A family-run sheep farm in the Lake District is showing how diversification into glamping can help safeguard traditional rural livelihoods while sharing the beauty of Britain’s landscapes with visitors from around the world.
As reported by BBC News, the Benson family of Great Langdale, Cumbria, have turned to glamping to supplement their hill farming business amid economic uncertainty and shifting agricultural policies.
Jonathan Benson, who farms 800 sheep on the fells like his father and grandfather before him, and his wife Nicola, invested £250,000 in three glamping pods on their land after noticing that subsidies were shrinking and income from farming was becoming less predictable.
“In this valley, it’s probably letting people sleep on your land or feeding them,” said Nicola Benson. “We’re definitely making more money from glamping.”
The family’s venture reflects a wider trend across the UK countryside, where farmers are increasingly turning to outdoor hospitality to secure the future of their holdings.
According to the National Farmers Union (NFU), nearly two-thirds of farms in England have explored new revenue streams, including tourism and accommodation, to offset financial challenges in the sector.
For the Bensons, glamping has offered not just a financial boost but also a renewed sense of purpose. Their three pods, set against the dramatic fells of the Langdale Valley, give guests a chance to immerse themselves in the same landscape the family has farmed for generations.
“[Farming] is in your blood, I suppose,” Jonathan Benson told the BBC. “It’s a hard way of life, but also it’s rewarding and every day I do something I enjoy.”
The family’s children also pitch in, helping to run both sides of the business — a balance that blends tradition with innovation. Nicola Benson said the move into glamping has provided much-needed stability at a time when planning ahead has become difficult for many farmers.
“It’s so hard to try and run a business in this climate at the moment,” she said. “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. It’s been a brilliant journey and we’re really lucky with the customer base we’ve got, as well.”
The UK government has pledged nearly £12 billion in support for sustainable farming and food production, but many upland farms remain under pressure. For businesses like the Bensons’, diversification offers a way to stay resilient while keeping traditional practices alive.
As outdoor hospitality continues to expand, the Bensons’ story illustrates how glamping can do more than generate income — it can help preserve heritage, protect rural culture, and connect visitors with the landscapes that define the British countryside.
Their success serves as an inspiring example for farmers and glamping operators alike: that innovation and tradition can thrive side by side.
