A stronger, more sustainable visitor economy was the focus for local business leaders last week as Inverness Chamber of Commerce hosted Vicki Miller, Chief Executive of VisitScotland, for two key events at Ness Walk Hotel – an Industry Roundtable Dinner on Wednesday 29 October, followed by a Business Breakfast on Thursday 30 October.
The roundtable brought together 14 invited industry representatives for an in-depth discussion on the opportunities and challenges shaping tourism in the Highlands, while the breakfast welcomed over 60 guests keen to hear how VisitScotland is evolving its approach to supporting businesses and communities across the country.
Expanding the Shoulder Season
A key theme from both sessions was the importance of expanding Scotland’s “shoulder season” – encouraging more visitors to travel out with the peak seasons, helping to sustain businesses and communities year-round.
Vicki Miller outlined VisitScotland’s commitment to supporting the industry in extending the visitor season through targeted marketing, product development, and collaborative event strategies. She emphasised that tourism is an export industry that delivers a powerful ripple effect across Scotland’s economy – supporting one in every 11 jobs and one in every 11 businesses.
“Being in Inverness to hear directly from industry was incredibly valuable,” said Vicki Miller.
“The Highlands are at the heart of Scotland’s visitor experience, and engaging with our partners here helps us better understand both the opportunities and challenges on the ground. It’s also a chance to update businesses on how VisitScotland is evolving to become an economic growth agency – focused on market development, place development, and business and experience development. Our aim is to be a continued force for good in our communities, supporting sustainable growth for the visitor economy.”
Building a Regional Events Strategy
The conversation also highlighted the potential of events to boost the visitor economy, particularly outside of the traditional peak season. Attendees discussed the value of a regional events strategy that builds on Highland strengths – from culture and heritage to food and drink and the great outdoors – while aligning with national priorities and supporting a more even spread of tourism throughout the year.
VisitScotland’s corporate commitments over the next three years include agreeing local event development priorities with councils, leveraging major events to deliver economic and social benefits, and continuing to invest in visitor infrastructure and business development programmes.
Industry Insights: Challenges and Opportunities
During the Business Breakfast Q&A, members raised key issues affecting the region’s tourism and hospitality sector:
- Infrastructure and connectivity: Concerns were voiced about the cost and convenience of travel to and within the Highlands, including a lack of integrated local transport links from Inverness Airport.
- Responsible tourism: Participants discussed the importance of educating visitors about responsible wild camping and promoting affordable campsite options.
- Workforce and skills: Investing in the next generation of hospitality professionals and showcasing long-term career opportunities were identified as vital to staff retention and service quality.
- Marketing and storytelling: Businesses were encouraged to embrace new digital tools, using social media storytelling and platforms like TikTok and Instagram to reach global audiences.
- Value over volume: While visitor numbers may be falling, there has been an increase in higher-spending international visitors seeking authentic, quality experiences.
Reflecting on the two days of discussion, Colin Marr, Chief Executive of Inverness Chamber of Commerce, said, “Tourism remains one of the most important sectors for the Highland economy, and it was a privilege to connect our members with VisitScotland’s leadership to explore how we can grow sustainably together. Events like this are invaluable – they help our members understand national priorities and how we can use VisitScotland’s insights to shape local strategy, support businesses, and drive stronger and more resilient economic growth across the region.”
Both events underscored a shared commitment between VisitScotland, Inverness Chamber, and local industry to ensure the Highlands continues to thrive as a world-class destination – not just in summer, but all year round.