New analysis of 2025 tourism data reveals a significant economic uplift for the North-east of Scotland, with major events and a burgeoning cruise sector driving impressive visitor figures. The region’s visitor economy generated an estimated £1.375 billion in economic impact last year, underpinned by strategic partnerships and substantial investment in infrastructure and events.
Independent research conducted by Global Tourism Solutions (GTS) using their widely recognised Scottish Tourism Economic Activity Monitor (STEAM) model highlighted double-digit year-on-year increases in day visits across the region during the summer. Notably, Aberdeen City experienced a “phenomenal 188% increase” in day visits during July, a surge largely attributed to the success of the Tall Ships Races and an increase in cruise arrivals.
The Tall Ships Races Aberdeen, held in July 2025, proved a considerable triumph, generating £32.2 million for the city’s economy and attracting 496,000 visits. This figure significantly exceeded initial predictions of £12.3 million to £20 million, marking it as the “largest event ever held in the city and the most attended free event in Scotland in 2025.” The event, a return to Aberdeen after 27 years, saw Union Square reporting record-breaking footfall.
The Port of Aberdeen also reported robust growth in its cruise sector. While the initial data covers 2025, Port of Aberdeen CEO Bob Sanguinetti DL noted “year-on-year growth in cruise calls and guest numbers, with 75 ships and up to 57,000 guests this year,” referring to the 2026 season which is set to be the busiest on record with 73 arrivals scheduled. In 2025, the port saw 63 ship berthings and an estimated 40,000 passengers.
Beyond headline events, the broader visitor economy saw nearly 3.5 million day visitors to Aberdeen and Aberdeenshire in 2025, a 33.4% increase on 2024. The region also welcomed over 3.6 million staying visitors, maintaining strong demand levels from the previous year. The tourism sector sustained 11,700 full-time jobs in 2025, a 2.7% increase on 2024.
Expenditure figures further underscore the sector’s vitality: shopping spend rose 10.9% to £129 million, food and drink increased 6.7% to £213 million, and transport saw a 3.4% rise to £257 million. Accommodation spending, however, registered a marginal 1% decrease to £238 million. These figures highlight the sector’s resilience amidst “increasing pressures on household budgets in the UK and in key source markets,” according to Chris Foy, CEO of VisitAberdeenshire.
Cultural attractions also contributed to the positive picture, with the National Trust for Scotland welcoming “more than 686,000 people to our special places across the north-east” in its 2025-26 season, an increase of 25,000 visitors on the previous year. This marks the third time in the charity’s 95-year history that North-east visitor numbers exceeded 500,000.
Looking ahead, the North-east is poised for continued growth. The World Rally Championship (WRC) is confirmed to return to the UK in 2027 as “WRC Rally Scotland,” headquartered at P&J Live in Aberdeen with stages across Aberdeenshire and Moray, under an initial three-year agreement. “The arrival of WRC Rally Scotland will provide a further catalyst for growth,” stated Mr Foy.
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Jennifer Craw MBE, Chief Executive of Opportunity North East (ONE), reiterated tourism’s strategic importance: “Tourism is a key economic opportunity for the North-east, supporting jobs, attracting investment and helping diversify the regional economy.”
The collaborative efforts between councils, industry, and organisations like VisitAberdeenshire are seen as crucial in “strengthening our visitor economy and supporting local businesses to grow and thrive,” added Cllr Alan Turner, chair of Aberdeenshire Council’s Infrastructure Services Committee.
