Shaping a West Highlands Vision – A Need for Collective Action

The West Highlands stands at a pivotal moment. The region’s natural capital, cultural richness, and untapped potential make it an extraordinary place not just to visit, but to live, work, study, and invest. Yet to unlock this promise, we must be clear-eyed about the requirements for moving forward—and bold in creating a shared vision that guides us there.

Sustainable growth will demand investment, with private enterprise at the forefront, supported by targeted and strategic intervention from the public sector. However, in a climate of constrained public budgets, the private sector must play the driving role. But finance alone is not enough. What we need is clarity: a common understanding of what the West Highlands aspires to be, and alignment across sectors to achieve it.

The challenges are plain—housing, connectivity, infrastructure, workforce, and talent retention. None are insurmountable, but they must be addressed in a way that is strategic, holistic, and collaborative. Collaboration, however, can only deliver results if channelled towards a genuine and shared vision. At present, while many stakeholders agree on what must be tackled, the region still lacks that unifying sense of direction.

We see enormous opportunity. The question is how to transform potential into meaningful growth that benefits all—businesses, communities, and future generations. One critical step could be the establishment of an independent Destination Management Organisation. This is not a new concept or one which hasn’t, to some extent, been tried before. We have seen first-hand in other parts of the world, that when this is set-up well, suitably supported by all stakeholders and focused on a clear vision it can be an incredible driving force. Such a body could champion the West Highlands with a single voice—free from political interference or vested interest—promoting the region and shaping its future as a place of ambition, resilience, and sustainable prosperity.

The time has come to define the vision and make it real. In doing so, we can ensure the West Highlands becomes not only a world-class destination, but a thriving region in which people and businesses choose to stay, grow, and succeed.