Scots actor puts north Highland ‘slow tourism’ in the limelight

Internationally renowned Scottish actor, James (Jimmy) Yuill, is backing a new campaign to encourage responsible and sustainable tourism in the North Highlands in response to the coronavirus pandemic. 

Born and bred in the Sutherland village of Golspie, Jimmy has had a successful 40-year acting career, including leading roles in seven films directed by Sir Kenneth Branagh, as well as TV appearances on Casualty, Holby City, Taggart, Wycliffe, Rebus and EastEnders. 

In his debut role for the North Highland Initiative (NHI), Jimmy is now delivering a more personal performance by sharing his passion for the region. As the new face and voice of NHI’s new ‘Highland Time’ campaign, Jimmy celebrates the North Highlands, as well as the benefits of slow, responsible and sustainable tourism to help extend visitor dwell time in the area, whilst respecting the fragile landscape and local communities. 

NHI’s new ‘Highland Time’ promotional film features Jimmy in his native hometown of Golspie and showcases the north Highlands’ 10,000 square miles of wild, wide open countryside, rugged coastlines, breathtaking lochs and majestic mountain ranges as a place of tranquillity to slow down, take stock and refresh after lockdown. 

The ‘Highland Time’ campaign has been designed to showcase the history, heritage, natural scenery and outdoor activities around the north Highlands, with a particular focus on attractions and experiences away from the main North Coast 500 route. 

The campaign aims to position the wild, rugged and varied landscapes of the north Highlands as ‘the ultimate natural remedy to modern life’, by enticing visitors to slow down, explore away from the beaten track and focus on wellbeing experiences, such as walking, hiking and swimming, as part of their travels. Highland Time also champions the North Highland region as a prime destination for eco-travel, encouraging travellers to be mindful of their environmental impact. 

Key messaging 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 alternative 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. 

Commenting on his new role as the face and voice of NHI’s ‘Highland Time’ campaign, Jimmy said: “In this period of uncertainty and unprecedented change to the way we all live our lives, finding the time and space to appreciate a slower pace of life with family and friends has never been so important. Thankfully, the North Highlands are reassuringly unchanged and offers the ultimate natural remedy to modern life. 

“Getting off the beaten track and taking time to explore the regions of the north Highlands by land, river and sea will help us all take care of our wellbeing. Whether walking, hiking, swimming, appreciating our history and heritage or getting a taste for our world-renowned Highland food and drink, we must all be mindful of the environmental impact on this fragile landscape.

“As we take safe, measured steps to slowly emerge from lockdown, taking a more responsible and sustainable approach to travel and local community life will be key to helping us all enjoy Highland beauty once again.”

NHI was established in 2005 as a direct result of His Royal Highness The Prince Charles, Duke of Rothesay’s involvement in bringing together the farming community, local businesses and the tourism industry to address the challenges facing rural communities in the far north of Scotland. The NHI also works to build and develop a regional identity for the area. 

As part of the overall objective of the charity, NHI operates across the counties of Caithness, Sutherland and Ross & Cromarty to assist in making this amazing part of the UK a place where businesses and communities are sustainable. The three key areas of activity for the NHI are food and farming, tourism, and community support and leadership.

David Whiteford, Chair of the North Highland Initiative, said: “We’re very fortunate to be working with Jimmy as part our ‘Highland Time’ campaign. His passion for the North Highlands, lifelong roots in the region and theatrical background makes him an ideal ambassador for presenting what we have to offer on the world stage.

“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. The lifestyle we are able to enjoy here is one which I myself, and thousands of others, wouldn’t change for the world. 

“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.

“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 Highlands in 2020 and beyond.”

The new ‘Highland Time’ film featuring Jimmy Yuill is available to watch online now: https://vimeo.com/444525647

More information about NHI and its ‘Highland Time’ campaign is available on the NHI website   www.northhighlandinitiative.co.uk/highland-time, as well as on social media, including Facebook www.facebook.com/NorthHighlandsScotland and Twitter https://twitter.com/north_highlands.