Following 3 years of community consultation, we are delighted to share Brand Highlands

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.
  • Shape Our Future: The Highlands have a unique opportunity to take control of their own destiny.


  • Innovative Climate Leadership: Drive a climate-positive agenda and become a leader in sustainable tourism practices.


  • Embrace the Green Revolution: The green revolution is changing the landscape of business in the Highlands.
  • Unified Transition Management: Brand Highlands will enable a joint approach to managing this transition.

  • Global Sustainable Destination: Unique opportunity to present tourism and renewables innovatively, positioning the Highlands on the world stage as a leading sustainable destination.

Together, we can join the United Nations World Tourism Organisation, deliver their sustainable development goals and benchmark against other world leaders

 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.

This has been a great community effort to driving forward a brand strategy for the Highlands as we embrace a green revolution. 
This is now your opportunity to share feedback and be part of this exciting and innovative strategy for the Highlands. 

The Proposition

An enriching experience in a dramatic natural environment with energy innovation and thriving local communities


Brand Identity and Messaging

Our local story… where nature thrives and communities flourish

Target Audience

Conscious Travellers who prioritise sustainability  Young leaders that will drive environmental and social impact Global organisations – eg UNWTO 

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

Golf, Whisky, Outdoor Activities, Culture & Heritage, Renewables, Rewilding, Wildlife & Environmental Partnerships with bold development plans aligned to brand Highlands will all enhance the appeal of the Highlands as a destination, creating a compelling narrative that stands out in a global context. 

This brand strategy will enable the Highlands to attract Conscious Travellers, Develop a strong Community Voice and Position itself as a world leading sustainable destination.

Sector Partnerships

Working in strategic partnership with Highland Renewables, we will promote the Highlands as a better place to live, work, visit, invest & study by developing

Not Ours but Ours to Look after

Opt in environmental visitor levy


As the Highlands implements visitor levy – we must consider an option in environmental

contribution from our visitors that could make the biggest difference to the Highlands.


text to support 

Text to support

We would love to hear from you with any thoughts

Our Board Of Directors​

Yvonne Crook 400x500

Chair & Founding Director
Yvonne Crook

Sam-1 copy

Vice Chair & Founding Director
Sam Faircliff​

Fiona Larg, 2017

Director & Company Secretary, Fiona Larg


Charlotte Wright

Photograph by Sandy McCook, Inverness 24th Jan '11
Stuart McColm, General Manager of the Castle Stuart Golf Course near Inverness as it was announced that the Scottish Open would come north for the first time this coming July.

Stuart McColm

2019 HITA, Drumossie Hotel, Inverness - Speakers

Willie Cameron.

Picture: Callum Mackay. Image No.

Willie Cameron

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