The UK's largest national park is being promoted as the "ultimate winter destination" to capitalise on a rise in off-season tourism.
The latest data suggests that 2023 was a bumper year for visits to Cairngorms National Park (CNP) with a particular increase in tourists choosing to explore in the quieter winter months.
More than 370 tourism firms have joined forces for a new marketing campaign led by Cairngorms Business Partnership (CBP) showcasing over 1,700 square miles of "Highland winter wonderland".
The initiative is being geared towards promoting reasons to visit and explore the national park from October to the end of March.
The latest tourism economic impact research report indicates steady growth in visitor numbers, spend and employment in the Cairngorms.
There were an estimated 2.15 million tourism visits to the region in 2023, adding around £419m in value to the local tourism economy, and supporting over 5,400 full-time equivalent jobs.
Visitors are being encouraged to enjoy everything from winter sports, stargazing and cycling, to guided wildlife-spotting adventures and opportunities to catch a glimpse of the Northern Lights.
Local expert guides will be on hand to offer a warm welcome to visitors, including opportunities to explore the natural history, landscape, heritage and traditions of the Cairngorms.
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Craig Mills, CEO of Cairngorms Business Partnership, said: “The Cairngorms were built on winter experiences.
"Home to three of Scotland’s ski centres, our very own reindeer herd and a 90-mile SnowRoads trail, we’re the UK’s original winter destination.
“We’re also home to some of Scotland’s most historic castles and distilleries, as well as popular family attractions, water sports, winter wildlife watching, and some incredible high and low level walking and cycling routes.
“Wintertime is when the Cairngorms are at their most magical."
Galloway has been chosen as the preferred site for the next national park.
If given the official designation, it will be the first national park in the UK in about 15 years.
The bid was praised for having made a "strong case" while campaigners hailed the decision as "fantastic news."
A further investigation will now be carried out into Galloway's suitability to join the country's two existing parks at the Cairngorms and Loch Lomond and the Trossachs.
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