North Coast 500 Ltd, the body responsible for the promotion and marketing of the 516 mile loop in the Scottish Highlands, has introduced a new Visitor Pledge aimed at encouraging responsible tourism on one of the world’s most iconic coastal driving routes.
The new pledge, developed in consultation with residents and businesses along the route, invites visitors to commit to respectful and sustainable tourism during their visit, addressing the growing challenges facing local communities as a result of increased visitor numbers.
The initiative will ask visitors to leave no trace by disposing of waste responsibly, park only in dedicated parking areas during the day and overnight and to prioritise shopping in local businesses alongside a list of other positive commitments.
The pledge is supported by a dedicated digital platform to boost engagement, offering tourists educational resources to help them explore the Scottish Highlands while preserving its natural beauty. It will be marketed extensively through PR, owned channels and advertising and additionally, engagement is underway with motorhome rental companies and local businesses to maximise the pledge’s reach and ensure it resonates with as many visitors of route as possible.
David Hughes, Chair of North Coast 500 Ltd said: “The North Coast 500 is an iconic route that showcases the very best of Scotland’s natural beauty, but with that privilege comes responsibility. Although we don’t have authority to impose enforced tourism taxes, the Visitor Pledge is our way of ensuring that everyone who visits this unique region understands their role in protecting it for now and for future generations.
“We’ve all seen an increase in visitor numbers over the last few years and it’s important not to downplay the importance these visitors have on the local economy. We can’t control important infrastructure which supports the tourism industry, such as signage, rubbish/disposal facilities and parking, however, by asking visitors to sign the pledge, we are asking tourists to be part of the solution, helping us maintain the North Highlands’ natural beauty for everyone to enjoy.”
Part of a broader strategy to preserve the North Coast route, the pledge underscores the organisation’s commitment to placing local communities, the environment, and heritage at the heart of all of its operations. The initiative emphasises long term sustainability as tourism continues to grow and is designed to foster a positive relationship between tourists and residents.
Ewan Chisholm of The Highland Larder, a local business in Dornoch, said:
“Keeping the Highlands pristine for locals and visitors really matters, and it’s especially important to me and my business as we are right next to Dornoch Beach. The majority of visitors really want to be respectful, and we know that education and encouragement helps in guiding mindful behaviour. It’s great to see NC500 Ltd taking action and this Visitor Pledge initiative sounds like just the ticket. I’ll certainly be encouraging my customers to sign up.”
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