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About Highland Tourism

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.”

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Sharing the Vision

We believe the best way to get people on board and show them how they can step up to the plate is to demonstrate real examples of how the vision is already being realised by key players. By demonstrating how they are attracting visitors, presenting their offering and sharing their goals and aspirations, we can help the industry reshape itself and leverage the predicted growth and trends in tourism as the world emerges from the pandemic.

 

While its ultimate target will be visitors, the Escape to the Highlands website will initially play a vital role in communicating our vision internally within the Highland tourism community. We will cherry pick those businesses and communities that are already rising to the challenge and are awake to the possibilities of a new kind of tourism. By featuring them on the demonstration version of the website, we can help others realise the value of embracing and getting behind the Vision.

 

We will also source examples of premium environmental tourism from around the world that can help shape our vision and inspire our people. These will be shared across our B2B social media networks and promoted through our ambassador network.  

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