Welcome to VisitAberdeenshire's insights dashboard, an evolving, interactive home for tourism data relating to the North-east of Scotland. Our dashboard provides a dynamic view of the current tourism landscape within the region and also the wider visitor economy. 

It is a practical tool which will help you to understand how the industry is performing and can assist you with your business decisions and direction. In some cases, it's a data snapshot, in others, we provide trend data so you can see shifts over time. 

We will update the Dashboard on a regular basis when we have new data available, ranging from regional data drawn from national surveys to our own commissioned regional work. If you're looking for a piece of information and you don't see it on here, or want to discuss a particular sector, email us on

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Regional Key Performance Indicators

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.

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Who is the Aberdeen and Aberdeenshire Visitor?

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.

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The Accommodation Sector

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.

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