Caroline Millar

Caroline Millar

Owner, The Hideaway Experience / Scottish Agritourism

Caroline lives in Angus, Scotland on the family farm located just north of Dundee.  The farm produces Scotch beef, Scotch lamb and malting barley. The farm has 120 cows and 450 breeding ewes and covers 950 acres of hill and arable land. Caroline and her husband Ross also run a 5-star accredited tourism business on the farm called The Hideaway Experience which provides luxury escapes for couples.  This business has been running since 2005. The farm also offers farm tours to day visitors and the guests staying at the Hideaway.

Caroline was brought up on her family farm in nearby Perthshire where her parents ran an agritourism business offering farmhouse bed and breakfast, so she has had an interest in agritourism all her life.

In 2012 Caroline undertook the Scottish Enterprise Rural Leadership Programme and along with three others, developed the concept of “Go Rural” to help encourage City dwellers into the countryside and on to farms. At the same time, Caroline undertook a Nuffield Scholarship to study agritourism in 10 countries.  The report was presented at the Oxford Farming Conference in 2014 and has been shared wildly to stimulate debate on the development of agritourism in Scotland.

Following her Nuffield Scholarship Caroline has worked to promote the importance and opportunities from agritourism, lobbying government and others to recognised its significance. A strong network of agritourism businesses exists in Scotland and this was  formalised in June 2020 by the creation of Scottish Agritourism. Caroline is currently the Sector Lead for Scottish Agritourism. Go Rural is the consumer facing brand. Caroline Co-Chairs the National Agritourism Strategy Board with Cabinet Secretary for Rural Affairs and the Islands, Mairi Gougeon.

Caroline won the Nuffield Bullock Award in 2021 for the Nuffield scholar who has made the biggest contribution to agriculture and the rural economy from their study 10 years on. In addition to undertaking voluntary work to develop the sector, Caroline has run her own business consultancy specialising in facilitation, business support and family business mediation since 2007.

Caroline was elected on to the Board of NFU Scotland as the East Central Chair in February 2021.  She also represents the agritourism sector on the Scottish Tourism Alliance Council and is a former director and Chairman of the Oxford Farming Conference. Caroline was recently elected as the lead for Western Europe for the new Global Agritourism Network organisation which is launched in April 2023.