Tourism in Moray Speyside is now worth a record £187m to the local economy after seeing visitor numbers leap by around a quarter.
The latest industry data suggests a 25 per cent increase in visits between 2022 and 2023, bringing the total number of visitors to over 877,000 for the first time.
During this period and throughout 2024, tourism businesses in the Moray Speyside region have been part of a national marketing campaign led by Visit Moray Speyside.
The ‘Your Next Adventure Starts Here’ initiative has been geared towards promoting the region as the ultimate destination for Scottish adventure, from the mighty Cairngorm Mountains to the rugged world-famous Moray coast.
An audience of over 4 million people across the UK have already been reached in print, digital and broadcast media as part of the Visit Moray Speyside campaign.
Digital engagement with the region on the official Visit Moray Speyside website and social channels was also boosted by over 70 per cent between 2022 and 2023.
From bikes, hikes, and wildlife-spotting to food and drink, visitors are being encouraged to explore Moray Speyside, as well as spending more time getting off the beaten track to discover the unspoilt and untapped areas of the region.
Visit Moray Speyside (VMS) are the Destination Marketing Organisation and Tourism Business Improvement District (BID) Company for the Moray & Speyside area, which is one of just three operational Tourism BIDs in Scotland.
VMS continues to work in partnership with a wide range of stakeholders, tourism organisations, community groups and commercial businesses to drive forward tourism development in Moray Speyside.
Gemma Cruickshank, CEO of Visit Moray Speyside, said:
“It’s fantastic to see that tourism in Moray Speyside is now worth a record £187m to the local economy after seeing a 25 per cent increase in visits between 2022 and 2023.
“Over the past few years, our industry has faced unique challenges, from the global pandemic to the introduction of short-term let licenses. Despite these hurdles, our unity and collaboration have been a beacon of hope.
“Ensuring that the voice of Moray’s tourism businesses is heard remains our priority. Through targeted efforts, we are working hard to ensure that the specific needs and challenges of our tourism sector are taken into account.
“As we look to the future, we remain committed to the prosperity of Moray. There will undoubtedly be more challenges ahead, but together, we have shown that our community is capable of growth. Through continued collaboration and a shared vision, we are confident that we will overcome any challenges that arise.”
Gemma added:
“Visit Moray Speyside is the only organisation in the world whose sole focus is on raising the profile of this incredible region and positioning Moray Speyside as the world-class destination that we all know it is. We continue to represent the interests of almost 400 tourism businesses spread throughout Moray, including more than a dozen of Speyside’s world-famous distilleries.”
Glenfarclas Distillery and Dowans Hotel are amongst the list of top business members of Visit Moray Speyside who have already benefited from the success of Visit Moray Speyside’s campaign.
Kirstin MacDonald, Brand Ambassador for Glenfarclas Distillery, said: “It’s definitely been what feels like a very busy season, which is always welcome.”
She flagged an increase in visitors to the attraction in Ballindalloch, Moray, from the US, France, Germany, the Netherlands, and Asia, as well as attracting more locals.
Kirstin added that she has also seen the local area much busier this year.
“I think people come here because you get away from the hustle and bustle. We’re also seeing people who are coming on holiday to the area visiting not just one but several destinations, for example enjoying its golf and walking. In terms of visitors to our distillery, they increasingly want to learn more about whisky, so we have launched more in-depth tours and experiences to meet this demand.”
Family-owned Glenfarclas was the second distillery in Scotland to open a dedicated visitor centre, in 1973.
Kirstin added: “To this day, we feel it’s Important to the distillery – which we feel is a magical place to visit, especially at this time of year – to be part of the community. Visit Moray Speyside have been a wonderful team to work with, and we have seen first-hand the benefits of its Your Next Adventure Starts Here campaign, highlighting how much the area has to offer. I look forward to seeing how its efforts to increase its digital offering to be more modern and accessible will be received by tourists.”
Steph Murray of the Dowans Hotel said the accommodation-provider located in Aberlour has enjoyed a “very busy” 2024 from around the middle of March onwards. She said:
“What’s more, we are seeing a lot of advance bookings right through until October 2025, which is definitely ahead of the usual – this is also being boosted by us expanding our range of events, such as offering wellness retreats.”
“Being part of the Visit Moray Speyside campaign has been an incredible journey for us. It’s not just about promoting our business; it’s about showcasing the true essence of the Moray Speyside region.
“Moray Speyside continues to provide invaluable support, connecting us with a wider audience and emphasising the rich experiences our region offers.”
Visit Moray Speyside’s work is focused on destination marketing for the region, attracting consumers and engaging with the international travel trade to position Moray as a world-class destination. The organisation also supports tourism businesses in the region with training and opportunities, as well as improving the experience for visitors from inspiration to arrival and beyond.
Visit Moray Speyside is working with almost 400 tourism leisure and hospitality business members and industry partners across the region to help bring visitors to the area to boost the local economy.
For more information on Visit Moray Speyside, go to https://morayspeyside.com
For more information on The Moray Speyside Tourism Business Improvement District, go to https://morayspeyside.com/tourismbid
