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About us
Our strategic priorities
VisitAberdeenshire’s activities are guided by four key themes, each informed by market insight and industry engagement:
- Market development – Increasing awareness and visits to the region through year-round marketing and promotion, with a focus on high-value and growth markets.
- Business growth and innovation – Supporting tourism businesses to adapt, develop and enhance the visitor experience through targeted development initiatives.
- Sector leadership – Acting as an informed and credible voice for the regional visitor economy, representing the sector’s interests locally and nationally.
- Business transition and corporate performance – Maintaining operational excellence, sound governance and long-term financial sustainability.
Purpose
Our core purpose is to generate demand for both leisure and conference visits to Aberdeen and Aberdeenshire, and to support local tourism businesses to develop the products, services and experiences that meet that demand. Our remit combines destination marketing and destination development, ensuring a balanced focus on both growing visitor numbers and strengthening the region’s tourism capacity.
The visitor economy in Aberdeen and Aberdeenshire
Tourism remains one of Scotland’s key economic drivers, with the North-east offering significant potential for further growth. The sector continues to adapt following the challenges of recent years, supported by the “Destination Aberdeen & Aberdeenshire: Framework for Growth 2022–2030”, which sets out a shared ambition to increase the region’s competitiveness and visitor appeal.
Aberdeen and Aberdeenshire offer a diverse and high-quality tourism product, encompassing world-class conference and event facilities, heritage attractions, adventure and outdoor experiences, and a strong hospitality offer. The region’s distinctive assets, including 263 castles, nine National Trust for Scotland properties, and more than 50 golf courses, underpinning its reputation as an exceptional place to visit for both leisure and business.
Vision
Our vision is to be Scotland’s leading destination organisation, recognised for driving sustainable growth through bold, data-led and collaborative initiatives that deliver measurable impact for the regional economy.
Meet the team
Discover the teams behind VisitAberdeenshire and how they support the region’s visitor economy.
Meet our Board
Our Board provides insight and leadership to help Aberdeen and Aberdeenshire thrive as a top visitor destination.
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Volunteers
Help visitors discover the best of Aberdeen and Aberdeenshire while supporting your community through the Welcome to Aberdeenshire Volunteer Programme.
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Our Activity & Impact
Discover how VisitAberdeenshire drives tourism growth, supports local businesses, and contributes to the region’s economy and visitor experience.
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Sponsorship & Corporate Partners
We collaborate with businesses that share our passion for the North-east, creating bespoke partnerships that support tourism growth, wellbeing and local impact.
Read MoreOur Commitment
As a not-for-profit company limited by guarantee, we operate with transparency and accountability, reinvesting any trading surplus directly into initiatives that enhance the regional tourism offer. We work inclusively with public and private sector partners, engaging all those with an interest in the visitor economy through our communications, events, and development programmes.
Values
At VisitAberdeenshire, we work collaboratively across teams and with industry partners, valuing insight and guidance from our stakeholders and Board. We are ambitious, creative and forward-thinking, empowering our people to bring fresh ideas and inspire bold approaches. We act responsibly, taking an inclusive and environmentally conscious approach rooted in insight and the needs of our audiences, while supporting local wherever possible. Above all, we are empathetic – listening, responding, and working positively and respectfully with colleagues, partners and our wider community.
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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.
