Economic impact of tourism grows to £1.27 billion | ONE

• The region attracted almost 3.7 million staying visitors in 2024, up 16.9% on 2023
• Tourism directly employed 11,400 full-time equivalent jobs in 2024 across Aberdeen city and
• Aberdeenshire, an increase of 1.5% on 2023.
• Aberdeen city and Aberdeenshire welcomed over 2.59 million day visitors, up 2.8% from 2023

Latest figures from independent research conducted by Global Tourism Solutions (GTS) using the Scottish Tourism Economic Activity Monitor (STEAM) model show an upward trajectory for the region’s tourism sector.

Growth was driven by up to 3.7 million visitors staying overnight in 2024. This is also boosted by day visits, with 2.59 million visitors experiencing the region’s quality tourism and hospitality products and experiences.

Information was gathered from occupancy data and visitor attractions data, as well as intelligence from festival and events organisers, venues and transport providers to produce an aggregated overview of activity in the region in the last year.

Jennifer Craw MBE, CEO of Opportunity North East (ONE), said: "These figures reflect the positive momentum in the region's vital tourism sector, driven by the ambition and dedication of the people who work in the industry. ONE has invested significantly in the sector's growth over the past nine years, including core funding for VisitAberdeenshire and the North East Adventure Tourism project, to support economic diversification. Our region boasts high-quality attractions—from food and drink to adventure and heritage—set against a stunning backdrop of mountains, country and coast. The long-term focus on the sector’s growth, backed with action and investment, is paying dividends with more people choosing to visit and stay to enjoy the outstanding experiences on offer across Aberdeen and Aberdeenshire."

Chris Foy, CEO, VisitAberdeenshire, said: “The growth in visits is a clear indication that the Aberdeen and Aberdeenshire is becoming an established destination for both leisure and conference visits. The attractors of our natural environment, cultural heritage, and welcoming communities are supported by high quality and abundant facilities from hotels and meeting venues to innovative visitor experiences. Our mission remains to attract more visitor who stay longer, spend more, and leave happier.”

“From city to mountain to sea, the tourism sector is dynamic and impactful, supporting livelihoods and enriching lives. This progress is the result of significant public and private investment in quality infrastructure, alongside support from Opportunity North East and our local authorities for VisitAberdeenshire’s work”