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Winter Wonder in the Highlands


A campaign encouraging visitors to explore the beauty of the Highlands in winter has been launched. 

Find Your Winter Wonder Highlands

Visit Inverness Loch Ness, Cairngorms Business Partnership, Lochaber Chamber of Commerce, NC500, Venture North, Skye Connect and Visit Moray Speyside are financially contributing, with further tourism groups providing advice and content.

The campaign aims to raise the profile of the Highlands as a winter destination and inspire visitors to explore the region off-season for a short break or longer holiday, to extend the tourism season and generate economic benefit during this time.

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

The campaign  began in late January, will run through February and has seen the destinations contribute a total of £17.5K in funding to help amplify the content created by the individual destinations through a new dedicated video and landing page on 

Here, visitors can discover more about Inverness and the mysterious Loch Ness; Aviemore and the Cairngorms National Park; and the exhilarating snowsports available in Lochaber, the Outdoor Capital of the UK.

This campaign complements and builds on the £494,000 Destination and Sector Marketing Funding for the region, administered by VisitScotland, to help Highland destinations rebuild and recover from COVID-19.

Targeting primarily the Scottish and northern English audience, it aims to demonstrate why the Highlands is a truly magical region to visit during the winter, with its icy lochs and wintry mountains.

It encourages visitors to slow down and take their time making memories in the Highlands – from stepping back in time into a land of castles and clan rivalries on the Isle of Skye, to exploring the hidden gems along the North Coast 500 and the 3,000 million-year-old wilderness of the North West Highlands Geopark. The region also boasts beautiful coastlines – from the dramatic clifftops of Caithness to the sandy beaches of Nairn and Dornoch.

The campaign covers a number of themes including outdoor activities, dramatic landscapes, geodiversity, wildlife, the Northern Lights, slow adventures, hidden gems, unique history and cultural heritage, responsible tourism, cosy places to stay and eat, and food & drink.

Chris Taylor, VisitScotland Regional Leadership Director, said:“We want to encourage visitors to slow down and savour some of our great locations in winter - when the region is traditionally quieter, which will help manage numbers throughout the year and provide our visitors with a unique and rewarding experience.”Frazer Coupland, Chairman of the Highland Tourism Partnership and also CEO of Lochaber Chamber of Commerce, said:Cathy Earnshaw, Destination Strategy Manager for Venture North, said“For us, in Caithness and Sutherland, working together benefits all areas of the Highlands. More and more of our tourism businesses are open all year, so we can support them and help protect our environments by encouraging people to travel outwith the main season when locally we know it is actually prime time to experience the joy of a place virtually to yourself or even to catch the elusive Auroras.”

For more information, visit:”>


Winter Wonder in the Highlands

A campaign encouraging visitors to explore the beauty of the Highlands in winter has been launched.

Asset type post
ID 111731
Word count 738 words


Licence Rights Managed - VS Editorial A Licence to use assets for editorial purposes, which is, to illustrate an event or story in an article but not commercially such as marketing a product or print ad. An Editorial asset may show a brand, a trademarked logo or product, a public personality, or recognisable people, without a signed release or with limited releases. When you use VisitScotland Editorial content you do so to illustrate Scottish tourism in a positive way.
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Usage Editorial content can be published in a variety of formats ranging from print or digital to online. In print content can be featured in *newspapers *magazines *brochures. Online content can be published in a *blog *website *article or *social media. Regardless of the format this content should always promote Scotland’s tourism in a positive way.