What we did on our holiday in Moray Speyside

Watching wildlife and bird watching were the top activities undertaken by visitors to Moray Speyside, according to the latest regional research from VisitScotland.

The Scotland Visitor Survey 2023: Moray Speyside, published today (Wednesday, 26 June) by the national tourism organisation revealed that over a third of respondents from Moray Speyside (38%) cited watching wildlife and bird watching (guided or self-guided) as the top activity undertaken.

This was followed by hillwalking, mountaineering, hiking or rambling (guided or self-guided) (36%), visiting a castle or fort (33%), shopping (33%) and visiting a nature reserve (32%).

Among the Moray Speyside respondents, scenery and landscape were the top reasons for choosing Scotland (77%) – above the Scotland-wide survey result of 70% - followed by outdoor activities (44%), and history and culture (41%).

Only 9% of Moray Speyside respondents were first time visitors to Scotland, with the remaining 91% being repeat visitors. Moray Speyside visitors stayed on average 10.7 nights in total in Scotland and 4.7 nights in Moray Speyside.

The Scotland Visitor Survey usually takes place every three or four years but was delayed due to the pandemic and was conducted in 2023.  

It aims to help understand why visitors take a holiday or short break in Scotland and how they rate their experiences when here.

Visitors were surveyed in-person between March and October last year, and then responded to an online survey when they returned home. 

David Jackson, Regional Director at VisitScotland, said: “Understanding the motivations and experiences of visitors is essential in developing Moray Speyside as a world-class visitor destination.

“It’s no surprise that watching wildlife and bird watching came out on top of activities undertaken by visitors, as we are spoiled for opportunities in the region - with pods of wild dolphins, cetaceans and seabirds spotted around our coastline all year round and countless other animals, mammals and birds seen in our forests and moorlands.

“Hillwalking, mountaineering and hiking wasn’t far behind in terms of popularity with Moray Speyside visitors. We are so lucky to have the Cairngorm mountains on our doorstep, as well as a plethora of other hills, coastal walks and gentle rambles available.

“This visitor survey will help inform and drive our activities, targeting our visitors with the information they want, when they want it. It helps build a picture of what the visitor experience in Moray Speyside actually looks like.

“We will continue to work with businesses and partners to ensure Moray Speyside is a sustainable tourism destination that benefits all.” 

Scotland Visitor Survey 2023: Moray Speyside can be found here https://www.visitscotland.org/research-insights/regions/aberdeen-aberdeenshire 

ENDS