A new tourism group has been set up to show potential visitors that there is more to Lochaber than its Outdoor Capital of the UK (OCUK) title suggests.
Four local marketing organisations have joined forces to embark on a worldwide campaign to promote all aspects of the picturesque area – not just its outdoor activities.
They say they are doing this because they have no confidence in Lochaber Chamber of Commerce’s OCUK brand to represent all that the area has to offer.
Ardnamurchan Tourist Association, Discover Glencoe, Road To The Isles Marketing Group and the Fort William Accommodation Marketing Group (FWAMG) have now formed West Highlands and Isles Tourism Association (WHITA).
WHITA chairwoman Catherine Susans, who is also chairwoman of Discover Glencoe, said: “The OCUK has always been classed as being too Fort William-centric and mainly for outdoor activity providers.
“We just want something that is going to cover all businesses in every part of Lochaber.”
And the group, which has more than 300 members, has launched a survey, called WHITA2016, to collect information from visitors and local tourism businesses to help it set up a new brand.
FWAMG chairman Andy Keen stressed that Lochaber was “not just an extreme activity playground”.
He said: “By listening to our visitors and to our local businesses and then pooling our resources and working together, we can spread the right message far and wide, bringing more tourists – and more money – to the area.”
OCUK destination manager Chris O’Brien said it was decided at last year’s Lochaber Tourism Summit that OCUK should be retained and developed further as the overarching tourism brand for Lochaber.
Mr O’Brien said: “The tourism sector is vital to our economy and the new wave of collaboration between some of the regional marketing organisations brings a much-needed joined-up approach at grass root level, which has historically been constrained by regional competition.”
