Moray tourism now worth a record £187million
Tourism in Moray Speyside is now worth a record £187 million to the local economy after seeing visitor numbers leap by around a quarter.
The latest industry data suggests a 25% increase in visits between 2022 and 2023, bringing the total number of visitors to over 877,000 for the first time. Meanwhile, digital engagement with the region on the official Visit Moray Speyside website and social channels also rose by 70%.
During this period and throughout 2024, the region has been part of a national marketing campaign led by Visit Moray Speyside. The ‘Your Next Adventure Starts Here’ initiative has been geared towards promoting both the Cairngorms and the coastline, reaching an audience of more than four million.
Gemma Cruickshank, CEO of Visit Moray Speyside, said: “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.
“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 members.
Kirstin MacDonald is a brand ambassador for Glenfarclas which, in 1973, was the second distillery in Scotland to open a dedicated visitor centre.
She said: “People come here because you get away from the hustle and bustle. We’re also seeing people visiting not just one but several destinations, for example enjoying both 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.”
Steph Murray of the Dowans Hotel said the Aberlour venue had enjoyed a “very busy” 2024 from around the middle of March onwards.
She added: “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 is not just about promoting our business, it's about showcasing the true essence of the region.”
