In celebration of World Earth Day 2025, we are delighted to spotlight some of our members who have placed sustainability and responsible tourism at the heart of their business.
VisitAberdeenshire is the DMO for Aberdeen and Aberdeenshire, promoting visitor experiences in north-east Scotland and supporting the travel trade to grow tourism in the region. In this feature, VisitAberdeenshire discusses its sustainability mission, the tools it offers to businesses, and how engaging local communities can help shape responsible tourism.
What does sustainability mean to VisitAberdeenshire and why is it so important?
For VisitAberdeenshire, sustainability means creating long-lasting benefits for visitors, local communities, and the environment. VisitAberdeenshire believe that tourism, when managed responsibly, should not only provide economic value but also protect our natural surroundings so that future visits are enriched. That’s why VisitAberdeenshire made sustainability a core part of its mission. It guides how we operate internally and support the tourism businesses in our region. VisitAberdeenshire is committed to building a tourism sector that is inclusive, resilient, and ready for the future.
How important is your role as a DMO in influencing sustainable practices amongst tourism businesses in the region?
As a Destination Management Organisation, VisitAberdeenshire supports businesses towards more sustainable practices. Through resources like the Responsible Tourism Toolkit, VisitAberdeenshire offer businesses practical tools, real-world case studies, and one-to-one support to help them develop their sustainable strategies, extending the brief to accessible tourism too. By equipping them with the insights and guidance they need, we can help them take meaningful action, ultimately raising the standard of responsible tourism across the region.
Can you share an example of a successful sustainability initiative?
In addition to the Responsible Tourism Toolkit, one initiative we’re especially proud of is our ‘Welcome to Aberdeenshire’ volunteer programme, launched in 2023. This initiative invites residents to welcome cruise visitors to our region. It’s a brilliant example of community-driven tourism. Our volunteers share local culture and stories with visitors, enriching the experience while reducing reliance on commercial services. It’s also helped strengthen community pride. We’ve seen firsthand how involving the community directly can create more authentic, sustainable tourism experiences that our visitors love.
How do you measure the impact of your sustainability efforts?
Within VisitAberdeenshire, one member from each team sits on the Responsible Tourism group. This group developed an organisational tracker that maps VisitAberdeenshire’s initiatives against the UN Sustainable Development Goals (SDGs). This allows the group to monitor each team’s activity impact and ensure VisitAberdeenshire contributes to sustainability targets. The Responsible Tourism group regularly reviews this tracker, helping VisitAberdeenshire stay accountable and responsive. It’s a practical way to ensure efforts are focused, measurable, and aligned with the regional Destination Strategy.
The Responsible Tourism group have just completed its first Responsible Tourism Report for 2024/25 business activity to highlight the work VisitAberdeenshire has completed within the Responsible Tourism space. This report will be produced yearly to illustrate our initiatives and how they contribute towards UNSDGs.
How do you educate and encourage visitors to the region to travel more sustainably?
VisitAberdeenshire leads by example and works to create a culture that encourages sustainable choices. We actively promote greener travel options – such as cycling, electric vehicles, and public transport – as part of our organisational practice across our website and communications. The team also support local businesses in offering sustainable experiences to visitors. Initiatives like the volunteer programme are key in educating visitors through personal, meaningful interactions.
By creating a welcoming and values-led environment, VisitAberdeenshire gently encourage visitors to think about the impact of their choices and adopt more sustainable behaviours. We have also hosted press visits where travel writers specifically wish to use low-carbon travel options, and we track the importance of sustainable travel options to our visitors in our annual consumer survey.
What can the industry do better to encourage and promote sustainable travel?
VisitAberdeenshire believes the industry can do more by collaborating, sharing knowledge, and taking a unified approach to sustainability. From our experience, we’ve seen the difference that practical tools, real-life case studies, and educational support can make in helping businesses feel confident about adopting sustainable practices. The more we work together – across sectors, communities, and regions – the more impact we can have. Sustainability should be part of every touchpoint in tourism, from planning and transport to hospitality and experiences.
What government support does the industry need to ensure sustainable travel becomes the norm?
VisitScotland has been very much at the vanguard of responsible tourism practices, which has helped to raise the profile of the benefits to businesses. However, whilst government-funded agencies can deliver initiatives that supply-side organisations can engage with, demand will ultimately lead to significant change in consumer choice and practices. While there remains a gulf between consumer intentions and practice, change is being driven by intermediaries such as conference organisers and tour operators who can effectively make sustainable choices on behalf of their clients.
