Moray Council sets out new 10 year vision for tourism
Moray Council is set to approve a new long-term strategy that will shape how tourism is developed, managed and promoted across the area over the next decade.
The ‘Moray Tourism 2036 – Our Ten-Year Strategy’ sets out a fresh approach focused on communities, collaboration and sustainability, recognising tourism as a key part of Moray’s economy and way of life.
Tourism already supports around 2,900 jobs and generates an estimated £189 million a year in Moray, with strong appeal from well-known assets such as Speyside whisky, golf and heritage sites.
The new strategy moves beyond traditional destination marketing. Instead, it focuses on supporting local communities and improving wellbeing; protecting and enhancing Moray’s natural and cultural environment; strengthening coordination and leadership across the tourism sector; and encouraging sustainable growth that benefits residents as well as visitors.
The strategy has been developed following extensive engagement with local people and businesses. More than 300 individuals and organisations contributed through surveys, workshops and events.
A six-week public consultation ran from March to April 2026. Key findings included:
- Overall support for the direction of the strategy and its focus on Moray’s identity and strengths
- Calls for clearer detail on delivery, governance and early actions
- Concerns about infrastructure such as roads, signage, transport and town centres
- Suggestions to strengthen focus on areas including culture, coastal communities and heritage
- Mixed views on issues such as funding and the potential introduction of a visitor levy
In total, 30 formal responses were received, alongside feedback from partner organisations.
Following consideration of responses minor wording changes were needed with the issues raised, particularly around delivery and infrastructure, being addressed during implementation.
Early actions, as approved by the council’s Economic Development and Infrastructure Services Committee, will include:
- Publishing and promoting the final strategy to communities and stakeholders
- Setting up an interim Tourism Leadership Group to bring together local businesses and organisations
- Developing a coordinated delivery approach, with clear leadership and partnership working
- Launching targeted support for the sector, including workshops and business support through Business Gateway
- Using the strategy to inform discussions on a potential visitor levy and future investment priorities
A phased, collaborative approach will be used, with funding expected to come from a mix of public, private and external sources.
Chair of the Economic Development and Infrastructure Services Committee, Cllr Marc Macrae, said: “This strategy marks an important step forward for tourism in Moray. It reflects what our communities and businesses have told us, and sets out a clear, shared vision for the future.
“Tourism is vital to our economy, but it’s also about creating great places to live and visit. By working together, we can build a more sustainable, inclusive and resilient tourism sector that benefits everyone in Moray.”