Tall Ships festival fuels strong year for North-east tourism
Pulling power of Tall Ships fuelled the growth of North-east tourism during 2025
- Day visits grew by 33.4% in 2025 driven by a surge of visitors to Aberdeen in July coinciding with the Tall Ships festival.
- Overall economic impact of the sector was £1.375bn, an inflation-indexed increase of 4.5%
- Tourism directly employed 11,700 full-time equivalent jobs in 2025 across Aberdeen city and Aberdeenshire
New analysis of tourism data from 2025 has highlighted the power of major events to support the North-east visitor economy as the Tall Ships festival and cruise arrivals contributed towards a bumper July for the region.
Day visits soar as major events attract new audiences
Latest figures from independent research conducted by Global Tourism Solutions (GTS) using the Scottish Tourism Economic Activity Monitor (STEAM) model show double digit year-on-year increases in day visits throughout the region during the summer period, crowned by a phenomenal 188% increase into Aberdeen City in July. This outcome was fuelled by the collective effort of city and regional partners to secure, and then deliver the Tall Ships festival, and by an increased number of cruise arrivals.
In addition to a bumper July, three out of the four quarters recorded day visitor growth, underlining the importance of year-round festivals and events in driving sustained day visitor demand. The region also welcomed more than 3.6 million staying visitors in 2025, maintaining the strong levels of demand seen in 2024.
Information was gathered from occupancy data and visitor attractions data, as well as intelligence from festival and event organisers, venues and transport providers to produce an aggregated overview of activity in the region in the last year.
Partners highlight tourism’s growing economic impact
Chris Foy, CEO, VisitAberdeenshire, said: “With increasing pressures on household budgets in the UK and in key source markets, it is encouraging that the North-east held its ground in a highly competitive market last year. While the growth in days trips demonstrates the importance of major events, the lion’s share of the economic impact continues to be driven by overnight visits which account for 80% of the £1.375bn total. The ambition remains to grow the visitor economy through initiatives that will drive longer stays and greater spend across the region. Looking ahead to next year, and beyond, the arrival of WRC Rally Scotland will provide a further catalyst for growth”
Commenting, Jennifer Craw MBE, Chief Executive of Opportunity North East (ONE), said: “These figures highlight the growing strength and value of the North-east visitor economy. Tourism is a key economic opportunity for the North-east, supporting jobs, attracting investment and helping diversify the regional economy”
“The region is a compelling proposition for UK and international visitors — from adventure tourism and outdoor experiences to internationally recognised events, food and drink, heritage and culture — all set within a world-class natural environment. Major events such as the Tall Ships, NEXO Championships and the upcoming WRC Rally Scotland create opportunities to attract new audiences and encourage longer stays, while the continued growth of adventure tourism highlights the strength of the region’s year-round appeal.
“ONE will continue working with partners across the public and private sectors to support sustainable tourism growth and help ensure the visitor economy delivers long-term economic and social benefit for communities across the North-east.”
Julie Wood, Chief Officer for City Development and Regeneration at Aberdeen City Council, said: “This growth underlines the impact of sustained investment and strong partnership working in positioning Aberdeen as a destination of choice. Aberdeen City Council is investing significantly in the city’s future – through the £200 million City Centre and Beach Masterplan and by securing major events such as the Tall Ships and, from next year, the World Rally Championship. These actions are transforming how the city is experienced by residents and visitors alike, showcasing our culture, heritage, architecture and natural environment. As a result, Aberdeen and the wider North-east are increasingly recognised as a must-visit destination, supporting jobs, driving economic growth and enhancing our global reputation.”
Cllr Alan Turner, chair of Aberdeenshire Council’s Infrastructure Services Committee, said: “It is hugely encouraging to see tourism across the north-east of Scotland continuing to go from strength to strength, with the latest figures highlighting both a rise in visitor numbers and a significant boost to our regional economy.
“This sustained growth is no coincidence. It reflects the strong partnership working between councils, industry and organisations such as VisitAberdeenshire, whose continued innovation and targeted marketing are helping to showcase the very best our region has to offer and strengthening our visitor economy and supporting local businesses to grow and thrive.
“Major events have also provided a powerful platform to attract new audiences and drive economic impact, with highlights such as the return of the Tall Ships to Aberdeen demonstrating the enormous appeal of the north-east on an international stage. Looking ahead, we are incredibly excited about what is to come. The arrival of the FIA World Rally Championship to Aberdeen and Aberdeenshire represents a landmark moment for the region. This globally recognised event will not only bring thousands of visitors but will showcase our stunning landscapes, vibrant communities and warm hospitality to a worldwide audience. It promises to deliver a substantial boost to our economy while inspiring future generations and creating a lasting legacy for motorsport and tourism alike.”
Bob Sanguinetti DL, CEO, Port of Aberdeen, said: “The Tall Ships Races attracted hundreds of thousands of visitors to the city and put Aberdeen back on the world stage for hosting large events. Alongside that, we continue to see year-on-year growth in cruise calls and guest numbers, with 75 ships and up to 57,000 guests this year, supporting local businesses and communities from the heart of the city to the shire. Together, they demonstrate what we contribute to the North-east visitor economy, and we are committed to playing our part for generations to come.”
Adrian Watson, Chief Executive of Aberdeen Inspired, said: “These very welcome figures demonstrate beyond doubt the growing impact of the tourism sector as a major driver in the economy of Aberdeen and the north-east, a trend we want to see continue and grow.
“The Tall Ships was also a masterclass in what can be achieved when partners and stakeholders work together with the shared goal of making Aberdeen the best it can be and a route map for the north-east’s future prosperity”
Mr Foy continued: “From mountain to city to sea, the North-east tourism sector is dynamic and impactful, supporting livelihoods and enriching lives. Continued progress is the result of significant public and private investment in quality infrastructure, alongside support from Opportunity North East and our local authorities for VisitAberdeenshire’s work”.
Sign-up
Your go-to resource for the latest news, insights and updates for tourism and hospitality businesses across Aberdeen and Aberdeenshire. Stay informed about events, workshops and opportunities to help your business thrive in the region’s vibrant visitor economy.
