From Castles to the Cairngorms | Investing in the Highlands

Chris Taylor - Destination Development Director for the Highlands and Islands

Chris found his calling for tourism early in his career working summers at Discovery Point in Dundee, sharing the ship’s stories with visitors. Keen to learn more about the industry, he went on to complete a Masters in Tourism at Strathclyde University before moving North to the Highlands.

Chris then took on the roles with the Tourism & Environment Task Force, Highlands & Islands Enterprise, and the Cairngorms National Park Authority, eventually returning to HIE as Head of Tourism and Food & Drink. He joined VisitScotland in 2018 and is currently Destination Development Director for the Highlands & Islands.

Chris loves the outdoors and is a huge advocate of the region. Covering half of Scotland with a beautiful coast, ninety inhabited islands, 10 regional airports and 60 ferry routes - Chris enjoys that it's so vast but still accessible.

“You can be walking in the Cairngorms in the morning and be on Nairn beach that afternoon. I love exploring the region, but I also enjoy the city and our amazing towns – there is real variety in what you can experience all the seasons too.”

Chris Taylor, Destination Development Director on the Discovery in the early 90's.

Key investments

There is significant investment in the pipeline with lots to look forward to in 2026. Chris spoke to us about the projects that VisitScotland are involved with across the Highlands and Islands.

“The team are really excited about Inverness Castle which will provide a huge boost, not only to the city, but to the whole region. It showcases culture, landscape and people of the region through stories crowd-sourced from people right across the Highlands."

“I’m really proud of the work we’ve been able to support through the Rural Tourism Infrastructure Fund, which has now invested over £11 million across 46 projects in the Highlands and Islands, helping make some of our critical infrastructure more resilient and improving the experience for visitors at the same time.”

“We’re also working with partners around the Flow Country to make the most of the World Heritage Site opportunity being Scotland’s newest UNESCO designation.”

“Looking ahead, there is major investment earmarked through the Islands Growth Deal for the collection of World Heritage Sites in Orkney and Callanish and St Kilda in the Hebrides."

"Alongside that, the private sector continues to invest and to innovate. I’ve been really impressed with recent openings of Stannergill Mill in Caithness, which is well worth a trip, Clyne Heritage Centre in Brora and the completely renovated visitor facilities at the Highland Wildlife Park, and the excellent work that National Trust for Scotland have led at Corrieshalloch Gorge, which is another must-visit." 

Inverness Castle Experience. Credit: The Inverness Castle Experience.

Excellent events in the region

“We’re fortunate to have some fantastic flagship festivals and events in our calendar. Belladrum Tartan Heart Festival, the Loch Ness Etape—which provides a strong boost to early-summer tourism—and Under Canvas all play an important role. They not only attract visitors but also celebrate local talent, particularly our traditional musicians, and help immerse people in the unique culture of the Highlands."

“This year, our events team has also supported Highland Council in launching a new Winter Events Fund. This initiative backs a range of smaller and community-led events, helping to extend the season and provide a welcome boost to businesses and communities right through to Easter.”

Visitors at the Belladrum Tartan Heart Festival. Credit: VisitScotland / Iona Spence 

What are the strengths and challenges?

Chris explained that the region has enormous strengths with plenty to be excited about.

“While the operating environment is undoubtedly challenging for businesses, I believe the long-term outlook is very positive. We have a phenomenal brand and globally recognised icons such as Loch Ness, Ben Nevis, Skye and the Cairngorms National Park, not to mention landscapes, culture and heritage that travel writers consistently rank among the best in the world. And of course, Highland hospitality is second to none.”

“We’ve also made significant progress in promoting a more responsible approach to tourism—one that encourages positive benefits for communities: shopping locally, supporting local producers, artists and makers, sustainable travel whether on foot, by bike or by rail.”

“I’m excited to build on this momentum. We need to go further still on responsible tourism, ensuring we maximise both public and private investment in the visitor economy and continue delivering positive outcomes for the region.”

Skiers enjoy the snowy Cairngorm Mountain. Credit: Steven McKenna