Littlehouse Media

Frazer Coupland appointed Chair of The Highland Tourism Partnership

Frazer Coupland, CEO of Lochaber Chamber of Commerce, has been [nominated and] appointed as the new Chair of the Highland Tourism Partnership, a collective of tourism groups from throughout the Scottish Highlands, working across the industry, encouraging collaborative working between public and private sectors.

From the start of what has been described as an ‘unimaginable year’, appointed leaders of Highland destinations have regularly met informally to overcome the challenges and find creative ways to work with the region’s vital tourism businesses.  As attention now turns to recovery both destination leads and public sector partners collectively felt that those businesses fortunate enough to survive would benefit from a re-established and stronger Highland Tourism Partnership. 

Destination organisations across the Highlands are already signed up to and fully engaged with the Partnership.  They represent more than 2000 members fully engaged and ready to embrace a new set of challenges.

Having been asked why the Highland Tourism Partnership is so important, Frazer Coupland answered: “There is never a better time for businesses to collaborate than when faced with a crisis. Whilst I understand that there are some fish that love to swim upstream, there are more people, like me, who want to overcome challenges. I believe that working closely with public agencies who have committed to taking a supportive role in the partnership, embracing Outlook 2030 and STERG plans, whilst embracing the work done by each of our areas’ destinations, we have a strong and unique brand which we can build upon.  With great management we can now start to think about Highland recovery and embrace the challenges ahead.”

Michael Golding, CEO of Visit Inverness Loch Ness, said:  “The Highland Tourism Partnership will once again bring together destination organisations and the public sector to work together and create collaborative opportunities for our tourism industry. Whilst the pandemic has brought significant challenges it has enforced new ways of working such as virtual meetings, it has at the same time created opportunity. Many of the destinations that are geographically distant have been meeting weekly, working together and sharing challenges. It has also led to the creation of multiple joint recovery projects. Highland tourism is facing a tremendous challenge. However, the representative industry organisations are working closely on behalf of their memberships to achieve the strong Highland wide recovery that we all wish to see.

“Visit Inverness Loch Ness fully supports the appointment of Frazer Coupland as Chair of the Highland Tourism Partnership. With his industry experience, extensive network and insightful approach, we are confident that the partnership has the right leadership to find an effective path to recovery and continue the collaborative Highland wide relationships that the partnership creates. We look forward to working closely with Frazer in his new role as Chair.”

Over the forthcoming period the Highland Tourism Partnership will focus on Visitor Management and Recovery. Working across the agencies the partnership will ensure that businesses are well positioned to fully embrace the work that has been carried out throughout lockdown, that includes Education and Marketing, Infrastructure and Investment, Prevention, Regulation and Reassurance.

Chris Taylor, Regional Leadership Director at VisitScotland said: “I’d like to congratulate Frazer on his appointment as Chair of the Highland Tourism Partnership. Frazer has a strong track record in working with others as well as the drive and ambition to make a real difference.

“As we look ahead, it is crucial that we all work together to help manage tourism in a responsible way. Consumer trends still show strong demand for the Highlands in the future – visitors are still keen to explore our scenery, landscape, culture and heritage when it is safe to do so. Importantly, Scottish people are also rediscovering their own country.  We have a unique opportunity right now to pause, draw breath and to re-set our ambitions for tourism. In 2020 we saw visitors seek out opportunities to slow down, to linger a bit longer and to support the great many local producers of food, art, crafts and textiles. We can build on this. We can work together to improve the crucial infrastructure that our visitors rely on, but that our local people benefit from too. And we can help spread the season, ease and manage pressure at honeypot sites and help communities to derive real benefit from tourism.”

Frazer Coupland added: “The time is right for uniting the extraordinary work of the Highland destinations, delivering crystal clear messages in order that visitors, businesses, our valued communities, economies and our natural environment can enjoy a vibrant future. We can only do this if we work together.”


Media contact:

Paddy Cuthbert | Littlehouse Media | E: [email protected]| M: 07913 951717

Image attached: Frazer Coupland

For more downloadable images of Frazer Coupland go to

Notes to Editors:

About Frazer Coupland, CEO Lochaber Chamber of Commerce

Frazer has been in post as CEO since February 2019, having previously worked as Destination Manager promoting the Outdoor Capital of the UK as Scotland’s premier destination to enjoy the outdoors.

