Oban and Lorn Tourism Association, (OLTA) was formed as a pressure group in the early 90s as a direct result of the loss of Oban, Mull and District Tourist Board. Initially, self financed by membership subscription, the Association set out ‘to put Oban Back on the Map’. OLTA worked with West Highland and Islands Tourist Board until a further change to the Scottish Tourist Boards led to the creation of 14 new areas. In 1996, OLTA gained funding from the new Area Tourist Board - Argyll, the Isles, Stirling, Loch Lomond and Trossachs - and became one of the Area’s local marketing groups. VisitScotland continued to undergo changes and abolished Area Tourist Board membership. OLTA continued to grow and develop and the association became a cooperative consortium limited by guarantee. OLTA is a founding member of the Argyll and the Isles Tourism Cooperative (AITC). Recently the regional DMO took over the admin and membership responsibilities and OLTA formed a new group in partnership with the Oban business improvement district. The newly formed Oban Tourism Group manages the towns popular webcams and continues to sit on the board of AITC. As Covid restrictions lift the group will focus on promoting the town to visitors to sustain Oban’s future economic success.