In 2023 North-east tourism was valued at a shade under £1.2billion, supporting around 11,000 full time equivalent jobs.
Remarkable growth from days even before the pandemic - and while the 2024 picture is yet to be assessed, we know that the region’s reputation as a quality visitor destination is burgeoning as we head into 2025.
This outcome is a validation of the decisions by Opportunity North East, Aberdeenshire Council and Aberdeen City Council to invest in VisitAberdeenshire in recent years. Our work is a revenue generator and through a virtuous cycle of sector development and effective promotion means that we have every chance of fulfilling the North-east’s potential as Scottish tourism’s place to grow, and to meet a 2030 target of a further £1/2billion a year into the regional economy.
But challenges persist. Healthy headlines can mask the pressures on the bottom line. Costs of living can dampen demand from the majority UK market, while on the supply side, costs of doing business combine with a legislation that many tourism businesses continue to adapt to.
On the positive side, more and more UK and international travel media, tour operators, conference organisers, and investors are discovering the reasons why we all love Aberdeen and Aberdeenshire. The dollar remains strong. Good news for businesses looking to attract higher spending Americans. Aberdeenshire’s golf experience will go up another notch in ‘25 with the opening of the second Trump International course, even more visitors will arrive by cruise ship, and we look ahead to welcoming new and returning conventions to P&J Live. And we say adieu to 2024 with VisitAberdeenshire anointed as UK destination organisation of the year.
Laurels cannot be rested upon though. VA’s agenda for 2025 is shaped by a combination of market conditions and by the regional destination strategy - a guiding light for tourism growth. It will be driven the talent, insight and values within the business, and fuelled by those organisations who support our work.
We will continue to maximise market awareness, and propensity to visit where there is the greatest probability of a successful outcome. That means being highly targeted in our promotions and supporting local businesses through programmes that are tailored both to our sector and to the North-east. Among that we will continue our work to make the region a year-round destination, we’ll build a future pipeline of conference business and loudly to bang the drum to make Aberdeen and Aberdeenshire a truly inclusive destination and by doing so gain a greater share of the multi-billion accessible travel market in the UK. 2025 will also see a greater commercial focus within the business.
Aberdeen and Aberdeenshire are Scottish tourism’s space to grow. VisitAberdeenshire is dedicated to fulfilling that potential. Find out more about us here https://youtu.be/KJUywkqf0YQ