A Conscious Choice

Moray Tourism Strategy

ONLINE FOCUS GROUPS

Online Focus Groups

Six focus groups will take place online, covering various themes and focusing on relevant topics.

These focus groups will take place on Zoom and run for no more than two hours. The workshops will have a local focus, helping to better understand local destination competency and sense of place as the foundation for developing the strategy. These events are targeted at businesses, enterprises and community organisations.

Pick the focus group audience that feels most relevant to you, and/or the theme you’d most like to contribute to.

Audience Guide for Each Group

Use the table below as a guide to find the group that fits you best, and then select the themed event you’d like to attend further below.

1. Heritage, Culture & Creative Sector

• Museums, heritage centres, archaeological trusts, historic properties
• Arts organisations, creative industries, craft makers
• Festivals celebrating culture, Gaelic language, and traditions

2. Tourism & Hospitality Enterprises

• Accommodation providers (B&Bs, hotels, self-catering, hostels, camping)

• Food & drink businesses (restaurants, cafés, farm shops, producers, distilleries, breweries)

• Visitor attractions (castles, gardens, wildlife centres, distillery visitor centres)

3. Festivals, Events & Activities / Experiences

• Outdoor activity providers (wildlife watching, cycling, walking, water sports, adventure sports, golf)

• Event organisers (music, food & drink, sporting events, cultural festivals, Highland Games)

• Heritage walks, storytelling, tours.

4. Communities & Local Development Organisations

• Community councils, development trusts, community enterprises

• Local hubs, volunteer groups, grassroots tourism projects

• Social enterprises linking tourism with wellbeing or regeneration

 

5. Land & Environment Managers

• Private landowners and estate managers (e.g. Gordon Castle, Glenlivet Estate, Crown Estate Scotland)

• Forestry & Land Scotland, Scottish Forestry

• National Trust for Scotland properties (e.g. Brodie Castle)

• NatureScot, environmental NGOs, conservation charities

• Farmers, crofters, and land-based businesses exploring visitor use

6. Infrastructure, Policy & Public Services

• Moray Council (planning, transport, culture, economic development)

• Transport operators (Stagecoach, ScotRail, active travel/EV networks)

• Skills and workforce agencies (UHI Moray, Developing the Young Workforce)

• Highlands & Islands Enterprise, VisitScotland, other regional/national agencies

09:00 - 10:30 | Wed 5 Nov
Heritage, Culture & Creative

Strengthening Moray’s cultural identity, interpretation, storytelling, and creative programming.

 

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13:30 - 15:00 | Wed 5 Nov
Tourism & Hospitality Enterprises
ONLINE

Quality, service standards, seasonality, business resilience, workforce skillsand and digital adoption.

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09:00 - 10:30 | Thurs 6 Nov
Events, Festivals, Activities & Experiences
ONLINE

Diversifying the visitor offer, growing year-round experiences, managing capacity, supporting innovation and niche markets.

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13:30 - 15:00 | Thurs 6 Nov
Communities & Local Development Organisations
ONLINE

Community benefit, pride of place, inclusive engagement, visitor levies/funding models, long-term resilience.

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09:00 - 10:30 | Fri 7 Nov
Land and Environment Managers
ONLINE

Visitor access, stewardship, biodiversity, outdoor recreation, balancing conservation with tourism.

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13:30 - 15:00 | Fri 7 Nov
Infrastructure, Policy and Public Services
ONLINE

Enabling conditions for tourism growth — connectivity, planning, digital, investment, marketing support, workforce pipeline.

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