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Adventure Tourism Insights
A closer look at the motivations, trends and behaviours shaping adventure tourism
Adventure tourism continues to grow, and understanding what motivates visitors to choose active, outdoor experiences is key for businesses across Aberdeen and Aberdeenshire. This section brings together useful insight on how adventure travellers plan their trips, what inspires them to explore, and the types of experiences they value most. By combining research with real audience behaviour, we aim to give businesses practical guidance that supports product development, marketing decisions and long-term growth across the region’s adventure sector.
Adventure Tourism in North-east Scotland by 56 Degree Insight
This research, carried out by 56 Degree Insight in 2020, provides an overview of the adventure tourism market in Aberdeen & Aberdeenshire and the people who take part in it. While some time has passed, the key findings remain relevant, offering valuable insight into visitor behaviours, motivations, and how adventure travellers plan and enjoy their experiences in the region.
Whether you’re developing a new trail, refining your activity offering, or planning your next marketing campaign, these insights can help you benchmark against current trends, uncover new visitor segments, and make informed decisions to support growth in the adventure tourism sector.
For a deeper look, including detailed pen portraits covering eight different adventure activity types, email insights@visitabdn.com to request access.
Adventure Awaits 2023 campaign results
Explore how VisitAberdeenshire’s adventure-focused campaign performed, including audience reactions, engagement, and the impact on visitor interest. Learn which activities – from walking and birdwatching to wildlife experiences and coastal adventures – captured attention and inspired people to explore the region. This overview highlights the trends, preferences, and behaviours of adventure travellers, providing useful insight for businesses looking to develop or promote outdoor experiences and plan for future campaigns.
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