KEY TOURISM INSIGHTS

The region's Destination Strategy 2018-2023 states that we will develop the visitor economy to provide a sustainable contribution to the prosperity of the North-east of Scotland. To achieve this, we have set a collective ambition to grow visitor spend in Aberdeenshire to £1 billion per year by 2023. It is important to understand if we're on target to realise this objective, and where improvements can be made. A series of high level KPIs have been developed to measure the performance of the tourism sector in Aberdeenshire, and these are monitored and reported on within this section.

This section gives us an overview of our international and domestic visitors, including where they come from, how long they stay for and what activities they enjoy taking part in whilst they're here. The majority of the data in this section is taken from the International Passenger Survey (IPS) and the Great Britain Tourism Survey (GBTS), account managed by VisitScotland. Where possible, we will also provide data on specific markets and sectors, for example the Scotland Golf Visitor Survey.

This section provides insights into perceptions of the region from both visitors and non-visitors perspectives. It also explores findings from our regional visitor survey work, what do our visitors think, how do they rate their experiences and what they do when here? Also included here are the top-line regional findings from VisitScotland's 2015 & 2016 Visitor Survey.

Within this section we aim to summarise data and insights provided by the tourism businesses within this region. This includes the top level findings from the VisitScotland Tourism Barometer. It will also include results from any specialist research VisitAberdeenshire undertakes with industry. 

This section focuses on RevPAR and Occupancy data produced on VisitAberdeenshire's behalf by STR Global. These data ports focus on weekend data only due to the nature of the KPIs set out within the Destination Strategy 2018-2023. Please note: Only VisitAberdeenshire has the rights to share this STR data. Other parties have no rights to republish or disseminate the STR hotel data.