Food Tourism Ambassadors Announced

Highland Tourism CIC co-founder and vice-chair, Sam Faircliff announced as Ambassador as part of new programme placing food tourism at the heart of recovery for Scotland’s tourism industry.

A new programme which places food tourism at the heart of the recovery of Scotland’s tourism and food and drink sectors has launched, 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 was officially launched by Mairi Gougeon, Cabinet Secretary for Rural Affairs and Islands who paid tribute to the resilience and determination of Scotland’s food and tourism sectors in finding new and innovative ways in capitalising on the pride and passion that exist within the sectors to drive recovery and put every region in Scotland on the map as offering a unique, distinct and vibrant food tourism experience.

Held at Bonnie & Wild’s Scottish Marketplace, the official launch was Scotland’s tourism industry’s first event since March 2020 and provided a much-awaited opportunity for reconnection and for the industry to meet the new ambassadors.

Gary Maclean, award-winning chef, delighted guests with a special cooking demonstration of hand-dived scallops with Stornoway Black Pudding, accompanied by Ayrshire potatoes and green apple.

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 to their regions during what has been an acutely challenging time for Scotland’s food and drink and tourism sectors and bring producers, suppliers and hospitality businesses much closer together to grow local economies.

Bringing Scotland’s destinations and food and drink to life through storytelling will be central to the role of the ambassadors in the lead up to Scotland’s ‘Year of Stories’ themed year for 2022, with each of them shining a light on our regions as food destinations of choice, with their own unique provenance, people and stories which in turn create the quality, authentic food and destination experience which today’s visitors are looking for. 

Rural Affairs Secretary 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.

“Their work and expertise, against the backdrop of major challenges to the sector from Brexit and the pandemic, will raise Scotland’s profile as a food tourism destination and help rebuild our food, hospitality and tourism industry.”

Fiona Richmond, Head of Regional Food, Scotland Food & Drink said:
“The Regional Food Tourism Ambassadors are a shining example of excellence across the food, drink, hospitality and tourism industries and we are incredibly proud to now have 25 Regional ambassadors who are bursting with talent, enthusiasm and a spirit of working together to bring the programme to life and drive recovery.

“From chefs and caterers, producers and independent retailers to agritourism operators, food writers, whisky experts and more, the Regional Food Tourism Ambassadors will champion every region across Scotland.

“Over the next two years they will be the face of food tourism, working with their local communities and regional food groups and using their voice to promote Scotland as a destination for fantastic food tourism experiences and we look forward to seeing what we can achieve together.” 

Sam Faircliff, vice chair Highland Tourism and managing director at Cairngorm Brewery said: “I am delighted to be appointed as the Food Tourism Ambassador for the Highlands.  Highland food & drink produce is the “jewel in the crown” of Scottish fayre and I look forward to showcasing what we have to offer and promote where you can go to sample the best of what we make in this most beautiful part of Scotland.”



Some of the imagery used throughout the site sourced from VisitScotland Image Library.