There has long been a road round the north of Scotland, but its recent branding as 'Scotland's Route 66' has proved a stroke of marketing genius, heralding a welcome economic boost for fragile communities.

Now a survey has revealed that the popularity of the North Coast 500 (NC500) could lead to the creation of around 200 new jobs in one of the remotest parts of the country.

The research asked businesses in the North Highlands about the impact of the route, which was recently named as one of the UK’s top road trips by Rough Guides.

Out of the 221 businesses surveyed, 86 per cent of hotels; 78 per cent of food & drink businesses; and 70 per cent of activity providers reported an increase in trade in the last year. More than a quarter (26 per cent) said they intended to hire additional staff due to interest in the route. In total, the number of jobs expected to be created was 201, a 16 per cent increase in the current workforce.

David Whiteford, Chairman of North Highland Initiative, the creators of the route, said:

“Since the North Coast 500 route officially launched in May 2015, it has enjoyed enormous popularity, with visitors coming from all corners of the globe to experience the spectacular scenery, food & drink, and hospitality of the North Highlands. It has been a great showcase for the vast array of things to see and do in the area."

He said the survey demonstrated that the route had a measurable, positive impact on the local economy and showed collective efforts in marketing the North Coast 500 as a ‘must-see’ destination were paying dividends.

Highlands and Islands Enterprise (HIE) helped develop the NC500’s feasibility and funded the baseline research for the route. The organisation chairs the working group of public sector organisations backing it.

David Oxley, HIE’s director of business and sector development, said:

“NC500 is a great example of a creative tourism initiative. It promotes some of the best scenery the north of Scotland has to offer and its huge consumer reach presents a massive opportunity for many businesses."

The 516-mile route starts and ends at Inverness Castle, and takes in some of the most stunning scenery in the land.

It goes along the southern shore of the Beauly Firth and then through Achnasheen to the west coast at Lochcarron before climbing over the Bealach na Ba, the notorious road to Applecross. Turning north it goes through Ullapool to Durness, near Cape Wrath, the north west tip of the British mainland.

It follows the north coast with views over the Pentland Firth to Orkney, before turning south from John O’Groats, past Golspie and Tain and finishing back at the Highland capital.

There is evidence of increased visitor numbers and investment along the route. At Durness, a 24-hour petrol pump was installed last year to meet the extra demand. Estate agents have noted increased interest in properties nearby.

But there have also been local concerns about the impact of the extra traffic. Some cars have been reported as going far too fast through small communities. The residents of the Sutherland village of Elphin north of Ullapool, which is on the route, raised a petition two years ago for reduced speed limits. Meanwhile others have complained about local traffic being hampered by some vehicles being driven too slowly.

There have also been reports of rising accommodation charges associated with the route's growing popularity.

But other parts of the country have coveted the success of the route, and are developing their own plans, such as those unveiled recently for the “Snow Road”. It would run from Blairgowrie in Perthshire through the heart of the Cairngorms National Park to Grantown-On-Spey. It would go by the Devils Elbow, the mountains around the Glenshee Ski Centre and up into Royal Deeside - Braemar, Balmoral and Ballater.

Funding for the £315,000 project has come in part from a £245,000 grant from Scottish Enterprise under a scheme designed to promote tourism.