John O’Groats Visitor Strategy

The Moffat Centre undertook a study of the tourism product of John O’ Groats (hereafter, JOG).  The direction of the tourism product at JOG has been an issue for many years and has been governed and influenced by the changing plans of successive owners of buildings and land around the John O’ Groats House Hotel. The main aims of the project were to identify opportunities to address key product development and marketing issues and, where possible, identify public, private and voluntary partners to deliver the identified product development and marketing opportunities. An analysis of the existing JOG tourism product was achieved by way of a regional audit. In addition, stakeholder analysis took place, focussing on communicating with key associations and individuals.

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