Moooove over Cara Delevigne, Rosie Huntington-Whiteley, Kate Moss… A Highland cow from Angus is bringing the style in 2025 as the face of a VisitScotland campaign to encourage winter breaks in Scotland.
Julie, dubbed a ‘super moo-del’ by the national tourism organisation, is pictured relaxing in a field at her home on Newton Farm Holidays & Tours, sporting some fetching made-to-measure woollen knitwear from A’ The Airts Community Centre in Sanquhar, Dumfries and Galloway. The imagery aims to inspire people to wrap up warm and explore what Scotland has to offer outside the traditional summer tourism season, in line with the national tourism strategy* of spreading visitors across seasons and regions. The photoshoot comes a decade after VisitScotland famously featured Shetland ponies in sweaters as part of a year-long campaign to promote Scotland’s natural beauty.
Research shows 70% of visitors are motivated to visit Scotland due to the country’s landscape and scenery, with many saying it enhanced their physical and emotional wellbeing, and there are signs of increased interest from international markets in spring and winter experiences.
In 2023, domestic and international tourism over those traditionally cooler months (January- March and October-December) generated £2.5bn with around 7.6m visits made.
VisitScotland’s work with tour operators and travel agents has revealed strong interest from the North American market (Scotland’s largest international market) in travel in September and October this year, with tour operators from Germany, Austria and Switzerland reporting some of their best years on record for earlier (April) and later (October) departure dates to Scotland.
Highland cows were chosen for the winter push as they are synonymous with Scotland and have been an integral part of the tourism body’s marketing since 2015, including the establishment of social media trend #Coosday (the weekly sharing of Highland cow pictures on a Tuesday). Their popularity on social media has coincided with a boom in the agritourism travel trend and increases in visitor experiences on Scotland’s farmland. The number of farms working with VisitScotland and international tour operators and travel agents has almost tripled in the past 12 months, thanks to growing interest in the sector from visitors across the world.
Winter in Scotland
For those who like to wrap up warm winter in Scotland really is the most enchanting of seasons. From snow-covered peaks reflected in the deepest of lochs to peaceful woodland scenes and bracing coastal walks with the waves in charge of the soundtrack: A winter trip to Scotland is the best way to clear the mind and warm the soul. Here are three ways to make the most of Scotland’s spectacular nature at this time of year:
- Walk on the Wild Side
The winter months are a great time to spot some of Scotland’s amazing wildlife, whether it’s orcas in Shetland or magical mountain hares in the snow-covered hills of the Cairngorms National Park. And thanks to comparatively mild winters, many feathered visitors from more northerly regions of Europe have long chosen Scotland as their top destination for a winter break. With a bit of luck, birdwatchers can spot species such as Whooper Swans, Shelduck, Greenshank, Merganser, Lapwing and Oystercatcher while enjoying many of the stunning winter walks Scotland has to offer.
- Keep Mooo-ving
There is no need for adrenaline-seekers to slow down in Scotland during the winter months, with a range of exciting activities on offer. These include wintersports in the country’s five ski resorts, mountain biking on spectacular trails which are open all-year round and catching the perfect wave at the world’s first inland surf resort.
- Reach for the Stars
Shorter daylight hours in winter mean more time to marvel at the stars. Thanks to low light pollution, Scotland is one of the best destinations for stargazing and is increasingly becoming a hotspot for spectacular displays of the Northern Lights, too. For an unforgettable viewing experience, Scotland offers a range of unique accommodation options, from a lighthouse keeper’s cottage to a castle with its own private beach.
After refreshing days in Scotland’s great outdoors, visitors can look forward to warming up in ways that will not only bring up the temperature, but create unforgettable memories at the same time: from joining the locals in celebrating some of the hottest events in the calendar and indulging in the finest seasonal food and drink to fully embracing Coorie, the Scots’ very own version of cosiness.
