New programme aims to raise Scotland’s profile as a global food tourism destination


The Regional Food Tourism Ambassador Programme has been officially launched by Mairi Gougeon, Cabinet Secretary for Rural Affairs and Islands, with the appointment of 25 Regional Food Tourism Ambassadors, each of whom will play a key part in raising Scotland’s profile as a global food tourism destination.

The programme launch was at Bonnie & Wild’s Scottish Marketplace in St James Quarter in Edinburgh, and 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.’

Mairi Gougeon said, “I am delighted that Scotland’s food and drink ambassadors have been appointed. They will play a key role in supporting food tourism to become a sustainable and important contributor to local economies.

“The 25 ambassadors, who all work in and share a passion for the industry, puts every region in Scotland on the map, showcasing to visitors and tourists alike the exceptional and varied food tourism experiences available across the country.

Craig Wilson, chef and owner of Eat on the Green restaurant in Udny Green, Aberdeenshire, added,  “Scotland has an amazing food story to tell and it is a great honour to be selected as a Regional Food Tourism Ambassador.

“I am looking forward to playing my part in championing the world-class produce of my homeland and working together with people who share my passion and ethos for food. This is a hugely significant initiative in driving forward our recovery from the pandemic, whilst focusing on the excellent ingredients, local food producers that makes Scotland truly special.”

See the full list of ambassadors here.


Image details

Front left to right:

Rosie Jack, Regional Food Tourism Ambassador for Fife

Mairi Gougeon, Cabinet Secretary for Rural Affairs and Islands

Craig Wilson, Regional Food Tourism Ambassador for Aberdeenshire

Back left to right:

Fiona Richmond, Head of Regional Food – Scotland Food & Drink

Marc Crothall, CEO – Scottish Tourism Alliance

James Withers, CEO – Scotland Food & Drink