A milestone in promoting Scottish country sports tourism

The future of country sports tourism in Scotland took a significant step forward this month with the first-ever Scottish Country Sports Tourism Conference, hosted by Country Sport Scotland (CSS).

The landmark event brought together estates, tourism operators and rural businesses to build connections and focus on securing a sustainable future for the sector.

Regarded as a major success, the flagship gathering at the iconic Atholl Estates and Blair Castle in Perthshire on May 2 welcomed more than 60 key stakeholders. Attendees from across the country engaged in meaningful discussion about the opportunities and challenges facing Scotland’s country sports tourism industry.

Scotland is recognised as a world-renowned destination for activities such as deer stalking, fishing, game shooting and wildfowling. CSS is the leading resource for promoting these to visitors from the UK and abroad. Last year BASC – The British Association for Shooting and Conservation took over ownership and operational control of CSS, which was set up in the early 2000s as the Scottish Country Sports Tourism Group. 

As highlighted in the Value of Shooting report, the sector contributes £340 million in direct value and £760 million in total impact annually to the Scottish economy. This generates 270,000 trips a year and 910,000 visitor nights, while supporting 4,400 full-time equivalent jobs. Shooting alone provides an additional £177 million in environmental, health, and food-related benefits in Scotland.

With strong demand from the UK, Europe, and North America, the sector has significant growth potential, particularly in high-end markets.

The conference, sponsored by rural chartered surveyors Bell Ingram, also explored ways to position Scotland as a world-class destination for fieldsports. It featured keynote speeches from industry leaders, panel discussions on current challenges and opportunities, and afternoon breakout sessions covering key topics such as marketing strategies and business development.

A powerful economic and cultural asset

Welcoming the guests, CSS project manager Kirk Norbury said: “This conference is an important milestone. For the first time, so many providers, estates, agents, and partners from across the length and breadth of Scotland are gathered in one room – not as competitors, but as collaborators. By coming together in this way, we demonstrate the strength and breadth of the sector.

“Scotland’s country sports sector is a powerful economic and cultural asset. It draws visitors from across the world and supports employment in some of our most remote and fragile communities. It safeguards wildlife and habitat and it keeps traditions alive while adapting to the needs of the 21st century.

“But this isn’t a sector that can afford to stand still. We live in a time of change. Tourism expectations are shifting and the way people choose to travel and spend their money is evolving. We’re seeing increased demand for sustainable and meaningful experiences. We’re seeing digital platforms become the primary means of discovery. We’re facing pressure from regulation, media narratives, and public misunderstanding.

“The future of Scottish country sports tourism isn’t something that will simply happen to us. It’s something we shape – together.”

Among those attending were Murdo Fraser MSP Conservative MSP for Mid Scotland and Fife (pictured top), BASC Scotland director Peter Clark and Neil Christison, regional director at VisitScotland.

Peter Clark said: “The inaugural conference was a success, pulling together sector-leading sporting estates, agents and hospitality providers. BASC has seen CSS grow from strength to strength following its acquisition last year. Country sports deliver significant benefits for both the economy and conservation in Scotland. The message from the conference was clear: we need more support for our iconic country sports sector.”

Murdo Fraser said: “It was a valuable opportunity to explore how sporting tourism might develop in future. A broad range of stakeholders participated and gave important insights. It is good to see the private sector coming together with VisitScotland to help maximise these benefits for the Scottish economy.”

Neil Christison said: “Country sports tourism makes a significant contribution to local and rural communities, as part of the wider visitor economy. Our landscapes and scenery drive so many visitors to Scotland, and estates and landowners play an important role in maintaining the land and ensuring access for visitors to enjoy our popular outdoor pursuits.”

Sarah Tyson, Partner at Bell Ingram says: “It was encouraging to see the sector come together with such energy and shared purpose at the inaugural conference of Country Sports Tourism Scotland. At Bell Ingram, we understand the vital role country sports play in sustaining Scotland’s rural economy, landscapes, and communities. Supporting the sector at this event reflects our commitment to helping estates and land-based businesses thrive through collaboration, innovation and sustainable growth.”

We would like to extend a big thank you to everyone involved in the day, the BASC Scotland team and to our amazing speakers;