Aberdeen Destination Marketing and Development Service

Aberdeen City Council is seeking market engagement to inform the potential procurement of a city-focused Aberdeen Destination Marketing and Development Service, funded through the Aberdeen Visitor Levy, which is due to apply from 1 April 2027. The proposed service would support Aberdeen’s position as a leading visitor destination by delivering destination marketing, city promotion, market intelligence, business engagement, product development and visitor economy development activity.

It would seek to increase awareness of Aberdeen, grow visitor numbers and length of stay, support accommodation demand, amplify the city’s cultural, events, heritage, hospitality, leisure and business tourism offer, and contribute to the city’s wider economic transition. The service is expected to focus on Aberdeen city while recognising that the wider regional offer — including landscapes, coastline, castles, golf, food and drink, outdoor activity and touring itineraries — forms an important part of the destination proposition.

The Council is also interested in how the service should interface with convention bureau and business events activity where this supports additional visitors, bed nights and economic value for the city. This Prior Information Notice is for market engagement only.

It is not a call for competition and does not commit the Council to a procurement, contract award or any particular delivery model. Aberdeen City Council is considering the procurement of an Aberdeen Destination Marketing and Development Service to support the objectives of the Aberdeen Visitor Levy and the sustainable growth of the city’s visitor economy.

The service is expected to be delivered as a city-focused programme for Aberdeen. Its purpose will be to promote Aberdeen as a distinctive destination for leisure and business visitors, encourage people to visit, stay longer and spend more, and support the development of a strong visitor offer across the city’s venues, events, festivals, culture, attractions, hospitality and tourism businesses.

The anticipated scope may include destination marketing and communications, city promotion, business engagement, visitor economy development, product and itinerary development, travel trade support, market intelligence, performance evaluation and reporting. Where included within the final scope, the service may also interface with convention bureau and business events activity where this supports additional visitors, accommodation bed nights and economic value for Aberdeen.

The service will be expected to complement, rather than duplicate, wider regional destination activity, while maintaining a clear focus on improving Aberdeen’s position as a visitor destination. It will also be expected to support transparent public reporting on the use and impact of Visitor Levy proceeds, including evidence of outputs, outcomes and performance against agreed indicators.

This notice is intended to inform market engagement and procurement planning. Any future procurement will be subject to Council approvals, final service specification, available budget and the applicable procurement process.