Area Information

Impacts and outcomes


To support ambitious Caithness and North Sutherland businesses to make more of the resources and assets available through collaboration to deliver a high quality visitor experience. 


  • Increased and higher quality product through working with the private and third sector to enhance and extend the tourism offering.
  • Value added and upselling by supporting new and quality product development which will contribute to the visitor experience and make more of shoulder and low season.
  • Increased capacity across the sector through a development programme to build confidence, increase knowledge and understanding of the marketplace helping businesses increase productivity.Improved utilisation of technology by supporting business in understanding how this can help make them be more competitive.
  • Audit and research commissioned to provide baseline information, identify the barriers and help prioritise growth opportunities within tourism in Caithness and North Sutherland.
  • Creation of a Tourism Development Forum to increase joint working and effective, strategic use of resources via the development and implementation of a Caithness and North Sutherland Tourism Strategy.

Impacts and outcomes

  • A more cohesive tourism sector which engages at an operational and strategic level.
  • A baseline audit from which to measure growth.
  • Value added to existing product with increased return for businesses.
  • Better understanding of markets and use of technology by businesses to enhance competitiveness. 
  • Increased product offering throughout the year.
  • Tourism growth appraisal/research to inform and support business decision-making.

Strategic sector development

HIE will work to lead and support sector development in line with the aims of ATCNS via a number of routes including:

  • Procurement of development contracts to deliver specified development outcomes.
  • Working to secure investment, from both private and public sources, in business development opportunities which will deliver real impact, accelerate sector growth and contribute significantly to destination competitiveness.
  • Working in partnership with key area and sector organisations, businesses and communities.


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