Ambitious Blueprint for Tourism Growth Launched

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 the year 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 achieve the targets set by the end of the decade.

Chris Foy, Chief Executive, VisitAberdeenshire said: “The Framework for Growth has been designed to inform decisions across a wide spectrum of companies and organisations in the visitor economy and doesn’t belong to one single body. It identifies the opportunities that the north-east can seize upon and recognises the challenges ahead. We’re not starting from scratch but looking to how we can build on our many strengths and sizeable achievements since 2018.”

Jennifer Craw, Chief Executive of Opportunity North East, said: “Tourism has a vital role to play in delivering a diversified and resilient economy in north east Scotland. Food tourism and adventure tourism are priority growth markets for the region. Transformational projects led by ONE with industry and partners are developing unique visitor experiences across Aberdeenshire and Aberdeen, from iconic food and drink at source to adventure sports. These projects support industry’s sustainable growth ambition.”

Aberdeen City Council Operational Delivery Convener, Councillor Miranda Radley said: “Tourism is important to Aberdeen and the North East’s economy and is one of the markets which has been identified as a growth sector for our area. We welcome the new Framework and hope it helps tourism businesses in the city and wider area.”

Paul Macari, Head of Planning and Economy at Aberdeenshire Council, said: “Pre-pandemic, the annual direct tourism expenditure across Aberdeenshire contributed more than £730 million to the local economy. With some 1,400 diverse businesses supporting around 18,500 jobs, our region has demonstrated it is a real powerhouse when it comes to offering a superb offering to visitors to the north-east.

“Our region boasts a wealth of beautiful towns and villages which continue to offer a wide range of retail, hospitality and leisure businesses and activities for both residents and visitors alike to enjoy all year round. After such a challenging time for all these businesses during the past two years, I am confident that this new strategy from VisitAberdeenshire will significantly focus even greater attention on the region and help us showcase the wealth of services, attractions and events we offer throughout the year.”