Scotland's first privately-led area tourist body is opening its doors in Aviemore.
The new tourism body will focus on promoting the Cairngorms
The Destination Management company will focus on developing the tourist market in the Cairngorms, stretching from Dalwhinnie to Grantown-on-Spey.
Tourists drawn to the area's mountains, forests, lochs and rivers generate £130m for the economy of Badenoch and Strathspey.
Local businesses will be tasked with encouraging more tourists to the area.
The new enterprise body will put local businesses in the driving seat in attracting more people to an area where tourism makes up 80% of all economic activity.
Until now tourism marketing has been the preserve of public bodies like VisitScotland and the old tourist boards.
But the model for Destination Management sees the commercial sector, which has a direct stake in the tourist market, working out how best to sell an area.
Aviemore and the Cairngorms Destination Management Ltd (ACDM Ltd) was set up after the respected international tourism consultant, Professor Terry Stevens, carried out an international benchmarking exercise of other mountain resorts worldwide.
Hamish Swan, chairman of ACDM Ltd, said, "The creation of this Destination Management Organisation is vital to the communities of Badenoch & Strathspey.
"All the evidence from our extensive worldwide research highlights the importance of local businesses providing leadership in the development of tourism, supported by our public sector partners. It is a very exciting day for tourism in the Highlands and Scotland."
Aviemore and the Cairngorms Destination Management Ltd is supported by the UN agencies, the World Tourism Organisation and UNESCO.
Peter Lederer, chairman of VisitScotland, said: "This is an excellent example of how businesses can come together to positively influence the development and progress of a particular area."