A new initiative could be set up in Moray to create stronger links between the region’s tourism businesses.
The council wants to tie together accommodation, events and tour operators in an effort to boost the appeal of the area to visitors.
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The initiative, entitled “Discover Moray’s Great Places”, aims to build on the success of recent projects including Elgin’s Castle to Cathedral to Cashmere and the Findhorn Bay Arts Creative Place Award.
Recent figures show tourism in the region delivered a record £117.6million to the local economy last year – aided by the Spirit of Speyside Whisky Festival, Colours of Cluny and various highland games.
However, council bosses believe creating ties between separate attractions could boost that total even further.
Packages between hotels, distilleries and taxis could form part of the project, which was conceived by Moray Economic Partnership, as well as training support for businesses to run tours.
Moray Council has bid for £125,000 from the Heritage Lottery Fund to run the initiative as well as £50,000 from Leader.
At the authority’s meeting of the policy and resources committee next week members will be told the scheme could run from the beginning of next year until the end of 2019.
Due to “financial constraints” no money is being requested from Moray Council.
In a report ahead of Tuesday’s meeting, council officers explained the project would help sustain businesses in the region.
A spokesman said: “Moray has a rich and diverse heritage and cultural sector. Whilst individual sites and events are very successful, they are not well connected to maximise tourism.”
He added: “The work across communities and sectors will also provide a legacy beyond this project’s life span as it will establish the base for the planned creation of a Moray-wide digital destination platform, which promotes the diverse tourism, heritage and cultural offering.
“It will also contribute to the underpinning the developing growth deal for Moray, which includes a tourism strand.”