Visit Scotland | Alba
Article published 02/11/2022

Partnership working to promote the Highlands

A marketing campaign has been launched to promote the Highlands as a winter destination and inspire visitors to responsibly explore the region off-season for a short break or longer holiday. 

The Winter Wonder Highlands marketing campaign unites Highland Destination Management Organisations (DMOs) in a collaboration for the second year running, in a bid to extend the tourism year and generate economic benefit during this ‘shoulder’ season. 

The campaign is being led by the Highland Tourism Partnership (HTP), working with VisitScotland. As a partnership of DMOs in the region, the HTP collectively represents more than 1,000 businesses in the Highlands from across all sectors – hotels, B&Bs, attractions, tours and food and drink. 

The campaign, which will run until 30 November, sees DMOs in Lochaber (Outdoor Capital of the UK), VisitCairngorms, Visit Inverness Loch Ness, SkyeConnect, Venture North, Visit Moray Speyside and Visit Nairn all contributing financially to the campaign.

The destinations have contributed a total of £18,000 in funding to help amplify the content created by the individual destinations through a dedicated YouTube video. 

It is fantastic news that the destination management organisations have come together and are working with VisitScotland to promote the Highlands as an amazing winter destination.

The campaign aims to highlight the diverse range of experiences visitors can have in the Highlands in winter – from dark skies and the Northern Lights, to beach walks, wildlife watching and a dram by a cosy fireside.

We want to encourage visitors to slow down and savour some of our great locations in winter – when the region is traditionally quieter – and provide them with a unique and rewarding experience.

The benefit of tourism spreads far beyond the industry itself – creating jobs in our communities and contributing positively to wellbeing.

Chris Taylor, VisitScotland Regional Leadership Director

It’s a collective ambition and objective to extend the visitor season and this is being made possible by showcasing the Highlands as an attractive winter destination to enjoy with family, for varied experiences, all of which can be enjoyed in a sustainable way.

Through promoting the Highlands as a visitor destination we can support our businesses, provide opportunity to boost bookings and offer an enjoyable visitor experience. The Scottish Highlands is an exceptional place, one to be enjoyed in all seasons and we strongly believe that the VisitScotland collaboration will help the Highlands to stand out as available for those travelling this winter.

Frazer Coupland, Chairman of the Highland Tourism Partnership and also CEO of Lochaber Chamber of Commerce, said

Themes of the campaign

Targeting primarily the Scottish and northern English audience, the campaign will promote key themes associated with taking a magical winter break in the Highlands, including:  

  • Responsible enjoyment of the natural environment in autumn and winter  
  • Outdoor and adventure activities, including walking and cycling  
  • Wellness experiences and slow adventures  
  • Hidden gems, food and drink and cosy places to stay and eat 
  • Nature, geodiversity and wildlife 
  • Dark skies and the Northern Lights 
  • Unique history and cultural heritage – including art and craft, music and Gaelic   
  • Events and low-cost local experiences 

The campaign will include inspirational video footage, social media promotion and digital adverts on Facebook, Instagram, Pinterest and YouTube.

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