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A bold and ambitious plan for growth in the tourism sector has been launched as the industry continues to face a challenging operating environment. Commissioned by VisitAberdeenshire on behalf of the tourism sector and supported by Scottish Enterprise, the Framework for Growth has assessed the achievements of the 2018 destination strategy and identified future trends and opportunities through to 2030.
The ambition is for the north-east to set the pace for tourism growth in Scotland, with visitors staying longer and spending more. It also aims to build on the north-east's reputation as a pioneer tourism business innovator and to be at the vanguard of delivering unique, high-quality experiences. Recommendations follow extensive consultation earlier in 2022 that sought views on priorities from both private and public sectors, and then mapped those onto identifiable market trends. This publication, and future action plans, should provide a focus for investment and innovation by any organisation with an interest in the visitor economy in the north-east. Key partners and invited experts in their respective fields will be consulted to develop action plans to help achieve the targets set by the end of the decade.