New technology and innovations are increasingly defining how consumers search and book holidays, and how tourism businesses market their products and services to those customers.
There has been no greater change to the travel and tourism industry than the technological revolution that is continuing to take place. And, it is these continuous changes and different ways of doing business that can present new opportunities for tourism businesses and destinations across the Highlands and Islands.
The roll out of next generation broadband will not only benefit the vast majority of the population of the region with improved internet coverage for home use; it will also greatly help our tourism industry as it evolves to keep up with the ever-changing digital landscape. Because, when used effectively, digital technology and social media can transform business performance.