A report in the Farmers' Guardian suggests that 'glamping' is how farmers can diversify their business as campers seek out luxury in the countryside.
Campsites can often have a certin stigma attached and when the inevitable rain starts the great outdoors can be far from great, particularly if you have children whose boredom threshold tends to drop in line with the rainfall.
The number of people wanting to camp is rising, partly due to the cost of foreign travel and partly due to travel problems. The increase appears to be driven by a new breed of 'comfy' campsites being established on farms across the country, which are more family friendly and provide a weatherproof wilderness that even the Chelsea Tractor gang can enjoy.
It has been nicknamed 'glamping' - a mixture of glamourous finished touches combined with the other traditional elements of enjoying the outdoors.
Whilst some are suggesting that it is camping for softies it provides a real diversification opportunity for farmers.