An innovative strategy to drive Moray forward as a priority destination for visitors is about to reach its conclusion.

Over the last 12 months Highlands and Islands Enterprise (HIE), Moray Council and VisitScotland have been working with consultants Stevens View Partnership to develop an aspirational vision for Moray as a tourism destination.

In depth research has been carried out with businesses and organisations in order to gather as much information as possible about tourism in Moray. An action plan for growing tourism will be shared with businesses and communities in the autumn.

Consultant Marion Walker has been appointed to lead on the delivery of the strategy with a priority for evolving a team from the private and public sectors to drive change and lead the industry in delivering the aims of the strategy. Marion has extensive experience of producing and implementing tourism strategies, successfully bringing together regional and local community stakeholders to deliver realistic and achievable plans for the management, development and growth of tourism.

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 Moray Tourism Strategy will set the foundations for future success in tourism in Moray. It will focus on maximising the benefits of the area's competitive advantages and support Moray to become 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.

Marion Walker said: "I am looking forward to working with businesses and communities in the development of Moray as a tourism destination, increasing its profile and encouraging more visitors to experience all that Moray has to offer so that they return, and to enhance our area's reputation."

Martin Johnson, area manager of HIE's area team in Forres, 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. The tourism strategy for Moray will provide a thorough understanding of the tourism industry in Moray together with the potential opportunities that exist in the future.

"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 needs to be innovative and exceed expectations if it is to become a must-see, must-return destination. We are hoping for a private sector body to come on board to manage the initiative to lead the way forward and create an environment that allows tourism to prosper."