Over 350 Tourism Businesses Unite to Promote National Park as Seasonal Destination
Tourism businesses across the Cairngorms have joined forces to promote the UK’s largest National Park as a premier winter travel destination for 2026-27. Led by Cairngorms Business Partnership (CBP), more than 350 tourism firms are collaborating on the ‘Where Winter Comes to Life!’ campaign, which aims to encourage visits from October to the end of March.
The initiative highlights 1,700 square miles of Highland winter landscape, featuring attractions such as the UK’s only free-ranging reindeer herd, Cairngorm Mountain and Loch Morlich at Glenmore, Balmoral Castle & Estate at Crathie, Aviemore Ice Rink, Tomintoul & Glenlivet Dark Sky Park, Dalwhinnie Distillery, and the Highland Wildlife Park. Visitors are encouraged to enjoy diverse activities, from winter sports and stargazing to guided wildlife-spotting adventures and opportunities to see the Northern Lights.
Cairngorms Business Partnership is working with local businesses to extend the tourist season and boost visitor economies during quieter winter months. The campaign focuses on outdoor adventure, wildlife and nature, health and wellbeing, food and drink, and culture and heritage, promoting areas that can accommodate visitors throughout the season.
Craig Mills, CEO of Cairngorms Business Partnership, which is leading the official VisitCairngorms winter campaign, said: “The Cairngorms were built on winter experiences. Home to three of Scotland’s ski centres, our very own reindeer herd and a 90-mile SnowRoads trail, we’re the UK’s original winter destination. We’re also home to some of Scotland’s most historic castles and distilleries, as well as popular family attractions, watersports, winter wildlife watching, and some incredible high and low level walking and cycling routes. Wintertime is when the Cairngorms are at their most magical. This winter, we’re encouraging visitors to explore the UK’s largest National Park and find out why the region really is ‘Where Winter Comes to Life!’”
Jess Wise, visitor operations manager at Highland Wildlife Park, noted the changing seasons offer a different perspective on animals. She stated: “Winter is a fantastic time to experience Highland Wildlife Park with the changing seasons offering visitors a different perspective on some of the world’s most fascinating animals. From seeing our snow-loving species thrive in the colder conditions to enjoying our exciting events, there is something special about visiting us during the winter months. Winter provides a wonderful opportunity to enjoy the park at a quieter pace, discover more about the wildlife that calls this unique landscape home and make the most of everything the Cairngorms has to offer.”
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Wendy McKay, Co-owner and Director of Great North Lodges, expressed support for the campaign. She said: “Winter is such a special time to experience the Cairngorms. We’re delighted to support the ‘Where Winter Comes to Life’ campaign and encourage more people to discover the Cairngorms beyond the traditional peak season, to slow down, reconnect and experience this incredible part of Scotland at a time of year when supporting local businesses and year-round tourism really matters.”
Artist Angus Grant, owner of the Spey Bank Studio art gallery in Grantown-on-Spey, added: “The Cairngorms look incredible in the winter and the landscape provides endless inspiration for me and all the artists we work in the gallery. There’s a special quality to the light at this time of year that makes the mountains look majestic.”
To plan a visit to The Cairngorms National Park this winter, further information is available at www.visitcairngorms.com/winter. Visit Cairngorms has also produced a series of short films showcasing the region, including ‘The Cairngorms National Park, Where Winter Comes to Life!’, SnowRoads, Dark Skies, Storylands and The Speyside Way, which can be viewed at www.youtube.com/@VisitCairngorms/videos. Visitors can also follow Visit Cairngorms on social media, including Facebook and Instagram using the hashtag #CairngormsWinter. The Cairngorms Business Partnership works with the Cairngorms National Park Authority as a Chamber of Commerce and a Destination Marketing Organisation, committed to promoting responsible and sustainable tourism.
