David Whiteford Chair of the North Highland Initiative Works with ATGs to Founded by The North market the route’s Highland Initiative in unique, varied 2015, however the tourism offerings to a NC500 route is now worldwide audience, managed by a in order to benefit separate company, the whole North North Coast 500 Ltd North Coast Highland region 500: the Extensive benefits for Takes in 516 miles of businesses throughout coastal roads through the region as a result background the regions of Wester of the NC500 route’s Ross, Sutherland, success: £22million Caithness, Easter boost to the North Ross, the Black Isle Highland economy in and Inverness-shire 2018 alone The North Coast 500 route Exploring the North Highlands Highland Time
Rolling out a dedicated campaign based on the concept of ‘Highland Time’ Position the wild, rugged and varied landscapes of the North Highlands as the ultimate natural remedy to modern life Slower pace of life in the North Highlands is a big draw for first- time visitors However this does not mean opportunities for business growth and development are reduced Slow Tourism
Encourages travel at a reduced pace; at a rate that is sustainable and responsible
Promotes wellness as a key element of travel
Aims to encourage visitors to discover new destinations while respecting the environment and local communities
Promotes the protection of natural scenery as a richness to be safeguarded for our common wellbeing.
Inspires industry operators to keep active in the promotion of local areas, to improve the quality of hospitality on offer
Engages visitors with the immediate area and encourages immersion within local communities
Highland Time: the ultimate destination
By positioning the North Highland region as ‘the ultimate natural remedy to modern life’…
By encouraging more people to explore the varied landscapes of the North Highlands…
By enticing visitors to slow down, step away from the beaten track and focus on wellbeing experiences as part of their travels…
By promoting the North Highlands as a prime destination for eco-travel, encouraging travellers to be mindful of their environmental impact…
Experiential Travel
Visitors are looking for experiences rather than physical souvenirs as mementos of their travels.
Focus on experiences that encourage slow, ethical, responsible tourism, such as: - bagging a Munro - panning for gold - kayaking - paddle boarding - catching your own shellfish
…and so much more!
Highland Time: Key Messaging
Leave no trace
Getting to your destination is part of the fun, but it’s not a race
Spend a little longer in each area
Step away from the car
Highland Time: Marketing Activity
The North Coast 500 as ‘the ultimate wellness prescription’ – a natural remedy to the pressures of modern life
Identifying a number of smaller ‘loops’ within the NC500 route, i.e. a circuit which can be completed from Inverness in the space of a day or two
Social media campaigns linking to safe driving advice, promoting road safety tips including CaMPA, and encouraging ethical travel
Looking Forward
Highland Time is our opportunity to work together to change the face of tourism across the North Highlands Working in collaboration with VisitScotland, the Scottish Tourism Alliance, Highlands & Islands Enterprise and other partner agencies Encourage more visitors to step away from the beaten track, recharge their batteries, travel conscientiously and focus on wellbeing
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