In conversation with Caroline Millar on agritourism and the challneges of leading change

Caroline Millar has been a champion for Scotland’s agritourism sector linking the beauty of place, strong storytelling and food. She and her husband, Ross, run a farm at the foot of the Sidlaw Hills, they run a luxury tourism business, The Hideaway Experience, focused on secluded breaks for couples.  

Caroline is forthright, she digs in, she gets things done. Over ten years she has expended “blood, sweat and tears” – with key people in the public sector, including Scottish Enterprise’s Julian Pace and Riddell Graham from VisitScotland – to put Agritourism on the map and into the Scottish Government’s manifesto. 

She is a Nuffield Scholar and has built an international perspective and network – she says that the knowledge that she has gained has given her confidence – and support. 

This is a precious insight into tenacious and effective leadership – and the highs and lows of the journey. The importance of people and the understanding that others don’t keep apace with your own ambition.