Moray Tourism 2036 – Our Ten Year Strategy

This draft Strategy sets out a new place‑based approach to tourism in Moray. It looks beyond traditional destination marketing and instead focuses on caring for our places, working better together, and supporting wellbeing. It recognises that tourism can help our local economy, our culture, our environment and our communities.

The Strategy has been shaped through extensive local engagement, including surveys, workshops, themed forums and discussions. It reflects the strengths, challenges and ambitions shared by businesses, community groups and residents across Moray. It also aligns closely with national priorities, including the national tourism strategy - Scotland Outlook 2030, place-based working, community empowerment, and the wellbeing economy, as well as Moray Council’s Corporate Plan.

Moray Tourism 2036 is designed to support everyone involved in tourism — from micro and small business to global brands, and from volunteers and community groups. It provides a long‑term framework to help strengthen Moray’s visitor economy in a way that supports local wellbeing, protects our natural and cultural assets, and delivers meaningful benefit across Moray.

We are now providing a 6-week opportunity to invite further feedback and comment.