Pride and Passion encourage you to spend a day seeing the highlands through your customer's eyes, with magical mystery tours being run across the Highlands.

The tours are designed to help build and update your knowledge of what your local area has to offer.

They are conducted by local professional blue badge tourist guides, in order to give a true ‘visitor experience’.

The tours are aimed primarily at Tourism business, but for all businesses in the Highlands, the more you know about the local area the better it is for the visitor. And the better it is for your visitor, the better it is for your business.

Pride and Passion is not a company or a government body.It is a bunch of passionate people within the tourism business who want things to change, and kickstart a movement that will take Scotland from being great to even greater.