Highland Tourism Partnership appoints new chairman to lead the post-Covid challenge
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The new chairman of the Highland Tourism Partnership has pledged to work collaborative to help the Highlands recover from the impact of Covid-19.
Frazer Coupland, chief executive of Lochaber Chamber of Commerce, has been nominated and appointed to the leading role with the organisation, which brings together a collective of tourism groups representing more than 2000 members from throughout the Scottish Highlands.
Mr Coupland commented: “There is never a better time for businesses to collaborate than when faced with a crisis. Whilst I understand that there are some fish that love to swim upstream, there are more people, like me, who want to overcome challenges. I believe that working closely with public agencies who have committed to taking a supportive role in the partnership, embracing Outlook 2030 and STERG (Scottish Tourism Emergency Response Group) plans, whilst embracing the work done by each of our areas' destinations, we have a strong and unique brand which we can build upon. With great management we can now start to think about Highland recovery and embrace the challenges ahead.”
Michael Golding, chief executive of Scotland's first tourism Business Improvement District (BID), Visit Inverness Loch Ness (VILN), has welcomed Mr Coupland's appointment.
"The Highland Tourism Partnership will once again bring together destination organisations and the public sector to work together and create collaborative opportunities for our tourism industry," he said.
"Whilst the pandemic has brought significant challenges it has enforced new ways of working such as virtual meetings, it has at the same time created opportunity. Many of the destinations that are geographically distant have been meeting weekly, working together and sharing challenges. It has also led to the creation of multiple joint recovery projects. Highland tourism is facing a tremendous challenge. However, the representative industry organisations are working closely on behalf of their memberships to achieve the strong Highland wide recovery that we all wish to see.
"Visit Inverness Loch Ness fully supports the appointment of Frazer Coupland. With his industry experience, extensive network and insightful approach, we are confident that the partnership has the right leadership to find an effective path to recovery and continue the collaborative Highland wide relationships that the partnership creates. We look forward to working closely with Frazer in his new role as Chair."
Chris Taylor, regional leadership director at VisitScotland, also commented: "Frazer has a strong track record in working with others as well as the drive and ambition to make a real difference.
“As we look ahead, it is crucial that we all work together to help manage tourism in a responsible way. Consumer trends still show strong demand for the Highlands in the future – visitors are still keen to explore our scenery, landscape, culture and heritage when it is safe to do so.
"Importantly, Scottish people are also rediscovering their own country. We have a unique opportunity right now to pause, draw breath and to re-set our ambitions for tourism. In 2020 we saw visitors seek out opportunities to slow down, to linger a bit longer and to support the great many local producers of food, art, crafts and textiles. We can build on this. We can work together to improve the crucial infrastructure that our visitors rely on, but that our local people benefit from too. And we can help spread the season, ease and manage pressure at honeypot sites and help communities to derive real benefit from tourism."
The Highland Tourism Partnership's immediate priority will be visitor management and recovery and will work with partner agencies to ensure businesses are well positioned to take advantage of the work that has been carried out throughout lockdown, including education and marketing, infrastructure and investment, prevention, regulation and reassurance.
Mr Coupland added: “The time is right for uniting the extraordinary work of the Highland destinations, delivering crystal clear messages in order that visitors, businesses, our valued communities, economies and our natural environment can enjoy a vibrant future. We can only do this if we work together.”
