David Whiteford Chair of the North 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 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, , success: £22million , Easter boost to the North Ross, the Highland economy in and -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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