According to figures kept by the Highlands of Scotland Tourist Board, the region attracted more than 3 million visitors last year, or 6 visitors for every one of its half million inhabitants. Visitor numbers have been increasing steadily over the last decade, with only Glasgow and Edinburgh in Scotland matching the HIE network area when it comes to pulling in tourists.

Statistics show that visitors to the Highlands & Islands also spend more on average than visitors to the rest of Scotland. With the average tourist taking approximately a week to sample the region's delights, the billion pound Highlands & Islands tourist trade supports 20,000 jobs. According to the University of Edinburgh, an increase in the average visitor stay by one day would reap an estimated £286 million for the region.

aimhi is working with the local economic development agency, the Highlands & Islands Enterprise, to look at ways to produce compelling tourism and cultural content that would encourage visitors to extend their stays. A workshop, 'Developing Tourism & Cultural Content', is being scheduled for the end of 2005. The first part of the session will bring together cultural experts, project funders, and content creators to work with delegates on developing multi-platformed tourism and cultural projects. It will be followed by a brainstorming session open to the floor, whereby participants can pitch proposals for projects. The best proposal will receive a cash prize to further develop the idea.