VisitAberdeenshire has launched a new campaign celebrating the region’s vibrant food and drink scene, as it looks to attract more visitors from across the UK in 2026.
Running from 23 February to mid-March, the ‘Destination Delicious’ campaign shines a spotlight on the flavours of Aberdeen and Aberdeenshire – from seafood on the coast to whisky in the hills – inviting travellers to explore the region between Easter and early summer.
The initiative builds on the growing reputation of the North-east as a must-visit destination, with the value of tourism in the area reaching nearly £1.3 billion in 2024. The new campaign forms part of VisitAberdeenshire’s long-term strategy to boost regional tourism and visitor spending.
Chris Foy, CEO of VisitAberdeenshire, said the campaign aims to make food and drink a focal point of the visitor experience: “From our survey results we know that three in four prospective visitors love to taste and experience local food and drink when they go away, and that those who engage with our campaigns strongly perceive our regional fare to be of the highest quality.”
The campaign’s headline partner is Loganair, the UK’s largest regional airline, which will help extend its reach to potential visitors from North-west England and the West Midlands – regions with quick and easy air connections to Aberdeen.
Lyn MacDonald, Director of Marketing, Communications and Product at Loganair, said: “We’re delighted to partner with VisitAberdeenshire once again on the ‘Destination Delicious’ campaign. As the largest airline at Aberdeen Airport, we’re proud to help connect more visitors with the outstanding food and drink experiences the North-east has to offer.”
Adding further local flavour, Fettercairn Distillery has joined as a supporting partner. Based in the Mearns and producing Highland Single Malts for over two centuries, the distillery offers visitors an authentic taste of Aberdeenshire through guided tours and tastings.
You Might Also Like:
Thom Watt, Brand Controller at Fettercairn Distillery, said: “At Fettercairn we’re passionate believers in the produce of our local area. It’s a constant source of inspiration for us when we’re creating our whisky, and one of the best ways to understand the culture and history of Aberdeenshire. We’re absolutely delighted to be supporting the Destination Delicious campaign.”
Mr Foy added that Aberdeenshire’s culinary landscape continues to set it apart: “From a seafood lunch in Pennan to a sumptuous feast in Deeside via a food and drink tour of Aberdeen, the North East truly is ‘destination delicious.”
The campaign will be showcased across digital, print and social channels, highlighting the region’s diverse producers, restaurants and experiences that make Aberdeenshire one of Scotland’s most rewarding foodie destinations.
