As such it has to be flawless and clear and leave those looking through it feeling inspired and empowered. This will help us reinforce the Highland’s exclusive and unspoilt reputation while still increasing potential visitor value and values.Įscape to the Highlands will be our window for the world. We will map offerings across the whole Highland region to ensure that we are making the most of every part of the region driving up visitors to areas that are off the beaten track and taking pressure off hotspots. bringing together key players, policy makers and influencers across the region to help drive the initiatives and policies needed to deliver a coherent improvement in sustainable infrastructure across the region. We will work with influencers, educators and trainers across the region to win support for the vision providing stimulus and understanding of the core values of conscious tourism and what is required to deliver it. These will be shared across our B2B social media networks and promoted through our ambassador network. We will also source examples of premium environmental tourism from around the world that can help shape our vision and inspire our people. 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 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. 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. 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.

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. 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. Bringing tourism offerings “up to spec” is critical. 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.Īrming our industry with that knowledge will foster confidence and optimism and generate the energy needed to go the extra mile. A vision that builds on the Highlands’ natural strengths and attractions. Highland Tourism will engage with and unite communities, businesses and organisations behind a shared vision. Tourism is a mainstay of our Highland economy and for many Highland communities, it is THE mainstay.

Both local communities and the businesses that power the tourist industry.

To do that, we need to have the whole highland community behind us. Tourism that attracts premium clients motivated by a deeper sense of place and awareness of the Highlands as a climate positive powerhouse. Highland Tourism’s key role is to build awareness of the potential for a new kind of tourism.

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