The north of Scotland tourist industry is set for a major boost thanks to a groundbreaking tourism marketing strategy forged between NorthLink Orkney and Shetland Ferries Limited and the tourist boards of Orkney, Shetland and the Highlands of Scotland.

The newly established tourism marketing partnership, the first of its kind in Scotland, has joined forces in a grant application for funding through the European Regional Development Fund (ERDF).

NorthLink chief executive, John Horton, said today (April 4, 2001): "We are pleased to join with the three tourist boards of Orkney, Shetland and Highland. We believe this combination and pooling of resources will have a major impact on tourism to the North of Scotland and the Northern Isles.

"Our tourism marketing partnership will, hopefully, provide a welcome boost for the development of tourism, and the number of visitors to the north of Scotland and the Northern Isles. It is sure to have a major impact on national and key international travel markets.

"The Orkney and Shetland islands have a rich and ancient culture. Our new cruise standard ferries and the better services and improved choice for customers, provide a major opportunity to make the magnificent and unspoilt landscapes of Orkney and Shetland available to be enjoyed by many more visitors. The journey to these islands will be as pleasurable as being on the islands themselves," he said.

Maurice Mullay, Chief Executive of Shetland Tourist Board said: "Transport is a fundamental feature of an island holiday and is the first impression of the visitors’ holiday experience.

"The quality and standard of service is therefore of the highest importance. The joint marketing initiative will provide effective promotion, greatly improve customer convenience and expand the range of holiday options available in the islands," he said.

Under the arrangement with NorthLink, the boards will provide fully integrated holiday packages booking passengers and cars on to ferries, offering a wide choice of accommodation, arranging car hire, and visits to tourist attractions. Special travel deals will also be built around special events like music festivals.

Gareth Crichton, Chief Executive of Orkney Tourist Board said: "This is an exciting development for the network of Orkney and Shetland specialists at home and abroad. The timetables NorthLink will operate will make travel between Orkney and Shetland far easier, giving us the chance to develop fully integrated twin-destination packages."