Holiday Mull is a not-for-profit co-operative marketing association with approximately 125 members, most of whom are accommodation providers. Membership is open to all businesses on Mull and Iona, they do not need to be directly involved in tourism. Tourism is everyone's business these days, and there are few businesses that are not affected by (and benefitting from) tourism in some way.
Holiday Mull is run by a committee of unpaid volunteers.
'Holiday Mull and Iona' (HMI) has for many years been the de facto Destination Marketing Organisation (DMO). In order to be eligible for visitScotland grants HMI membership was largely confined to accommodation and other toursim busiesses which could qualify under the VisitScotland (STB) grading system. That requirement was removed in 2010 and HMI is now open to all businesses on Mull and Iona.