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Mull and Iona Tourism Association (MITA) is a grouping of businesses of all sizes which have an interest in developing and sustaining tourism on those islands. MITA acts as the Destinating Marketing Organisation (DMO) for Mull and Iona. Tourism is everyone's business these days, and there are few businesses that are not affected by (and benefitting from) tourism in some way.
MITA has replaced 'Holiday Mull and Iona' which was for many years the de facto DMO. For historical reasons HMI membership was largely confined to accommodation and other toursim busiesses which could qualify under the VisitScotland (STB) grading system. Although that requirement was relaxed in 2010 the perception was hard to dispel.