The attraction of the region to visitors from across the world has never been in doubt. A spectacular natural environment, distinctive cultural heritage and reputation for a warm welcome has given marketing efforts a real helping hand. Improving the visitor experience through provision of information, broadening the range of services on offer, easing transport connections and raising the standard of accommodation have been central to our efforts to extend the season and increase visitor spend.
-
The Government's White Paper on the Scottish Economy: 'A Plan for Expansion' includes the mandate for the Highlands and Islands to develop tourism on a larger scale. Tourism is seen as having development potential in both the main population centres and in the most rural parts of the region.
-
Hotspot for Winter Sports
Cairngorm Sports Development Limited (formerly the Cairngorm Winter Sports Development Board), recognising the commercial opportunities of Cairngorm as a national winter sports area, sets about realising its potential. With HIDB investment, they increase chair-lift capacity, install fresh T-bar tows and improve restaurant facilities.
-
Lack of visitor accommodation is a constraint to growth, so the Board's first major tourism proposal is a hotel build scheme, to provide five new hotels in the islands and west mainland. At a total build cost of about £1m, each hotel should accommodate around 100 guests. The hotels will be leased to commercial operators, on the basis of market value.
-
HIDB sponsors a Highland Hotel Conference in November, to familiarise hoteliers in the region with the support services on offer to them. The Board also spends £10,000 on publicity and runs a small advertising campaign in the north of England promoting winter sports in Glencoe.
-
Mull is announced as the location for the first hotel to be built by the HIDB.
-
A New Plan for Tourism
The HIDB establishes a team dedicated to tourism, and a Tourism Development Plan is prepared. Its objectives are to lengthen the tourist season, to increase the amount of accommodation on offer, to enhance the information available to tourists, to improve standards and create better facilities, and publicise the offer more effectively.
-
A national advertising campaign costing £20,000 is launched at the end of the year, with support from the Scottish Tourist Board, to attract more holidaymakers to the region.
-
Following a consultation with public sector and industry partners, the HIDB establishes and finances a co-ordinated network of Tourist Information Centres, which will go into operation the following year and transform the tourism industry in the Highlands and Islands.
-
The brochure 'Escape to the Highlands and Islands' is published, and over 100,000 copies are sent out to people all over the UK and beyond, after a series of coupon adverts are published in newspapers and magazines. It is a hit amongst potential holidaymakers, with Tourist Information Centres reporting double the usual number of enquiries.
-
The HIDB recognises the importance of the natural features of the region and also the growing popularity of sports-based holidays, and is keen to support outdoor activities such as skiing, climbing, walking, fishing, sea-angling, sailing and cruising. They commit to developing facilities to support this demand. Two new yachting marinas are opened on the west coast and a new ice rink in Inverness, while sea angling and sand yachting are promoted. Plans for a new golfing centre are discussed.
-
Resort developments
In their quest to develop the Cairngorms to attract larger visitor numbers, the HIDB finances the construction of a road and car park which will open up the area, with Inverness County Council and the Forestry Commission providing technical assistance. Both the road and car park are built by army engineers, while the Ptarmigan restaurant opens near the top of Cairngorm. It is now the highest restaurant in Britain.
-
Over the 1968-69 winter season, a marketing scheme called Spey Valley/Ski Valley is created, featuring promotional films and adverts offering 20% off a range of winter sports facilities in the region.
-
The Development of Tourism Act (1969) is passed, which formally establishes the Scottish Tourism Board.
-
A marketing campaign is produced with the aim of extending the tourist season beyond the summer months. The 'Highland Holiday Ticket' is a scheme which offers holidays at reduced prices, as well as cheap travel and discounts.
-
In July work starts on the first HIDB hotel at Craignure on the Isle of Mull.
-
A Landmark for Visitors
Landmark Visitor Centre opens in Carrbridge, the first purpose built visitor centre in Europe. The facility includes an audio-visual exhibition, shop, restaurant, picnic area and nature trail, setting the bar for the region's visitor centres. It wins a major award from the British Tourist Authority, who name it Best New Tourist Facility. In the late 80s, new attractions are added and it is rebranded as Landmark Forest Adventure Park.
-
The Scottish Office endorses the decision by the HIDB to acquire the Cairngorm Estate from the Forestry Commission. This will enable the Board to expand winter sports development in the region.
-
The Board's hotel build scheme comes to fruition, as they open their first hotel in Craignure on the Isle of Mull.
-
Work begins on a new 42 bedroom hotel at Tangasdale on the Isle of Barra.
-
Broader Scope for Skiing
The Secretary of State for Scotland transfers ownership of the upper slopes of the Cairngorm Estate from the Forestry Commission to the HIDB. This pioneering decision gives the Board broader scope to develop the winter sports industry in Scotland.
-
Booking Ahead
Tourism is growing but securing accommodation remains a problem. HIDB implements a new advance booking scheme where people pay £1 deposit per person to reserve accommodation at any location, from any of the information centres in the region.
