Cairngorms tourism bosses launch winter campaign for UK’s largest national park
“Wintertime is when the Cairngorms are at their most magical” – Craig Mills, Cairngorms Business Partnership
Tourism bosses in the Cairngorms have joined forces to help promote the UK’s largest national park as the ultimate winter travel destination.
Led by Cairngorms Business Partnership (CBP), more than 350 tourism businesses are coming together to promote the “Where Winter Comes to Life” campaign for 2026-27.
Cairngorms National Park spans some 1,700 square miles, providing a broad range of attractions and activities including mountains and lochs, Balmoral Castle & Estate, Aviemore Ice Rink, Dalwhinnie Distillery and the Highland Wildlife Park.
CBP said it was working with tourism providers across the region to help extend the season and bring business to local visitor economies over the quieter winter months, with a focus on outdoor adventure, wildlife and nature, health and wellbeing, food and drink, culture and heritage.
The initiative is being geared towards promoting reasons to visit and explore the national park from October to the end of March. Visitors are being encouraged to take in activities such as winter sports, stargazing, guided wildlife-spotting adventures and opportunities to catch a glimpse of the Northern Lights.
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.
Craig Mills, chief executive of CBP, 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,” he added. “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, said: “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.”
Wendy McKay, co-owner and director of Great North Lodges, 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.”
VisitCairngorms has also produced a series of short films to showcase the region.
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