“Together we will create a world-leading premium environmental tourism brand. With communities, our ambassadors and partners, we will build on the Highlands’ natural, historic and cultural assets and showcase them to the world. We will work in partnership with stakeholders across all sectors to create a dynamic environment in which tourism businesses and their communities are supported and encouraged to become conscious hosts, ready to deliver the exceptional, immersive and authentic experiences that the growing conscious tourism market is now seeking. Ultimately, we will leverage this vision of a sustainable, wellbeing destination to position The Highlands as one of the world’s most inspiring and welcoming places to live, work, visit, study and invest.”
Highland Tourism’s key role is to build awareness of the potential for a new kind of tourism. Tourism that attracts premium clients motivated by a deeper sense of place and awareness of the Highlands as a climate positive powerhouse.
To do that, we need to have the whole highland community behind us. Both local communities and the businesses that power the tourist industry. Those two things are closely knit. Tourism is a mainstay of our Highland economy and for many Highland communities, it is THE mainstay.
Highland Tourism will engage with and unite communities, businesses and organisations behind a shared vision. A vision that builds on the Highlands’ natural strengths and attractions.
It will draw not just upon our awe-inspiring areas of wilderness and cultural heritage, but also the power of our renewables industry, rewilding and carbon capture programmes to address the global climate emergency.
Arming our industry with that knowledge will foster confidence and optimism and generate the energy needed to go the extra mile. Bringing tourism offerings “up to spec” is critical. They must genuinely fit within the context of our premium environmental tourism brand – Escape to the Highlands – and deliver truly conscious tourism that will capture hearts and minds across the world.