The Prince, speaking at the Castle of Mey before invited guests and representatives from the tourist industry, said he was “greatly struck” by the richness of the area, its natural beauty, its people, its music and culture, and its largely undiscovered archaeology.

He explained that around 150 hotels, bed-and-breakfast businesses, historic castles and others in the tourism industry are involved in the scheme – called Pleasure in the Extreme – the latest phase in the North Highland Initiative plan he unveiled last year. The Prince, known as the Duke of Rothesay while in Scotland, revealed that Mey Selections, set up to market beef, lamb and more recently cheese from the region, has had a turnover of over £2 million since it was set up in 2005 with £150,000 going directly to farmers.

Prince Charles would like to see that success repeated for the tourism strategy, which has three strands. It aims to:

* Present the north Highlands as one distinctive region.

* Encourage people to stay longer and spend more.

* Persuade them to spread their visits throughout the year.

The Duke pointed out that investment and marketing efforts will be focused under a new brand identity for the area which covers Caithness, Sutherland and Ross-shire. The brand focuses on the idea of “pleasure in the extreme” and is rooted in the physical and environmental extremes that exist in the north Highlands.

The brand, together with a new logo, will be used in future marketing campaigns to deliver targeted messages about historic, cultural, sporting and leisure activities and locations.

The strategy was developed by the North Highlands Tourism Operators’ Group which is working in conjunction with the Duke’s North Highland Initiative to achieve its objectives. The NHI was formed to promote and develop local agriculture, tourism and the built environment.

Prince Charles acknowledged that similar schemes have failed in the past but was confident that with “hard work and persistence” this latest project would be “a long-term success for Caithness, Sutherland and Ross-shire” although he also warned against the dangers of complacency.

He praised the “remarkable achievements” of all those involved in the initiative and hoped that “more and more people would discover this truly extraordinary part of the world for themselves”.

He added: “I look forward to seeing the results next year.”

Prince Charles addresses the guests at the Castle of Mey. Pic: John Baikie 07789 557586

Robert Powell, NHTOG director, denied that the setting up of the tourism initiative reflected local disenchantment with the efforts of VisitScotland.

“That is absolutely not the case. We will be working in conjunction with VisitScotland to try and achieve our objectives,” he said. Mr Powell stressed that the strategy will not produce a quick fix but will bring benefits in the longer term.

Scott Armstrong, the area director for VisitScotland, gave his backing to the initiative and said it would complement what his organisation is doing at a national level.

He pointed out that VisitScotland provided £50,000 towards the scheme and indicated that further funding could be made available. Mr Armstrong hoped that Pleasure in the Extreme would start to make some impact within 12 months and predicted a growth in revenue within three to five years.

Lord MacLennan, the chairman of the North Highland Initiative, said: “The creation of a single, powerful tourism identity for the area will benefit all businesses, whatever their size and location.

“By co-ordinating all tourism investment for the region under one umbrella brand, I hope this project will greatly increase awareness of the north Highlands as a very special and distinctive tourist destination.”

He added: “Increasing numbers of people are looking for something different from the conventional two weeks in the blistering sun. The current heatwave in some parts of the country is not only making people think about escaping sun, it is also making us all reflect on the impact of long-haul air travel on the environment. We believe the north Highlands has something special and different to offer.”

Fred Fermor, of John O’Groats Ferries, was delighted with the development and said it should help to attract more people to the area and give the local tourist industry a boost. “The Royal seal of approval just rounds it off,” he stated.

Joan Campbell, who runs The Sheiling Guest House in Melvich, echoed that sentiment and described the Prince as “an ambassador for this area”. She, too, thought the initiative would bring more people to the North and benefit the local economy.

The brand identity has been developed by Jane Wentworth Associates and to date has been funded by VisitScotland, the Nuclear Decommissioning Agency, Caithness and Sutherland Enterprise and the Highland Council. It is hoped that a marketing campaign will be launched in early 2007.

g.calder@nosn.co.uk

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