Home   News   Article

Moray tourism businesses urged to sign up to new Northern HighLights Pass discount scheme for visitors


By Lorna Thompson

Easier access to your trusted, local news. Subscribe to a digital package and support local news publishing.



Click here to sign up to our free newsletters!

A NEW sightseeing pass designed to bolster tourism across Moray, the Cairngorms, Aberdeenshire, Aberdeen, Highland Perthshire and Angus has been launched.

The Northern HighLights Pass aims to encourage visitors to explore the north-east, providing them with discounted access and money-saving offers from leading tourist attractions such as distilleries and outdoor centres, hospitality providers and local businesses.

The creators of the pass, which has been backed by VisitScotland and VisitAberdeenshire, are urging more attractions and businesses to sign up and participate in the scheme, which they hope will support the continued growth of tourism.

Inspired by sightseeing passes available in major cities around the world, the Northern HighLights Pass was conceived by Moira Gash and Sarah Harker, of Aberdeenshire business DeeTour.

They were part of the team behind destination management organisation Visit Royal Deeside, before its remit was absorbed by VisitAberdeenshire.

Moira and Sarah were assisted by Open Pass, a developer of cloud-based software for the tourism sightseeing sector.

Sarah Harker and Moira Gash with the Northern HighLights Pass.
Sarah Harker and Moira Gash with the Northern HighLights Pass.

Having undergone 18 months of development, the pass was due to launch in spring last year but was delayed due to the pandemic.

Among the attractions already signed up are select National Trust for Scotland properties, Macduff Marine Aquarium, Strathisla Distillery, Grampian Transport Museum, Dewar’s Aberfeldy Distillery, Blair Castle, and Peterhead Prison Museum. Craggan Outdoors, near Aviemore, is providing money off the cost of activities.

Moira said: "The Northern HighLights Pass is something new and exciting for the north-east tourism sector.

"It brings a concept widely used and understood by visitors in major cities around the world to the local marketplace.

"From our research, it was clear that many visitors – whether here for a weekend, a week or longer – like to explore the region during their stay, visiting castles, distilleries and other attractions. The pass is designed to inspire them to do that and entice them to venture into different regions to discover some of what they have to offer. That is why the pass is covering such a big area."

Sarah added: "We are keen to have a conversation with all tourism-related businesses across Moray and the Cairngorms to explore how they can sign up to the Northern HighLights Pass.

"Each individual visitor attraction, hospitality business, activity provider or shop can tailor the discount they offer to suit their individual organisation. Generally, most businesses are offering savings of between 10-20 per cent, with some applying the discount to specific products or services.

"This is an opportunity to build a product for visitors to the area that adds real value to both the industry and the tourist."

Valid for two or five consecutive days, each Northern HighLights Pass gives visitors discounted access to visitor attractions, museums and activities. The pass can be purchased online at https://northernhighlightspass.co.uk/ and is available in either digital or physical format. The two-day pass costs £14.95 and five-day £29.95.

The card is activated upon its first use, meaning the earlier it is used on the first day, the greater the level of savings that can potentially be made. Current restrictions mean that pre-booking at some venues may be required.


Do you want to respond to this article? If so, click here to submit your thoughts and they may be published in print.



This site uses cookies. By continuing to browse the site you are agreeing to our use of cookies - Learn More