Inverness and Loch Ness are set to form the UK's first Tourism Business Improvement District (BID) which will see them work together to boost tourist numbers and improve the general visitor experience for the area.
The model already exists in the US as Tourism Improvement Districts (TIDs), with the aim to increase the number of overnight visitors using business and services in that area.
The BID model will include marketing programs to raise awareness of the destination, sponsorship of special events that attract overnight visitors and sales programs to bring in large-group business.
Local businesses voted overwhelmingly in favour of the scheme. A total of 361 businesses were eligible to to take part in a ballot, of which 152 votes were cast. 123 votes were in favour and just 29 were against.
The scheme will be led by tourism businesses and aims to deliver a financially sustainable model which, in partnership with statutory authorities, will drive forward tourism in the area for years to come, raising the quality of visitor experience and the value of tourism to the Inverness and Loch Ness economy.
The Tourism BID being proposed for Inverness and Loch Ness will aim to capitalise on the benefits of Inverness and Loch Ness working together as one destination, with the scheme expected to generate £1m over the next five years.
The existing tourist organisation, Destination Loch Ness, will cease trading and a new body, encompassing Inverness, Loch Ness and the surrounding area, will be set up to implement the tourism BID's five year plan.
