IT has been hailed as a triumph for tourism which has injected millions into an area that was once firmly off the beaten path.
But now visitors travelling the scenic North Coast 500 are being asked to take it just a bit more slowly.
Tourist chiefs are hoping that people holidaying in the Highlands spend more time exploring the region and search out its hidden charms rather than simply driving through.
Tourist bosses want NC500 travellers to get out the car
While the tourist route, billed as the ultimate road trip when it was launched in 2015, has been a huge success, there are fears it has been to the detriment of areas away from the main trail.
In response, a campaign has been launched encouraging visitors to see more of the area than just the sections linked by the North Coast 500 and experience 'Highland Time'.
The campaign aims to showcase the wild, rugged and varied landscapes of the North Highlands as ‘the ultimate natural remedy to modern life’, by enticing visitors to focus on "wellbeing experiences", such as walking, hiking and swimming as part of their travels.
READ MORE: 15 things to see on the North Coast 500
The Highland Time campaign, launched by the North Highland Initiative is also hopeful of attracting the green pound by championing the North Highland region as a prime destination for eco-travel, encouraging travellers to be mindful of their environmental impact.
A key message surrounding the campaign includes leaving no trace of litter, spending extra time in the region, travelling conscientiously, and stepping away from the car to look for alternate ways to travel.
Visitors are also encouraged to immerse themselves in local communities, experiencing the culture, traditional music, arts and food and drink of each county.
The Bealach na Bà road
David Whiteford, Chair of the North Highland Initiative, said: “The North Coast 500 has been absolutely phenomenal in bringing visitors to the area, extending the tourist season and boosting the North Highland economy. Highland Time, therefore, is a natural progression to the NC500’s success.
“Life often moves at a slower pace here in the most northerly counties of Scotland. This does not, of course, mean that opportunities for business growth and development are reduced – quite the opposite.
"However, this slower pace of life is one of the biggest draws for first-time visitors travelling not only to drive the North Coast 500, but to explore the North Highland region as a whole. It is also a major reason often cited by those who choose to relocate to the North Highlands."
READ MORE: On the road - Has the North Coast 500 been a blessing or a curse?
He added: "The lifestyle we are able to enjoy here is one which I myself, and thousands of others, wouldn’t change for the world."
Last month, a study of the impact the 516-mile route – one-fifth of which is single track - found it had boosted the economy of the Highlands by £22 million in 2018, and resulted in the creation of 180 full-time job.
The research, by the Moffat Centre for Tourism at Glasgow Caledonian University, found an additional £13.5 million was spent on accommodation, activity and retail along or near the route throughout the year.
Tourism-related businesses along the route also reported a 16 per cent uptick in business between 2017 and 2018, while hotels saw room occupancy rates jumping from 52% in 2014 to 78% in 2018.
The North Coast 500 links the Black Isle with Easter and Wester Ross, Inverness-shire, Caithness and Sutherland and visits towns and villages including Tongue, Ullapool, and Scrabster.
Highlights include traversing the Bealach na Bà -the greatest ascent of any road in the British Isles - visiting the scenic village of Shieldag or Inverewe Gardens, and stopping at the otherworldly Sango bay in Durness.
READ MORE: North Coast 500 provides £22m economic boost to Highlands in one year.
Mr Whiteford said there were other undiscovered gems for those who strayed from their cars. "While we don’t want to discourage visitors from completing the NC500 route in its entirety, our Highland Time campaign encourages more in-depth exploration of each of the five counties which make up the North Highland region," he said.
“Slow tourism encourages travel at a reduced pace; one that is sustainable and responsible. Those are already key messages for the North Coast 500, and messages which we will continue to spread across the North Highland.”
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