VisitScotland partners up to deliver for the Highlands
Issued by VisitScotland
VisitScotland and The Highland Council today got on their bikes, with the help of Lee Craigie, current leader of the female’s Scottish Cross Country Mountain Bike Series, to highlight how their collaborative working is helping drive tourism forward, providing over £62.5 million in additional income to the Highland economy in the past two years.
VisitScotland’s Regional Director, Scott Armstrong and Councillor Ian Ross (Chairman of the Planning, Environment and Development Committee) teamed up to officially launch the VisitScotland-produced document ‘Delivering for the Highlands’.
Delivering for the Highlands explains how VisitScotland works in partnership with The Highland Council and other private and public sector partners to ensure Highland tourism fulfils its potential.
There are details on local delivery within the region, including the activities delivered with funding from The Highland Council, and the marketing strategy VisitScotland works to in collaboration with its various partners.
The launch took place at Abriachan Forest Trust, outside Inverness, highlighting mountain biking, just one impressive aspect of the Highlands’ enviable adventure sports portfolio.
VisitScotland’s Regional Director, Scott Armstrong, said: “In this period of financial uncertainty, it is more vital than ever before for the Scottish tourism industry to pull together in one direction working towards a common goal. The Delivering for the Highlands document highlights just how effective collaborative working is in helping drive the industry forward and achieving great tourism successes.
“Our Winter White 2007/08 marketing campaign generated £16 million of tourism revenue for the Highlands - just one campaign highlighted in the document which effectively brings to life the essence of a visit to the Highlands.
“Tourism has undoubted potential for growth. However, given the current climate, our immediate goal and priority at VisitScotland is to ensure an effective response to the economic environment and working in partnership is one essential element to ensure economic recovery and growth. We are directly engaged with around 2,000 tourism businesses and together we can continue to develop the Highlands as a quality destination.”
Cllr Ian Ross, added: “Tourism is the Highlands’ most significant industry. The programme for The Highland Council 2009-2011 recognises we must all work together to drive tourism forward to achieve sustainable economic growth in the region. As well as improving the Council’s own services for visitors we are committed to working with VisitScotland to increase the promotion of the area to a wider audience helping to ensure the Highlands has a global presence. This includes working closely with VisitScotland to ensure the Highland Council’s funding can be directed to areas that offer the best opportunities for the region – such as adventure and wildlife activities.”