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Aberdeenshire businesses join meaningful travel movement





An increasing number of businesses and social enterprises across Aberdeenshire are offering tourism experiences to meet the demand for meaningful travel.

This is where visitors aim to make a difference and give something back as part of their holiday.

Fyvie Castle is on the Meaningful Travel Map to showcase the unique experiences available to visitors.
Fyvie Castle is on the Meaningful Travel Map to showcase the unique experiences available to visitors.

Research by Booking.com highlights that three quarters (75 per cent) of global travellers say they want to travel more sustainably while 71 per cent say they want to leave places they visit better than when they arrived.

A partnership between VisitScotland and tourism industry non-profit Tourism Cares has been forging links between Scottish businesses that offer meaningful travel experiences, and tour operators and travel agents who create packages for international visitors.

The Meaningful Travel Map connects the travel trade with Scottish businesses, giving them the opportunity to reach new audiences, develop their business and encourage responsible travel.

Scotland was the first European destination to feature on the map and there are now more than 30 businesses listed.

VisitScotland works with businesses to become travel trade ready and these responsible tourism experiences provide consumers with the confidence that their visit to Scotland can be a force for good.

International visitors represent an important market for Scotland and in the first six months of 2024 there were almost two million visits to Scotland from international visitors with a record spend of almost £1.5 billion.

Research has shown that 55 per cent of global travellers booking a trip to Britain do so via travel agents and tour operators.

Tourism Cares has a membership of more than 160 global travel advisors, tour operators and airlines.

The Meaningful Travel Map helps to connect these operators with Scottish tourism businesses, providing the opportunity to attract international visitors and showcase their sustainable projects and activities.

Organisations featured on the Meaningful Travel Map include social enterprises, charities and community-led experiences, and activities range from rewilding journeys and crofting experiences to traditional craft skills and wildlife watching.

All of the projects help to protect Scotland’s natural and culture heritage.

Caitlin McLeod, market development manager at VisitScotland, said: “We know there is demand for immersive and authentic experiences and we want to make it easier for visitors to access them.

“By working with the tour operators and travel agents that we know many international visitors use, we can help to showcase tourism experiences that support communities and positively impact local people.”

In Aberdeenshire, National Trust for Scotland has listed Fyvie Castle on the Meaningful Travel Map to showcase the unique experiences available to visitors.

Raeanne Verlegh, travel trade and venue hire business development manager at NTS, said: “The National Trust for Scotland has an extensive history of collaborating with the travel trade to bring visitors from around the world to connect with Scotland’s rich heritage.

“We are delighted to see that there is increasing demand for sustainable and responsible products, aligning with our own sustainability goals to preserve our natural and built treasures.

“We have developed and are continuing to develop experiences to meet this demand, including the ‘Future of Sustainable Gardening’ product at Fyvie Castle.

This hands-on experience offers visitors the opportunity to learn sustainable practices for caring for a produce garden, as well as seeing first-hand how we look after a site such as the magnificent Fyvie Castle and Estate.

“The Meaningful Travel Map is a great way for us to showcase these products to international tourism buyers, and to help them make more sustainable and responsible choices in their tour planning.”

Other businesses to sign up in Aberdeenshire include the Museum of Scottish Lighthouses, TwinPeakes Fly Fishing and wildlife tour company Wild Discovery.

Visit the VisitScotland website to find out more about signing up to the Meaningful Travel Map.


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