husband, Sandy, at Rossie Farm near Auchtermuchty. Twenty-one years ago, Nikki’s family opened Ardross Farm Shop to create a stronger connection between the farm and the people eating its food. Since then, they has developed a diverse direct-to-consumer business encompassing retail, agritourism, value-added food production and farm-made products, creating profitable markets for the farm's produce while supporting more sustainable farming practices. Today, Ardross welcomes visitors from around the world through their farm shop, tours and culinary experiences. Nikki is passionate about helping farms build resilience through diversification, direct sales and meaningful connections with customers. Ardross Farm has been recognised through numerous awards, including Runner-Up Best Small Farm Shop in the UK, Community Champion and Local Food Hero.
6:45 PM to 7:30 PM the Global Agritourism Conference Gala Dinner Reception
7:30 PM to 01:00 AM the Global Agritourism Conference Gala Dinner
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