How tourism and fish farming can thrive together

In many coastal regions, tourism^[1] and fish farms^[2] are vital industries that drive economic growth. Yet, they often compete for space, raising concerns about how to balance these two sectors without compromising the environment or local livelihoods.

In Oban, on the west coast of Scotland, the twin industries of tourism and aquaculture are learning to coexist – and even thrive together. Coastal communities can face economic challenges^[3] due to the seasonal nature of tourism as well as often limited job options. Their reliance on coastal resources, which are increasingly affected by environmental changes, can heighten the difficulties.

Aquaculture in high-income countries hasn’t always had the best reputation. Public perception^[4] can be negative due to concerns about the environmental impact and resource use. But when it’s practised sustainably, aquaculture can in fact help meet global food demands and contribute to the UN’s sustainable development goals^[5], a blueprint for economic growth that’s equitable and environmentally aware.

Our recent study^[6] explored how tourists perceive aquaculture during their holiday and whether exposure to fish farms influences their willingness to consume locally farmed seafood. The results suggest that integrating aquaculture and tourism can increase awareness of sustainable seafood and create economic opportunities.

Oban’s coastline is home to salmon farms, shellfish cultivation, including mussels and oysters, and new seaweed farms. All of these sit in waters popular for marine tours. The tours attract visitors eager to learn more about local wildlife and history. But, aquaculture often faces criticism due to its impact on the landscape and marine ecosystems.

This tension is not unique to Oban. Across Europe, aquaculture growth has stagnated^[7] despite its potential to improve food security and sustainability. Regulatory challenges and conflicts over space are significant hurdles. This is especially true in coastal communities where the acceptance and support of the community – known as a “social licence to operate”^[8] – is crucial.

But our study offers a promising solution: aquaculture–tourism integration. By showcasing aquaculture as part of the tourism experience, Oban can educate visitors, encourage greater acceptance of sustainable farming practices and boost the local economy.

We surveyed 200 tourists on marine tours in Oban to understand how they view aquaculture. The responses revealed three main types of tourists. These are those with multiple motivations (visitors drawn by nature, socialising and learning); “relaxers” (tourists seeking rest and relaxation, often with little previous knowledge of aquaculture); and outgoing nature enthusiasts (active travellers who value wildlife and environmental conservation).

Despite their different motivations, most tourists responded positively to seeing fish farms during their tours. The most notable shift was among the “relaxers”, who were more interested in eating locally farmed seafood after learning about sustainable farming practices. This shows how education and direct experience can reshape the way seafood production is perceived.

Aquaculture sites are often viewed as eyesores^[9], but our findings show that when framed as part of local culture, they can actually enrich the tourist experience. Tourists appreciated learning about sustainable seafood production as the boats approached floating net cages and began to view aquaculture as a positive part of the community.

Marine tours could include stops at aquaculture sites to let visitors see the operation, hear from farmers and even sample the products. This would present an opportunity to engage tourists and encourage a connection with the industry – potentially building trust with the public.

This kind of integration offers several advantages. First, it can drive economic growth by attracting tourists interested in sustainable food and environmental practices. This can create a new revenue stream for both the aquaculture and tourism sectors. For example, a small farm on the Greek island of Rhodes^[10] partners with a diving centre to offer marine biology tours and dives around its site. Visitors learn about sustainable aquaculture and swim with sea bream in net pens, exploring how these practices support environmental conservation.

Beyond the economic benefits, it can also raise environmental awareness. As tourists learn about sustainable seafood farming, they are more likely to support more environmentally friendly food production in general.

By understanding how aquaculture contributes to food security, public perceptions could shift, leading to broader acceptance of aquaculture as a solution for global food challenges. And positive experiences of aquaculture not only shift perceptions but also make it easier for operators to win support from the community and encourage a more responsible approach to farming practices. However, it’s important that these efforts are honest and truly focused on environmental and social responsibility.

While many of the benefits are clear, there are challenges. Both aquaculture and tourism can damage the environment. Tourism can lead to habitat disruption and pollution, while poorly managed aquaculture can affect water quality^[11] and marine biodiversity.

But when farms are regularly visited as part of tourism activities^[12] such as boat tours or guided farm visits, there is a greater incentive to maintain high environmental standards. Nonetheless, careful planning and regulation are essential to ensure both sectors operate sustainably without harming ecosystems.

Another challenge is the aesthetic impact of aquaculture, a common issue with industrial food production. Fish farms inevitably alter coastal landscapes, but operators can choose design solutions that balance production needs with preserving the outlook.

Finally, competition for resources and space can lead to conflicts between tourism and aquaculture. Coastal communities must manage these demands carefully to ensure both sectors can thrive. This requires collaboration between tourism operators and aquaculture farmers to prevent clashes over infrastructure and resources.

Oban’s successful integration of aquaculture and tourism offers a model that can could be replicated by coastal communities globally. But barriers, such as the remoteness of some farms or regulatory requirements, may limit feasibility. However, by transforming fish farms into educational attractions, Oban demonstrates how sustainable practices can benefit both sectors.

With a focus on cooperation, education and responsible farming, an integrated approach between tourism operators and aquaculture companies could strengthen the reputation of local seafood. Ultimately, it offers a sustainable model for coastal communities.

References

1. ^{^} tourism (www.oecd.org)
2. ^{^} fish farms (www.oecd.org)
3. ^{^} economic challenges (post.parliament.uk)
4. ^{^} perception (onlinelibrary.wiley.com)
5. ^{^} sustainable development goals (sdgs.un.org)
6. ^{^} recent study (www.mdpi.com)
7. ^{^} stagnated (www.europarl.europa.eu)
8. ^{^} “social licence to operate” (www.investopedia.com)
9. ^{^} eyesores (scottishwildlifetrust.org.uk)
10. ^{^} Greek island of Rhodes (www.blutopia.gr)
11. ^{^} water quality (www.sepa.org.uk)
12. ^{^} tourism activities (www.tandfonline.com)