First ever Young Ambassadors’ Forum to boost sustainable tourism in the Highlands

A group of young Highlanders have joined forces to launch a new forum that aims to boost sustainable tourism in the Highlands of Scotland. The new forum, which is part of private-sector tourism body Highland Tourism CIC, will contribute to key strategies affecting tourism in the region including developing skills and work opportunities for young people, environmental action and helping to shape regional development and destination management.

Spearheaded by Innes Morgan from Dunnet Bay Head, the Young Ambassadors Forum will meet monthly and will feed into the board of directors at Highland Tourism CIC.

Innes Morgan said: “I am excited to launch the first Young Ambassadors Forum for the tourism industry in the Highlands – created by young people of the Highlands for the future of the Highlands. The Young Ambassadors Forum will act as a platform to upskill and connect our young people and share professional opportunities for young people in the Highlands.

“The forum will also provide the platform to share the younger generation’s voice, in turn shaping regional development and Highland destination management. I am looking forward to creating opportunities for young people to network with organisations that have opportunities for young people and working as a community, together, for a better Highlands.”

The young ambassadors group has been made possible with the generous sponsorship of the Cobbs Group.

Willie Cameron, Business Development Director and Director of Highland Tourism CIC said: “Cobbs has been heavily invested in the development of the Community Interest Company since its inception in 2023. The vision and strategic approach the CIC is taking to develop brand Highlands is exactly what is needed at this transformational economic time with the green revolution. It has been fantastic to see the young ambassadors discovering the scale of the opportunity the CIC is bringing forward and the greater legacy we aim to leave for future generations. Their youthful energy and thinking will be invaluable as we strive together to put the Highlands on a global stage as a world leader in sustainability.” 

The new Young Ambassadors launch took place at Cabot Highlands at an ambassadors meeting. The forum is looking for young, passionate members of the tourism industry in the Highlands and anyone aged 16-30 is welcome to apply. To get involved please email