What we did on our holiday in Aberdeenshire

Visiting a castle, an historic house, palace or stately home, and viewing architecture and buildings, were among the most popular activities for visitors to Aberdeenshire, according to the latest regional research from VisitScotland.

The Scotland Visitor Survey 2023: Aberdeenshire published today (Wednesday, 26 June) by the national tourism organisation revealed that almost three-quarters (71%) of visitors to the region were domestic visitors, with 80% repeat visitors to Scotland.

A quarter of visitors to the region stayed in one countryside or rural location.

Separate results for Aberdeen found that 41% of visitors were domestic and that 15% of visitors to Aberdeen stayed only in the city and nowhere else.

In line with Scotland-wide survey results, scenery and landscape (72%), and history and culture (60%), were the top two motivations for visitors who travelled to the city.

For Aberdeenshire, visiting a castle or fort (48%) was the most popular activity followed by visiting an historic house or stately home (44%) and viewing architecture and buildings (33%). Most visitors to the city took in a museum or art gallery (52%).

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: “The Scotland Visitor Survey provides valuable insight for everyone involved in tourism and events.

“Understanding the motivations and experiences of visitors is essential in developing Aberdeen and Aberdeenshire as a world-class visitor destination.

“It comes as no surprise that amongst the Aberdeenshire respondents, almost half visited a castle of fort. With over 260 castles, stately homes and ruins, Aberdeenshire is known as ‘Scotland’s Castle Country’ and has more castles per acre than anywhere else in the UK, including Castle Fraser, Kinnaird Head Castle, Haddo House and Crathes Castle.

“It’s also great to hear that more than half of the Aberdeen visitors who took part in the survey visited a museum or art gallery when they were here. As a city we are spoiled in this respect, with our stunning art gallery, as well as Provost Skene’s House, Aberdeen Maritime Museum and The Gordon Highlanders Museum all offering brilliant visitor experiences.    

“Viewing architecture and buildings was not far behind in terms of top activities in Aberdeen and again, the city is lucky to boast such gems as Marischal College, Aberdeen Music Hall, Kings College Chapel and His Majesty’s Theatre, to name but a few.

“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 the region actually looks like.

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

Scotland Visitor Survey 2023: Aberdeen/Aberdeenshire: https://www.visitscotland.org/research-insights/regions/aberdeen-aberdeenshire

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