Seventh Tourism Game Changer cohort graduate | ONE

Graduates of the Tourism Game Changer business growth programme have completed the latest round of the pioneering sector development initiative.

Since its inception in 2018, more than 60 businesses have benefitted from the programme, delivered by Opportunity North East and VisitAberdeenshire.

The programme helps businesses identify target markets, understand consumer needs and supports businesses to tailor services to reflect the experiences that visitors seek. Participants leave with a growth plan for their business.

The latest businesses graduating include: Ardoe House Hotel and Spa, Balmoral Game Ltd, Braemar Castle, Garioch Heritage Centre, Glenkindie Estate, Hogholm Farmhouse, Inspiration Property Services, Logie Newton Farm, Lodges and Events, Milton of Crathes and Leys Estate Group, Sweet Donside Cabins & Sweetheart Cottage, The Pastry Academy and Wildfall.

This year, part of the programme was funded by the UK Shared Prosperity Fund through Aberdeenshire Council.

Jennifer Craw MBE, Chief Executive of Opportunity North East (ONE), said: “Investment in tourism has created a key sector in the region worth £1.2 billion, which draws on our spectacular natural environment, world-class adventure tourism assets, premium food and drink, and diverse cultural and historical attractions. Since 2018, the Game Changer programme has supported more than 60 businesses to identify priority markets, understand their customer needs, and develop products and services tailored to meet the expectations of discerning visitors. The programme is part of continuing ONE action and investment in tourism to attract more visitors to stay longer and strengthen and diversify the economy, which includes the North East Adventure Tourism project and core funding to VisitAberdeenshire.”

Lynne Tutt, owner of Game Changer participant Wildfall, said: "The Game Changer programme was an invaluable experience for me. It provided practical tools and strategies that I could immediately apply to my business, even though it’s still in the early stages. The workshops were engaging and informative, and the guest speakers offered insights that truly expanded my understanding of the tourism industry. I wouldn’t hesitate to recommend this course to anyone looking to grow their business."  

Applications for the 2026 edition of the programme will open later this year.

Chris Foy, Chief Executive, VisitAberdeenshire, said: “The programme equips businesses with the practical tools and know-how to take bold steps towards growth.

“The North-east is synonymous with creativity, innovation and entrepreneurship and the more tourism businesses that take part in the annual programme only further strengthens the region’s product offering for visitors.”

Councillor Gillian Owen, Aberdeenshire Council Leader, said: “We were delighted to continue our support of the Tourism Game Changer business growth programme graduation with funding from the UK Shared Prosperity Fund. It really is heartening to see so many tourism-related businesses participating in this programme and receiving such valuable expert advice and support to develop their ventures.

“There is no doubt that the tourism sector continues to face challenges in the current economic climate, but with the backing of this programme and the support of both our local communities and visitors, I am sure it has a very bright future across Aberdeenshire.”