Skip to main content

Adventure Tourism Insights

As we emerge from COVID-19, domestic tourism will recover first with increased demand for rural locations and outdoor pursuits. 56 Degree Insight’s Scottish Tourism Index reinforced this trend highlighting that this demand will remain high into 2022.

In late summer 2020, VisitAberdeenshire commissioned research to deepen our understanding of the profile of this market, what would motivate them to choose the North-east for their adventure tourism break and how best to communicate with this market in future campaigns?

A key finding from the research was: when prompted with a short description and some images, 85% of the sample stated Aberdeenshire was appealing as an adventure tourism destination, highlighting the real opportunity for the region.

A recent webinar focused on the very practical outputs of this research including market profiling and pen portraits of 8 different types of adventure tourism customers. You can now access a summary report and all 8 pen portraits below, helping you and your business to hone in on the particular profiles that are of most relevance to you.

Pen Portraits



Hillwalking represents up to 92% of the adventure tourism market.

PDF Document


Mountain Biking

Mountain Biking represents up to 46% of the adventure tourism market.

PDF Document

Zl U Yluug

Road cycling

Road cycling represents up to 54% of the adventure tourism market.

PDF Document



Snowsports represents up to 39% of the adventure tourism market.

PDF Document

Samuel Howard 4


Watersports represents up to 49% of the adventure tourism market.

PDF Document

Should you wish to discuss the research and the possibilities for your business or project please contact the NEAT Team

What’s Happening

Annual Industry Event 2024

Join us as we bring together a range of adventure tourism stakeholders from Aberdeen City and Aberdeenshire to review the past year and look ahead to 2024 with a touch of international insight.

Industry Development
Val Posch 1

A Report From the IMBA Europe Summit 2023

Earlier this year, the North East Adventure Tourism (NEAT) project was invited to Valposchiavo, Switzerland, to contribute to the International Mountain Biking Association (IMBA) Europe Summit 2023.


Measuring Our Carbon Footprint

Sustainability is at the heart of the NEAT project – working with industry experts we have conducted a baseline assessment to help inform our practices moving forward.