A new tourism initiative for the North Highlands of Scotland was launched on 1 August by The Prince of Wales at the Castle of Mey in Caithness, as part of the Prince’s North Highland Initiative (NHI).

The new strategy aims to present the North Highlands as a distinctive region suitable for long holidays at any time of the year.

Future marketing campaigns will focus on the initiative’s new brand identity – dubbed Pleasure in the Extreme – which aims to convey the region’s unique environment and the specialist activities it can offer.

The North Highlands Tourism Operators Group – which owns more than 150 hotels, historic castles, B&Bs, archaeological sites and other organisations in Caithness, Sutherland and Ross-shire – is working alongside the NHI to promote and develop the economy of the region by marketing its historic, cultural, sporting and relaxation opportunities.

NHI chair Lord MacLennan said: “By co-ordinating all tourism investment for the region under one brand, I hope this project will greatly increase awareness of the North Highlands as a very special and distinctive tourist destination.

“We believe the North Highlands has something special and different to offer.”