Highland Tourism was set up to address key issues and opportunities in the Highlands including the climate change imperative. Highland Tourism is a new community interest company set up to work alongside businesses in the Highlands to respond to challenges and opportunities created by the Covid Pandemic. Escape to the Highlands is an exciting new marketing campaign – a product of Highland Tourism, set up for the benefit of businesses and communities in the Highlands and as an opportunity for all. The initiative is being (voluntarily) led by Yvonne Crook, Director of Good Highland Food and Sam Faircliff, Managing Director of Cairngorm Brewery. Yvonne and Sam are passionate about the need and the opportunity for the Highlands to reposition itself following the Covid Pandemic with the goal – a visitor economy that regenerates not extracts; that evolves and gets better over time instead of becoming over used and run down. Taking account of leading international best practice, the focus is on ‘Conscious Travel’. We are delighted to already have the support of a number of leaders and businesses in the Highlands and are now looking to expand our network – as individuals we can make smaller steps forward but as a collective group we can create a movement that gathers more and more similar minded business leaders who can, and will, make a real difference.