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Tune into Tourism

Tourism is a big talking point in the Highlands - and we’re bringing the conversation to you.

We recognise that the last few months will undoubtedly have been the most difficult experienced to date as a tourism business owner.

We’re concerned for the welfare of each and every business, but as the owners and operators who form the backbone of our Scottish tourism industry, for your mental and physical health too.

See below for the latest content from our Tune into Tourism programme, designed to help you and your business best prepare for the 2021 season and beyond. 

Tune into Tourism

Register your interest for the next series. We’ll email you with series information and joining links once available.

Register here


Re-opening, Re-connection, Rural and Responsible

The latest series of webinars, released through April 2021, are available to watch now. Key areas of discussion include: identifying the opportunities that exist through post COVID-19 changes to market segments and consumer demand; pent-up demand for events as well as family and friends reunions; connecting to ‘place’ and spending time outdoors, and a better understanding of what ‘Responsible Tourism’ means for our businesses and guests.

Each webinar includes a guest panel of industry and business experts ready to share their insights.

Re-opening - watch here
Get to know your new customers, their market segments and behaviours. 
Guests include Simon Calder, Travel Journalist and Irene Roberts of Expedia Inc

Re-connection – watch here
This episode looks at fulfilling the desire for reconnection to place and people - reunions, multi-generational groups and events. Guests include Nick Hall, Founder and CEO Digital Tourism Think Tank and Judith Wilson, Director of EventIt and EventsBase

Responsible – watch here
Visitors have never cared more about what we’re doing to make tourism better across the three pillars of economy, community and the environment.
Guests include Harold Goodwin, Managing Director of the Responsible Tourism Partnership and Paul Easto, Founder of Wilderness Scotland

Rural – watch here
Rural tourism will be extremely popular this year. Visitors are looking to travel to smaller communities to take part in activities that allow them to embrace the local lifestyle as they disconnect from city life. Join Peter Syme, an adventure specialist and strategic advisor from Disrupt Travel, and Joan Bishop, Chair of Community Interest Company Visit Dornoch, as they discuss what this will mean for the 2021 season.

Programme introduction by Julia Sutherland

Road to Recovery

In our last series we brought you the latest in travel news, insights and market indicators affecting tourism across Scotland.

In case you missed it, all of our 'Road to Recovery' podcasts are available below, and there is also plenty of relevant content accessible through our YouTube channel.

Or to register for our next series, simply complete the registration form from the link above. 


If you have a question you'd like us to address, you can email them to and we'll either answer your question within the podcast or follow up with you directly.


You can listen back to the complete Road to Recovery podcast series at any time.

Episodes 1 - 20 are available here

Watch our Wellness webinar series.

Previous Tune into Tourism programmes

In 2019 we looked at the growing phenomenon of ‘Wellness Tourism’ – how can your business further appeal to the increasing number of tourists who are seeking to escape the rush of everyday life.

We also looked at the use of Gaelic language in our ‘Speak Scotland’ series - how can tourism businesses harness the power of our native languages to help increase visitor numbers. 

Wellness tourism 

Research suggests that 50% of people in the UK understand the need to do more to look after their health and wellbeing - and a growing number are actively seeking ways to bring wellness into their holiday and travel plans.

With our beautiful scenery, open spaces and a wealth of activities, Scotland is the perfect location to switch off and enjoy a well-deserved break - and a go to location for travellers around the globe. 

Have a look at our playlist of videos from this previous Tune into Tourism series. The valuable insights are delivered by industry experts who’ll help you:

  • Identify wellness travellers, find out where they’re coming from and what they’re looking for.
  • Analyse current wellness products in Scotland, and how businesses can take advantage of current trends.
  • Consider how to adapt your business to help you tap into this growing market.

Click on the video on the left to watch the playlist in full or use the link below to go to YouTube to scroll through the library and select which additions you'd like to watch. 

Go to YouTube

Speak Scotland

Speak Scotland - harness the power of our native languages

In this fast-moving consumer marketplace, Scotland needs to continually make the most of its distinctive strengths and keep up with growing competition. Many visitors who come to Scotland to learn more about our history and culture - and in 2018, we responded with an exciting initiative. 

Our recent series of webinars, Speak Scotland, has finished but we’re busy turning the videos into a toolkit so don't worry if you missed the live series.

For businesses looking to offer something unique, the traditional languages of Gaelic and Scots are a fantastic resource. Harnessing the power of our native languages enables you to:

  • offer your guests and customers a unique and authentic experience
  • attract new customers and open up international markets
  • stay one step ahead of the competition

Find out more and watch again here

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About Tune into Tourism and the Northern Innovation Hub

Tune into Tourism is a support programme delivered through the Northern Innovation Hub, designed to build on and accelerate business innovation.

It is funded through the Inverness and Highland City-Region Deal - a joint initiative supported by £315m investment from the UK and Scottish governments, The Highland Council, HIE and University of the Highlands and Islands. This programme also receives financial support from the European Regional Development Fund (ERDF) through the Innovation strategic intervention.


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