Frazer first came to Lochaber in 1969. In 1981 he joined the Royal Navy. In 2005, having travelled extensively, involving a variety of jobs (predominantly in adventure tourism), he set up No Fuss Events, an outdoor adventure sports events company.

Having been an employee and a director of Lochaber Chamber, he seized the opportunity to apply for the position of CEO of the Chamber when the position became available in late 2018.

You Might Also Like

Paul Merton Visits SYHA’s Loch Ossian Hostel – Paul Merton’s Secret Stations

Nevis Range moving forward with interim CEO Rod Pashley

Nevis Range team up with Endura

Sporting legend Gavin Hastings to inspire Lochaber at Ideas Week 2017

New Lochaber website aiming high

OATS in search of a Fairy Pool of staff

The Cream of Enduro will rise to the top at Comrie Croft

Developing for the future at Nevis Range!

Margo Paterson appointed as CEO of SYHA Hostelling Scotland

Route announcement confirmed for HSBC City Ride in Edinburgh

SYHA Hostelling Scotland assist in a Recovery Version

Lochaber Tourism Day with Cal Mac – Debate, Engage, Network

Gold and Silver gongs for Torridon and Loch Ossian Youth Hostels in TGO Reader Awards

‘Death Zone’ mountaineer, Nirmal Purja, to headline Fort William Mountain Festival 2020

SYHA partners with Ayrshire College for valuable volunteer experience

Chris O’Brien appointed Destination Manager for the Outdoor Capital of the UK

POC headline sponsor for Scottish Enduro Series for sixth year

Fort William has all the Mòd cons

Nevis Range to turn back the clock to 1989 to celebrate 30 years of adventure

Lochaber community is pulling together to give Nevis Range a lift after lockdown!

ITV4 to screen every minute of OVO Energy Tour of Britain live

Nevis Range looks forward to reopening in July

Former Farrier, Matthew Jackson, appointed Chair of DYW West Highland

National Funding Boost for Cream o’ the Croft and The Eliminator

Young people invited to collaborate in Muckin’ good summer festivals

Keith Legge, CEO of SYHA Hostelling Scotland, steps down after 13 years

An appetite for adventure in the North West Highlands

SYHA opens new summer youth hostel in Edinburgh

Figurehead environmental campaigner, Dave Morris, wins top mountain award

Scottish Enduro Series confirms POC as headline sponsor for fifth year

New European partnership to upskill adventure tourism in five countries

Epic Halloween tale of ‘Ned vs Monster’ in the Outdoor Capital

Fort William – the perfect cruise destination

Enduro riders, prepare yourselves for a Highland Clan battle!

OCUK unveil their new branded gondola at Nevis Range

Haggis from Scotland’s first free-range Haggis farm goes on sale in Lochaber

Nevis Range and Trek renew commercial partnership for 2019/20

Planning on holidaying at home? Give hostelling a go!

Big Biking October – two International bike events for the Outdoor Capital

Lochaber Tourism Summit 2019, a must-attend event for Highland tourism businesses

Midlothian ‘zero carbon’ office development seeks Planning in Principle

Media Advisory – Images – The Ultra Tour of Edinburgh

Start your Highland biking adventure at the new Nevis Range Bike School

Run Scotland on The Ultra Tour of Arran

Coast to Coast – run, bike ride and kayak 105 miles across Scotland

Discover Scotland’s ‘Braw Buildings’ with Hostelling Scotland

Edinburgh’s Electric Cycle Company has been supercharged

Media Advisory – 500 runners to tame Edinburgh with the inaugural Ultra Tour

Nevis Range and Trek renew commercial partnership for 2020/21

Hostelling Scotland, a new brand identity unveiled

Business Community Programme launched for Lochaber Ideas Week 2018

Scran Academy reach 100,000 essential meals delivery milestone

VisitScotland’s Lord Thurso to deliver The Charles Kennedy Memorial Lecture

SKI-AN-DURO, a new ski and mountain bike Enduro for Scotland

Hostelling Scotland fully open for business after two years

Two Scottish youth hostels celebrate landmark anniversaries

Nevis Range is making it snow all season long!