-
In an early example of experiential marketing, the Board stages the 'Highland Fling', an eight coach train which visits London, Manchester, Liverpool, Leeds, and a range of other UK locations promoting tourism, Highland produce and transport, as well as informing people of employment opportunities and industrial development in the region.
-
A stretch of the Alness River is bought as a pilot scheme, with the aim of improving the fishing potential of the area. The Board will lease it to a local angling club on the condition that they open it to the public.
-
Travel pass, a combined bus, train and ferry travel ticket for tourists is launched.
-
HIDB's Isle of Barra hotel opens
The HIDB's Isle of Barra hotel opens.
-
The HIDB purchases Borve Lodge on the Isle of Harris and Borrodale House on the Isle of Raasay for hotel development. Conversion work on Borrodale House to create a 15-bedroom hotel begins in 1980. Borve Lodge did not proceed and the estate was sold on in 1985.
-
HIDB adopts two new tourism strategies: to develop the provision of water sports in Argyll and Bute, and to undertake a recreational development project in the Great Glen. The Board appoints a water sports development officer on a three year contract, to ensure that both projects are expertly realised.
-
HIDB opens Isle of Raasay Hotel
HIDB's conversion of the former Borrodale House is complete and the Isle of Raasay Hotel opens.
-
The HIDB pioneers a scheme to install moorings for visiting yachts, effectively opening up the west coast to sailors. Pontoon landing stages are built at Drumnadrochit, Invermoriston, Inchnacardoch Bay, Loch Oich and Laggan Locks, and 18 jetties are constructed on Loch Ness and the Caledonian Canal. This is jointly financed by the HIDB and the British Waterways Board.
-
The Secretary of State turns down a planning application for skiing development at Lurcher’s Gulley on the Board’s Cairngorm Estate. This follows a major public inquiry.
-
The Board introduces a village hall scheme, designed to help communities make use of existing facilities to provide all-weather attractions for tourists, and also to accommodate social and recreational pursuits. Almost £10,000 is divided amongst 30 schemes.
-
The Tourism (Overseas Promotion) (Scotland) Act 1984 provides authority for the Board to start marketing Scotland’s attractions internationally.
-
Taking the HILine
Following the success of their landmark advance booking system in the 70s, the HIDB introduces HILine, a computerised booking system which will bring the entire tourism sector together on one database.
-
Fort William welcomes a new tourist information centre and cinema complex with the backing of the HIDB. The first film shown in the cinema, the Walt Disney animated fantasy adventure film The Black Cauldron, is sold-out. The complex is leased and later sold to a local tourism operator.
-
Approval is given to create a funding package for the Aonach Mòr gondola and ski area.
-
Nevis Range opens
Following numerous feasibility studies on the viability of a winter sports development on Aonach Mòr, construction begins in late 1988. A strong focus on environmental protection is sustained throughout the build, and Nevis Range opens to the public in late 1989. It is hailed as a model of a well-managed, low impact development.
-
Once again, the Secretary of State decides against the expansion of skiing into Lurcher’s Gully, Cairngorm.
-
A review of the Scottish Tourist Board leads to a structural reorganisation. This includes reallocating responsibilities amongst the various public sector agencies involved in tourism. The Scottish Tourist Board no longer has the responsibility to provide finance to tourism projects - instead this passes to Scottish Enterprise, HIE and the local enterprise companies.
-
In partnership with local businesses, HIE delivers 'Welcome Host' customer service training to help improve service and standards of hospitality in the region.
-
HIE helps establish Skibo Castle as a world class facility for visitors. The castle, situated west of Dornoch, is the former home of famous industrialist and philanthropist, Andrew Carnegie.
-
HIE invests in new high quality leisure facilities at the Lochloy Holiday Park in Nairn.
-
The lower slopes of Aonach Mor are developed to create downhill mountain bike tracks, which are popular amongst bikers and hill walkers.
-
The Scottish Tourist Board assumes responsibility for marketing and co-ordinating area tourist board activities in the region, as well as the marketing of Scotland as a whole. They take over from the Enterprise networks.
-
14 Area Tourist Boards (ATBs) are established following the Local Government (Scotland) Act 1994.
-
The first Spirit of Speyside Whisky Festival is held, showcasing produce from the region's distilleries.
-
The completed Nevis Range Downhill Mountain Bike Track opens to the public. This extension of the downhill mountain track to the upper slopes of Aonach Mor, provides gondola access for riders and their bikes, and creates a memorable biking experience to attract more visitors to the area.
-
The Scottish Tourism Board begins trading as VisitScotland.
-
The UK's Highest Railway
The Cairngorm Mountain Railway, built and owned by HIE, is opened. This unique experience takes visitors 3,500 feet up the mountain to the Ptarmigan restaurant and viewing terrace. Not only is it the only funicular railway in Scotland, it is also the highest railway in the UK.
-
Nevis Range hosts its first UCI Downhill Mountain Bike World Cup.
-
Loch Lomond and the Trossachs is designated as a National Park, the first in Scotland to do so. This area extends into the Highlands and Islands and its status as a national park will help conserve the natural beauty of the landscape.
