Sustainable Tourism Strategy 2024-2030

On Thursday 14 November 2024, Members of the Economy and Infrastructure Committee will be presented with a new Sustainable Tourism Strategy 2024-2030 and asked to note and agree recommendations which include adopting the new Sustainable Tourism Strategy and an agreement to amend the strategy to accommodate consultation feedback on the Visitor Levy Scheme.

Economy and Infrastructure Committee Chair, Cllr Ken Gowans said: “The vision of the Sustainable Tourism Strategy 2024-2030 is to maintain and grow a thriving visitor economy which is responsibly managed and delivers positive impacts for our communities and environment.

“The Highland Council has set out priority outcomes to achieve this and will continue to work closely with a wide range of industry partners to make Highland the destination of choice – regionally, nationally and globally.

“As Chair of the Council’s E&I Committee, I look forward to presenting the Council’s new Sustainable Tourism Strategy at Thursday’s meeting.”

 The priority outcomes the Council wants to help achieve include:

• Communities – tourism must be a force for good for all Highland communities and a means to improve our quality of life, enhance our culture and heritage, provide high quality job opportunities and careers for Highland people and address demographic challenges. 
• Environment – Highland to be a leading example of a climate-resilient tourism destination, which has taken responsibility for and the necessary actions to ensure tourism enhances the natural environment while, addressing the risks and impacts of climate change.
• Economy – a vibrant, dynamic and resilient industry that develops attractive careers and job opportunities, has year-round appeal, is spread evenly across the region and contributes towards a greener future.
• Visitors – visitors embracing a more relaxed pace of travel, are conscious of and act responsibly towards our local heritage, communities and the environment, have exceptional and authentic experiences across Highland and are met with a warm Highland welcome generating high levels of visitor satisfaction, repeat visits and positive advocacy for the region. 

These outcomes are interconnected, and each one need to be met to achieve the vision.  It is not only vital for the sector but also for its contribution to wider objectives, including reversing the demographic challenges facing the region and tackling climate change. 

Although this strategy has a central focus on the role of the Council, success demands a positive and effective relationship between communities, visitors, businesses and the environment, and co-investment from across the sector.  This ensures we maximise the energy and resources available. 

The link to the agenda and reports can be found here (Item 6)