Results from the biggest ever visitor survey in the Highlands and Moray will be unveiled in detail at a series of presentations across the area over the coming weeks.

Almost 5000 visitors were interviewed over 12 months as part of the Highlands and Islands Enterprise-led project to give tourism businesses and industry planners an insight into visitor profiles, transport arrangements, spending patterns and accommodation needs as well as customer satisfaction levels.

Starting with a Highland-wide overview at the Newton Hotel in Nairn on Tuesday 17 June, survey co-ordinators George Street Research of Edinburgh will present localised results to tourism businesses and industry bodies at a series of events throughout the area (see below).

A key finding from the survey, which involved a team of 40 interviewers conducting 4,850 interviews at 71 locations throughout the Highlands and Moray, reveals a massive 91 per cent of those interviewed said they would definitely recommend visiting the Highlands to others.

The survey also highlights the increasing popularity of hillwalking. Results from the last survey, which took place in 1997, showed that 11 per cent of visitors went on long walks or went hillwalking during their trip to the area, whereas this survey reveals the figure has now risen to 25 per cent during peak season.

For over half of visitors interviewed, their trip to the Highlands represented a secondary holiday instead of their main holiday. This was the case for around three-quarters of Scots whereas for three-quarters of overseas visitors, their Highland visit was their main excursion.

And it turns out that the typical Highland winter weather doesn’t dampen visitors’ spirits as much as was thought. An encouraging statistic reveals that 38 per cent of visitors during the winter off-peak season rated their experience as better than expected - despite the rain.

The survey was co-ordinated by Highlands and Islands Enterprise on behalf of a partnership of agencies including The Highland Council, Highlands of Scotland Tourist Board (HOST), VisitScotland, Scottish Natural Heritage and Forest Enterprise. The survey was also funded by local enterprise companies in the following areas: Moray, Badenoch and Strathspey; Skye and Lochalsh; Lochaber; Ross and Cromarty; Inverness and Nairn; and Caithness and Sutherland.

It was designed to provide a snapshot of information to help tourism businesses ensure their service is closely matched with visitor expectations. And in an industry susceptible to events like September 11 and the SARS outbreak, the data will provide planners with a crucial insight into the factors affecting the industry as they set out their agenda for the years ahead.

HIE’s head of key industries, Bob Kass said: "Tourism is one of the most important industries in our area, accounting for over 20,000 jobs and a much greater proportion of our business earnings than for Scotland as a whole. The key to our competitiveness and prosperity is to understand just what the customers think and do, as they become ever more demanding and selective with a global marketplace to choose from. The more accurate our customer understanding, the better we can work with businesses on the most effective aspects of product development and innovation to compete."

Scott Armstrong, head of marketing at HOST said: "The Highland Visitor Survey has provided us with a wealth of valuable information which will steer our marketing and ensure that we are reaching the right market for the Highlands."

Councillor Duncan Allan, The Highland Council's spokesman for tourism said: "The tourism product is so heavily influenced by Highland Council services that we must take note of what visitors think."

People interested in attending any of the events, or obtaining full copies of the report should contact Heather Taylor, Highlands and Islands Enterprise, 01463 244320. (h.taylor@hient.co.uk).  The report will also be available to download after 17 June on www.hie.co.uk

Local area presentations will be given at 14:00 at the following dates and venues:

23rd June - Moray, Badenoch and Strathspey - Knockomie Hotel, Forres

24th June - Skye and Lochalsh - Aros Centre, Portree

25th June - Lochaber - Lochaber College, Fort William

1st July - Inverness and Nairn - INE, The Greenhouse, Inverness

2nd July - Ross and Cromarty - Tulloch Castle, Dingwall

3rd July - Caithness and Sutherland - Royal Marine Hotel, Brora