'Tourists in the Highlands cannot be treated like magic money trees'

That the Highlands has a rich and diverse economy is obvious, but most would agree that it is tourism that holds this region together, touching every corner, community and business, and sustaining the jobs and infrastructure on which we all rely. Tourism’s strength and vitality affects us all, and it will continue to underpin the economy for the foreseeable future.

However, while Highland tourism has performed well in recent years, the figures for 2018, the most recent that we have, reveal a wobble. Overall tourism numbers fell by 16 per cent and spend by 11 per cent, and while spend on overnight stays by overseas visitors fell by only 2 per cent, overnight spend by UK residents fell by 11 per cent. Moreover, the total number of day visits fell by 18 per cent and spend by 15 per cent.

Fortunately, the Northern Highlands bucked the trend thanks to the NC500, which boosted the local economy by over £22 million in 2018, and interest continues to grow, especially from people with the means and desire to spend money as they travel.

However, to assume that continued growth is inevitable and that tourists can be treated like magic money trees is extremely dangerous. Tourists are fickle, Highland tourism cannot be taken for granted and, with ever-increasing costs and difficulty recruiting staff, many businesses are finding life tough. We can’t be sure what will happen in 2020, but the indications for Scotland as a whole in 2019 are that the European market declined further. Will this continue post-Brexit, and what about the vitally important domestic UK markets?

Whatever happens, tourism is everyone’s business – it touches us all – and it is in all our interests to ensure that it remains healthy and productive. This is best achieved by working together to ensure that visitors leave us feeling delighted by all they experienced, eager to return, and keen to recommend us to others. The Highland welcome, customer care and value for money they receive must be second to none, and we must help visitors find the things that interest them most and encourage them to disperse from crowded honeypots to less pressured areas, spending money as they go.

Sustainability is the word of the moment, and for the Highlands that means ensuring that our businesses and communities have the wherewithal to thrive in the decades to come, while minimising impact on the environment and climate. VisitWesterRoss has taken the bull by the horns and organised a conference on this topic in Gairloch on the 9th and 10th of March. The ambition is to make Wester Ross the Highlands’ first major sustainable tourism destination, and they have invited a wide range of experts to discuss what’s being done in the area and beyond, what sustainability means, and how collaboration is the key to success. Email contact@visitwester-ross.com for booking details.

But essential though this all is, it’s not enough; investment in Highland infrastructure is essential too. Limited resources must be spent wisely, and the sooner the Highlands has a really powerful tourism strategy backed by strong and effective local tourism action plans to guide development, the better!

David Richardson is development manager for the Highlands and Islands for the Federation of Small Businesses.

Related articles:

Tourist tax could see Highlands lose out on multimillion-pound cruise industry

Unveiling of North Coast 500 one of greatest moments in Scottish tourism history

Firms look towards sustainable tourism in the Highlands

ead more news from the Ross-shire Journal here.

Do you want to respond to this article? If so, click here to submit your thoughts and they may be published in print.