Diversification to farm tourism is increasingly seen as a viable development strategy to promote a more diverse and sustainable rural economy and to counter declining farm incomes. However, the dynamics of the modern farm tourism business and the entrepreneurial and competitive skills farmers require in making the transition from agriculture to a diversified enterprise remains limited. This article explores the range of skills and competencies that farmers in the North West of England identify as important when adopting a diversification strategy to farm tourism. The findings indicate that, whilst a range of managerial skills are valued by farmers, they lack many of the additional business and entrepreneurial competencies required for success. The article acknowledges the need to generate consensus on the requisite skill-set that farm tourism operators require.
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