Why Brand Highlands?
- Restore Environmental Balance: Tourism has historically taken more than it has given to our Highland environment.
- Manage Growth: The Highlands have increasingly relied on day visitors to boost the tourism economy.
- Prepare for Future Demand: Global tourism is projected to double in the next 15 years.
- Innovative Climate Leadership: Drive a climate-positive agenda and become a leader in sustainable tourism practices.
- Shape Our Future: The CIC is providing a unique opportunity for the community to shape our future and leave a greater legacy. Brand Highlands creates a structure and an opportunity for a coordinated approach to managing this transition.
- Embrace the Green Revolution: The green revolution is changing the landscape of business in the Highlands.
- Global Sustainable Destination: This is a once-in-a-lifetime opportunity for the Highlands to unite with a single vision, strategy, and investment plan, showcasing their world-leading approach to sustainability on the global stage.
Together, we can join the United Nations World Tourism Organisation and contribute to achieving their sustainable development goals and benchmark our progress against other world leaders.
Wandering the Highlands with an open heart and an inquisitive mind, the conscious traveller navigates the Highlands seeking not just to see, but to understand; not just to visit, but to connect.
In green energy, they see a beacon of responsible stewardship and a promise of a greener tomorrow. Leaving only footprints and taking only memories, they aim to enrich themselves while giving back to the Highlands, ensuring this place leaves a greater legacy for future generations.
Energising Communities
Sustaining the Highlands
Sustainable Tourism
Community Engagement
Rich Culture
Renewable Energy
Environmental Conservation
Sustainable Infrastructure
Harnessing Energy
Empowering Locals
Renewable Energy
Training & Employment
Community Energy
Public & Private Partnerships
Energy Efficiency
Enriching Communities
Enriching the Highlands
Economic Development
Cultural Preservation
Environmental Sustainability
Social Well-being
Infrastructure Development
Collaborative Partnerships
Implementation Plan
We are proud to share the results of three years community consultation on the development of Brand Highlands.
A brand wheel provides a clear and unified framework for communicating the destination's identity, values, and unique offerings. It can foster a strong, recognisable brand that stands out in the global tourism market.
BRAND STRATEGY
Brand Identity and Messaging
Our local story… where nature thrives and communities flourish
Target Audience
Conscious travellers who prioritise sustainability, connect with communities and care deeply about a place
Community Engagement
Local Voices
Community Events
Community Owned Projects
Sustainable Tourism Development
Rewilding Projects
Renewable Energy Tours & Education
Eco Friendly Accommodations
Global Partnerships
International Collaborations
Environmental Partnerships
Youth Programs
Marketing and Promotion
Digital campaigns – blogs, videos and social media
Influencer Partnerships
Press & Media
Infrastructure Investment
Sustainable Infrastructure
Public Private Partnerships
Visitor Engagement
Interactive Experiences
Volunteer Opportunities
Cultural Exchange
Sector Partnerships
Working in strategic partnerships, we will promote...
Outdoor Activities
Whisky
Culture & Heritage
Wildlife
Luxury Experiences
Food & Drink
Golf
Country Sports
Renewables
Environment
Things to do
Places to Visit
Great Outdoors
Food and Drink
Where to Stay
Events
Interactive map
We have been building visitor-facing site Escape to the Highlands, with the community.
We are looking for Highland experiences with a sustainable vision and mission to include in the site’s future development. If you’d like to get involved, please visit the site using the button below and you can contact us on info@highlandtourism.org
We would love your feedback
Please contact us by 30th August with any feedback or suggestions you may have on Brand Highlands.
Text to support
Thank you.
The development of brand Highlands would not have been possible without the support from our Founding Sponsorship from Tomatin Distillery and our Highlands Renewables main and premier sponsors.
text to support
