Moray to maximise its potential

A comprehensive study is to be carried out on tourism in Moray that will lay the foundations for an innovative strategy.

HIE Moray has commissioned tourism and marketing development consultants the Stevens View Partnership to work with businesses and the wider community over the next six months to create an aspirational vision for Moray.

The research aims to provide essential information on key issues facing tourism businesses in Moray and perceptions that visitors have of the area.

In order to gather as much information as possible about tourism in Moray, the Steven's View Partnership will carry out in depth research involving key businesses and organisations, with the final report due to be completed in November.

The study will help develop a tourism strategy that will focus on maximising the benefits of the area's competitive advantages.  This will support Moray in becoming one of the best places to live, work and visit in the UK - one of the ambitions of the Moray 2020 strategy which aims to encourage the area's economic development and diversification.

Martin Johnson, acting area director of HIE Moray said: "In order to identify the most effective way of maximising future tourism growth in Moray, we have to first take stock of its assets, its current performance and the challenges and opportunities it faces. On completion, the study will provide a thorough understanding of the tourism industry in Moray together with the potential opportunities that exist for the future."

Yvonne Crook, of the Stevens View Partnership said: "Moray is a unique place. Its food, drink and textile products are known across the world and its natural environment and cultural heritage support a substantial tourism economy and excellent quality of life.

"All these factors are very appealing to growth markets such as short break leisure visitors and those taking business trips, but the competition for these markets is fierce. Moray has to innovate and exceed visitor expectations if it is to become a must-see, must-return destination."

Scotland aims to achieve ambitions for growing tourism by 50 per cent by
2015 and many strong tourism initiatives are already working together to take advantage of this. The project sets the foundations for future success in tourism in Moray.

International tourism consultant Terry Stevens said:  "Moray has untapped potential and its remarkable whisky heritage reflective of a strong and unique cultural landscape which is recognised throughout the world.  This creates an unparalleled opportunity to exploit the link between the destination and this world famous product and iconic symbol of Scotland."

Information and regular updates are available on www.moraytourism.org

Link to HIE network's Tourism Business web pages - a key source of information and advice for tourism businesses throughout the Highlands and Islands of Scotland.