Our Mission
Tourism is a mainstay of the Highland economy, but the current model is unsustainable, dependent on more and more visitors with low economic impact.
This provides little benefit to the people and communities of the Highlands and has a negative impact on the environment. Highland Tourism was created by local business and community leaders to address these problems. Our goal is to transform tourism in the Highlands into a fully sustainable, regenerative model, building on fast-growing demand from conscious tourists, seeking more authentic experiences that contribute to preserving and enriching our unique destination. Our ultimate goal is to make the Highlands one of the world’s most authentic, sustainable and enchanting destinations – a special place, in which people can truly immerse themselves and to which they will return again and again. Sustained investment is required to achieve this transformational change, but we recognise the many positive impacts it will deliver, as we promote the Highlands as an exceptional place to live, work, study and invest.
