A hill farming family in Great Langdale, located in the Lake District, has turned to glamping to diversify income and safeguard the future of their traditional sheep farming business.
Jonathan and Nicola Benson, who manage a flock of 800 sheep across the local fells, have invested £250,000 into three glamping pods on their land.
The shift, they said, comes amid increasing uncertainty in the agricultural sector following changes to subsidy structures post-Brexit.
“In this valley, it’s probably letting people sleep on your land or feeding them,” said Mrs. Benson, explaining the limited diversification options available to upland farms. “We’re definitely making more money from glamping.”
The couple’s children also participate in operating the glamping site, which they manage alongside daily farming duties. Jonathan Benson, a third-generation farmer, said, “[Farming] is in your blood, I suppose, it’s a hard way of life, but also it’s rewarding and every day I do something I enjoy.”
The Bensons’ move aligns with a broader trend across England’s agricultural community. According to the National Farmers Union (NFU), nearly two-thirds of farms have sought alternative sources of revenue as subsidies decline.
While the UK government has pledged close to £12 billion during this parliamentary term for sustainable farming and food production, many rural businesses remain concerned about long-term stability.
In a report by the BBC, Mrs. Benson noted that the current climate has made forward planning particularly difficult.
“It’s so hard to try and run a business in this climate at the moment, because with farming you try to be 12–18 months ahead to know where you’re going and what you’re doing, so I think the glamping has probably given us some stability.”
She added, “It’s been a brilliant journey and we’re really lucky with the customer base we’ve got, as well.”
A spokesperson for the Department for Environment, Food and Rural Affairs (Defra) said the agency is committed to supporting sustainable farming and upland agricultural businesses.
“Upland farmers have too often been ignored and our reformed sustainable farming incentive offer will reward them for sustainable grazing practices,” the spokesperson said.
The government has also appointed former NFU president Baroness Minette Batters to advise on reforms aimed at improving farm profitability and has announced plans to give farmers a greater share of public food contracts in institutions such as schools, hospitals, and prisons.
For business owners in the outdoor hospitality sector, the Bensons’ case underscores the growing overlap between agriculture and rural tourism.
The strategic investment in glamping not only serves to stabilize farm income but also demonstrates how traditional land-based operations can adapt to evolving market pressures through low-impact, accommodation-based ventures.