As excitement builds around the World Rally Championship coming to the North-east, tourism chief Chris Foy has highlighted the boost the event will bring in the form of a “season extension”.
It was just last week that it was officially announced the iconic World Rally Championship was to return to the UK in 2027, with Aberdeen and Aberdeenshire hosting the hugely popular event.
Detailed event planning is now commencing “with vigour” ahead of confirmation of routes, which will involve careful coordination with local communities.
But with the rally planned for autumn of 2027, the timing brings a welcome boost to the region’s visitor season, extending it beyond the summer and allowing hotels, bars, restaurants and retailers to reap the associated benefits.
Chris Foy, VisitAberdeenshire's Chief Executive, said: “I have no doubt that this majestic corner of Scotland will be the ideal host destination for WRC Rally Scotland.
“Our visitor economy will benefit from high demand for accommodation and tourism services from fans, teams, and media from across the UK, Europe and beyond; season extension into a time of year when there is more capacity to fill; regional spread with the event taking in spectacular locations across both city and shire; global exposure for the region across 50 broadcast partners and growing exposure for the sport on digital channels; and a further enhancement of the regions’ event hosting credentials.”
While the WRC event will be spread across the region, the HQ for teams, rally control and the media will be P&J Live.
Rob Wicks, Managing Director at P&J Live, shared his excitement ahead of the event, and teased details of what fans will be able to come and see at the venue.
He said: “We are absolutely delighted to see P&J Live at the heart of WRC Rally Scotland from 2027. Playing host to the event places one of the world’s most prestigious motorsport championships at the centre of the North-east, bringing global attention to the region and showcasing Aberdeen as a destination capable of delivering major international events.
“This venue is designed to host world-class experiences, and this event perfectly demonstrates how large-scale sporting and entertainment events can drive significant economic and social impact for the city and region.
“Our world-class conference centre facilities will host the international media centre, rally control and television broadcast facilities, while our substantial underground car park will act at the Service Park where the public will be able to see the rally teams preparing (and repairing) their cars throughout the rally weekend.
“We’re still exploring the art of the possible in terms of how best the arena will be utilised, but there are plenty of exciting ideas in the mix.”
Rob also noted the “substantial” boost the influx of visitors to the region will provide.
He said: “Beyond the excitement of the rally itself, the benefits for the wider community will be substantial. This event attracts international teams, media, sponsors and fans, generating visitor spend across hotels, hospitality, retail and transport while creating opportunities for local businesses throughout the region.
“Crucially, the rally format means that communities across Aberdeenshire and the North-east will also share in that economic impact. For P&J Live and Aberdeen, this is a powerful example of how strategic collaboration between government, sport and venue infrastructure can attract globally recognised events, boost tourism, and position the city firmly on the international stage.”
Colin Clark, Commercial and Events Director at Motorsport UK, added: “Now the event has been announced, event planning will commence with vigour.
“The event will likely run in autumn 2027, crucially extending the shoulder of the visitor season, helping fill hotels and bring trade to the area.
“We are eager to engage the local community to be involved in the project, so it is ‘owned’ by the local community and it is the community who benefit.”
WRC Promoter’s Senior Director of Events, Simon Larkin, highlighted the impact the event, which attracts some 85million TV viewers, has for host regions.
He said: “Given that we are a sport that does not take place in a stadium, nor in a circuit, we consider every second of our TV and social media content to be a tourism postcard for our host region.
“In a 2024 research study across three WRC events, the average direct economic impact of a WRC event was found to be €41million, with up to 73% of spectators found to be non-local, generating 76,000 hotel room nights. 91% of international fans said they were more likely to return to the host country in the future.”