A Scottish tourism boss laid out his plans to attract more visitors to Moray yesterday.
Malcolm Roughead, the chief executive of the VisitScotland promotional group, called in at some of the area’s proudest assets during a tour of the region.
And he held talks with some of the pillars of Moray’s tourism community, to devise ways of attracting more international guests.
The VIP guest described his jaunt around the county as a “listening tour” which enabled him to gain a clear picture of what its strongest selling points are.
Mr Roughead received an OBE for services to tourism in 2005, and has held a string of high-profile marketing jobs.
Gordon Castle, the Knockando Woolmill, Burghead’s Bothy cafe and the freshly expanded Macallan Distillery, near Craigellachie, all featured on yesterday’s agenda.
The chief executive wrapped up the visit surrounded by emblems of Moray’s textile heritage – in the archive room of the Johnston of Elgin cashmere plant.
Speaking from the 18th century venue, Mr Roughead outlined his vision on how the area should be best advertised.
He said: “There are a great many cultural events here, like the Findhorn Bay Festival celebrating art and the Piping at Forres competition.
“I believe we must look at combining Moray’s culture with its tourism, to make it more of a compelling proposition for people to visit.
“These assets could be utilised more to make this area stand out.
“There is a real momentum about tourism in Moray, and I just want it to keep growing.”
Mr Roughead also praised the area’s history, noting that his New Zealand wife had learned much about it while researching her ancestors in Spey Bay.
Meanwhile, malt enthusiasts across the globe will soon be able to hear tales about Moray’s whisky industry as part of a pioneering project aimed at attracting more tourists.
A podcast has been created to educate listeners on the area’s Malt Whisky Trail, with the first episode available to download from tomorrow.
The trail is made up of nine distilleries and was founded in the 1950s as a way of bringing more people to the Speyside area.
The first podcast episode will feature father and son duo, William and Matthew Patterson, who work at Dufftown’s Glenfiddich Distillery.