Future looking bright in Outdoor Capital of UK

The future is looking bright in the Outdoor Capital of the UK, with Lochaber Chamber of Commerce leading the way forward with a major new marketing campaign.

An improved situation in the Highland tourism sector was palpable by the end of November 2021 with good visitor and participation figures posted in the summer. This was consolidated thanks to the season being extended to October with some businesses reporting pick up into November.

Lochaber Chamber of Commerce is currently delivering a £100,000 marketing campaign supported by VisitScotland’s destination recovery funding. In collaboration with the Highland Tourism Partnership, the campaign is promoting the Outdoor Capital of the UK to domestic markets with intent to travel and has so far achieved eight million impressions, three million reach, more than 200,000 video views and an additional 12,000 clicks to the assigned campaign landing pages.

Frazer Coupland, chief executive officer at Lochaber Chamber of Commerce, commented: ‘In these difficult times, the only thing we can be certain of is that as we head towards the 2022 tourism season there is bound to be a degree of uncertainty in tourism markets. Soaring fuel costs, inflation rates and events in Ukraine will impact on our potential customers and how they will decide which destination to visit in 2022. The Outdoor Capital of the UK has a destination strategy and a vision which is at the core of everything we do. We are striving to create a first-class destination that encourages people to live, work, stay, visit, study and host their business in Lochaber.’

Tourism and non-tourism businesses are being encouraged to work with Lochaber Chamber of Commerce in promoting the destination. On Tuesday March 15 and Wednesday March 16, chamber members will be on the road to discuss tourism and wider questions. Face-to-face information and advice from industry experts will be on offer and businesses can let the chamber know their views.

Roadshow schedule:

Tuesday March 15: 9.30am till noon, The Boathouse Cafe, Arisaig

Tuesday March 15: 2pm to 4.30pm, The Moorings, Fort William

Wednesday March 16: 9.30am till noon, the Ariundle Centre, Strontian

Wednesday March 16: 2pm till 4.30pm, the Ballachulish Hotel, Ballachulish

Book at www.lochaberchamber.co.uk/events.

As part of the campaign, and working with area marketing groups, Lochaber Chamber of Commerce will be running a TV advert through Sky AdSmart which will run on Sky TV and associated platforms from Monday March 14 to domestic markets outside Lochaber.

To get involved email membership@lochaberchamber. co.uk for more information