THE RECENTLY appointed chief executive of the Macdonald Aviemore Resort has said the company is launching a charm offensive to boost tourist and business visitors following the reintroduction in May of British Airways Heathrow to Inverness service.

As he was revealed as both chief executive of Macdonald Hotels & Resorts’s flagship hotel, and managing director of the company’s entire North of Scotland portfolio, Simon Farr said the Highland resort offered something beyond the “monotone” hotels of the central belt.

“I’ve got amazing tenacity for getting people up here, because once they’re here and the see the area, it’s sold,” said Mr Farr, who moved to Aviemore four months ago in the latest step of a globe-trotting career.

“It’s something we have to do together, whether it’s me, Cairngorms Business Partnership, Macdonald Hotels; we have to show people how easy it is to get here. It’s an hour and ten minutes on a plane then 20 minutes in a car, and no, it’s not closed off to snow for six months a year.”

Mr Farr, who hails from England, said the topic was one he was keen to discuss with Visit Scotland.

As the flagship venue of Macdonald’s 40 hotels in the UK, Ireland, Spain and Portugal, the Macdonald Aviemore Resort was recently the focus of a multi-million pound investment to mark its half centenary landmark anniversary, which lifted it from three to four-star status.

Having said the resort had enjoyed a record year for conferences, Mr Farr added: “I want to grow that further, to bring more people here. For Aviemore it’s about the same experience we can give to conference delegates [as consumers]. My colleagues in the central belt have got monotone hotels. I haven’t. I’ve got a hotel with personality in one of the most beautiful parts of the UK.”

Following the weakness of sterling in the wake of the Brexit vote, Mr Farr said Aviemore had become a “better value” destination.

“That’s something we surely must take advantage of,” he said. “We’re in the process of getting that message across [to tourist operators]. It all helps the economy. The more people we bring in, the better off we are.”

Mr Farr is combining the stewardship of the 429 room Aviemore resort – which includes responsibilities for nearby Spey Valley Golf & Country Club, Lochanhully Woodland Club at Carrbridge and Loch Rannoch in Perthshire – with the management of Macdonald Norwood Hall in Aberdeen, Macdonald Pittodrie House in Aberdeenshire and Macdonald Drumossie in Inverness.

Macdonald said Mr Farr brought a wealth of experience in senior management roles within the hospitality industry, including De Vere, Jarvis, Thistle Hotels and AccorHotels.

Mr Farr admitted he didn’t know the “beauty and fun” of Scotland to the extent he should have before arriving in the country four months ago, but said Aviemore and the Cairngorms made the Highlands a “fantastic destination”.