VisitAberdeenshire News - March 2026
Thank you to everyone who took part in our recent business survey. Insight from a wide range of businesses on both demand-side and supply-side issues is incredibly useful as we head into spring and the season ahead. A summary of findings is captured in this update.
Demand-side insight continues to inform the key messages that are woven into VisitAberdeenshire’s promotional and development activity.
In response to a significant number of responders citing the challenge of non-domestic revaluations, VisitAberdeenshire Chair, Stephen Gow, and myself have written to North-east MSPs to highlight the North-east situation. This supplements the nationwide insight on the matter sourced by other bodies. In addition, VA will also host a webinar for local businesses on this subject later this month. A chartered surveyor will provide more insight into why the changes are taking place, the rationale behind the new values and action that can be taken with regard to appeals and negotiation.
Chris
Spring Business Survey. Headline Results and Action.
February’s survey drew 116 responses from a broad mix of tourism and hospitality operators across Aberdeen and Aberdeenshire, with the top responding categories being visitor attractions/experiences, self-catering businesses, hotels, tour providers and activity operators. Survey responses highlight clear structural pressures on both the supply and demand sides heading into Summer 2026.
Supply-side barriers are dominated by cost escalation – 86% of respondents stated the rising cost of doing business will be a significant barrier during Summer 2026. Businesses report sustained increases in operating costs, including wages, employer on-costs, utilities, and non-domestic rates, alongside broader inflationary pressures across goods and services. Regulatory and compliance requirements are also cited as adding complexity and cost.
Demand-side barriers centre on constrained consumer spending and general consumer caution - 84% of respondents said cost of living pressure will be a significant barrier during Summer 2026. These cost-of-living pressures are dampening discretionary travel and hospitality spend. Perceived destination affordability and wider economic uncertainty are influencing purchasing decisions, particularly in domestic markets.
The Food and Drink Opportunity: At a Glance
VisitAberdeenshire’s annual consumer research explores UK visitor motivations in depth: how they choose where to go, what they like to do, and how they feel about destinations.
Each month (from February to June), we will focus in on key areas that are particularly important to the region. For March, we’ve extracted some of the key food and drink findings.
People love food and drink – and they want to do more than just taste it! Read the activities visitors are interested in experiencing and think about the products and experiences you have or could offer that let customers taste, learn, and take home something special.
Howdens Support Tourism Forum 2026 With New Partnership
We’re excited to share a new corporate partnership between Howden and VisitAberdeenshire to support our 2026 Tourism Forum programme. This sponsorship brings together two organisations with a shared commitment to strengthening the region’s visitor economy and supporting the businesses that power it.
The Tourism Forum plays a vital role in understanding the needs and priorities of local tourism businesses as well as communicating and tracking implementation of the wider Destination Strategy, helping businesses navigate change, seize opportunities, and build resilience for the future. Having Howden on board adds real strength to the programme, with their specialist expertise in risk, protection and tailored insurance solutions. Thank you to Howden for their support.
Reach More Visitors. Drive More Bookings
VisitAberdeenshire is offering a bespoke advertising opportunity for a limited number of businesses looking to reach visitors planning their next golf getaway in the region.
This four-week campaign running in May 2026, is designed to help businesses increase visibility, inspire bookings and connect with highly engaged audiences.
What’s included:
- Your business featured in a dedicated golf blog hosted on our website and promoted across Facebook and Instagram
- Featured listing on visitabdn.com, seen by 34,600+ monthly website visitors
- Inclusion in our golf e-newsletter sent to 139,000+ engaged subscribers
- Your offer highlighted on visitabdn.com throughout the campaign
Get in touch with Gemma Laing, Advertising Sales Executive to find out more and book your space today.
Investing in Young Talent: The Impact of Foundation Apprenticeships
As we mark Scottish Apprenticeship Week (2-6 March 2026), it’s an opportunity to reflect on the real value of Foundation Apprenticeships not only for young people, but for the organisations that support them.
At VisitAberdeenshire, we are proud to host Foundation Apprentices through North East Scotland College (NESCol), and this year marks the third consecutive year we have supported the programme. Designed as a blend of school, college and work-based learning, Foundation Apprenticeships provide meaningful, hands-on experience while pupils continue their studies.
This year, we have welcomed Amelie Robertson into our Tourism Development team and Oliver Raine into our Marketing team.
Foundation Apprenticeships are about genuine contribution, not observation. Both pupils have been embedded within live projects, gaining insight into how strategy translates into delivery across tourism development and destination marketing.
Upcoming VisitAberdeenshire Events
NEWS FROM OTHER ORGANISATIONS
Business Essentials with VisitScotland
Build your knowledge with straightforward introductions to key topics that will help you grow and strengthen your business.
VisitScotland ‘Business Essentials: Webinars’ series offers short, free sessions with practical overviews and actionable insights you can use right away.
Register for upcoming sessions on preparing for travel trade shows and understanding Package Travel Regulation. Catch up anytime on digital optimisation, inclusivity and accessibility, reaching new markets and travel distribution essentials.
At just 10-20 minutes, these bitesize sessions are easy to fit into a busy day.
Putting The North-east’s Cultural Heritage on The Map
Call for Submissions: Living Heritage in the UK
Communities across the North-east are invited to showcase local traditions as part of the UK’s new Inventories of Living Heritage, developed under the UNESCO Convention on Intangible Cultural Heritage.
These inventories aim to recognise and support cultural traditions that are still practised today. From food and drink heritage to crafts, customs and traditional sports, this is an opportunity to raise the profile of local traditions that shape regional identity.
The first Expression of Interest deadline is 27 March 2026. Please feel free to share this with your network.
Opening in 2026, The Nook in Marischal Square, Aberdeen.
Aberdeenshire locals and visitors alike will soon be able to access free mental health and wellbeing support courtesy of a new walk-in hub from SAMH (Scottish Action for Mental Health).
Construction work is now well underway at The Nook in Marischal Square, Aberdeen, where anyone will be able to access stigma-free support, seven days a week, in a space specifically designed to feel like home.
It doesn’t matter where you live or what you’d like to talk about: anyone will be welcome through the door to chat with our friendly, qualified team, or to sit and relax with a cuppa if they aren’t quite ready to chat just yet.
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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.