-
The Largest National Park in Britain
The Cairngorms National park is established covering the Cairngorm mountains and surrounding hills. The sheer scale of the area makes it the largest national park in the British Isles.
-
The Ice Factor, a high quality mountain activity centre, opens in Kinlochleven. It includes the world’s biggest indoor ice climbing wall, alongside the UK's highest indoor articulated rock climbing wall. It also boasts a competition standard bouldering wall, which is voted the best in the UK. A giant outdoor Aerial Adventure course is added in later years.
-
The Macdonald Aviemore Highland resort, located in the heart of the Cairngorms National Park, opens its doors following a £5m investment. The resort offers three four-star hotels, 3D cinema viewing, luxury brand shopping, top-class restaurants and a new state-of-the-art activity centre. Golfers have access to the Spey Valley Championship Golf Course, which features the longest hole in Scotland.
-
The new VisitScotland network is established as one single national tourism network with 14 area offices. The following year, the Tourism (Scotland) Bill, cements this change, formally recognising the agency as a single entity.
-
Following major redevelopment, the Culloden Battlefield visitor centre opens during Scotland's Year of Highland Culture. Designed to cater for up to 250,000 visitors a year, the centre houses new battle interpretation facilities, along with educational/conference facilities, a restaurant and a shop.
-
VisitScotland reorganises its local activities around six regions and three island areas. This geographical regrouping aligns activities with those of Scottish Enterprise and HIE.
-
In Honour of John O'Groats
The town that is known as 'the start of Great Britain' gets a makeover as the John O'Groats Masterplan is unveiled. It includes the replacement of the John O'Groats Hotel, a new harbour square, and refurbishment of the Last House Museum. There will also be a full restoration of coastal paths to Duncansby Head and to the John O'Groats Mill.
-
The Cairngorms National Park is extended to take in Blair Atholl and Spittal of Glenshee.
-
Work begins on a second slipway at Crinan Boatyard near Lochgilphead. This enables it to handle an increased number of boats and take advantage of the increasing popularity of sailing in the west of Scotland.
-
A new £9m tourism development is earmarked for the Kintyre peninsula, with HIE offering a £2.2 million support package. This will go towards the restoration of The Royal Hotel in Campbeltown and The Ugadale Hotel at Machrihanish. The development, which is led by the Kintyre Development Company (KDC), will create over 50 jobs and bring in more than £3m a year to the Scottish economy.
-
Always at the forefront of innovation, HIE pioneers Tourism Webinars, delivering market intelligence and business support to thousands of remote and rural businesses.
-
The Tourism Scotland 2020 industry strategy is launched, led by the Scottish Tourism Alliance. This aims to target those markets with the greatest potential for growth. It also encourages more collaboration between Scotland's tourism destinations.
-
Island communities in the Outer Hebrides
Island communities will benefit from an economic boost, as a new brand is created for the Outer Hebrides, encouraging visitors from around the world to experience its unique attractions. The brand positions the islands as a top global destination with diverse appeal, and is pitched at emerging tourism markets. It highlights the islands' appeal as a historical, cultural and natural force to be reckoned with.
-
A new £950,000 yachting marina is officially opened in Mallaig.
-
Scottish tourism businesses are encouraged to tap into the growing wildlife tourism market in Scotland, ahead of 'The Year of Natural Scotland' in 2013.
-
Natural Retreats tourism project
The Natural Retreats tourism project at John O’Groats is open for business, providing high quality accommodation for visitors to this iconic place.
-
Lochaline Marina opens
Lochaline Marina opens. The facility on the shore of Loch Aline, is developed and run by the local community, and includes a new harbour office, showers, toilets, laundry and wifi. This inspiring community development complements the Cala Loch Àlainn pontoons which opened in 2011.
-
The Scottish Open Golf Championship is held at Castle Stuart for the third year in a row. It is broadcast to a worldwide audience of 100m people.
-
The results of an extensive island visitor survey are published, highlighting that around 425,000 visitors were drawn to Orkney, Shetland and the Outer Hebrides between October 2012 and September 2013, generating approximately £100m for these local economies. The research is led by VisitScotland, in partnership with HIE and the three island local authorities.
-
Natural Retreats is announced as the new operator of Cairngorm Mountain. There is a £6.2m investment plan for the area, and HIE are supporting this development with a £4m loan to develop a new day lodge.
-
A HIE research study exploring Adventure Tourism in Scotland identifies over 350 adventure tourism businesses, providing around 3,000 jobs. The study confirms Scotland as a world-class adventure tourism destination. It highlights the increasing popularity of 'soft' adventure, particularly marine-related activity and walking/climbing. Enhancing collaboration between adventure tourism businesses, and better utilsing digital technology to support e-commerce and extend market reach are key recommendations emerging from the research.
-
The Scottish Tourism Minister announces the Government's Marine Tourism Strategy. Entitled 'Awakening the Giant', its aim is to boost Scotland's reputation as a world class marine tourism destination.
Tourism
At 2015
62%
of adventure tourism businesses in Scotland are based in the Highlands and Islands
In 2013 there were
c.29,300
people directly employed in the tourism sector
across
2,200
businesses
generating in excess of