East Yorkshire farms are creating new tourism opportunities through diversification

Farm businesses across East Yorkshire are successfully diversifying into tourism, creating new visitor accommodation, supporting rural economies and attracting more people to discover the region’s countryside.

Working with Invest East Yorkshire’s Business Support Services team, a number of local farming families have transformed ideas into thriving tourism ventures, helping secure the future of their businesses while contributing to the area’s growing visitor economy.

Among them are The Wolds Project, Bainton Burrows and Holborn Hideaways – three different businesses united by a common ambition to create sustainable new income streams through farm diversification.

The Wolds Project, created by Lawrence and Jenny following their return to East Yorkshire from London, combines regenerative farming practices with sustainable tourism. Located in the Yorkshire Wolds, the development features environmentally conscious cabins built using straw bale insulation and natural building materials, giving visitors the opportunity to reconnect with nature while learning more about modern farming and land management.

At Bainton Burrows, owners Michael Byass and Charlotte Jarrow have transformed part of their working farm into a luxury glamping destination. The business has already welcomed its first guests and is helping increase visitor accommodation capacity in the area, supporting local attractions, hospitality businesses and retailers through additional tourism spending.

Meanwhile, Holborn Hideaways near Barmby Moor demonstrates how diversification can create opportunities not only for businesses but also for families. Developed by Moira Wilkinson-Mudd and her family, the new glamping venture has brought visitor accommodation to an area with limited overnight stay options while creating a flexible business model that works alongside family and caring responsibilities.

While each project is unique, they all highlight the growing role that tourism diversification is playing in strengthening the resilience of rural businesses across East Yorkshire.

Invest East Yorkshire’s Business Support Services team has worked alongside each business at different stages of their journey, providing advice, guidance and support to help them develop business plans, explore opportunities and turn ideas into reality.

Dawn Hall, Business Support Services Manager at Invest East Yorkshire, said:

“Farm diversification continues to play an important role in supporting the long-term sustainability of rural businesses across East Yorkshire. Tourism businesses such as The Wolds Project, Bainton Burrows and Holborn Hideaways are creating new opportunities for farming families while helping attract visitors to our countryside and supporting local supply chains, attractions and hospitality businesses. The developments are helping increase the range of accommodation available across the region, encouraging visitors to stay longer and explore more of East Yorkshire’s towns, villages, attractions and landscapes.”

William Hall, Tourism Manager at Visit East Yorkshire, said:

“The Yorkshire Wolds and our surrounding countryside are among East Yorkshire’s greatest assets, and businesses like these help showcase the area’s natural beauty, local food and drink, outdoor activities and rural heritage. By creating distinctive visitor experiences, they’re not only supporting their own businesses but also bringing wider benefits to local communities and the tourism sector as a whole.”

If you are looking to grow your business or explore funding and support opportunities, visit:
www.investeastyorkshire.co.uk/business-support

This support was delivered through Invest East Yorkshire Business Support Services programmes designed to help local businesses innovate, invest and grow sustainably across East Yorkshire.

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Stonehills Farm Pantry: A Successful Farm Diversification Project

Stonehills Farm Pantry turned their diversification dream into a thriving local business — with a little help from Invest East Yorkshire and a £17,200 grant. 

What started as a traditional farm is now home to a self-serve vending machine offering fresh, locally sourced produce — all while increasing profitability and cutting out the middleman. Hear directly from owner Anna Riby in our new video case study about the journey, the support, and what’s next for this exciting farm-based venture. 

👉 Find out how our team can help with funding, planning, and marketing support: investeastyorkshire.co.uk/business-support

Do Local Supply Chains Matter?

Can SME’s really impact Net Zero, or create true social value through their supply chains? Or is it all just a paper exercise to appease the national policy makers?

What does your business stand for, and how do you prove it? Are you aligned with your customers own values?

Can environmental and social values within a business impact profits positively?

Join us for a ‘fire-side chat’ with local businesses, public sector procurement leads and policy influencers (line up to follow soon) to discuss these questions and many more around local supply chains and the impact of the procurement act changes on businesses large and small.

Panel includes:
Joe Booth – Business Development Director – Hobson & Porter
Mike Raven – YORhub Performance & Improvement Manager – East Riding of Yorkshire Council
Daniel Usifoh – Co-Founder – Axiom Sustainability Software
Paula Goldthorpe – Development Manager – Federation of Small Businesses
Linda Whicker – Senior Lecturer and Programme Director in Logistics and Supply Chain Management – University of Hull

Date
3 June 2025, 9.30am – 11.30am

Location
ergo Business Centre, Bridgehead Business Park, Hessle, HU13 0GD

Event Link
Visit event website

Hull & East Riding Construction Summit: Building a Sustainable Future

Join us for this exciting event for all businesses operating in the construction sector with our host TVs @Mark Millar (DIY SOS, Build your Dream Home in the Country) for a full morning of discussion, inspiration and tips on how to win more work and improve your business.   

The event will cover topics including sustainability, getting into the mind of the procurer (from both sides) and process efficiency to streamline your operation. 

Sign up on the day to bag a one-to-one speed session with one of the key construction businesses in the region. 

Breakout sessions:  

Get into the mind of the procurer: 

Hear from Stefanie Wright, Construction Framework assistant manager at East Riding of Yorkshire Council on key tips and tricks to win work within the public sector alongside Joe Booth and David Blades from Hobson & Porter on how they approach tendering on both sides of the supply chain. A packed session that will support you with winning work at every level! 

Process efficiency:  

The phrase ‘time is money’ has never been truer in the construction sector than it is today. Hear from Mark Greenhouse of Levantar, an expert in process efficiency, on the key methodologies to support your business to drive efficiencies in the workplace, saving you time and money and making you more competitive.  The session will help you better understand your operational model and will give you some practical hints and tips on how this could support your business in the construction sector. 

 ESG & Social Value – what does it mean to you?  

Find out how to ensure that your business operates in a sustainable manner from Richard Collins, CSR-A, both in the way it runs day to day and by looking at the social values to ensure you are building a better world for future generations. In this session, we will breakdown some of the terminology used and help you to develop clear and relevant actions that you can take away and put into action, which will allow you to demonstrate your social values and act sustainably. 

Who Should Attend:  

This summit is designed for any business operating within the construction industry, from small local contractors to large-scale operators, looking to grow, win more work and operate in a more sustainable and efficient manner. 

Date
27 June 2024, 08.30am-1.00pm

Location
MKM Stadium, The Circle, Anlaby Road, Hull, HU3 6HU

Event Link
Visit event website