MORAY’S £95 million tourism industry will double in the next decade if a new strategy is successful.
It is also anticipated that more than 5,000 people will be employed in the tourism sector locally, also double the current workforce and more of them will be employed all-year round.
Boosting the number of beds available for visitors to Moray is another key objective of the new ‘Tourism in Moray’ strategy.
It is hoped that a quarter of Moray’s 800 tourist-related businesses can be signed up to the World Host programme where at least 50% of the staff employed in those businesses will be trained to an internationally-recognised standard of customer care. Moray is one of 10 pilot project areas in Scotland undertaking the programme.
Andrew Anderson, head of the culture and tourism group on Moray Economic Partnership, said no more would Moray’s tourism sector be described as "under-performing". The new adjective when talking about tourism locally is "growing", he added.
Mr Anderson, who is also Head of Partnerships for Highlands and Islands Enterprise Moray, said the strategy represented a "holistic and innovatve approach for Moray".
Malcolm Roughead, chief executive of VisitScotland, was the guest speaker at the launch of the Moray strategy in the Alexander Graham Bell lifescience centre at Moray College UHI.
For more from the launch of Moray’s new tourism strategy see ‘The Scot’ print version on Friday.