Highland Tourism grew from five years of consultation with businesses and communities and a shared ambition to create greater value from tourism for the Highlands.

In 2024, 1.79 million overnight visits generated £756m – around £422 per trip compared with £488 across Scotland. Closing that gap could be worth £118m a year, without increasing visitor numbers.

Our focus is value, not volume, inspiring visitors to stay longer, spend more locally and experience more of our food and drink, culture, heritage, outdoors and natural environment.

Working alongside the Highland Renewables Network, and with international mentorship from GIST Impact and the Global Alliance for a Sustainable Planet, we are helping build a joined-up approach to sustainable development, creating lasting value for Highland businesses, communities, people and place.