By Anne Beau-Lyon
VisitAberdeenshire is celebrating ten years since its formation, marking a milestone for one of Scotland’s most ambitious regional tourism partnerships.
The organisation was born from the merger of Visit Aberdeen, Visit Royal Deeside, and the Banffshire Coast Tourism Partnership, backed by Opportunity North East, Aberdeen City Council, and Aberdeenshire Council. A decade on, it has helped transform the North-east into a billion-pound visitor destination.
Growing a £1.2 Billion Economy
From a 2019 baseline, the value of the North-east visitor economy grew by 35% to over £1.2 billion in 2024 — doubling in value over the full decade. That growth has been driven by targeted destination marketing, sector specialist expertise, and a portfolio of initiatives including the Tourism Business Growth Programme, launched in 2018, which has supported 80 local businesses to date.
VisitAberdeenshire’s Convention Bureau has also played a significant role, helping secure more than 140 conferences across the region’s priority sectors. High-profile events including UKInbound’s Convention (2022), the Scottish Tourism Alliance Signature Conference (2023), and VisitScotland’s flagship Connect events in both 2024 and 2025 have cemented Aberdeen’s reputation as a serious business tourism destination.
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Award-Winning Performance
The organisation’s work has earned national and industry recognition, including a Northern Star Marketing Magic award in 2019 and UKInbound’s prestigious Destination of the Year award in 2024.
Looking Ahead
With the World Rally Championship set to arrive in the region next year and enduring favourites like the Braemar Gathering and Portsoy Boat Festival on the calendar, VisitAberdeenshire is well-positioned entering its second decade. The organisation says it will continue pursuing bold marketing campaigns and fostering collaboration among local tourism businesses.
Stephen Gow, Chair of VisitAberdeenshire, said the organisation had “set the pace for regional tourism growth in Scotland,” crediting the vision of its funding partners and board members. Jennifer Craw MBE, CEO of Opportunity North East, added: “The sector has doubled in value over the past decade and is now worth more than £1.2 billion a year. It’s a fantastic achievement.”
