Tourism is extremely important to the economy of the Highlands, generating £409 million in revenue, which is why Inverness and Nairn Enterprise (INE) is hosting a seminar tomorrow (Thursday 22nd January) aimed at promoting excellent customer service in the tourism industry.

The 'Pathway to Excellence' event at the Newton Hotel, Nairn will focus on the Hospitality Assured scheme - a new accreditation which gives customers the opportunity to choose an organisation where high quality service is guaranteed.

Hospitality Assured is the standard for service and business excellence and is championed by the Hotel and Catering International Management Association (HCIMA) - the professional body for the hospitality industry - and supported by the British Hospitality Association.  It is the only standard within the hospitality industry that focuses on the customer experience.

The process for achieving the award is rigorous, taking into account customer opinion and considering all the aspects of service from the customer's point of view.

Commenting on the process, Marina Hugget, INE's tourism training advisor, said: "Hospitality Assured is not achieved easily.  It is an ongoing process that provides a series of performance indicators against which an organisation can continually judge and measure itself.  The hallmark of a Hospitality Assured organisation is one that has a desire to exceed customer expectations."

Several key speakers from the tourism industry will be addressing delegates at tomorrow's event including Phillippe Rossiter, chief executive HCIMA and Andrew McPherson, general manager at Skibo Castle.

INE chief executive Stuart Black, who is chairing the event, said: "INE is delighted to support the Hospitality Assured scheme because it helps businesses to continually improve the service they offer, helping to raise standards across the region.

"We are competing for visitors in a world-wide market place and customers are becoming more and more discerning.  Therefore, in order for us to compete effectively, it is very important that INE is able to help and encourage businesses to aim for Hospitality Assured status."

As part of tomorrow's proceedings four local businesses will be awarded Hospitality Assured status.  Jacobite Experience, Loch Ness; Palio Pasta and Pizza Restaurant, Inverness; Express by Holiday Inn, Inverness and the Loch Ness Clansman Hotel are all recipients of the standard.