Moray Tourism Development Group are to benefit from a two-year £120,000 cash boost from Highlands and Islands Enterprise (HIE) and Moray Council.
The group has a vision to see Moray "internationally renowned as the `home of malt whisky' combining a rich, traditional heritage with modernity and innovation to deliver unique, high-value, lifestyle experiences in a destination with a strong sense of place".
The Moray Tourism Development Group brings together the private sector, HIE (Moray), Moray Council, VisitScotland and Historic Scotland.
Interim chair Jim Royan said in a statement: "We feel very lucky to be able to draw on the experience of the private sector and to have been given this funding support from the public sector to allow us to take practical steps to make this vision a reality for Moray."
Steven Hutcheon of HIE said: "The Tourism Development Group identified that by all coming together they could develop project ideas and seek out sources of funding. It is a vital next step in creating what we hope will be a sustainable force which will benefit the tourism sector in Moray.
"Moray has so much to offer visitors; our unique place as the home of whisky, the opportunities in outdoor activities including fishing, golf, walking and cycling, our scenery and wildlife and access to the Cairngorms National Park.
"There must be few destinations in the world with such a strong range of globally renowned brands all sharing the same values, landscape, geography, heritage, environment and all deeply rooted in the community.
"The development of this group which has taken on the role of tourism ambassador, and promoting and developing the region will add huge value in putting Moray firmly on the tourist map."
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