Insights Focus: Adventure Tourism

Following the successful “Adventure awaits you” campaign earlier this year, VisitAberdeenshire has produced a Factsheet capturing all the key findings from our engaged respondents. You will be taken through campaign recall, how the marketing materials make them think and feel, what they went on to do having seen our marketing and, of course, did they book to come and visit us? 


Here’s a taster… 

  • 85% agreed there is a wide range of things to see and do in Aberdeen and/or Aberdeenshire 

  • Having seen our campaign, one of the most popular actions was to talk to friends and family about a break in the region. 

  • The most popular activities whilst on holiday are walking and birdwatching/wildlife watching. 

  • The most popular words/phrases used to describe the region are “Beautiful”, “Uncrowded” and “Rich in culture and heritage”.


The Factsheet culminates with 5 areas we will be taking forward as actions, and we hope you will find some, if not all, of these relevant to your businesses also. 


This latest Factsheet adds to the body of Adventure insights available on our industry website titled “Adventure Tourism in North-east Scotland”. Whilst this work was carried out in 2020, the insights are still relevant and there are valuable pen-portraits provided for each of the following different activities: 

  • Hillwalking 

  • Long distance, waymarked routes 

  • Long distance, low level walking 

  • Mountain biking 

  • Road cycling 

  • Short distance, low level walking 

  • Snowsports 

  • Watersports 


To explore these insights further and discover actionable steps for your business, visit the Adventure tourism insights page on our website.  


As always, to discuss any of these insights or your insights needs in general, contact our Insights & Evaluation Manager, Deirdre O’Donnell, on