VisitAberdeenshire is delighted to invite industry leaders and local businesses from across the North-east to be part of this year’s regional tourism conference, taking place on 19 November 2024 at P&J Live, in association with Loganair. 

Hosted by BBC Scotland journalist Fiona Stalker, this long-awaited event will bring you together with organisations, businesses and individuals from across the region to focus on how tourism can help the North-east to thrive in 2025, and beyond. 

This year's conference is centred around three key themes: "Our Visitors," "Our People and Businesses," and "Our Place," offering a comprehensive look at the opportunities and challenges facing North-east Scotland's tourism sector. 

0900 – 0945      Registration, arrival refreshments and exhibition 

0945 - 1000        Welcome session 

The venue for this year’s conference, P&J Live, is the largest event complex in the North of Scotland and the most sustainable venue of its type in the United Kingdom. Rob Wicks, MD of P&J Live, will welcome you to the venue and highlight what they are doing to achieve a net zero future. 

Fiona Stalker will then introduce a fantastic line up of speakers and contributors, at the start of what we are sure will be an enjoyable and inspiring day, that will provide insights to help you identify ways to reach new markets and grow your business. 

1000 – 1100       Our Visitors 

You will gain insights on the latest trends in domestic and inbound markets and learn how inclusive tourism can broaden your customer base. A dynamic panel discussion featuring experts from across the sector will explore visitor trends and expectations for 2025, providing invaluable strategies for your business. 

1000 – 1020 Duncan Stewart, Managing Partner at consumer insights agency 56 Degree Insight, will present findings from the latest Scottish Tourism Index, focusing on how tourism in Scotland has performed in 2024 and what the outlook is like for 2025. He’ll highlight the key challenges and opportunities for the sector from a consumer perspective, whether that be rising concerns over value for money, the growing popularity of trends like bleisure, or the increasing interest in outdoor activities. 

1020 – 1040 Duncan will be joined by Rebecca Brooks, Managing Director of Abbey UK, and UKinbound Chair, and Donna McHugh, Head of Revenue & Sales at Loganair, to provide their expert insight into what inbound demand we can expect to see in 2025, and what visitors are looking for from their visit to Scotland and the North-east. 

1040 – 1100 Dame Evelyn Glennie is an internationally renowned solo percussionist and double GRAMMY award winner. She is also RGU’s Chancellor and is passionate about the North-east. She will share her unique perspective on the importance of a listening culture in tourism, and what small steps businesses can implement to ensure a fully inclusive welcome for all. 

1100 – 1230       Our People and Businesses 

We’ll focus on the importance of staff wellness, engagement, and retention, and simple approaches you can implement in your business. We’ll also discover how the Apprenticeship in Hospitality Scotland (AHS) programme is shaping the future of the industry. 

1100 – 1115 Matthew Cameron, founder of TMC People Agency, brings 17 years of hospitality experience and a deeply personal story to his exploration of staff engagement and retention. Discover how to build a workplace that not only retains talent but thrives, as Matthew discusses the unique challenges faced by the region and offers practical strategies that go beyond standard perks, focusing on creating authentic engagement, cultivating effective leaders, and tailoring wellbeing programmes to meet the diverse needs of staff.  

1115 – 1140 Growing and developing the talent of the future is crucial to the hospitality industry. Apprenticeship in Hospitality Scotland (AHS)  is a programme developed to attract young, vibrant talent into the hospitality industry. Stephen Gow of the Chester Hotel will introduce a new generation of rising stars to share their experiences, as well as the employers, who are reaping the benefits.  

1140 – 1205 Networking, exhibition and refreshments  

1205 – 1230 We will shine a spotlight on a number of local businesses, as they share their success stories and lessons learned along the way. 

Jacqueline van den Akker is the founder of Grampian Escapes & Tours. Following a career in the energy industry, Jacqueline decided to follow her passion for tourism and founded Grampian Escapes & Tours in 2017 to showcase the stunning landscapes, history, and culture of Aberdeenshire to visitors.   

Michelle Bruce and her husband Gary, are farmers based 10 miles north of Aberdeen. Aberdeenshire Sheepdogs offers a unique opportunity to experience sheepdogs at work. Michelle and Gary share their experience of working Border Collies, and stories about life on a sheep farm, with visitors to the region. 

Stuart McPhee, Managing Director of Dough and Co, is the self proclaimed "Doughnut Lord of the North East of Scotland." With 15 years of experience spanning late-night venues, bars, and hotels, Stuart has now channelled his passion into the art of baking, with hopes of creating a new Doughnut Franchise. A proud advocate for Aberdeen, he champions the hard work and dedication of those striving towards a brighter future for the region. 

