New analysis of tourism data has highlighted that the economic impact of tourism in Aberdeen and Aberdeenshire increased year-on-year to £1.27billion in 2024, a growth of 2% over 2023.
Latest figures from independent research conducted by Global Tourism Solutions (GTS) using the Scottish Tourism Economic Activity Monitor (STEAM) model show an upward trajectory for the region’s tourism sector.
Growth was driven by up to 3.7 million visitors staying overnight in 2024. This is also boosted by day visits, with 2.59 million visitors experiencing the region’s quality tourism and hospitality products and experiences.
Information was gathered from occupancy data and visitor attractions data, as well as intelligence from festival and events organisers, venues and transport providers to produce an aggregated overview of activity in the region in the last year.
Chris Foy, CEO, VisitAberdeenshire, said: “The growth in visits is a clear indication that the Aberdeen and Aberdeenshire is becoming an established destination for both leisure and conference visits.
"The attractors of our natural environment, cultural heritage, and welcoming communities are supported by high quality and abundant facilities from hotels and meeting venues to innovative visitor experiences.
"Our mission remains to attract more visitor who stay longer, spend more, and leave happier.
“From city to mountain to sea, the tourism sector is dynamic and impactful, supporting livelihoods and enriching lives. This progress is the result of significant public and private investment in quality infrastructure, alongside support from Opportunity North East and our local authorities for VisitAberdeenshire’s work.”
Jennifer Craw MBE, CEO of Opportunity North East (ONE), said: "These figures reflect the positive momentum in the region's vital tourism sector, driven by the ambition and dedication of the people who work in the industry.
"ONE has invested significantly in the sector's growth over the past nine years, including core funding for VisitAberdeenshire and the North East Adventure Tourism project, to support economic diversification. Our region boasts high-quality attractions - from food and drink to adventure and heritage - set against a stunning backdrop of mountains, country and coast.
"The long-term focus on the sector’s growth, backed with action and investment, is paying dividends with more people choosing to visit and stay to enjoy the outstanding experiences on offer across Aberdeen and Aberdeenshire."
Cllr Alan Turner, chair of Aberdeenshire Council’s Infrastructure Services Committee, said: “I am delighted to see that the regional economy through tourism last year grew to a very impressive £1.27billion.
"It is heartening to see that the financial support provided not only by us as a council but by various partners continues to enable VisitAberdeenshire to develop more innovative tourism products and services while also focusing directly on attracting ever more visitors to the North-east.
“This has been supported by a number of initiatives such as the return of the North-east Tourism Conference, the Northern Nights campaign and, of course, VisitAberdeenshire’s ongoing Tourism Development Programme which supports our local businesses to meet demand and grow and which is specifically tailored to the needs of the North-east.
“We all know that Aberdeenshire has so much to offer visitors – from our historic castles, golf courses and distilleries to our award-winning museums and wealth of cafes, restaurants and bars. I am confident that these latest figures will clearly demonstrate to businesses and our communities that we are all very much committed to developing tourism across our communities in the future.”
Councillor Alex McLellan, convener of Aberdeen City Council's Finance and Resources Committee, said: “The increasing economic value of tourism to Aberdeen and the North-east is very welcome and reflects the investment being made by the public and private sector.
"The council is continuing to deliver vital infrastructure – including more than £200million for the City Centre and Beach Masterplan and other projects through the Council's General Fund Capital Programme – and helping secure major events to drive footfall. Our strategic approach to economic growth will further enhance the tourism offer whilst improving amenities for residents.”
Collieston beach
Meanwhile, Collieston in Aberdeenshire has been named Scotland's top "hidden coastal gem".
A UK-wide top 15 list, compiled with Insure4Boats data, boasts four Scottish destinations, with the small former fishing village between Cruden Bay and Newburgh the highest ranking.
Aberdeen Live reports that, coming in at number nine on the overall list, Collieston features fishermen's houses that overlook a picturesque pier and harbour.
It also borders the Forvie National Nature Reserve that is popular amongst hikers and birdwatchers alike and is open around the year.
The most popular feature of the village is Collieston Beach, which is sheltered from the North Sea by the village's pier. As a result, the water is very calm-making it ideal for families and children.