Scottish tourism initiatives are placing a strong focus on prioritizing local communities. Following successful trials in Lochcarron and Thurso in the summer, Press Pause projects are being introduced in Brora and Plockton by the North Highland Initiative (NHI) and SCOTO, Scotland’s Community Tourism Network. These initiatives aim to put the needs and interests of communities first and are open to other areas in the region who wish to participate.
The program, which covers various areas including Caithness, Sutherland, and the islands of Orkney and Shetland, involves conducting research-based studies in each community. This includes mystery shopper appraisals as well as face-to-face workshops for businesses and communities. Based on feedback and reports, the initiatives provide recommendations for developing community-led tourism plans. This includes creating a community-owned place brand, defining a visitor proposition, and outlining practical next steps.
Instead of traditional measures like overnight stays and visitor spend, the Press Pause projects encourage communities to focus on their local priorities. These may involve retaining or attracting young people, conserving cultural assets, or generating permanent jobs. The key is that these factors are decided upon collectively by the community and then integrated into the tourism strategy, with support from the project coordinators.
The Press Pause initiatives allow communities to pause and reflect on tourism in their local area. They address shared challenges, such as staffing, housing, motorhome impact, lack of facilities, poor digital content, or fragmented representation. Communities work together to find joint solutions and share best practices and inspiration.
According to Genevieve Duhigg, Chair of NHI, many communities have felt that tourism is something that happens to them, rather than with or for them. The Press Pause projects aim to change that perception by allowing communities to take ownership of tourism and shape it in a way that benefits locals. Funding is available through the community support fund established by NHI.
Carron Tobin, Chair of SCOTO, stated that these initiatives provide an opportunity for communities to focus on using tourism as a force for good. They offer a chance to step off the hamster wheel and make tourism a positive and beneficial experience for all. SCOTO and NHI are excited to expand the program to two more North Highlands areas and encourage other communities to consider this approach.
Projects participating in the Press Pause initiatives can apply for grant funding from NHI, as well as receive in-kind support from SCOTO and NHI. For more information, interested parties can email info@north-highlands.co.uk.
