Aviemore and the Cairngorms could be transformed into a world class mountain resort, tourist operators have heard.
Businesses want to further develop the area's potential
A year-long study has been carried out into top destinations around the world, to see how the region could follow their example.
Tourism consultant Prof Terry Stevens, who carried out the study, said people wanted easy access to facilities.
The project looked at ways to promote the activities on offer, which includes skiing, rock climbing and hill-walking.
Prof Stevens said: "We don't want to have to work hard at getting access to the mountains, access to horse riding, access to skiing or whatever.
"It has to be collectively put on the table to allow me to choose to put them together in whatever order I want, to make that holiday, that visit here, as easy as possible."
The initiative is being led by the private sector, under Aviemore, Badenoch, Strathspey and Cairngorms Marketing Ltd, (ABSC) which represents a number of hotels and other businesses in the area.
Hamish Swan, chairman of ABSC, said: "We want to become a mountain resort ranking with the best in the world.
"We have had massive investment in Aviemore Highland Resort, Cairngorms funicular and various other organisations and what we are trying to do is build on that and move it on to a more competitive stage."
He said he had been looking at a wide range of mountain resorts around the world.
Mr Swan said that a visit to Park City Mountain Resort in Utah had taught a lot in terms of visitor services, improved transport and communications.
Myles Rademan, of Park City resort, said that Aviemore had all the elements necessary to make it a top destination.
He said: "It is just a matter of putting them together now.
"It seems like that is the effort being made - for serious people to get together and realise what they have and then to work together to make it happen."
Macdonald hotels has spent £80m on regenerating the resort in Aviemore.
Sean Sullivan, managing director of the Macdonald Aviemore Highland Resort, said: "It is not just as the resort or the funicular or the national park, it is right down to the guy who is operating the taxi and pumping the petrol to buy into this destination strategy."