When Covid-19 restrictions are relaxed, domestic tourism will recover first with increased demand for rural holidays and outdoor activities. This demand is forecast to remain high in 2022.
Adventure tourism was the UK’s fastest-growing sector before the pandemic and was worth more than £75 million a year to Aberdeenshire and Aberdeen. The market opportunity will be essential for the industry in recovery and growth.
New consumer and market insights are now available to help businesses in the region better understand this market, including what motivates visitors to choose north east Scotland for their adventure tourism breaks and how best to communicate to them. VisitAberdeenshire commissioned the research as part of the North East Adventure Tourism (NEAT) project.
Opportunity North East (ONE), Scottish Enterprise and Aberdeenshire Council are currently co-funding the next phase of NEAT development to increase the value of adventure tourism in the region over the next five to 10 years, with support from VisitAberdeenshire. The goal is to secure a more significant share of this high-value UK tourism market. The project will encourage more visitors to stay in the region longer because of the range and quality of adventure activities on offer.
You can view a recent webinar on the research findings here.
Or access detailed insights on adventure tourism customers with specific interests here, including:
- Hillwalking
- Long-distance waymarked routes
- Long-distance, low-level walking
- Mountain biking
- Road cycling
- Short distance, low-level walking
- Snowsports
- Watersports
If you work in the tourism sector and are interested in being part of NEAT, please contact Will Clarke, NEAT project coordinator, by email at will.clarke@scottishcycling.org.uk.
Adventure tourism is worth £75 million a year to north east Scotland.
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Opportunity North East Ltd
11 Queens Gardens
Aberdeen
AB15 4YD