Cairngorms business leader sets out vision for 2025

More than 370 tourism firms joined forces to promote it as the UK’s “original winter destination” as part of the initiative conceived by VisitCairngorms, which is part of Cairngorms Business Partnership.

The Where Winter Comes to Life! campaign, led by the latter organisation, launched in September with a focus on outdoor adventure, wildlife and nature, health and wellbeing, food and drink, culture and heritage.

In early 2024, Craig Mills took over the reins as CEO of Cairngorms Business Partnership, which is a chamber of commerce and destination management organisation, providing the support to help local businesses thrive.

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Mills said he now sees the organisation well placed to realise its ambitions.

He added: “We enjoyed a really strong 2024, gaining traction in the latter part of the year with the highly effective Where Winter Comes to Life! Campaign with many firms reporting a jump in activity on the back of this. And we want to keep up this momentum.”

“A key factor for me in taking on the CEO role at Cairngorms Business Partnership was the great opportunity to work in a part of Scotland so close to my heart – there are so many great organisations making the most of the stunning landscape.”

He added that 80 per cent of Cairngorms Business Partnership’s 400-odd members are in the key tourism and hospitality sector, but the organisation is now keen to recruit more from various other sectors to together really cover the entire local economy.”

Mills also said: “We want to support the great work local firms do both individually and as a whole, as they continue to navigate and overcome various challenges. They’re showing that they are creative and able to pivot when needed,and are also really turning their hand to try and do more things for each other – this kind of effort and collaboration is like nowhere I’ve seen before.

“We want to be more powerful for members, with our members. We want them to have a voice. Now, as 2025 gets under way, I believe Cairngorms Business Partnership is in a great position to clarify, strengthen, and futureproof both its operations and its role in this incredible area of Scotland.”