Tourism is everyone’s business: Plans for sector’s recovery in the Highlands

Following an unprecedented start to the tourism year due to the devastating Covid-19 pandemic, signs of cautious optimism have emerged ahead of the opening up of the sector from today, says VisitScotland regional leadership director Chris Taylor

In a normal year the Highlands would welcome around two million visitors from across the UK, around 500,000 from overseas, and 12 million day-visits.

For the last three months there has effectively been no tourism, and the impact of that is pretty stark.

Here at VisitScotland we’ve been talking about the importance of the visitor economy for a long time. What that means is that tourism is so much more than hotels and attractions, and in this time of crisis it is also the cafes, restaurants, arts, crafts, music, events, tours and wide range of other businesses which all feel the impact of tourism being on hold.

I am sure we are all looking forward to being able to visit our favourite Highland attraction or grab a bite and a drink in a cosy pub or restaurant, but what is important to remember as these businesses begin to welcome visitors again is that tourism is everyone’s business.

Everybody really does have a stake in tourism – particularly communities

– and that has never been truer than today.

It has been so encouraging to see communities and tourism businesses supporting one another in the Highlands during the pandemic, and this crisis has brought out the strong community spirit in so many places.

I am pleased that VisitScotland has been able to support many of these groups through our Destination and Sector Development Fund, which has helped 14 tourism organisations in Highland to continue that important work.

Collaboration between businesses, tourism groups and public bodies is what is needed right now, and as we head towards the point where we can welcome visitors back a huge amount of work has taken place in preparation.

We understand there will be differing views and nervousness about opening up to visitors, and the route to resolution is through conversation. If we work together, we can manage this in a way that benefits everyone.

We also appreciate that the industry is not out of the woods and the next six months will be extremely challenging.

There are signs of strong bookings into autumn, but many businesses will be anxious about surviving the winter and looking to next year and beyond.

We work with many thousands of businesses across Scotland and as we look ahead, we know capacity will be limited in some places. It is crucial we encourage visitors towards places that are ready to welcome them, help manage any hotspots, and move at a pace that is right for everyone.

Let’s remember tourism is a force for good and use this time as an opportunity for reset – to encourage visitors to slow down a bit, to help every part of the Highlands have the opportunity to benefit from tourism, to support local communities and create an even better visitor experience.

The Highlands – and Scotland as a whole – has a reputation for its warm and friendly welcome, and we want to demonstrate that now more than ever.

The great outdoors: Walkers near the Three Sisters range