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MORAY TOURISM STRATEGY - BUSINESS AND COMMUNITY ENGAGEMENT SURVEY:

THIS SURVEY CLOSED ON MONDAY 17TH NOVEMBER 2025 - Please contact us on info@scoto.co.uk if you have any queries.

SCOTO CIC have been commissioned by Moray Council to co-create the next tourism strategy for the destination working with local businesses, communities and strategic partners. This survey is seeking to gain as many insights as possible from across the area as to what is and isn't working at present, what challenges and opportunities you foresee and what you would really like to see happen over the next 5-10 years.

This is being undertaken in the absence of a DMO following the closure of the Moray Speyside BID earlier this year. SCOTO's work will therefore consider the what and how - what should happen over the next 5-10 years and how this will be enabled and delivered.

This survey is comprehensive and will take a little time to complete. We have set out a variety of questions covering different topics and your honest feedback and responses are really important to shaping the future of tourism in Moray.

We look forward to analysing the survey results and in the meantime thank you very much for taking time to share your views and insights.

The survey will remain open from September to mid November when the draft strategy will be produced.

This Tourism Strategy is being funded by the UK Government through the UK Shared Prosperity Fund (for more information visit UK Shared Prosperity Fund), Visit Moray & Speyside Ltd and Highlands and Islands Enterprise.
ABOUT YOU AND YOUR BUSINESS/ORGANISATION
1.Please state what your main interest in tourism in Moray is(Required.)
2.If you represent a local business or organisation - how many employees and/or volunteers do you currently operate with?
1
2-5
6-10
11-25
26 +
N/A
employees
volunteers
3.If you operate a tourism business or visitor facing service what are your main months of operation? Tick all that apply.
4.How long have you been involved in tourism in Moray?(Required.)
5.Which area of Moray are you based in?(Required.)
6.Which of the following are you engaged with in terms of addressing the climate emergency - tick all that apply
UNDERSTANDING THE CURRENT SITUATION
7.How well do you think the current tourism strategy for Moray has aligned with your values and expectations ? Tourism in Moray(Required.)
8.How satisified are you with your overall experience of the Moray tourism sector ?(Required.)
9.In general terms what is your current sentiment towards tourism in Moray being a force for good ?
10.Based on your experience over the last 10 years, and taking into account the impact of the pandemic - in general terms do you believe tourism in Moray is growing, static or declining
significant decline
static
significant growth
11.If you were operating prior to the pandemic, for your own business/operation and in general terms how does this point in time compare to 2019 the year before the pandemic? If not applicable please skip the question.(Required.)
12.For your own business/operation how does this point in time compare to the same time last year. If not applicable please skip the question.(Required.)
13.Following the closure of Visit Moray Speyside (which operated under a BID model) earlier this year, Moray no longer has a Destination Marketing/Management Organisation (DMO) How important is it to you that a DMO structure is in place for the region?
14.The Visit Moray Speyside digital presence (website and social media channels) remain live but is no longer actively managed. How valuable is a destination wide digital presence to you and what do you believe should happen moving forward?
15.What potential risks or challenges do you foresee in the next 5 years which could seriously impact tourism in Moray. Please tick only those that are most important to you, otherwise leave blank - and use the 'other' box if you think there is anything missing.
16.There has been debate as to how the area should be known for marketing and promotion - please share your thoughts
17.The council is currently considering and will consult separately on a possible visitor levy being introduced in Moray. For now, and in general terms how do you feel about this?
VISION AND GOALS
18.Please list 3 unique local assets (culture, landscape etc) you believe are not being fully utilised from a tourism perspective?
19.Please list 3 special qualities of Moray which you believe sets it apart
20.Please list up to 3 emerging opportunities for tourism growth or development you believe are specific to Moray?
21.Please list up to 3 things that you believe are holding Moray back from a tourism perspective
22.Please list up to 3 types of visitors you believe are the most valuable and realistic to attract to Moray going forward
23.Based on trends being experienced in other parts of Scotland please state what you are seeing here in Moray in the last 2-3 years and use the comments boxes to share any thoughts on this being good or bad.
more
the same
less
touring visitors
people enjoying the great outdoors
people seeking cultural experiences
motorhomes and campervans on the roads
motorhome and campervan 'wild camping' - not using sites
number of B&Bs and serviced accommodation
accommodation providers providing 2 night minimum stays
budget 1-night stay accommodation
luxury accommodation
locally provided visitor information hubs and centres
artisan food and drink producers
public toilet provision
STRATEGIC PRIORITIES
24.In your own words what does a successful tourism future look like for Moray?
25.What do you believe is needed to ensure Moray is more prominent on the Scottish tourism map?
26.What do you believe are the most critical areas for development to enhance the visitor economy and visitor experience in Moray? Please tick up to 5 and add anything you believe is/are missing(Required.)
27.Which months would you like to see visitor activity increase?
28.How do you think we can collectively increase the benefits Moray communities gain from visitor activity?

We have listed various possibilities below. Please tick any you feel could be improved in Moray.(Required.)
29.What specific investments in infrastructure and/or marketing do you believe are most needed?
30.How can we improve communication and collaboration among stakeholders to achieve our tourism goals?
31.Taking the previous strategy into account, how can this tourism strategy better engage with the industry and communicate its plans and progress ?
32.Do you have any other suggestions for enhancing tourism in Moray or for this tourism strategy?
33.If you are happy to, please provide your contact details so we can add you to our database and keep you appraised of how the strategy is developing. Your contact details will only be used for this purpose and you may unsubscribe at any point by contacting info@scoto.co.uk
Thank you taking the time to complete this survey. Your time is greatly appreciated. Please keep an eye out for our local workshops and themed on line sessions which will build on these survey results.


Do please share the link with any of your contacts in Moray - the more responses we get the more robust the results.

And do email our team on info@scoto.co.uk if there is anything specific you want to flag or discuss with us.