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Article published 19/07/2023

Introduction from David Jackson, Regional Director

Welcome to the April to June 2023 quarterly edition of our regional industry update for Moray Speyside with an overview of some of the ways we’ve been promoting and supporting tourism in the area over the last few months.

Read on for more information on our activity to support tourism and events in Moray Speyside, and promote the fantastic things to see, do and enjoy across the region.

Still Spirit, a whisky shop and tasting room near Ellon in Aberdeenshire, receives a five star Quality Assurance award from Regional Director, David Jackson

Still Spirit receives a five star Quality Assurance award from Regional Director David Jackson. Image credit: VisitScotland

With the season almost in full swing, we are hearing encouraging signs from tourism and events businesses about the season ahead. We know that challenges certainly remain for you all, however as the schools break up for the summer holidays, the appetite for holidaying in Scotland is strong, from both the domestic and international markets. The recent sunny, warm weather is an added bonus! 

The region is already buzzing with events, from the Spirit of Speyside Whisky Festival and Gordon Castle Highland Games and Country Fair to the recent SeaFest week in Lossiemouth.

One of the big tickets for this summer is the UCI Cycling World Championships which are just around the corner. The eyes of the world will be on Scotland as it hosts the event, so businesses should get ready to capitalise on the potential new visitors this will bring.

Scotland and UK media

We work closely with Scottish and UK media to raise awareness of our work to promote Moray Speyside to visitors, and how we offer support for the industry. Some of the most recent highlights include:

Key statistics on social media

1.4 million

reached through Moray Speyside content across all channels


engagements with Moray Speyside content


reactions to Moray Speyside content across all channels

Top performing Moray Speyside post

The top performing post reached an audience of 241,000 and featured a Highland coo from Fogwatt near Elgin.

Highland Coo, from Fogwatt in Moray Speyside

Facebook post with Highland Coo at Fogwatt, Moray Speyside

Moray Speyside on

Blogs are a way to reach potential visitors to Moray Speyside through a range of targeted online content, which matches experiences visitors are searching for. 

The following are just some of the new and recently updated content featuring the region:

Spey Bay, Moray SpeysideSpey Bay on the Moray coast. Image credit: VisitScotland / Kenny Lam

Scotland's Year of Stories evaluation

The results from the latest Themed Year, Scotland’s Year of Stories 2022, have now been published. Our new report highlights the significant benefits it brought to Scotland and its communities.

Over 1.4 million people attended a total of 201 funded events which were designed to share and celebrate Scotland’s stories.

Find out more about the full impact of Scotland's Year of Stories 2022 with key insights, learnings and results.

Read the full evaluation

Future Themed Year

We're asking for your help to scope out options for a future Themed Year. Our Themed Years celebrate the very best of Scotland and its people.

Take part in our survey – it’s open until 20 July 2023.

Share your thoughts today

Travel Trade activity

We ran a familiarisation trip for 10 key international tour operators as part of the Spirit of the Highlands and Islands (Spirit) project as part of VisitScotland Connect 2023 in April.

This spirit dedicated familiarisation tripshowcased the natural and cultural heritage of the region to key international and UK buyers.

The itinerary showcased Moray Speyside destinations, including:

  • Blervie House
  • Elgin Cathedral
  • Johnstons of Elgin
  • The Stotfield Hotel


Other content our Intermediary Marketing team have featured Moray Speyside across:

  • Moray Walking & Outdoor Festival featured in a Weibo post in June

  • Speyside whisky featured in a WeChat article in May

  • regional responsible itineraries, included as part of a welcome programme to around 3000 North America travel advisors

  • regional golf itineraries included as part of a welcome programme to around 3000 North America travel advisors 

  • Speyside wildlife featured in a market update webinar to the North America Market in May

  • seven businesses included in VisitScotland Connect 2023 familiarisation trips in April 

Woman folding Burberry scarves at Johnstons of Elgin 
Woman folding Burberry scarves at Johnstons of Elgin. Image credit: VisitScotland / Kevin J Thomson

Global PR for Moray Speyside

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