The Whiteford Family of Castlecraig Farm, near Tain in Ross-shire, discuss their agri-tourism journey.
The Whiteford family who farm at Castlecraig in the Scottish Highlands have shown how a traditional family farm can build a successful agri-tourism enterprise, while staying true to its core farming roots. The farm’s dramatic coastal setting and far-reaching views offered the perfect backdrop for welcoming visitors and establishing a business that has quickly become a vital part of the farm’s future.
Castlecraig is a substantial mixed business. Stretching across 880 acres, it supports 100 suckler cows and 550 breeding sheep alongside a strong arable base of around 400 acres, much of which is dedicated to growing malting barley. Farming remains the backbone, but when the business was restructured, the family – Stevie and his Uncle David, together with their respective wives Les and Joanie – recognised that long-term viability meant looking beyond the fields to the farm’s greatest natural asset, its stunning location.
Recognising the farm’s coastal setting, the growing demand for high-quality rural accommodation, and limited local competition, the Whitefords saw an opportunity. From the start their goal was clear, to offer something different and of the highest quality. With the family determined to invest in the right infrastructure, the enterprise involved a significant initial outlay of around half a million pounds. “Location is key, but we knew we could not compromise on the standard of the accommodation either,” explains Stevie. Extensive research into the style and quality of units led them to focus on spacious, high-specification options with the features guests value most, such as hot tubs.
In June 2021, the Whiteford family welcomed their first guests to four luxury cabins, and demand was strong from the outset. Building on this success, and guided by four years of market data and guest feedback, a fifth unit was added in 2024.
This commitment to quality has paid off. What began as an idea to broaden the business has become a thriving year-round agri-tourism enterprise that complements the seasonal cycles of farming. As Stevie puts it, “Tourism is something you can harvest all year round, whatever the weather.”
While agriculture remains at the heart of Castlecraig, the holiday accommodation has become an essential part of the bigger picture, supporting investment across the farm and providing stability in a challenging sector.
From the outset, the business plan targeted a five to seven year payback period. Today, occupancy averages around 85% year-round, with visitors coming from across the UK and Europe. Guests stay for a minimum of three nights, with bookings split between direct enquiries through the farm’s own website and their dedicated booking representative.
Bringing the Castlecraig cabins to life was not without its hurdles. Planning permissions, project management, and the sheer scale of the financial commitment all required persistence. For the Whitefords, support from their bank, Virgin Money, proved crucial. Stevie added: “Virgin Money has genuinely been supportive. They understand our business, and the flexibility of the products they offer has allowed us to keep growing. This continuity is so important, it gives us the confidence to keep driving the business forward.”
Stevie’s advice to others considering agri-tourism is clear. “Take the time to consider your options and think carefully about how it is going to fit with the rest of your farm operations and your life. Once you have your concept, do not compromise. Be original, differentiate yourselves, and offer a competitive advantage.”
For Les, who manages the accommodation day to day, the keys to success are quality, originality, and service. “We have never compromised. We wanted to offer something different, to set ourselves apart, and that means ensuring the highest standards across the whole package.” Stevie adds, “Les is a fantastic host. She had never done anything like this before, but she is the face of the venture. She is the one point of contact for guests and runs it all superbly. The rest of us cover the practical and servicing parts in the background while Les makes it work.”
The results speak volumes. Reviews on TripAdvisor and booking platforms consistently praise the accommodation, the warm welcome, and the stunning setting. Many guests now return year after year, with repeat bookings steadily increasing. “We take huge pride in the feedback we get from our guests,” says Les. “That is the real reward. The results truly speak for themselves.”
Together, farming and tourism have created a resilient, forward-looking business that makes the most of its land, its location, and above all its commitment to doing things properly. For the Whiteford family, the agri-tourism venture has become more than just an additional income stream. It has provided stability, supported farm investment, and ensured that they can continue to thrive at Castlecraig for generations to come.