Influencing growth in Aberdeen and Aberdeenshire's visitor... - News

Our purpose is clear – to drive the visitor economy, growing the value of tourism and events for Scotland. But this is something we can’t do alone.

We work with industry, destination and sector organisations, including other public and private partners, to shape local visitor economies and maximise opportunities. Our corporate plan focuses on collaborative working to support the delivery of regional growth ambitions.

Supporting our regional activity for Aberdeen, Aberdeenshire and Moray Speyside is our Regional Director, David Jackson, who has been in the role since 2022. We've been speaking with him about his work in the regions and the impact it's having.

David plays an active collaborative role across several strategic groups and boards, representing VisitScotland as the national growth agency, across the regions. He sits on a range of groups, which includes:

North East Regional Economic Partnership Officers Group
Aberdeen & Aberdeenshire Destination Strategy Group
VisitAberdeenshire Board
Aberdeen Inspired Board, and Aberdeen365 (Events) Group
Moray Economic Partnership

Regional Director, David Jackson

Sharing our knowledge and expertise

“My role sitting on strategic groups and boards means that I’m there to speak up for the tourism sector which is one of the priority growth sectors in the North East Regional Economic Strategy in particular. And I’m able to represent VisitScotland as the national growth agency and therefore providing a national perspective.”

“This means I’m advising on and helping to shape the tourism actions and measures that will be delivered as part of the Regional Economic Strategy over the next 10 years – and identifying where VisitScotland can contribute and add most value alongside VisitAberdeenshire as the local DMO/strategic lead for tourism in the region.”

David also works closely with the Aberdeen and Aberdeenshire Destination Strategy Group, which is tasked with overseeing the delivery of the Aberdeen & Aberdeenshire Destination Strategy (2022-30). His role on this group (and also the VisitAberdeenshire Board) ensures close partnership working between these teams, with a clear understanding of shared priorities and where there are opportunities for collaboration.

“I’m able to provide a valuable conduit between VisitAberdeenshire and wider VisitScotland teams, particularly in areas where we have a natural leadership function for example international marketing, major events, insight and travel trade. It’s so useful to share our specialist expertise that we provide in areas such as international marketing, travel trade and distribution, insight, major events and national tourism policy and regulation (especially of late with support around the Visitor Levy), it’s hugely valued.”

“Whilst the North East has a very effective and well-resourced DMO, there is considerable value that we as VisitScotland can, and do, continue to provide. Having a go-to VisitScotland contact and trusted relationship in-region helps to maintain effective communication and partnership working.”

After recent changes in the tourism landscape in Moray Speyside, David is also playing an increasingly active role in this part of the region.

“My role has evolved into being the main representative of the tourism industry on strategic groups such as the Moray Economic Partnership and Elgin Cultural Quarter Programme Board. As such, this is likely to mean taking an increasingly proactive role in influencing tourism strategy and priorities, and working with colleagues across VisitScotland to identify where we can play a more active role in supporting Moray’s visitor economy going forward.”

Providing a national perspective regionally

It’s hugely valuable to be able to give a national perspective to help inform the industry regionally. It’s topics such as the visitor levy, the latest national data insights and trends or specific VisitScotland led initiatives and marketing opportunities that are key to making regional decisions.

“It’s also important that I can regularly share and demonstrate what we’re doing at a national level and how this is benefitting the region. The nature of these groups is that they have senior-level representation on them from a number of key stakeholders, so the opportunity to maintain confidence in the sector and the role and influence we are having (at a national as well as regional level), is particularly valuable.”

VisitScotland Connect is a great example of how we can support regional tourism businesses and DMO's putting them in front of a global audience. David was able to broker additional financial support from Aberdeenshire Council in both 2024 and 2025 to support Aberdeenshire-based businesses to attend our Travel Trade event for the first time.

Find out more about VisitScotland Connect 2026

VS Connect

Making the difference

“A good example of where we’ve demonstrated real value is the Tall Ships Races 2025 event in Aberdeen this year.” David sat on the local organising committee from the outset which meant he was able to ensure colleagues were briefed and engaged on the event from an early stage and connections were made with key partner organisations.

“Our lead in organising a special Tall Ships industry webinar (which Rachel Thomson in our Industry Communications team did a fantastic job of coordinating) was aided by the fact that we had well-established relationships with all of the major stakeholders involved and were able to bring all parties together and deliver a clear, coherent, well received webinar that was attended by more than 250 businesses!”.

“Had it not been for our role and trusted relationship with the likes of Aberdeen City Council, Aberdeen Inspired, VisitAberdeenshire and the wider Tall Ships partners, we wouldn’t have had either the opportunity or the ability to deliver this important webinar. Our leadership on this, and influence in attracting 250+ businesses – was hugely valued by the local stakeholders.”

Tall Ships, Aberdeen
Tall Ships Races Aberdeen 2025

Investment and growth opportunities ahead

"The year-round capacity in the region means Aberdeen and Aberdeenshire (and Moray Speyside too) are well placed to capitalise on Scotland’s tourism growth ambitions and our regional and seasonal spread priorities.”

The region continues to see significant investments in the visitor economy including the opening of the second course at Trump International this summer, and the £20 million investment in Macduff Marine Aquarium and Peterhead Cultural Quarter.

“ Together with the Aberdeen City Centre and Beachfront Masterplan projects, Fyvie Castle masterplan, the re-development and expansion of the Marcliffe hotel in Aberdeen and the planned re-opening of the Invercauld Arms in Braemar - all of these will help to drive growth in the region’s visitor economy.”

Building on the success of the Tall Ships Races this year, Aberdeen (and the wider region) is keen to build on this momentum and secure more national and international-scale events in the coming years.

“We're already in advanced talks with the city and regional stakeholders on securing an international event for the region. And, Aberdeen will play host to the World Agritourism Congress in 2026, providing a global spotlight for agritourism in this region and Scotland as a whole.”

“And of course, following the approval of a Visitor Levy scheme for Aberdeen which could generate over £6 million a year to support and invest in the city’s visitor economy, there are now the means to invest more in attracting major conferences and exhibitions to P&J Live and more national and international scale events to the city.”

Macduff Aquarium