VisitAberdeenshire has published its annual review, demonstrating the DMO’s work to support the growing sector during the 2023/24 financial year.
The regional tourism agency documented the impact of its campaigns and the efforts of its Aberdeen Convention Bureau. Additionally, it highlighted its innovative tourism development programme, which supports businesses in scaling up by providing insights into trends, sustainable practices, accessibility for disabled visitors, and guidance on creating bookable products for the travel supply chain.
In 2023, VisitAberdeenshire upscaled its volunteer scheme to enhance the visitor experience for cruise passengers arriving in the city. The Welcome to Aberdeenshire volunteer scheme was created to deliver a memorable first impression of the destination among cruise visitors.
Recent data from independent research conducted by Global Tourism Solutions (GTS) using its Scottish Tourism Economic Activity Monitor (STEAM) model highlighted that tourism in the North East of Scotland was valued at over £1.1 billion in 2023 alone, with VisitAberdeenshire playing an active role.
Chris Foy, CEO, VisitAberdeenshire said, “I am immensely proud of the contribution that the VisitAberdeenshire team made towards a successful 2023 for North East tourism, with many of the hard yards put in in the preceding years to establish our region as a destination of choice for UK and inbound visitors.
“We built a resourceful, focussed team throughout 2023, with the skills to deliver our own programme of activities and to lead on the implementation of the Destination Strategy. New leadership for the Convention Bureau brought a clear focus to promote the region and strengthen the bid ambassador pool. The Tourism Development team’s continued focus on supporting local business to grow and meet demand generated by our marketing activity that has driven business from visitors and trade buyers alike and attracted the attention of travel media and new campaign partners.”
VisitAberdeenshire’s Convention Bureau worked with partners, including P&J Live, to successfully win large-scale conferences worth almost £12 million, equating to 43,655 bed nights.
Chris Foy added, “By working in collaboration with venue partners, our universities and academics, Aberdeen Convention Bureau demonstrated the calibre of the city as a conference destination, securing a pipeline of business benefiting Aberdeen and beyond.
“The outcomes directly related to VisitAberdeenshire’s work include £3.95 million of visitor spend stimulated from our own promotional channels alone and a quality rating of 90% given by local businesses for the work of our Tourism Development Programme. These examples demonstrate the value of effective measurement and analysis. It shows us where there is more to do and when, setting the scene for a creative and effective programme of work in 2024.
“Our vision is to be the leading destination organisation in Scotland, increasingly recognised for growing the visitor economy through bold and dynamic initiatives. We look forward to another fruitful year supported by our talented team of industry experts.”
VisitAberdeenshire is funded by Opportunity North East, Aberdeenshire Council, and Aberdeen City Council. In 2023/24, it will be supported by grants from the UK Shared Prosperity Fund for specific projects.
The annual report highlights include:
- £3.95 million of visitor spend directly attributable to the impact of VisitAberdeenshire’s owned channels – social media, newsletters and website.
- More than £2 million of visitor spend attributable to five marketing campaigns, including almost £500,000 as a direct result of a partner campaign with Caledonian Sleeper.
- Aberdeen Convention Bureau secured 10 conferences for future years, worth almost £12 million, with over 12,000 delegates and 43,655 bed nights in the region.
- 318 volunteer hours were recorded during 2023 by 17 volunteers, greeting 21 cruise ships.
- 186 business advice sessions were delivered, with 350 attendees at Tourism Development programme workshops and webinars.
- Four golf familiarisation trips with golf operators took place, generating future bookings.
Click here to read the full annual review.
