Tourism chiefs hope to cash in on a mountain route leading into Moray by promoting it as one of the country’s most scenic journeys.
Inspired by the success of the North Coast 500 route, VisitScotland wants to showcase the “majestic views” of the Cairngorms.
They believe the Cockbridge to Tomintoul road is a destination itself, and believe promoting the stretch could attract thousands of tourists and boost the local economy.
The Cairngorms National Park Authority (CNPA), has devised a new 65-mile “snow roads scenic route” from Blairgowrie to Grantown.
A viewpoint at the old quarry by Tomintoul will be upgraded as part of the project, and local tourism outfits will advertise attractions around the area.
VisitScotland’s regional director, Jo Robinson, said promoting the A939 Lecht Road would be a top priority next year.
She added: “We are all aware of the success of the North Coast 500, and innovative installations that celebrate some of our national park’s most majestic scenery will have a major role to play in making the scenic route stand out from the crowd.”
The CNPA explained that the Cockbridge-Tomintoul route formed part of a much larger project.
Other viewpoints have been created by the Devil’s Elbow, a hairpin bend at Glenshee, and at Corgarff Castle in Strathdon.
A roofless stone observation hut by Tomintoul, entitled a Language of Stone, is expected to open in the spring.
CNPA’s head of visitor services, Peter Crane, said: “The Cairngorms Business Partnership will further develop the project over the next two years, and will be working with businesses and communities along the route to make the most of this new visitor experience.”
Moray Speyside Tourism’s operations manager, Laurie Piper, commended the “imaginative approach” to drawing more people to the region.
He said: “This offers visitors an opportunity to traverse the highest public road in the UK, to enjoy three stunning new art installations and to experience some of Scotland’s most dramatic scenery.
“This kind of imaginative approach to redefining the customer journey can only be a good thing for the area, and we welcome it wholeheartedly.”
The scheme is being funded by the Scottish Government, under its scenic routes programme.
It has sought to install “innovatively designed viewpoints” at picturesque spots across the nation’s roads network.
Moray MSP Richard Lochhead launched the initiative in 2013, when he was the Scottish Government’s cabinet secretary for rural affairs and the environment.
Last night, he welcomed the impact the new trail could have on Moray’s economy.
Mr Lochhead said: “There’s no doubt that this initiative can help unlock much of the untapped tourist potential that Moray and Speyside have to offer.
“Celebrating such scenic routes is the way forward, given that tourists increasingly want unique memories and experiences.
“It is fabulous that Speyside will benefit from a new viewing point, which in itself will be an attraction that will draw people to
the area.”
VisitScotland yesterday revealed that it had ploughed more than £220,000 into projects in Moray and Speyside over the last year.
Ms Robinson added: “I look forward to continuing to make sure visitors to Scotland are aware of the superb visitor experience available in this part of the country.”
The North Coast 500 was launched last March to boost trade across the north Highlands, and has been credited with revitalising businesses along the 516-mile stretch since.