1230 – 1300       In Conversation with Vicki Miller, VisitScotland 

Join us for an informal conversation with Vicki Miller. Vicki assumed the role of Chief Executive Officer on 1st October 2024. Her role at VisitScotland is to generate a positive economic and social impact in communities and destinations across Scotland. In discussion with Fiona Stalker, Vicki will share her thoughts about what is driving visitor demand for our country beyond the traditional view of Scotland, what role there is for the East Coast in the sustainable growth of Scottish tourism, and any trends that our businesses should be aware of. 

1300 – 1400       Networking lunch and exhibition 

1400 – 1440       Breakout Sessions 

Session 1: Business Events 

Join us for an engaging session exploring Aberdeen's vibrant business events sector, featuring key association conference insights from P&J Live’s Steve Daun, incentive group insights from Andrew Burnet & Company’s Andrew Burnet, and Aberdeen Convention Bureau’s Laura Wilson. Learn how these organisations play a vital role in attracting world-class association events and incentive groups to the region. Hear about opportunities to collaborate, how you can tap into these valuable markets, and what we can all do to enhance the delegate experience. The speakers will also share practical tips on how to welcome conference delegates, whose needs often differ from leisure guests, ensuring they leave with a positive impression of the region. 

Session 2: Adventure & Outdoor Tourism   

The North East Adventure Tourism (NEAT) project is transforming Aberdeen City and Shire into a world-class destination for adventure activities and sports by developing high-quality, sustainable facilities and infrastructure, and a dynamic industry cluster. Hear from NEAT’s Will Clarke, VisitAberdeenshire’s Chris Foy and Mike Wilkes from Macdui Bike Adventures, about the growth potential of the adventure and outdoor tourism sector in the North-east, and the latest trends shaping visitor expectations, from eco-conscious travel to immersive outdoor experiences. Learn more about how we market the destination to this sector and hear how you can attract these audiences and capitalise on the region's natural landscapes and outdoor and adventure-based activities and experiences. 

1440 – 1550       Our Place 

Learn more about sustainable practices in both the built and natural environments. Hear about different sustainability and conservation initiatives, and how you could implement small changes in your business, to make a big impact, whilst creating an inclusive and accessible environment for all visitors. 

A special focus will be given to the upcoming Tall Ships Festival in 2025, a major event that will bring global attention to the region. 

1440 – 1500 Andrew Painting, of Mar Lodge Estate, is an ecologist and writer who has lived in Aberdeenshire for nine years. With ancient Caledonian pinewoods, rolling moors and high mountains, Mar Lodge Estate is one of Scotland's finest natural landscapes. Managed for people and nature, the native woodlands of this remarkable place are now bouncing back after centuries of decline, and their story is one of Scotland's great conservation successes. Andrew will show how people can come together in common cause to protect and restore nature in a time of climate and biodiversity crisis. 

1500 – 1515 With over 25 years in the oil industry, Nicola Teal, believes Aberdeenshire's future lies in authentically celebrating its heritage. Leslie Castle has hosted visitors from around the world, offering fresh, homemade food and a unique historical experience. Nicola will discuss the 1980s renovation of the castle and the sustainable measures they have implemented, from insulating and roofing to re-homing bees. There will be an insight into the challenges of maintaining heritage buildings, and Nicola’s enthusiasm to preserve for the castle for future generations while offering guests a genuine and memorable experience. 

1515 – 1530 As a keen traveller and parent of two children with physical impairments, Cheryl Everitt has developed a website which provides disabled travellers with the knowledge they need to make informed choices about the journeys they take. A Wheel and Away is a resource for independent travellers who want to see the world, but have a disability that makes adventuring more challenging. Cheryl will discuss how to create an inclusive and accessible environment for all visitors. 

1530 – 1550 Bringing together the three key conference themes, there will be a panel discussion about the upcoming Tall Ships Festival in 2025, where we will explore the economic impact and opportunities for local businesses. Emma Wadee, Tall Ships Project Manager will be joined by Adrian Watson, Aberdeen Inspired, Bob Sanguinetti, Port of Aberdeen and Chris Foy, VisitAberdeenshire, to explore the potential economic impact of the festival, discuss opportunities for local businesses to get involved in the event, attract new audiences and potentially grow their business. 

1550 – 1600       Conference Close 

As daylight fades outside, we will bring this year’s conference to an end with a poetic reflection on the magic of autumn in the North East. 

Finally, there will be a number of exhibitors on hand throughout the conference to connect with, along with lots of opportunities to network, learn, and be inspired.