Regional Food Tourism Ambassadors

We’re looking for ambassadors across Scotland and this could be you

Could you help to lead and inspire our local food tourism growth? And raise our profile as a food tourism destination?

We’re looking for ambassadors across Scotland and this could be you.

If you’re interested in growing food tourism in Scotland, 2021 brings an amazing opportunity to make a difference.

We’re looking for around 25 people across Scotland to promote and champion our food tourism sector and experiences. The programme is part of the Food Tourism Scotland action plan developed by Scotland Food & Drink and the Scottish Tourism Alliance.

Why be an Ambassador?

Because opportunities like this don’t come along very often.

  • You’ll contribute to Scotland’s economic future, helping the food, hospitality and tourism sectors rebuild from the pandemic.
  • You’ll help your own region recover and thrive, shaping sustainable food tourism experiences that work for your own local community.
  • You’ll work with other ambassadors, be the ‘face’ of campaigns or events, meet amazing businesses and people, and give back to others. It's a chance to shine.

Who are we looking for?

You could be a food producer, retailer, blogger, event organiser, accommodation provider, educator, chef, restauranteur or something else.

More important than your profession or qualifications is that you are immersed in the food, tourism or hospitality sectors, and embedded in your local community.

It’s not a full-time commitment, but we want people who care – and can make other people care too. Who can:

  • lead by example and mentor others
  • not only come up with great ideas, but help bring them to life
  • promote career prospects in food tourism

You can find out more about the criteria by downloading our Food Tourism Ambassador Guidance. To help you prepare for your online application, click here to see the questions contained in the form.

How to apply

You can apply to be an ambassador, or nominate someone else, via our online application form. The deadline for applications is Wednesday 28 April. Please read the guidance notes carefully before completing the application.

Apply now

Can you help us spread the word?

Download the communications toolkit here.

Any questions?

To find out more about the ambassador programme, contact Fiona Richmond, Head of Regional Food, at


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