Driving Tourism Forward: Insights and Strategies for Industry Professionals from the North-east Tourism Conference 2024

This week, the highly anticipated North-east Tourism Conference 2024 brought together industry leaders, business owners, and tourism professionals at P&J Live, hosted by Visit Aberdeenshire in partnership with Loganair Limited. The event showcased inspiring talks, meaningful conversations, and valuable insights, all aimed at driving the tourism industry forward.

Useful Advice for Marketing and Tourism Industry Professionals

In today’s competitive tourism market, standing out requires strategic thinking, authentic storytelling, and a focus on creating unforgettable experiences. Here’s how you can elevate your efforts and connect with your audience more effectively.

Leverage Business Events for Growth

Business events offer unparalleled opportunities to amplify your brand and build meaningful connections. In destinations like Aberdeen, where conferences and events are thriving, consider these strategies:

• Sponsorships: Position your brand prominently by sponsoring relevant events.
• Tailored Experiences: Offer curated packages or exclusive services for attendees.
• Fringe Activities: Co-host side events that provide direct access to your target audience.
• Collaboration: Partner with event organisers to tap into wider networks and gain increased visibility.

By aligning your marketing efforts with high-profile events, you not only increase your exposure but also establish your brand as an integral part of the destination’s success.

Tell Authentic Stories

Audiences connect with real, human-centred narratives. Prioritise content that reflects genuine experiences and emotions.

• Highlight Locals and Visitors: Showcase their stories to bring a personal touch to your campaigns.
• Behind-the-Scenes Content: Offer a glimpse into your operations to build transparency and trust.
• User-Generated Content: Share posts, photos, and reviews from visitors to add authenticity and relatability.
• Team Spotlights: Feature the people behind your brand to foster a stronger emotional connection with your audience.

Human-centric storytelling not only builds trust but also fosters long-term loyalty among your audience.

Focus on Creating Unforgettable Experiences

Travellers today are looking for more than just a trip—they want memorable, one-of-a-kind moments. Stand out by delivering experiences that can’t be found elsewhere.

• Tailored Itineraries: Cater to niche interests and offer personalised packages.
• Exclusive Access: Provide behind-the-scenes tours or VIP experiences that feel special and unique.
• Highlight Your USP: Focus on what makes your destination or service truly different and communicate it effectively in your marketing.
• Encourage Immersion: Let visitors feel part of the culture or activities that make your destination unique.

Clearly showcasing these unique selling points in your marketing materials will encourage travellers to choose you for their next adventure.

Take the time to assess how these strategies fit into your current plans and start making the necessary adjustments today. Success lies in understanding what excites and engages your audience—and delivering it consistently.

Speaker Highlights from the Conference

The event featured a range of compelling speakers who shared their experiences and insights into the tourism industry:

Vicki Miller, the newly appointed CEO of VisitScotland, discussed changes in the digital marketing landscape, noting Google’s move towards prioritising trusted, curated content over a sole focus on keyword-based search. Stressing the importance of creating high-quality, relevant content to ensure potential audiences can easily discover your website.

Matthew Cameron from TMC // Agency shared his inspirational journey of overcoming significant life challenges to establish a successful business. His story was a testament to resilience and determination in the face of adversity.

Michelle Bruce, from Sheepdogs showcased how a personal hobby can seamlessly translate into a valuable skill within the tourism sector. By identifying a gap in the market, she established a unique training clinic that has attracted visitors from around the globe to Aberdeenshire. Her story highlights the potential for creativity and passion to drive innovation and tourism growth in the region.

Evelyn Glennie, the renowned percussionist, captivated the audience with a thought-provoking session on the importance of listening—a valuable lesson not just in music but in understanding the needs of visitors and clients.

Genuine Hospitality

The conference was marked by outstanding hospitality, thanks to the efforts of the partners and organisers. Attendees enjoyed several breaks between talks, providing opportunities for networking or simply relaxing with a cup of coffee—a much-appreciated comfort in the chilly weather. Later in the day, a delicious selection of snacks, fruits, and sandwiches was served, ensuring everyone felt well-catered for throughout the event.

Looking Ahead: Opportunities for 2025

As the tourism industry looks to the future, the upcoming Tall Ships Festival in July 2025 presents a fantastic opportunity for businesses. This internationally recognised event will attract thousands of visitors, providing a platform for brand exposure, networking, and creating lasting connections with a diverse audience.

The North-east Tourism Conference 2024 was a celebration of the region’s strengths and potential, offering a clear roadmap for growth and innovation in the tourism sector. From leveraging business events to creating unique visitor experiences and embracing people-focused content, the conference reinforced the importance of collaboration in shaping a thriving tourism industry.