Moray Tourism

Over the coming 6 months, specialist tourism development and marketing consultants, The Stevens View Partnership will work with the business and wider community in Moray to create an aspirational vision for Tourism in the area on behalf of local enterprise company, HIE Moray.  This will be based on a comprehensive audit of its tourism asset.

The Partnership brings international experience of best practise and innovation in Tourism that is well respected throughout Europe with recent projects including strategic advice to Northern Ireland Tourist Board on Major investment Projects, advising the Welsh Local Government Organisation on Destination Management and numerous private sector tourism and leisure clients on investment opportunities.
 
Martin Johnson (add job title) of HIE Moray said: "In order to identify the most effective way of maximising future tourism growth in Moray, we have to first take stock of its assets, its current performance and the challenges and opportunities it faces. On completion, the audit will provide a thorough understanding of the tourism industry in Moray together with a comprehensive analysis of different markets and trends, as well as the potential opportunities that exist going forward."

Yvonne Crook, of the Stevens View Partnership said: "Moray has a rich and varied natural and cultural environment encompassing spectacular coastline and countryside, a strong whisky heritage and a vibrant outdoor activities scene. All these factors are very appealing to growth markets such as short break leisure visitors and those taking business trips, but the competition for these markets is fierce. Moray has to innovate and exceed visitor expectations if it is to become a must-see, must-return destination."

As Scotland aims to achieve ambitions for growing tourism by 50% by 2015 and many strong tourism initiatives are already working together to take advantage of this opportunity, this project is the foundation for the future success of Tourism in Moray.

International Tourism Consultant Terry Stevens said:  Moray has untapped potential and its remarkable whisky heritage reflective of a strong and unique cultural landscape which is recognised throughout the world.  This creates an unparalleled opportunity to exploit the link between the destination and this World Famous Product and iconic symbol of Scotland.

Gavin Ellis of the Knockomie Hotel said "To achieve its full potential, Moray will need to stay ahead of the game, keep on top of market trends and be quick to respond to these by developing and enhancing its range of products and services. This will only be achieved by an aspirational vision based upon learning from international best practice and by businesses and the public sector working together."

For further information, contact:
Yvonne Crook, View Marketing, Inverness 01463 711532 / 07718584245

Notes to editors:
The Stevens View Partnership is a collaborative venture between Professor Terry Stevens based in Swansea and View Marketing based in Inverness.