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With summer holiday season in full swing, Farming Today This Week focuses on Britain's rural tourism sector: an industry that generates 拢20 billion a year for the British economy. But is the growth seen to date sustainable - and what challenges do rural businesses need to overcome, to successfully attract more tourist footfall?
To address these questions and more, Vernon Harwood visits Roves Farm near Sevenhampton in Wiltshire - a farm that over the past 30 years has transformed itself into a major rural attraction.
Owner Rupert Burr and his daughter Pippa discuss how to develop and promote a successful rural business whilst continuing to run a working farm; visitors share their take on the appeal of countryside holidays; and the Country Land and Business Association's John Mortimer discusses the expansion of rural tourism in the UK and the opportunities and challenges ahead.