Gravelfoyle – Gravel Cycling at the heart of Aberfoyle’s new tourism brand

Entries open for SKI-AN-DURO, Scotland’s new ski and mountain bike Enduro

Lochaber’s ‘Connect to Your Adventure’ digital marketing campaign, a huge success

Outdoor Capital Activities and Attractions Expo open for tourism business

Crieff antique dealer unearths rare Rolex ‘MilSub’ dive watch worth £120,000

Hostelling Scotland to temporarily close Youth Hostel network

Edinburgh’s Electric Cycle Company sees 80% rise in Lockdown sales

SYHA appoints Lois Marshall as Youth & Volunteer Engagement Manager

The Ultra Tour of Arran, a big draw for international adventure tourists

The UK’s first waymarked gravel cycling trails opened near Aberfoyle

Hostelling Scotland opens four summer youth hostels in 2018

Nevis Range partner with Disability Snowsport UK for Winter 18/19

Edinburgh’s Electric Cycle Company is being supercharged

Go Swim Loch Lomond – a new open water event for Scotland

Are you hard enough to take on The Double Stalker?

Nevis Range and Trek announce a partnership for 2018/19

Media Advisory – UK’s highest Shinty match to promote tourism in Lochaber

New hydro scheme powers Scottish mountain resort

Finance and Economy Secretary, Kate Forbes, opens car park and off-grid toilets at Skye’s Iconic Fairy Pools

Noel Williams wins 2019 Scottish Award for Excellence in Mountain Culture

‘Connect To Your Adventure!’ – big success in just 7 weeks

The ultimate runners’ sightseeing tour of Edinburgh returns

The new Pentland Trail Centre – The future for Edinburgh biking

Jura, the Border Collie, trains to become the first Ski Patrol rescue dog at Nevis Range

Get your adventure challenge on with Project: Explore

Dr Liz Cameron, Scotland’s voice of business, to headline women’s networking lunch

‘A Meeting of Minds’ – An online event to celebrate Scotland’s aquaculture sector

Nevis Range, Scotland’s highest snowsports destination, open for business

Summer Youth Hostel Returns to Glasgow

‘A Meeting of Minds 2’ celebrates innovation in Scotland’s aquaculture sector

300 Dutch adventurers to run, bike and kayak across Scotland

Scottish Climbing Instructor, Tim Miller, wins Youth Mountain Culture Award

‘What would Mary do?’ at the Fort William Mountain Festival

Hostelling Scotland begins phased opening of Youth Hostel network

Loch Ossian and Torridon Youth Hostels shortlisted in TGO Reader Awards

Lochaber’s Nevis Range becomes an accredited Living Wage employer

Run Scotland in two days with the new Ultra Tour of Arran

Scran Café – Youth powered café launched by Scran Academy

Glen Nevis Youth Hostel re-opens after major redevelopment project

SYHA Hostelling Scotland – building Scottish hostelling for the future

Millburn Academy ensures a warm welcome to Inverness Youth Hostel

Lochaber Ideas Week returns to Fort William after a two-year covid hiatus

Youth development key to Edinburgh Central’s 10th Anniversary

Hot water on tap for Loch Ossian Youth Hostel

A muckin’ great Audax, perfect for Cream o’ the Croft road cyclists

SYHA’s Glasgow Metro youth hostel awarded 3 stars by VisitScotland

Danny MacAskill launches video, ‘Danny Daycare’. Best ‘uncle’ ever?

Visit Moray Speyside launches their biggest ever UK marketing campaign

Immerse yourself in Lochaber Ideas Week 2019

#myoutdoorcapital – OCUK to put visitors firmly in the frame

SYHA collaborates with Glasgow Caledonian University

Celebrating 90 years of Scottish hostelling

Rob Cochrane wins 2019 Scottish Youth Award for Excellence in Mountain Culture

Videos highlight the benefits of apprenticeships in the West Highlands

Scran Academy on ‘foodwill’ tour of Edinburgh

People are at the heart of SYHA Hostelling Scotland!

Inverness Youth Hostel gets a fresh new look

Fort William Mountain Festival back to a live, multi-venue event in 2022

Video series to showcase apprenticeships in the West Highlands launched

Top award for World renowned Scottish landscape photographer, Colin Prior

Becoming a Conscious Host: Carbon Neutrality and Beyond

Changing times at Nevis Range Mountain Experience!

Fort William Mountain Festival 2021 goes Covid-19 safe

New look Edinburgh Central Youth Hostel, new era of hostelling in the Capital

Three female adventurers to take on epic 1936 cycling trip

One Lochaber Leadership Programme to be launched at Lochaber Ideas Week