A new bid is being made to rename Inverness Airport to Loch Ness International Airport to cash in on the global appeal of the world famous loch and its monster Nessie.
The move already has the support of a leading MSP, the chief executive of the city's chamber of commerce and the loch's most famous monster hunter.
It follows last week's announcement of the resumption of British Airways flights between Inverness and London Heathrow next May - potentially tapping in to more international tourism. BA had ended its services between the two airports in 1997.
Now North Highland MSP Rob Gibson is writing to airport operators Highlands and Islands Airports Ltd, suggesting the monster name change.
"Inverness is the gateway to the Highlands and this simple change of name to Loch Ness International could be worth millions to the region," said Nationalist Mr Gibson, who is convener of the influential Rural Affairs, Climate Change and Environment Committee.
"Loch Ness is one of the best known names in the world. It would make sense to use it in such a way. When I am abroad I tell people that I live near Loch Ness - they immediately know where I mean. Inverness does not have the same instant and widespread recognition."
Stewart Nicol, chief executive of the Inverness Chamber of Commerce, agreed with the idea.
"We would be in agreement with changing the name. I think there's merit in it," he said. "Loch Ness is a global brand recognised around the world."
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