Developing world-class destinations
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| The tourism industry of the 21st Century is a very different place from that of, say, 20 or 30 years ago. There is simply no comparison as far as customer choice is concerned: the world really is your oyster. The customer of today is discerning and increasingly well informed. To cater for this new breed of customer we must think big. We must think global.
For Highlands and Islands tourism to continue to grow, we must focus on competing not just on a national or European stage – but a global one. What we offer in the Highlands and Islands has to be world-class quality and best of breed. Top priority, then, is the development of world-class destinations; iconic brands that are the primary lure in persuading visitors into the Highlands and Islands. But it is not merely about creating stand-alone attractions, the emphasis is on building up the surrounding tourism infrastructure to become part of the wider whole of world-class destinations. Put another way, to attract and disperse visitors throughout the region by levering the maximum from our undeniable world-class assets. |