Strath promo drive to get HIE funding

HIGHLANDS and Islands Enterprise is expected to confirm funding in the next week or two to send out the message that Aviemore and the wider strath is very much open for business.

The package is expected to be worth in the region of £20,000 to £25,000 and will be used by the Cairngorms Business Partnership to promote the area.

There have been fears that the current closure of the Cairngorm funicular and the negative publicity around it has given the impression outwith the strath that winter is a write-off in the strath.

That is far from the case with ski schools and tourism operators keen to stress that even if the mountain railway is not running there is still plenty on offer at CairnGorm Mountain and across the strath.

The CBP has been working with local community groups HIE, VisitScotland and the Cairngorms National Park Authority.

Chief executive Mark Tate said: "We have been asked to lead on a campaign to remind and reinforce to our visitors that the Cairngorms National Park and Badenoch and Strathspey is a fantastic winter destination.

"We have so much to offer and we want to be talking positively about what a brilliant area this is to live in, work in, learn in and visit.

"It is our community that delivers our visitor experiences so, working with our partners, the community will be a big part of the campaign."

Stephen White owns the Old Minister's Guest House, La Taverna and recently acquired Roo's Leap, all in the Aviemore area.

He is concerned by the focus of much of the national press coverage on CairnGorm Mountain.

Mr White said: "They are giving the impression that Aviemore is no longer a place worth visiting.

"To use phrases such as 'Aviemore is collapsing into terminal decline' and the 'community is on its knees' is doing us harm.

"Clearly the problems with the ski resort are extremely worrying but they must be placed in some overall context.

"Market share of ski numbers last season may have hit an all-time low but, at the same time, tourism here is at an all-time high.

"There's no doubt the ski slopes and funicular are a vital part of our overall offering.

"However, the local area has been transformed into a place to enjoy a vast choice of outdoor activities.

"We should also be celebrating our successes."

An HIE spokesman said: "The marketing plan has not been costed yet but we will definitely be supporting this initiative financially."

The funicular has been closed since the end of September.