Venture North gives tourism businesses a boost in Caithness
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Tourism businesses in Caithness and Sutherland have been given a much-needed boost this autumn and winter as part of a nationwide marketing campaign led by the destination management organisation, Venture North.
Venture North teamed up with over 250 tourism businesses, local community groups and industry partners across the region to help extend the season and bring business to local visitor economies over the quieter autumn and winter months with a focus on responsible and sustainable tourism.
The organisation’s ‘Space to Breathe’ campaign has already reached over 30 million people across the UK and boosted digital engagement with the region by over 700 per cent this autumn and winter.
The campaign has been geared towards promoting reasons to visit and explore Caithness and Sutherland from October to March, showcasing areas that are less impacted by over-tourism and can accommodate visitors in the quieter season, as well as highlighting the long-established relationship between tourism and wellbeing.
As part of the campaign, Venture North devised a series of 14 suggested themed itineraries to help visitors explore Caithness and Sutherland and launched a series of five short films to showcase the region to visitors across the UK, including London, Manchester, Birmingham and Leeds. Campaign themes included health and wellbeing, active outdoors, heritage, wildlife and culture, and luxury Highlands.
Special food and drinks events welcomed hundreds of visitors from across Scotland and the rest of the UK, including Dornoch Whisky Festival in October, ‘Taste North’ in Wick and ‘The Far North Spirits & Beer Festival’, an inaugural spirits and beer festival that took place across the far north throughout November. Individual businesses and venues that took part in the line-up of events included: 8 Doors Distillery, John O’Groats; Caithness Smokehouse, Barrock; and Tartan Creations, Dornoch.
Destination strategy manager for Venture North, Cathy Earnshaw, leads the Tourism Recovery Strategy for Caithness and Sutherland. She said: “We’d like to thank all our business members, local communities and partners for helping to make our ‘Space to Breathe’ campaign such a huge success, reaching a UK-wide audience of well over 30 million people this autumn and winter.
“This is a fantastic achievement for a small team working with great suppliers, and really goes to show the power of effective collaboration to maximise the benefits of the visitor economy in the far north Scottish Highlands, as well as highlighting the long-established relationship between tourism and wellbeing.
“There’s so much for visitors to see and do in Caithness and Sutherland during this quieter time of year. As part of the campaign, we’ve been able to showcase areas that are less impacted by over-tourism, including some of the best accommodation, visitor attractions, outdoor activities and events on offer from October to March, and beyond.”
Oldshoremore Retreats and Connell Outdoor Pursuits in Sutherland, and Caithness View Luxury Farm Lodges are amongst the list of top staycation and activity providers who have already benefited from the campaign.
Angela Johnson, owner of Oldshoremore Retreats, near Kinlochbervie, said: “Working with Venture North has really put our small business on the map and we've seen a great uptake in bookings. People are much more aware of who we are and what we do and it's been a very successful campaign for us.
“We've always been strong advocates for collaboration with other businesses and this has proven how worthwhile that can be. A big thanks to Venture North for all its efforts.”
Sharon Mackay, owner of Caithness View Luxury Farm Lodges, near Wick, added: “As a member of Venture North, we were delighted to have had the opportunity to participate in the 'Ultimate Getaway' competition by offering a two night stay at Caithness View Luxury Farm Lodges.
“This type of collaborative campaign helps to not only showcase the area and the many wonderful places to see and activities to enjoy, but also gets the message across that Caithness is a year-round destination to visit.
“Thanks to Venture North's competition, Caithness, Sutherland and the participating businesses have had some great exposure. We've seen our own social media followers increase by 8 per cent as a consequence, which will hopefully bring about more direct bookings in the future.”
Kurt Connell, owner of Connell Outdoor Pursuits in Sutherland, near Dornoch, said: "It’s been an absolute delight to work in partnership with Venture North to help further promote my business. We’ve had some excellent media exposure this year highlighting my new Thermal Imaging Wildlife Safaris and the audience reach has been UK-wide. I highly recommend working with Venture North."
Venture North is continuing to work in partnership with local development trusts, communities and representative bodies and tourism businesses from across the region, to ensure a collective ownership and delivery of the Strategy at regional level. The organisation also supports member businesses and communities across the region through effective collaboration to maximise the benefits of the visitor economy.
