Highland acting star Jimmy takes on new tourism role
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ONE of the Highlands' most famous actors has taken on a new role – encouraging tourists to enjoy the North Highlands responsibly.
Born and bred in the Sutherland village of Golspie, James (Jimmy) Yuill has enjoyed an internationally successful 40-year acting career, which includes leading roles in seven films directed by Sir Kenneth Branagh, various television credits including key roles in Wycliffe and Hamish Macbeth and appearances in Casualty, Holby City, Taggart, Rebus and EastEnders. He is also a noted stage actor, and a member of the Royal Shakespeare Company and Kenneth Branagh's Renaissance Theatre Company.
In his debut role for the North Highland Initiative (NHI), Mr Yuill is now delivering a more personal performance by sharing his passion for his home region.
As the new face and voice of NHI’s new Highland Time campaign, he will celebrate the North Highlands and encourage visitors to enjoy the benefits of slow, responsible and sustainable tourism.
This will both help extend the time visitors spend in the area, and respect the fragile landscape and local communities.
“In this period of uncertainty and unprecedented change to the way we all live our lives, finding the time and space to appreciate a slower pace of life with family and friends has never been so important," he said.
"Thankfully, the North Highlands are reassuringly unchanged and offers the ultimate natural remedy to modern life.
“Getting off the beaten track and taking time to explore the regions of the north Highlands by land, river and sea will help us all take care of our wellbeing. Whether walking, hiking, swimming, appreciating our history and heritage or getting a taste for our world-renowned Highland food and drink, we must all be mindful of the environmental impact on this fragile landscape.
“As we take safe, measured steps to slowly emerge from lockdown, taking a more responsible and sustainable approach to travel and local community life will be key to helping us all enjoy Highland beauty once again.”
NHI’s Highland Time promotional film features Jimmy in his home town of Golspie and showcases the north Highlands’ 10,000 square miles of wild, wide open countryside and rugged coastlines as a place of tranquillity to slow down, take stock and refresh after lockdown.
The campaign aims to position the region as "the ultimate natural remedy to modern life", by enticing visitors to slow down, explore away from the beaten track and focus on wellbeing experiences, such as walking, hiking and swimming, as part of their travels.
It will also reinforce the message that travellers should leave no trace of litter, but should immerse themselves in local communities, experiencing the culture, traditional music, arts and food and drink of the area.
NHI chairman David Whiteford said: “We’re very fortunate to be working with Jimmy as part our Highland Time campaign.
"His passion for the North Highlands, lifelong roots in the region and theatrical background makes him an ideal ambassador for presenting what we have to offer on the world stage.
“Life often moves at a slower pace here in the most northerly counties of Scotland. This does not, of course, mean that opportunities for business growth and development are reduced – quite the opposite. However, this slower pace of life is one of the biggest draws for first-time visitors travelling not only to drive the North Coast 500, but to explore the North Highland region as a whole. It is also a major reason often cited by those who choose to relocate to the North Highlands. The lifestyle we are able to enjoy here is one which I myself, and thousands of others, wouldn’t change for the world.
“While we don’t want to discourage visitors from completing the NC500 route in its entirety, our Highland Time campaign encourages more in-depth exploration of each of the five counties which make up the North Highland region.
“Slow tourism encourages travel at a reduced pace; one that is sustainable and responsible. Those are already key messages for the North Coast 500, and messages which we will continue to spread across the North Highlands in 2020 and beyond.”
The new Highland Time film featuring Jimmy Yuill is available to watch online now at https://vimeo.com/444525647
