Slow tourism in the North Highlands

David Whiteford, Chair of the North Highland Initiative

Since the official launch of the North Coast 500 route four years ago, thousands of visitors have travelled to the North Highlands. It’s easy to see why: the beautiful scenery, welcoming hospitality, fine food and drink, and first-class attractions and activities in our northernmost counties are all huge draws for visitors. This steady growth in tourism has brought enormous benefits for local businesses. Just last month, The Moffat Centre at Glasgow Caledonian University published a major new evaluation report, which found that the success of the NC500 route had boosted the North Highland economy by more than £22million in 2018 alone.

While our economy is benefiting, and our tourist season has been extended, our focus on the overall visitor experience takes a much slower pace. As with many things in life, timing is everything. Holidaymakers, understandably, want to make every second count; many are time-poor, with only a few days to spend discovering the North Highlands.

Our aim is to encourage more visitors to the North Highlands to make the most of this precious time by slowing down, stepping away from the beaten track, and travelling conscientiously. We wish to encourage visitors to immerse themselves in North Highland communities, meeting local people, consuming our wonderful food and drink, buying arts and crafts, and attending music events.

By focusing on activities which encourage ethical, responsible travel, we’re able to present Highland Time: our campaign for slow tourism in the North Highlands. Through Highland Time, the North Highland Initiative aims to stimulate the growth of more start-up micro businesses to service the increased tourist demand and create more sustainable employment in the North Highlands.

Slow tourism is a concept which has always resonated strongly with me, as it encourages travel at a reduced pace; a pace that is sustainable and responsible. Slow tourism encourages visitors to discover new destinations while respecting them; to get to know new places while promoting their protection as a richness to be safeguarded for our common wellbeing. From the seaboard villages of the east coast to the wild, rugged landscape of the west, we have so much to showcase – and a great deal to protect and conserve.

Another area which has seen extensive growth in recent years is the popularity of experiential travel. More so than ever, visitors are looking for experiences rather than physical souvenirs as mementos of their travels: from bagging a Munro to paddle boarding, kayaking and even catching your own shellfish to eat that same evening. However, the slower pace of life which can be enjoyed by visitors to the North Highlands is an experience within itself. It is also a major reason often cited by those who choose to relocate to the area. The lifestyle we are able to enjoy here is one which I myself, and thousands of others, wouldn’t change for the world.

Ultimately, we want to see individuals and businesses across the North Highlands continuing to benefit from the investment in the area and the increased attention brought by the North Coast 500. By taking a new approach to the promotion of sustainable tourism, we have a once-in-a-generation opportunity to boost the whole region. Let’s work together to make the most of it.