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Article published 16/06/2022

In partnership with High Life Highland, a new campaign which highlights the natural and cultural heritage of the Highlands and Islands has been launched today (Thursday 16 June). 

We're supporting through a contribution of £125,000 and delivery of the consumer marketing campaign.

The Spirit of the Highlands and Islands project seeks to encourage visitors to explore and experience the more remote and rural parts of the Highlands and Islands. It aims to inspire visitors to support local events, festivals, workshops, visitor attractions and outdoor locations across the Highlands and Scotland's many islands.

The project looks to grow capacity by encouraging visitors to come during the shoulder season, and to responsibly experience local areas with outstanding natural and cultural beauty which have capacity to welcome more visitors. The campaign will target both domestic and international markets, and include a strong responsible tourism message. It will showcase all the Highlands and Islands have to offer while highlighting the areas as unique, authentic, and easily accessible - including for active pursuits.

The campaign aims to benefit local communities too through greater economic potential and creating and sustaining jobs, businesses, and services.


The overall project will be led by High Life Highland and we will lead on the delivery of the marketing campaign later in the year.

This will include a multi-channel marketing campaign (targeting both UK and international audiences), consumer marketing, visitor insights, press trips, a broadcast campaign, media events, social media activity, work with social and digital influencers and travel trade workshops and content.

As well as targeting wider UK and international visitors, the campaign seeks to encourage Scots to explore their own country and embrace their own cultural heritage; for example through exploring the Gaelic language or even the natural beauty already on their doorstep.

This project will focus on the whole of the Highlands and Islands - with a particular spotlight on the less-visited rural areas – bringing benefits right across the region.

Our aim is to enhance the region’s reputation for outstanding natural and cultural beauty, to grow capacity by encouraging seasonal and geographical spread and inspire deeper engagement with our distinctive heritage and authentic connections with our rural communities.

The impact of tourism spreads far beyond the industry itself - it benefits our economy, our community and our wellbeing.

Vicki Miller, Director of Marketing, VisitScotland

We’re delighted to have the support of VisitScotland which will help us reach out to domestic and international audiences to promote the diverse natural and cultural heritage of the Highlands and Islands.

This project isn’t just about visitors, it’s for people living here too and we want to encourage them to discover lesser-known places they can visit and activities and experiences they can have outwith the traditional holiday season and off the beaten track.

Fiona Hampton, Director of the Inverness Castle Project, High Life Highland

The Spirit of the Highlands and Islands is supported by a grant from the Natural and Cultural Heritage Fund (NCHF) led by NatureScot and part-funded by the European Regional Development Fund (ERDF). Reflecting the Spirit of the Highlands and Islands theme, it will encourage people to visit all parts of the Highlands and Islands in a sustainable way.

The Spirit of the Highlands and Islands project is part of the wider Inverness Castle project. It's supported by the Inverness and Highland City Region Deal (a joint initiative supported by up to £315 million investment from the UK and Scottish Governments), The Highland Council, Highlands and Islands Enterprise (HIE) and University of the Highlands and Islands (UHI) to stimulate sustainable regional economic growth.

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