THE board at Visit Inverness Loch Ness (VILN) has appointed its new CEO, following the resignation of outgoing CEO Michael Golding in July.
Don Johnstone has worked at VisitScotland for over three years, latterly as a Quality and Tourism Advisor, and brings a wealth of tourism and marketing experience, and is due to take up the position on 2 October
The new CEO is also a local, having lived in Inverness all his life and knowing the city and loch well enough to have an excellent insight into what the area has to offer to visitors and to understand the challenges faced by tourism operators.
He has pledged to do his best to support the tourism sector, considering all the issues it is facing following Brexit, the pandemic, rising energy costs and the cost-of-living crisis, all of which presented a body blow to the industry.
Don has already talked about the goals he wants to achieve as CEO, including supporting self-catering providers applying for a short term let licence, whose difficult process has led to less than a quarter of eligible businesses submitting an application within the deadline.
The newly appointed CEO has also promised full transparency in case a levy – a fee on stays in overnight accommodation based on a percentage of the accommodation cost – is introduced by the Scottish Parliament.
At a local level, Don plans to engage with members of VILN to ensure that their views are represented, their struggles heard and that enough to support is given to them.
Speaking about his appointment, Don said: “I very much believe that I will need to wear two hats at VILN.
“We are a Tourism Business Improvement District (TBID) so that is all about supporting businesses to improve, but we are also a Destination Management Organisation (DMO) and that is very much about marketing Inverness and Loch Ness.
“I think the team has done a phenomenal job and I am keen to continue that especially looking at how we can make the area a year-round destination and how we can grow sustainable tourism in a way that benefits everybody.
“I am a great believer in the ‘3 Ps of sustainability’ – People, Planet and Profit – and for me sustainable tourism means balancing the needs of each element in order to succeed both environmentally and financially.”
 has appointed its new CEO, due to take up the position on 2nd October.){kind=link}