How Farm Stay UK is Helping Farmers Turn Diversification into a Thriving Rural Tourism Business

With farm businesses across the UK navigating rising costs, policy shifts and evolving markets, diversification has become more important than ever. One organisation that has spent more than four decades helping farming families unlock new income streams is Farm Stay UK, a not-for-profit, farmer-owned consortium that connects guests with authentic farm-based accommodation across the country. 
 

Founded in 1983, Farm Stay UK was created with a simple goal - to help farming families generate additional revenue while sharing the realities and rewards of life on a working farm with visitors. 
 

Today the organisation represents over 400 members across 460 locations throughout England, Scotland and Wales, forming a nationwide network of independently owned rural accommodation rooted in heritage and agriculture. 

A proven diversification opportunity 

For many farm businesses, tourism has become a valuable part of a diversified income mix. Farm Stay members collectively offer more than 1,150 places to stay, ranging from traditional farmhouse bed and breakfasts to self-catering cottages and increasingly popular glamping options such as yurts and pods. 
 

Locations span some of the UK’s most iconic rural destinations, including Cornwall, Devon, Yorkshire, the Lake District, Shropshire, Norfolk, the Brecon Beacons, and Stirling. 
 

What sets the organisation apart is that every stay is run by the landowners themselves. Guests book directly with the farm rather than through third-party platforms, ensuring tourism income remains within rural communities. 
 

Collectively, Farm Stay members welcome more than 150,000 guests every year, contributing an estimated £50 million annually to rural economies. Beyond accommodation revenue, visitors also support local pubs, restaurants, attractions and rural businesses during their stay. 
 

For many members, tourism provides a crucial financial buffer that helps sustain multi-generational family farms as agriculture continues to evolve. 
 

Farmers supporting farmers 

One of the core strengths of Farm Stay UK lies in its collaborative structure. The organisation operates on a “farmers supporting farmers” ethos, meaning members are not simply listed on a booking platform but become part of a community that shares experience and best practice. 
 

Members benefit from: 

• Collective national marketing 

• A strong brand associated with authentic farm experiences 

• Direct booking opportunities 

• Peer-to-peer support from fellow farming hosts 

• Guidance on developing and managing rural accommodation 

Income generated by the organisation is reinvested directly into promoting members and strengthening the rural tourism sector. 
 

David Brown, Board Member at Farm Stay UK, said:  

“Diversification has become an increasingly important part of the farm business model, and tourism offers a fantastic opportunity for farms to generate additional income while sharing what they do with the public.  
 

Farm Stay is unique because it’s run by farmers for farmers. When someone joins, they’re not just getting a page on the website, they’re becoming part of a supportive community where members share knowledge, experience and advice to help each other succeed.” 
 

This cooperative model has helped Farm Stay UK build a trusted reputation among travellers looking for meaningful rural escapes, experiences where guests can learn about farming and enjoy the slower pace of countryside life. 
 

Growing demand for authentic rural experiences 

Consumer interest in sustainable and experience-led travel continues to grow, with many holidaymakers actively seeking accommodation that connects them with nature, food production and rural heritage. 
 

Farm Stay properties are uniquely placed to meet this demand. Whether it’s collecting eggs, watching lambing season, or exploring footpaths across farmland, guests gain a genuine insight into how British farms operate. 
 

For farmers, this creates an opportunity not only to generate income but also to build understanding between agriculture and the public. 
 

Joining the network 

Farm Stay UK is currently inviting new members who want to diversify their farm business and become part of its nationwide network. 
 

Membership is open to farms and rural properties offering accommodation such as: 

• Farmhouse B&B 

• Self-catering cottages 

• Converted barns 

• Glamping accommodation including pods, yurts and shepherd’s huts 

For farmers considering accommodation, joining an established organisation can significantly reduce the challenges of entering the tourism market alone. 

By providing marketing reach, industry knowledge and a supportive community, Farm Stay UK aims to help more farming families unlock the potential of rural tourism while keeping the benefits firmly within the countryside. 
 

Farm Stay UK member, Kay Barriball from Polhilsa Farm, shared her experience with Farm Stay UK:  

“When we first started thinking about offering accommodation on the farm, we honestly didn’t know where to begin. There’s a lot to learn, from preparing the units to marketing and managing bookings. It all felt quite daunting especially as we were already running a busy farm. 
 

Joining Farm Stay made a huge difference. The support from other members was invaluable, because they’ve all been through the same process and are happy to share their advice. It also helped us reach guests who are specifically looking to stay on a working farm, people we may not have been able to reach on our own.” 
 

After more than 40 years, the organisation continues to prove that welcoming guests onto the farm can be both a rewarding experience and a resilient business opportunity. 

Find out more about becoming a Farm Stay UK member: www.FarmStay.co.uk/Join/