“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 CIC and Highland Renewables is a private sector partnership that shares a vision for the Highlands to become a world leading sustainable destination. The CIC is a social enterprise that will reinvest all profits and surpluses for wider economic benefit and social and environmental purposes. To date, the CIC has invested £600,000 of private sector resources in a mission to establish a strategic and aspirational brand strategy for the Highlands as a premium environmental destination.
In the next year, an investment of circa £1m of private sector resources will be made through this innovative partnership, aiming to address a series of issues and opportunities that will significantly benefit the Highland economy, communities and environment.
By 2026, we aim to ensure circa £10m is invested per annum, working with key stakeholders in the Highlands to align tourism investment, including private and public sector investment and new monies from tourism tax ensuring they are all invested in brand Highlands – a world-leading premium environmental destination.
A new study (September 2023) into the potential economic, social and environmental benefits of investment in the Highland tourism sector has been revealed by international tourism consultancy Stevens & Associates. The study conducted with tourism body Highland Tourism CIC and Highland Renewables shows that investing around £10m annually in regional tourism could return £400m per annum.