The organisation will have a two-pronged approach; 1. working with businesses to encourage networking and development as well as a social and environmental mission and 2. presenting unique experiences and activities for visitors and positioning and marketing the Highlands as a place that cares.
With a background in destination development throughout Europe, Yvonne also said: “I have seen the way in which other regional Destination Management Organisations can make the biggest difference.
The most important thing is that the industry leads on it as they are the ones trying to make business work and the economy tick.
Highland Tourism is a Community Interest Company co-founded by Yvonne Crook and Sam Faircliff, Managing Director of Cairngorm Brewery. Sam was pivotal in the set up of the Cairngorms Business Partnership and is passionate about this opportunity for the Highlands. In creating Highland Tourism, the goal is to develop a sustainable travel economy in the Highlands that gives back.