At this time of year, as entries begin to flow in for the Aberdeen City and Shire Thistle Awards, I’m always struck by the sheer talent, dedication and innovation that exists across our tourism and hospitality sector.
This region has long been a proud contributor to Scotland’s visitor economy, and year after year, our local businesses and individuals raise the bar — not only regionally, but at a national level too.
So, it’s with a note of gentle concern that I share an observation: in several of our key categories this year, including Individual of the Year, Employer of the Year, Outstanding Cultural Event or Festival, Innovation, Community Tourism, and even Best Hotel and Best B&B or Guesthouse Experience, we’ve seen fewer entries than we might expect from such a vibrant, talented region.
This isn’t a criticism — far from it. I understand, as many of you do first-hand, that trading conditions are immensely tough. From rising costs due to inflation and business rates, to the burden of increased National Insurance and persistent staffing shortages, tourism and hospitality businesses are under enormous pressure. When every minute is focused on managing day-to-day operations, filling rotas, and keeping the doors open, sitting down to write an award entry can understandably slip down the list.
But I’d like to make the case that now — perhaps more than ever — is precisely the time to step back and recognise your success.
Awards like the Aberdeen City and Shire Thistle Awards are not simply about a trophy or a certificate. They’re a moment to reflect, take stock, and celebrate the incredible work that’s being done in our region, often against the odds. They’re a powerful marketing tool, offering visibility, credibility, and trust — particularly valuable when consumers are increasingly conscious about where they choose to spend their money.
Crucially, winners at the Aberdeen City and Shire Thistle Awards go on to represent our region at the national Scottish Thistle Awards finals, putting local talent, stories and experiences onto a bigger stage.
And if we don’t enter? We risk being underrepresented — or worse, not represented at all.
We know there’s brilliance out there. We’ve seen it in past winners like Kildrummy Inn, Cowden Farm Holidays, The Library at Douneside House and Northern Frights. We’ve celebrated young stars and seasoned professionals, grassroots community initiatives and global-facing luxury experiences. The challenge now is to keep that momentum going.
So, if you’ve been thinking about entering — or if you know a colleague, partner, or business that should — now is the time to act. It’s free to enter, and the process is straightforward. More importantly, it’s a moment to stand tall and say: we’re proud of what we do — and we want the rest of Scotland to see it too.
Let’s give our region the recognition it deserves.
The 15 categories in the Aberdeen City and Shire Thistle Awards can be found on the website here. The deadline is Monday April 24th.