John O’Groats Trail set to be worth £1m to local economy this year
The John O’Groats Trail is reckoned to have boosted the local economy of the north Highlands by around £900,000 in 2024.
And the charity behind the 147-mile coastal route, the Association of Northern Trails of Scotland (ANTS), says the figure is projected to surpass £1 million this year.
Newly released statistics show the JOGT attracts in the region of 1000 walkers annually. They are able to enjoy views of the sea and countryside from shorelines, cliff-tops, lanes and footpaths along various stages between Inverness and John O’Groats.
The trail was launched by Jay Wilson in 2016 and has been run by ANTS since 2019.
The charity says the JOGT has proved to be a popular destination for walkers from around the who are bringing important benefits to the region.
The economic contribution was calculated using trail people-counters located near Wick and Berriedale, as well as a “sign-in book” that recorded visitors passing through. This showed a 60 per cent rise in visitor numbers since 2021.
Walking tourism spend was estimated at £65 per day, using comparable figures generated by a NatureScot study into outdoor tourism.
The “slow tourism” venture has been growing in stature with the appointment of a trail development manager, Kenneth McElroy, in 2022 and, in 2024, a second trail development manager, Laura Gray, to lead on the development of a new route known as the North Coast Trail.
ANTS chairman Jay Wilson said: “Part of the reason behind the trail is to strengthen and diversify the north Highland economy. We know that tourism is important to Scotland, but communities are able to derive even more benefits from slow tourism.
“Slow tourists, quite frankly, spend more time here, so they spend more money here. But the development of a major recreational feature like a cliff-top trail also makes the Highlands a more attractive place to live, work and do business.”
Kenneth McElroy said: “We’ve spoken to many business owners – whether it’s a wee bed-and-breakfast, hotel, campsite, museum or café – and they’ve all reported an uptick in trail walkers using their facilities. It’s great to see the trail benefiting so many businesses and organisations.”
One business to have benefited from the development of a walking trail is Flotnar Hús, run by Alan Bain of Keiss, who recently donated £500 towards the charity.
Mr Bain said: “We are hugely grateful for the efforts of the JOGT team. They have been working hard to promote health and wellbeing in the community by improving access for locals and visitors.
“Last year we saw a 60 per cent increase in bookings from visitors completing the trail. We work closely with Green Tourism to encourage sustainable and ethical business in our area.
“The work of the JOGT deserves to be recognised. Our latest donation is a personal thank-you to the team’s commitment to improving the local area.”
A VisitScotland report carried out in early 2024 noted that 43 per cent of UK visitors planned “walking, hiking or rambling” that year, with “connecting with nature” being a popular reason for doing so.
In 2023 VisitScotland reported that “outdoor leisure activities and sports such as walking or cycling” generated £460 million of spend for the Scottish economy.
Last October, landowners were praised for supporting the JOGT after a 65 per cent increase in walker numbers over the past two years.