Organising Committee
Scottish Agritourism
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.
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.
Scottish Enterprise
Julia Latto has over 25 years of experience in rural economic development and leads on a wide portfolio of national programs for Scottish Enterprise, including Scotland’s Agritourism Monitor Farm Programme and Scottish Rural Leadership Programme – both of which support over 1,000 businesses across rural Scotland. Julia has presented on leadership and entrepreneurial development in rural businesses worldwide. She is a past Director of Oxford Farming Conference and a member of the International Association of Programmes for Agriculture and Rural Leaders. Julia is a Borderer and native of Hawick, and started her career in the Textiles industry, which fuelled her passion and drive for entrepreneurship and people.
Scottish Agritourism
Julian is former Head of Rural at Scottish Enterprise (SE), responsible for leading SE’s approach to rural economic development, the delivery of its rural initiatives and business leadership development. He worked for Scottish Enterprise and its predecessor, the Scottish Development Agency, for over 30 years and with a wide range of private and public sector partners across rural Scotland and beyond. Julian’s own dedication and commitment to rural Scotland is second to none. He has a deep knowledge of rural Scotland; the land, it’s people, the economy and the environment. By recognising how to support rural Scotland, Julian has made an immeasurable impact on rural Scotland by initiating the Rural Leadership Programme. In terms of sheer volume, the Scottish Rural Leadership Programme, which began as a pilot in 2006, now has over 800 alumni from a wide range of sectors including agriculture, food and drink, tourism, renewable energy and rural services. This would not have been possible without the efforts and commitment of Julian Pace to Rural Leaders and the opportunities he has created for rural people to achieve their own success.
Scottish Agritourism
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 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.
VisitScotland
Jenny McMahon is a highly experienced events professional with over 25 years in the tourism and events industry. As Senior Corporate Events Manager at VisitScotland, she has led high-profile projects including the Scottish Government Climate Action Site at COP26, Scotland House during the 2014 Glasgow Commonwealth Games, and the Solheim Cup Gala Dinner, while also leading the corporate events team. She specialises in strategic event delivery and stakeholder engagement, creating impactful experiences that support national priorities and enhance global reputation. Previously, Jenny was a Senior Event Manager at In Conference, delivering large-scale international scientific and medical conferences worldwide. Her experience spans government, corporate, and association sectors, with a strong reputation for precision, creativity, and excellence. As a member of the organising committee, she brings extensive expertise in delivering complex, high-profile programmes and fostering meaningful connections through events.
Aberdeenshire Council
Keith’s role as Rural & Maritime Executive (Economic Development) helps drive the rural, maritime and forestry sectors for Aberdeenshire. The extensive food and drink sector is also a key driver for Aberdeenshire and the North Easts economy. With nearly 40 years experience in a large cross sector of industries and businesses, Keith is well placed to help drive growth and value for the area and for Scotland.
Aberdeenshire Convention Bureau
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 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.
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 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.
Laura Wilson is Head of Aberdeen Convention Bureau, which sits within VisitAberdeenshire. Day-to-day, Laura leads the team responsible for attracting association business events and travel trade business to Aberdeen and Aberdeenshire. The team promote the region as a destination of distinction for those responsible for association business events and travel trade groups. The Business Events arm of the Convention Bureau promote Aberdeen as business event destination, showcasing regional sector expertise, research, and output, and working with industry partners to attract, and welcome, business events to the North-East. Alongside this, the Travel Trade and incentive arm of the team promote Aberdeen and Aberdeenshire to UK and international trade intermediaries to help grow leisure and corporate business across the region. Laura has more than 18 years’ experience within the business events and hospitality industry, and has worked within visitor attractions, catering companies, hotels, professional conference organisers, and city convention bureau.
Visit Scotland
Donna is on secondment from VisitScotland to Scottish Agritourism to assist with the Global Agritourism Conference and be a part of the local and international committees. Donna has researched over 4,000 organisations from home and across the world, linked to agritourism, farming and tourism to invite the conference. She has assisted with the organisation of the pre and post learning journeys and core tours including running order, timings and catering and has co-ordinated the scholars programme, including finding Scottish Agritourism hosts for the scholars to stay with post conference to allow them to experience life on a Scottish farm before returning home. VisitScotland is Scotland’s national tourism and events organisation. It acts as an executive non-departmental public body funded by the Scottish Government. Its primary mission is to promote Scotland globally as a premier travel destination. Before Donna’s secondment she worked in the VisitScotland iCentre in St Andrews for 11 years and she has 24 years’ experience of working in hotels.
Quebec
With 25 years of experience in tourism development, Stéphanie Laurin supports organizations, destinations and businesses in structuring meaningful projects in tourism, culture, events, agritourism and culinary tourism. Throughout her career, she has led major initiatives, mobilized diverse ecosystems and helped bring to life projects rooted in territories, know-how and local identities. As an expert member of the Centre of Excellence for Destinations, she applies her expertise to initiatives that showcase territories, strengthen destination positioning and foster connections between stakeholders. Her holistic approach is grounded in co-creation, tailored support and the ability to turn ideas into concrete, sustainable and mobilizing projects. For the Global Agritourism Conference 2027, hosted in Québec by Terroir et Saveurs du Québec, she serves as event coordinator and contributes to the planning, partner mobilization and implementation of this international gathering.
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.
Global Agritourism Network
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.
Global Agritourism Network
Dr. Lisa Chase is the Director of the Vermont Tourism Research Center at the University of Vermont, USA. Her research and outreach focus on the intersection of food systems, community vitality, tourism, and working landscapes. With agritourism at the center of that intersection, Dr. Chase has worked with farmers, food entrepreneurs, and tourism businesses in Vermont and around the world for more than 25 years. Serving as the founding president of the Global Agritourism Network is a highlight of her career. In her spare time, she enjoys hiking, biking, skiing, and eating her way around Vermont and other world-class destinations.
Global Agritourism Network
Tim Parsons is a 6th generation farmer in Tasmania, Australia. He is fully engaged and respected within the Australian Tourism Industry. His family commenced Farmstay accommodation in 1984, and now with his wife Jane, owns and manages the 300ha agritourism business called Curringa Farm. Hosting approx 10,000 visitors per year for overnight stay in 9 cottages and / or farm tours on the 750 acre mixed farm with meat sheep, seed crops, pharmaceuticals, conservation forests and botanicals. As recipients of a World Agritourism Award and named Tasmania's Tourism Champions in 2024, Tim volunteers his time engaging and lobying for Agritourism Locally, Nationally and Globally.
Global Agritourism Network
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.