Public consultation launches on new 10 year Moray Tourism Strategy
19 March 2026 • Sarah Medcraf
Moray Council has launched a six-week public consultation on a new long-term tourism strategy that aims to strengthen local communities, support businesses and showcase Moray as a distinctive, responsible and welcoming destination.
Moray Tourism 2036 – Our Ten-Year Strategy has been developed following extensive engagement with more than 300 local people, businesses and partner organisations, who together contributed over 480 hours of insight and discussion. Their views have shaped a refreshed, place-based vision for tourism that builds on Moray’s natural assets, rich culture, global brands and strong sense of community.
The draft strategy sets out a shift from traditional destination marketing towards a more joined up, community powered model. The strategy also identifies “experience clusters”, including coastlines, whisky and food, heritage, nature and the outdoors, providing a practical framework for developing new products, trails and collaborations.
The draft strategy is now out to consultation on Moray Engage until 9am on Tuesday 28 April. Residents, businesses and community groups are invited to share their views. Feedback will be incorporated into a final version to be presented to the Economic Development and Infrastructure Services Committee in June 2026.
Alongside the public consultation, the strategy will be reviewed by the Moray Economic Partnership before and after the consultation period.
Moray Council’s Head of Growth, Planning and Climate, Beverly Smith, said of the strategy: “Tourism matters deeply to Moray. It supports thousands of jobs, strengthens our communities and showcases the exceptional landscapes, creativity and heritage we are so proud of.
“What this new strategy does is bring together the voices of businesses, volunteers, community groups and partners into a single, shared vision for the future. It’s about ensuring tourism works with Moray, and for Moray.
“We want everyone to have their say during the consultation and help shape a future where the benefits of tourism are felt right across our towns, villages and rural communities.”
The consultation is available online here until 9am on Tuesday 28 April 2026.