VisitAberdeenshire is celebrating the tenth anniversary of its formation, a decade after the ambitious merger of Visit Aberdeen, Visit Royal Deeside, Banffshire Coast Tourism Partnership to create a pioneering destination marketing and management model, supported by Opportunity North East, Aberdeenshire Council, Aberdeen City Council.
From a baseline measure in 2019, the value of the visitor economy grew by 35% to over £1.2billion in 2024, driven by dedicated team members who have brought sector specialism and marketing experience to VisitAberdeenshire’s mission.
Significant moments for the organisation have included stewardship of Destination Strategies for the North-east; establishment of the Tourism Business Growth Programme in 2018 that has supported 80 local businesses; and a positive and empathetic response to the pandemic and the subsequent delivery of a Business Recovery Programme.
During the past decade, VisitAberdeenshire’s Convention Bureau has helped to secure over 140 conferences across all priority sectors in the North-east economy. These have included significant events within the tourism sector itself, with Aberdeen hosting UKInbound’s Convention in 2022, the Scottish Tourism Alliance Signature Conference in 2023 and VisitScotland flagship ‘Connect in 2024 and 2025, all of which have fortified the region’s position as a place to do business within the Scottish visitor economy.
VisitAberdeenshire’s work has been recognised throughout the period with a Northern Star Marketing Magic win in 2019 and securing UKInbound’s prestigious Destination of the Year award for excellence in 2024.
Looking to its second decade, VisitAberdeenshire will continue to drive growth of the North-east visitor economy through strong brand partnerships that support innovative marketing campaigns to further increase awareness, visits and associated spend, while fostering innovation, growth and collaboration among local tourism businesses.
Stephen Gow, Chair of VisitAberdeenshire said: “From the outset, VisitAberdeenshire has set the pace for regional tourism growth in Scotland, establishing itself as a pioneer that other destinations look to for inspiration. This would not have been possible without the vision and support of Opportunity North East, Aberdeen City Council and Aberdeenshire Council, and every director who has served on our board”
Jennifer Craw MBE, CEO of Opportunity North East, said: “Creating VisitAberdeenshire was central to achieving the regional ambition to grow the visitor economy as part of broader economic diversification. As a core funding partner for the past decade, Opportunity North East is one of many individuals, businesses and organisations that have contributed to the successful growth of our tourism sector, increasing the number of visitors who choose to come here, stay longer and contribute more to our region. The sector has doubled in value over the past decade and is now worth more than £1.2billion a year. It’s a fantastic achievement, and we have every confidence that the region’s unique offer – from vibrant city and stunning coastline to mountains, rich culture and heritage, Scotland’s finest food and drink, and so much more – will continue to attract more visitors.”
Julie Wood, Aberdeen City Council’s Chief Officer – City Development and Regeneration, said: “Over the last decade VisitAberdeenshire has played a pivotal role in championing our tourism offer. The region’s success in hosting major events — including the magnificent Tall Ships Races in 2025 — shows exactly what our communities and businesses can achieve together. With the World Rally Championship set to arrive next year, VisitAberdeenshire is ready again to showcase everything that makes the North-east so special — outstanding hospitality, vibrant city and rural attractions, and a warm welcome that keeps visitors coming back.”
Paul Macari, Head of Planning and Economy at Aberdeenshire Council, said: “We are proud to celebrate a decade of regional partnership that has helped visitors discover our vibrant food and drink scene, outdoor adventures from world-class golf to paddleboarding along our coastline, and the rich heritage of our historic towns and Royal Deeside. Guided by VisitAberdeenshire, Aberdeenshire’s tourist appeal has grown greatly over the last decade. With exciting new events such as the recently announced World Rally Championship, alongside long-standing favourites like the Braemar Gathering, Portsoy Boat Festival and Run Balmoral, visitors have a range of opportunities to explore our region, and we look forward to what can be achieved together as we enter the next chapter of VisitAberdeenshire.”