A new tourism strategy unveiled in Stornoway yesterday aims to add more than £10million a year to the amount spent by people visiting the Western Isles.
It is hoped the blueprint will take the annual figure to around £64million-£67million by 2020, compared with £53million currently.
The 20%-25% increase is expected to come from measures such as lengthening the season, improved transport links, new “authentic” experiences and the targeting of previously untapped markets.
Launching the drive for new business at the fifth annual Outer Hebrides Tourism Conference, Outer Hebrides Tourism Industry Association (OHTIA) chairman Ian Fordham said the aim was to make the isles a “destination of first choice for visitors looking for a unique, world-class experience”.
He added: “The diverse islands can offer them a selection of vibrant activity, food, music, art, craft and Gaelic culture in an outstanding environmental setting on the edge of the Atlantic Ocean.
“They have great appeal for those who are seeking peace and tranquillity as well as those looking for active adventure, with a taste for a different way of life.”
More than 200,000 people visit the Outer Hebrides every year, supporting an estimated 1,000 full-time equivalent jobs.
Yesterday’s conference, organised by OHTIA, was the biggest of its kind in the Outer Hebrides.
Mr Fordham said the various presentations, including one from Peter May, author of The Lewis Trilogy, highlighted the potential for turning the isles’ best assets into outstanding experiences for visitors. He added: “The opportunities are there for all to see and we are confident of a united approach to the future of the industry.”
Mr May, who launched the new Peter May Literary Trail during the event, said: “Everywhere I go in the UK, the US or in Europe, people tell me that the books have given them the desire to visit the Outer Hebrides.
“Many of them already have but many more are on their way, so expect a deluge of tourists in the coming years.”
HIE area manager Rachel Mackenzie said: “There are opportunities for us to develop the tourism sector in our islands and this strategy identifies a range of priorities to strengthen and grow the industry in the Outer Hebrides.”
The aims of the new blueprint, which will feed into a national strategy for Scotland, will be reiterated at another tourism conference at the Dark Island Hotel on Benbecula today.