Actor Jimmy Yuill promotes North Highland Initiative sustainable tourism campaign
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A renowned actor from Sutherland has given his backing to a new campaign encouraging responsible and sustainable tourism in the north Highlands.
Jimmy Yuill, born and bred in Golspie, has had a successful 40-year acting career including leading roles in seven films directed by Sir Kenneth Branagh as well as TV appearances in Casualty, Holby City, Taggart, Wycliffe, Rebus and EastEnders.
As the face and voice of the North Highland Initiative's Highland Time campaign, Jimmy is promoting the benefits of slow, responsible and sustainable tourism to help extend visitor "dwell time" while respecting the landscape and communities of the area.
A new Highland Time promotional film features Jimmy in his home village and showcases the north Highlands’ countryside, coastlines, lochs and mountains. The aim is to present the region as a place of tranquillity to take stock and refresh after the Covid-19 lockdown.
The campaign has been designed to showcase the history, heritage, scenery and outdoor activities around the north Highlands, with a particular focus on attractions and experiences away from the main North Coast 500 route.
It also champions the north Highlands as a prime destination for eco-travel, encouraging holidaymakers to be mindful of their environmental impact.
Key messaging includes leaving no trace of litter, travelling conscientiously and stepping away from the car to seek alternative ways to travel. Visitors are encouraged to immerse themselves in communities, experiencing the culture, traditional music, arts and food and drink of each county.
“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," Jimmy said. "Thankfully, the north Highlands are reassuringly unchanged and offer 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.”