There continues to be a lot of discussion about Aberdeen’s economic, cultural and social future.
The energy industry has been the powerhouse of the North-east economy for many years, attracting investment and talent; however, it has long been acknowledged that the region’s economy needs to evolve so that it becomes less reliant on one major industry.
The impact that falling oil prices can have on the area is once again being felt.
The city’s hotels are undoubtedly feeling the pinch with occupancy levels lower than a year ago.
An array of new hotels has opened in the last six years to meet demand from business travellers.
With many more scheduled to open in the next few years, now is the time for the city to focus on attracting visitors to fill these beds.
An industry long trumpeted for its growth potential is tourism.
Turn the clock back 50 or 60 years and Aberdeen – the silver city with the golden sands – attracted hordes of holidaymakers.
The beach was packed with sunseekers from across Britain who were happy to enjoy what is now termed a staycation.
Times, tastes and trends have moved on, and now Aberdeen has to move its tourism offering on in order to attract today’s leisure tourist.
Change won’t happen overnight – investment and infrastructure need to be put in place and that all takes time.
This has been known for some time, so why hasn’t it happened yet?
A new blueprint for the development of the city centre has been published and welcomed by allcorners, but there surely was a sense of déjà vu as it followed a similar exercise conducted less than a decade earlier.
It is claimed that these developments will help to attract visitors.
The document, though, said that Aberdeen has a "reasonable mix of hotels, attractions, shops and restaurants for a city of its size" and that any more "are simply not viable given Aberdeen’s small population catchment".
It seems to miss the point that a visitor attraction can attract people from outwith the city to help boost tourism.
Aberdeen is in the odd situation where many of its attractions are on its doorstep – castles, distilleries and the landscape.
It does have good attractions within its boundaries – Satrosphere and the Gordon Highlanders, Maritime and Tollbooth museums to name a few.
Once the Art Gallery gets its contentious new hat, this space will once again be a jewel in the city’s crown.
Aberdeen will face intense competition for leisure tourists from Dundee when the northern outpost of the V&A, with its massive pulling power, opens in 2018.
It is this and the attractions on offer in Edinburgh, Glasgow and other UK cities that Aberdeen will have to compete with.
Now is the time for Aberdeen to think big when it comes to a visitor attraction.
Let’s be bold and visionary and create an iconic attraction the city and country can be proud of.
One that will make people from across the world want to flock to the city to experience.
The building in which it is housed could be an iconic design and not just another glass box.
If a clay pit in Cornwall can do it with a giant greenhouse, there is no reason to stop Aberdeen.
Aberdeen has a story to tell, so too does Scotland and one that hasn’t been told anywhere else.
Let’s not be parochial in our outlook, but use the innovations for which this country is famed and tell its story in an imaginative, interactive and engaging way, here in the North-east.
Into this can be woven this region’s inspiring story.
Scotland’s story was told with dancing teacakes at the Commonwealth Games, let’s supplement that with burling butteries!
- Ian McLaren is the public relations manager for Aberdeen-based communications agency Innes Associates. He holds a tourism management degree from Robert Gordon University and spent over five years promoting Aberdeen as a business tourism destination.