Rachel and Matt Cracknell, who took ownership of The Goytree in Herefordshire in September 2021, shared their vision for developing the property into a hub for sustainable tourism and regenerative agriculture.
The couple, who purchased the site after a six-year search, inherited the land from Bryony and Tim Longden and are now working to expand its role as both a glamping destination and an eco-focused farm.
“Our dream has always been to create an inspiring place where people and wildlife thrive in a productive and enchanting setting,” the Cracknells explained on their website.
“We aspire to create a centre of excellence for sustainable agriculture which will help address the climate and ecological crises and offer a valuable resource for local communities and beyond.”
The couple’s plans include restoring the farm’s organic status and dedicating most of the land to nature-positive food production, which will support both onsite glamping operations and local supply chains.
Additional efforts include continued tree planting, maintenance of wildflower meadows, and rewilding projects. Long-term plans feature expanding into educational programming and wellness retreats, aligning with growing trends in experiential and sustainable tourism.
For guests, The Goytree currently offers off-grid glamping accommodations designed to minimize environmental impact. Facilities include wood-fired hot tubs, solar-powered lighting, and composting toilets.
Each unit is equipped with kitchens, natural bedding, and firewood for wood burners. The site also allows dogs, with guidelines to ensure guest and wildlife safety.
The Cracknells’ combined backgrounds underpin their approach. Matt previously managed Grow Wilder, an Avon Wildlife Trust project focused on agroecology and social enterprise, while Rachel has two decades of experience in climate and development, currently working as climate and environment lead for the Ethical Tea Partnership.
For business owners in the outdoor hospitality industry, The Goytree highlights a model that integrates eco-tourism with regenerative agriculture, creating multiple revenue streams while reinforcing sustainability credentials.
The Cracknells’ approach shows how properties can appeal to environmentally conscious travelers while providing meaningful links to local food networks and conservation. Their strategy illustrates how glamping operators can adapt to market demand for authentic, nature-based experiences without compromising ecological stewardship.
Located on the edge of Herefordshire’s Golden Valley, The Goytree is within reach of Abergavenny, Hereford, and larger hubs such as Bristol and Cardiff, positioning it well for regional tourism markets.
As interest in sustainable and wellness travel continues to grow, the Cracknells’ project demonstrates one pathway for rural properties seeking to differentiate themselves through environmental and community impact.
Featured image by The Goytree via thegoytree.com