Area Information

Our approach

Ambitious for Tourism Caithness and North Sutherland works to support Caithness and North sutherland businesses to make more of resources and assets through collaboration, aiming to deliver a high quality visitor experience.

In 2010, HIE carried out market research to identify what would potentially trigger sector and business growth for the region of Caithness and North Sutherland. As a result, the report 'A Framework for Destination Development' has been produced, available from the right of this page.

The overall aim is to create a Destination development framework and action plan which brings greater cohesion to the tourism sector in Caithness and North Sutherland, working to short, mid and long term goals with ongoing monitoring.

This will include programmes of specific development activity taken forward by the industry in partnership with the ATCNS partners and other public sector bodies.

The Destination Development Framework and Action plan will incorporate activity of ATCNS partnership. The partnership includes public, third and private sector representatives.

The work to be delivered by ATCNS partnership will be captured in the Destination Development Action Plan to be finalised by February 2012.

Caithness and North Sutherland offer an excellent tourism product. The development of existing and new products based on collaboration, offer a real advantage for tourism businesses in the area.

The Ambitious for Tourism Caithness and North Sutherland Development Programme aims to stimulate, challenge and encourage tourism businesses to identify and develop new product and new ways of working together.

HIE will work with businesses to ensure opportunities are available to make a step change and thus increase the tourism offering of the area in a sustainable manner. For those business leaders who want real change, a tailored development programme will be designed and implemented.

A range of business organisations including the Caithness Chamber of Commerce, Business Gateway and North Highland Tourism will co-operate with HIE in the establishment of a sustainable forum, bringing their particular strengths to the sector.

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