At a time when the Scottish agricultural sector is facing a number of external threats, including a move away from subsidies, the Highlands is alert to emerging trends with many rural businesses keen to diversify into leisure and tourism.

There is no doubt that the Highland region is blessed with a number of assets that are combining to produce a tourism boom. Supported by the expansion of its airport, Inverness, as the Highland capital, is now ranked among the most visited cities in the UK, above Newcastle and York. It attracts more than 300,000 tourists each year, from both the UK as well as global locations. But what is bringing them here?

A study by Glasgow Caledonian University found that the North Coast 500 has provided a £22 million boost to the economy of the Highlands in a single year. An additional £13.5 million was spent on accommodation, activity and retail along or near the route throughout 2018. Tourism-related businesses also reported a 16 per cent uptick in business between 2017 and 2018.

Meanwhile the region’s good looks have attracted the attention of the film industry. From Urquhart Castle (pictured above) to the Battlefields of Culloden, a plethora of sites are proving to be a draw for fans of the Outlander series, which has aired both at home and in the US. This is evidenced by the steep 27 per cent year-on-year rise in the number of North American tourists to Scotland.

Screen Scotland was established in 2018 to create opportunities for the Scottish film industry and with the launch of Outlaw, the Netflix historical drama based on the rise and fall of Robert the Bruce, and recent hit Mary, Queen of Scots, the film tourism trend is set to continue.  Meanwhile, Historic Environment Scotland’s investment plan (scheduled to run until 2022) aims to enhance the condition of sites and improve visitor experience.

The region’s mountains, rivers and Loch Ness itself offer countless opportunities for outdoor enthusiasts. A number of our clients have been capitalising on the wellbeing trend, and the subsequent rise in demand for active holidays, by repurposing their land and property, enabling them to drive income from a host of activities including fishing, wildlife tours, paddleboarding, skiing, white water rafting, hiking and mountain biking to name just a few. 

We have been helping clients with planning applications to do that, establishing, for example, glamping sites and hotel developments as well as assisting with property conversions and the management of multiple enterprises from holiday lets to farm shops.

Scotland is already well known for shortbread, strawberries, beef, salmon and, of course, whisky. However, rural businesses are capitalising on the rise of foodie culture by diversifying into regionally relative produce, with many establishing farm shops and restaurants. They are being supported by a combined Scottish Tourism Alliance and Scotland Food and Drink strategy, which has the aim of positioning Scotland as a globally recognised food and drink tourism destination. 

Further information

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