Highland cruise operator recognised for leading environmental and community practices, highlighting a growing trend in Scotland’s vital tourism sector.
Jacobite Loch Ness Cruises, a long-standing fixture on Scotland’s iconic loch, has once again been honoured with the Gold Award by Green Tourism, a globally recognised sustainability accreditation partner. This top-tier recognition underscores the company’s commitment to responsible environmental stewardship and community engagement within the competitive tourism industry.
Green Tourism’s comprehensive assessment evaluates businesses against 15 stringent sustainability criteria, meticulously categorised under the pillars of People, Places, and Planet. These criteria provide a holistic framework for reviewing a company’s social, economic, and environmental performance. Achieving the Gold Award signifies that Jacobite Loch Ness Cruises meets the highest standards, demonstrating exemplary practices in contributing to its local community, minimising its environmental impact, and ensuring accessibility and inclusivity for all stakeholders.
Alison Daun, Managing Director of Jacobite Loch Ness Cruises, expressed her delight at the renewed accolade. “We are thrilled to have been awarded a Gold Green Tourism Award again! Being a cruise business, it can be challenging to meet the high sustainability standards we and Green Tourism strive for, so to be awarded Gold in our assessment is really satisfying and shows we are doing the right things.” She further acknowledged the dedicated efforts within the organisation, adding: “In particular, a big thank you must go to our Visitor Experience and Sustainability Manager, Ranald Fettes, who has dedicated so much of his time to ensuring that our business is as sustainable as possible and for compiling the details required for the Green Tourism assessment.”
The company’s initiatives reflect a proactive approach to sustainability. Key measures include enhancing environmental awareness among both staff and visitors, with a strategic focus on rewilding, biodiversity, accessibility, and promoting responsible tourism. Jacobite also collaborates with other tour operators and local attractions to distribute bookings more evenly, thereby reducing pressure on local infrastructure such as roads and facilities.
Broader Industry Context: A Green Wave in Scottish Tourism
Jacobite Loch Ness Cruises’ achievement comes at a time when sustainable tourism is rapidly gaining prominence across Scotland and the wider UK. The sustainable tourism sector is now the second-largest growth area in the Scottish economy, contributing over £4 billion annually and supporting approximately 239,000 jobs, representing about one in eleven jobs in Scotland. Research indicates a growing global demand for eco-conscious travel, with the UK Responsible Tourism Industry projected to expand from an estimated USD 20 billion in 2025 to USD 28 billion by 2035.
Tourists are increasingly seeking authentic and meaningful experiences that do not compromise environmental or social well-being. This shift in consumer behaviour has prompted a greater focus on verifiable green credentials, with schemes like Green Tourism providing independent, third-party verification that can help businesses appear in “green filters” on major online booking platforms from September 2026 for European travellers. The UK government’s 2021 Tourism Recovery Plan also emphasised the development of a more “resilient, sustainable, inclusive and innovative” industry, aligning with national strategies like VisitScotland’s Sustainable Destination Development Programme.
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Euan Haggart, Environment and Sustainability Assessor at Green Tourism, lauded Jacobite’s commitment. “Jacobite Loch Ness Cruises has attained the Green Tourism Gold Award, recognising its commitment to running its business in a sustainable way. Not only does it have first class sustainable actions and projects in place, but the business is also looking ahead to identify further actions it can undertake to reinforce its already excellent approach to operating the business.” He added, “The team’s local knowledge of the cultural and natural heritage of Loch Ness and the surrounding areas is second to none, complemented by its fantastic approach to customer care and safety. Jacobite Loch Ness Cruises is incredibly deserving of the Gold Award, and we look forward to seeing its sustainability journey develop even further in the future.”
A Legacy of Loch Ness
Celebrating 50 years of operation in 2025, Jacobite Loch Ness Cruises was founded in 1975 by local entrepreneur Dan MacWilliam. Under the current ownership of Freda Newton, who acquired the company in 2002, passenger numbers have seen substantial growth, escalating from 35,000 to nearly 300,000 annually. The company’s expansion beyond cruises includes An Talla, a café and retail space opened in 2019, and the Loch Ness Cottage Collection of self-catering holiday cottages, launched in 2021. This diversification enhances the visitor experience and supports the local economy, which significantly benefits from tourism, with the legendary Loch Ness Monster alone estimated to generate £40.7 million to £41 million annually for the region.
The consistent achievement of the Green Tourism Gold Award by Jacobite Loch Ness Cruises positions it as a leader in sustainable practices, setting a benchmark for other businesses in Scotland’s dynamic and environmentally conscious tourism sector.
