VisitAberdeenshire News - May 2026
North-east Scotland Tourism Conference headlines as 2026-27 season gets underway
Spring never fails to be a dynamic time of year for VisitAberdeenshire’s team as past activity is evaluated, new insight is analysed, and projects are delivered to attract future business into our visitor economy.
We enter the 2026/7 year with a clear plan across all areas of the organisation to not only drive demand to visit the region, but also to support local businesses to collaborate and to meet that demand in what is an uncertain trading environment.
Amidst a wide-ranging programme consisting of consumer-facing campaigns, trade promotion, conference bids and invaluable research, VA will once again deliver a curated series of networking and development activities, including our biannual conference on 4 November. Please save the date!
Chris
Save the date! The North-east Scotland Tourism Conference is back
We are pleased to announce that the ‘North-east Scotland Tourism Conference’ is returning in November 2026.
We are currently curating a compelling programme for the day. In the meantime, please save the date ‘Wednesday 4 November 2026’.
If you are interested in sponsoring or exhibiting at the event, please contact Nikki Walters for more information.
More details will be announced in due course.
A collaborative welcome as 2026 cruise season begins
Cruise season 2026 is officially underway, and our Welcome to Aberdeenshire volunteers are back on the quayside offering a warm North‑east welcome to thousands of visitors arriving throughout the year thanks to our continued partnership with Peterson Energy Logistics and support from the Port of Aberdeen.
In March we launched our updated 2026 cruise visitor map, delivered pre‑season training for our volunteer team with support from a wide range of industry partners, and celebrated the first ship call of what is set to be a record season for Aberdeen.
Driving growth for Aberdeen & Aberdeenshire at VisitScotland Connect
Last month, VisitAberdeenshire’s Travel Trade team enjoyed a productive VisitScotland Connect in Glasgow, with the North-east firmly front of mind for buyers.
Alanna Fowler and Laura Wilson delivered 91 appointments, along with valuable conversations through networking and event sessions. Engagement was strong across a great mix of new and familiar buyers, including growing interest from US operators, particularly in golf tourism.
Encouraging demand was seen for MICE, group travel and high-end FIT, alongside continued confidence in Scotland as a safe destination. Rail itineraries, event-led travel and forward planning around key annual events generated particularly positive discussions.
Get in touch to explore opportunities to work with our Travel Trade team.
Beyond Products: What’s Driving Visitor Choices Today
Visitors aren’t looking for complicated plans – they’re looking for great experiences. From local food to relaxed exploration to simply watching the world go by, our annual consumer research highlights what really matters to visitors, and how businesses can tap into it.
Take a look at this holiday activities deeper dive. It really helps us understand how people want to feel, not just what they want to do.
Northern Nights returns with standout results for winter stargazing and cultural experiences
The second year of the pan-regional Northern Nights winter campaign, partnered with Caledonian Sleeper, has once again delivered strong results, driving meaningful growth in both visitor spend and satisfaction across the destination. Built around the unique appeal of dark skies and after-dark experiences, the campaign successfully showcased the area’s stargazing opportunities alongside its rich programme of cultural venues, festivals, and events.
With increased awareness and engagement, Northern Nights has helped reposition the destination as a compelling winter choice, encouraging longer stays and higher on-the-ground spending. This factsheet provides a full summary of the campaign and key outcomes.
If you have a product or experience you’d like to develop for this time of year, why not take a look at our Dark Sky Tourism resources, which includes a toolkit and webinar on creating winter visitor experiences or contact us if you’d like to discuss further.
If you want to find out more about our in-depth consumer research, the Northern Nights Campaign, or discuss any other insights needs you have, get in touch with Deirdre O’Donnell, Insights & Evaluation Manager.
Keep your business visible this season
Whether you are looking to attract cruise passengers or conference delegates, you can increase your online visibility by sharing deals, events, offers and experiences on visitabdn.com. Our website provides a free platform to help visitors discover what’s on across Aberdeen and Aberdeenshire, from seasonal highlights to year‑round experiences. Keeping listings up to date ensures your business is easy to find and part of the visitor journey throughout the season.
Upcoming VisitAberdeenshire events
- VisitAberdeenshire Presents… The latest regional insights, Tuesday 26 May, 10am – 10:45am
- Extend the visitor season with outdoor and adventure tourism workshop, Wednesday 27 May, 10am - 12pm
- Travel Trade Masterclass, Tuesday 9 June, 9:30am - 3pm
News from other organisations
Aberdeen City Council Launch Shop Fit Kit Scheme
Aberdeen City Council has announced its ‘Shop Fit Kit’ pilot to boost local economic activity by helping organisations temporarily use empty units and retail spaces in the city centre. The pilot provides fixtures, fittings and other items on a no-cost, hire basis. This project is funded by the Scottish Government through the Place Based Investment Programme. The pilot will launch on Monday 27 April 2026 with the closing date for applications being Wednesday 31 March 2027.
New regulations for fires and BBQs in the Cairngorms National Park
From 1 April to 30 September each year, fires and barbecues are banned in the National Park under the Cairngorms National Park Fire Management Byelaw (2025). Information including FAQs that can be shared with visitors can be found here.
Scotland's Agritourism Monitor Farms Programme in Aberdeenshire this month
Down on the Farm will host Scotland's Agritourism Monitor Farms next meeting on Monday 18th May, focusing on how to develop, launch and market a new rural venture.
Read more to find out what’s involved.
Free Climate Action Accelerator Programme for Tourism & Events businesses
VisitScotland’s free Climate Action Accelerator Programme is available for Scottish tourism and events businesses, offering expert-led workshops and tailored support to benchmark emissions and develop a practical climate action plan towards net zero.
Note your interest in the programme
Scottish Enterprise Net Zero Accelerator Tool
The Net Zero Accelerator tool from Scottish Enterprise helps tourism businesses understand their emissions and build a clear, practical plan to progress towards net zero through a short, tailored assessment.
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.
