The VisitBritain campaign based on the legend of the Loch Ness Monster is returning with a new set of monster-hunting tips to inspire European visitors to visit Inverness and Loch Ness in the Scottish Highlands outside of the summer season.

The six-week digital marketing campaign, will be released in France and Germany, two of Britain’s most valuable and largest inbound visitors markets, and The Netherlands, using images and videos to showcase the incredible experiences that can only be had in the Inverness and Loch Ness area.

Tips include ‘cover as much ground as possible’ by exploring the area in a campervan, ‘listen to the locals’ on a guided kayak tour and ‘stay as quiet as possible’ while amongst deer and other wildlife in the countryside. 

Steeped in history and culture and surrounded by breath-taking scenery, the Inverness and Loch Ness area offers an unbeatable holiday experience year-round. By inspiring visitors to book a trip now to come and explore this stunning part of the Highlands – and maybe even spot Nessie – we can spread the economic benefits of tourism throughout the year.

Robin Johnson

VisitBritain Director of Marketing

This campaign is a fantastic way to harness the global fascination with Nessie to shine light on all that is great about Inverness and Loch Ness, driving growth and attracting more visitors year-round.

Graeme Ambrose

VisitInvernessLochNess Chief Executive


The Inverness Loch Ness campaign, launched earlier this year with an initial three-week run, is part of a longer-term plan to grow inbound tourism to the area outside of the traditionally busy summer period.

Created by Radley Yeldar – the ‘Tips for Monster Hunting’ forms part of the GREAT campaign which has been running since 2012.

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