Adventure tourism drives growth in visitor economy | ONE

With its breathtaking natural assets—from mountains to stunning coastline—and a burgeoning network of over 100 adventure tourism businesses, the region aims to create up to 500 new jobs and attract an additional £120 million in visitor spending by 2030.

Over the past five years, the North East Adventure Tourism (NEAT) project has invested £3.2 million of public and private sector funding into the region, resulting in iconic infrastructure, increased participation, and a surge in visitor numbers. This investment has upskilled individuals within the sector and established a strong international reputation for North East Scotland as a go-to adventure hub. Of this investment, more than £2 million was secured by Opportunity North East (ONE) from the Scottish Government's Just Transition Fund.

Launched in 2019, NEAT is spearheaded by ONE in collaboration with key partners, including businesses in the sector, Developing Mountain Biking in Scotland, Aberdeenshire Council, VisitAberdeenshire, and the Cairngorm National Park Authority. Together, they are revolutionising the adventure tourism experience in the region.

Notable projects backed by NEAT include the creation of multi-award-winning mountain bike trails and essential amenities at Tarland Trails' Pittenderich site, which drew in a staggering 40,000 users in under a year. The Huntly Development Trust has made significant strides with a newly established cycle pump track and water sports facilities at Greenmyres Adventures. Transition Extreme on Aberdeen's vibrant beachfront has enhanced its offerings with a state-of-the-art pump track, high ropes course, new café, and improved outdoor spaces.

The NEAT investment goes beyond infrastructure. A £160,000 training fund empowered 90 individuals and supported 30 local businesses. Additionally, grant funding has enabled accommodation providers to upgrade facilities for adventure tourists and launched exciting new events. Last year alone, over 75,000 visitors explored NEAT-supported facilities, and NEAT-sponsored events have generated nearly £500,000 in visitor spend.

Events and marketing campaigns have significantly elevated the region's profile in both UK and international markets, reaching adventure enthusiasts across mainland Europe and North America. Notably, Aberdeenshire was crowned the best destination for the third consecutive year at the prestigious 2024 Scottish Mountain Bike Awards.

Jennifer Craw MBE, CEO of ONE and chair of the NEAT steering group, emphasises the initiative's success: “The region’s ambition is to be a world-class adventure tourism destination with iconic attractions and experiences. We’ve made great progress in five years, working with the sector and partners. The region’s profile is at an all-time high, and we are attracting tens of thousands of visitors, who stay longer and spend more. We’ve achieved this by working with businesses to help them understand their customers and provide the attractions, services and products that resonate with adventure seekers.

“We have created a really impactful delivery model in NEAT and aim to sustain momentum. Targeted action and investment, achieved with relatively modest sums, have delivered significant economic impact. There’s more to do and ONE continues making the case for funding and resources to realise the adventure tourism ambition and grow the visitor economy.”