A groundbreaking tourism initiative for the Northern Isles has received a massive cash boost with the announcement of a £143,000 grant from the European Regional Development Fund.

The Northern Isles and North Scotland Visitor Marketing Programme is a joint venture involving the tourist boards of Orkney, Shetland and the Highlands of Scotland and NorthLink Orkney and Shetland Ferries Ltd.

NorthLink, which is to take over operation of ferry services to the Orkney and Shetland from P & O, has joined forces with the three tourism authorities in an effort to encourage more tourists to visit the islands and the north of Scotland.

The partnership approach is unique and is designed, primarily, to increase tourism volume in Orkney and Shetland. Although NorthLink is not due to take over operation of the ferry services until October, 2002 the company has already forged close links with tourism operators in the Highlands and Northern Isles.

Earlier this year the company attended the VisitScotland tourism fair in Glasgow when hundreds of trade professionals from the tourism industry visited the NorthLink display stand and were encouraged to make use of the three, state-of-the-art, cruise quality ferries which are under construction in Finland.

Maurice Mullay, chief executive of Shetland Tourism Board said: "Orkney and Shetland have a rich and ancient culture and are already on the tourist map. However, the extra ingredient is that we will now be able to provide visitors with a new holiday experience.

"A range of convenient and easy to book holiday arrangements will be provided across a wide sector of accommodation types, attractions, interests and events. We welcome this announcement of additional funding to assist with the marketing aspirations for the new service.

Elaine Tulloch, head of marketing at Orkney Tourist Board, said: "Orkney Tourist Board was delighted to hear that ERDF funding has been secured and very much look forward to working in partnership with NorthLink and the two area tourists boards. The partnership provides tremendous opportunities and will significantly raise the profile of Orkney and Shetland, as well as the north of Scotland."

NorthLink commercial director Gareth Crichton said: "We’re certain that the partnership approach will pay handsome dividends. The pooling of resources will have a major impact on tourism to the Northern Isles and the north of Scotland. In addition NorthLink’s new, cruise quality ferries will make the Northern Isles holiday an even more enjoyable experience. The journey will now be as much a part of our visitors holiday as being on the islands themselves."