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Results from the biggest ever visitor survey in the Highlands and Moray will be unveiled in detail at a series of presentations across the area over the coming weeks.

Almost 5000 visitors were interviewed over 12 months as part of the Highlands and Islands Enterprise-led project to give tourism businesses and industry planners an insight into visitor profiles, transport arrangements, spending patterns and accommodation needs as well as visitor satisfaction levels.

Starting with a Highland-wide overview at the Newton Hotel in Nairn on Tuesday 17 June, survey co-ordinators George Street Research of Edinburgh will present localised results to tourism businesses and industry bodies at a series of events throughout the area (details below).

A key finding from the survey, which involved a team of 40 interviewers conducting 4,850 interviews at 71 locations throughout the Highlands and Moray, reveals a massive 91 per cent of those interviewed said they would definitely recommend visiting the Highlands to others.

The survey also highlights the increasing popularity of hill-walking.  Results from the last survey, which took place in 1997, showed that  11 per cent of visitors went on long walks or went hill-walking during their trip to the area, whereas this survey reveals the figure has now risen to 25 per cent during peak season.

For over half of visitors interviewed, their trip to the Highlands represented a secondary holiday instead of their main holiday.  This was the case for around three-quarters of Scots whereas for three-quarters of overseas visitors, their Highland visit was their main excursion.

And it turns out that the typical Highland winter weather doesn't dampen visitors' spirits as much as was thought.  An encouraging statistic reveals that 38 per cent of visitors during the winter off-peak season rated their experience as better than expected - despite the rain.

The survey was co-ordinated by Highlands and Islands Enterprise on behalf of the six local enterprise companies covering the area and a partnership of agencies including The Highland Council, Highlands of Scotland Tourist Board, VisitScotland, Scottish Natural Heritage and Forest Enterprise.

It was designed to provide a snapshot of information to help tourism businesses ensure their service is closely matched with visitor expectations.   And in an industry susceptible to events like September 11 and the SARS outbreak, the data will provide planners with a crucial insight into the factors affecting the industry as they set out their agenda for the years ahead.

People interested in attending any of the events should register with Heather Taylor, Highlands and Islands Enterprise, 01463 244320. [email protected]

The Caithness Local area presentation will be given at 14:00 at the following dates and venues:
3rd July - Caithness and Sutherland - Royal Marine Hotel, Brora

Full copies of the report will be made available during July from HIE and in electronic format at www.hie.co.uk