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Northern Nights 2025/2026
About the Campaign
In partnership with Caledonian Sleeper, VisitAberdeenshire delivered a winter campaign, Northern Nights, focused on the region’s cultural venues, festivals, events and stargazing offer.
Winter is still a relatively new focus for VisitAberdeenshire and typically a quieter time for tourism. The campaign delivered both in terms of visitor spend and satisfaction.
Northern Nights generated £1.28m attributable spend to the region.
Shifting Perceptions
The results really helped shift perceptions and highlight the opportunity for future winter promotions in general, as well as focusing on dark skies and nighttime experiences.
- 92% agreed the region is a great place to enjoy the night sky.
- 77% stated the content and imagery inspired a visit.
- 72% agreed Caledonian Sleeper is a good way to travel to/from Aberdeen.
84% of visitors rated their destination experience as an 8, 9 or 10 out of 10.
Explore the Full Results
Dig deeper into our results, exploring what the campaign made people think, feel and do. Our factsheet is a 5-minute read and ready to share with your network. You will also find a link to last year’s Northern Nights headline results.
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