The journey to market the north of Scotland as one of the world’s most iconic coastal touring routes will be mapped out at the 2018 Moffat Lecture and Awards at Glasgow Caledonian University.
Tom Campbell, managing director of North Coast 500, dubbed Scotland’s Route 66, will deliver the keynote address at this year’s annual travel and tourism awards ceremony on Wednesday 17 October.
The stunning route takes in the main roads along the coastal edges of the Highlands, passing through Wester Ross, Sutherland, Caithness, Easter Ross, the Black Isle and Inverness-shire.
Marketed as the ultimate round trip around Scotland, North Coast 500 is now a global brand with an audience reach over 2.3billion. Its success has helped transform the local economy through increased tourism numbers.
Mr Campbell, who created and delivered the implementation plan for the North Coast 500, has extensive experience with roles as CEO and MD in the marketing, tourism and charity sectors and provides consultancy support to tourism groups, and communities.
Introduced by Professor John Lennon, Dean of Glasgow School for Business and Society and Director of the Moffat Centre, he will speak about the fundamental changes in Scottish tourism and the challenges that lie ahead for the industry.
The Moffat Scholarships, which support students pursuing a career in the travel, tourism or events industries, were established in 1998 through generous funding from the Moffat Charitable Trust, set up by the late James H Moffat and his wife, Dr Margie Moffat OBE, the founders of AT Mays Travel Agent Chain.
To book a free place at the 2018 Moffat Lecture and Awards visit Eventbrite.