Adventure tourism insights

Adventure tourism insights

As we emerge from COVID-19, domestic tourism will recover first with increased demand for rural locations and outdoor pursuits. 56 Degree Insight’s Scottish Tourism Index reinforced this trend highlighting that this demand will remain high into 2022.

In late summer 2020, VisitAberdeenshire commissioned research to deepen our understanding of the profile of this market, what would motivate them to choose the North-east for their adventure tourism break and how best to communicate with this market in future campaigns?

A key finding from the research was: when prompted with a short description and some images, 85% of the sample stated Aberdeenshire was appealing as an adventure tourism destination, highlighting the real opportunity for the region.

A recent webinar focused on the very practical outputs of this research including market profiling and pen portraits of 8 different types of adventure tourism customers. You can now access a summary report and all 8 pen portraits below, helping you and your business to hone in on the particular profiles that are of most relevance to you.

Adventure Tourism in North-east Scotland: Consumer Insight Study - A Summary

Pen Portraits


If you wish to discuss the findings in further detail, or for any research enquiries, please contact our Insights & Evaluation Manager, Deirdre O’Donnell, on