Vicki Miller, Chief Executive of VisitScotland, said: “Using Highland cows in Angus wearing a pattern that is uniquely Scottish, made with Scottish wool, and by talented knitters from Dumfries and Galloway, the images are designed to instil that feeling visitors get when they come to Scotland in winter.
“We know that travel outside the traditional summer season is becoming increasingly appealing for our international markets, while visitors to Scotland say their trip has enhanced their wellbeing. We hope our profile-raising ‘super moo-del’ can ignite that interest further and more can see that a winter break is good for the soul.
“It is part of our sustainable tourism work to make Scotland a must-visit, must-return year-round destination, by encouraging seasonal spread and helping tourism and events to extend the season.
The Location
Newton Farm Holidays & Tours is an award-winning year-round working farm and visitor experience in Angus.
It picked up Best Outdoor or Adventure Experience at the Central and East of Scotland Thistle Awards regional final last year.
This is not the family-run agritourism business’ first Scottish Thistle Awards win after the Forfar-based farm took home the regional award for Best B&B or Guest House Experience in 2023 and the regional title of Best Outdoor Experience back in 2018/19, along with the national award for Most Hospitable B&B or Guest House Experience in 2018/19.
The business, which includes self-catering accommodation, offers personalised and inclusive visitor experiences, such as grooming experiences with highland cows and alpacas.
Louise Nicoll, Co-owner of Newton Farm Holidays & Tours said: “We’re thrilled to collaborate with VisitScotland and the talented knitters at A The Airts Community Centre on this wonderfully unique project.
“Seeing one of our cherished Highland cows stepping into her role as an aspiring model and ambassador has been a joy. Her quirky personality brings a smile to everyone she meets, and we hope her cosy cardigan will inspire visitors to embrace their own winter adventures here in Scotland, the Home of the Cosy Coos.
The images were captured with the assistance of Newton Farm Holidays & Tours which ensured the health and wellbeing of the animals.
For more on Newton Farm Holidays & Tours: Holidays on a working farm in beautiful Angus, Scotland Newton Farm Holidays
The Highland ‘super moo-del’
Julie, 4th of Thaggnam, is nine years old. She inherited her name from her mother and has a flair for the dramatic. She loves the camera and is the farm’s top model, regularly seen strutting her stuff on the cow walk.
The Knitwear
The made-to-measure garments were created by a team of five knitters from A’ The Airts Community Centre in Sanquhar, Dumfries and Galloway.
The knitters are from knitting project, Sanquhar Pattern Design, which was created in 2014 to support the long-term goal of future-proofing traditional craftmaking in Sanquhar and promoting the historical Sanquhar pattern.
The knitting project consists of eight knitters, and three trainees, with an age range of 17 to 80.
Sanquhar was granted the status of a Royal Burgh in 1598 by King James VI which allowed trade in the area to flourish, including producing and exporting textiles. Its most popular pattern is called the Duke which was named after the Duke of Buccleuch.
It is this pattern, mixed with thistles, which was selected as the design for the Highland cow’s cardigan and hat.
The wool used is from a collection of Scottish Suppliers: Merrick, Wee Country Yarns and Todd & Duncan. The Merrick wool is sourced from Galloway and Southern Ayrshire UNESCO Biosphere.
Yvonne Barber, Centre Manager at A’ The Airts Community Centre in Dumfries and Galloway said: Over the course of 78 hours, five knitters have come together to produce the bespoke garments. From pattern design and hand knitting to making alterations to get the best fit possible for our unique models, it’s been a huge team effort from the knitters and wider admin team showcasing the true community spirit of this project.”
Agritourism
Agritourism has become a growing travel trend with visitors seeking out authentic rural experiences that connect them to the countryside.
It is defined as tourism or leisure on a working farm, croft or estate that produces food or fibre.
Popular experiences include feeding Highland cows, farm stays, farm tours, field to fork experiences and sheepdog demonstrations, as well as food and drink activities which support a growing trend towards buying locally and reducing food miles.
Agritourism: https://www.visitscotland.org/about-us/what-we-do/working-in-partnership/agritourism-strategy