What Highland Experience does

Highland Experience (legal entity: The Ultimate Highland Experience Limited) is a privately held, Edinburgh-based tour operator founded in 2005 that sells guided group and bespoke private tours of Scotland to international and domestic tourists. Its product portfolio spans day tours (priced £56–85 per person) departing from Edinburgh, multi-day tours of 2–5 days (priced £295–1,230 per person, typically including accommodation with breakfast) departing from Edinburgh, Glasgow and Inverness, and customisable private tours from £545/day. Themed itineraries cover the Isle of Skye, Orkney, the Outer Hebrides, Loch Ness, Glen Coe, Culloden, Stirling Castle, whisky distilleries, and pop-culture routes tied to the Outlander TV series and the Jacobite Steam Train (Harry Potter's Hogwarts Express). The company is B Corp certified (score 82.2) and positions itself around responsible, locally rooted tourism, sourcing through a network of 200+ regional partners of which over 90% are locally owned Scottish businesses.

The business is asset- and labour-intensive: it operates a modern fleet of Mercedes mini/midi coaches (8–59 seats, all under two years old, with Euro 6 engines) and relies on award-winning driver-guides for delivery. Direct-to-consumer distribution is the primary go-to-market, with 24/7 online booking enabled through a FareHarbor integration on the company website, supported by an active presence on Tripadvisor, Yelp, Facebook, Instagram, Pinterest, TikTok, YouTube, an email newsletter, and a content/blog marketing function. Ancillary revenue comes from gift cards, a "tour-only" accommodation-excluded product, and an opt-in 10% Trip Protection fee. Distribution is global in reach (international customers) but operationally domestic within Scotland.

The company has a single disclosed funding event: a £2 million debt facility in May 2024 from Lombard (part of Royal Bank of Scotland Group), used to purchase five new coaches and fund the creation of over 20 jobs as part of a post-pandemic recovery and expansion programme. Ownership remains with the founders/operators, with no identified PE/VC sponsor or parent company. The company holds no patents and has no public API, no proprietary software product, and no disclosed AI/ML capability; its technology stack is essentially the FareHarbor booking platform layered onto a physical fleet operation.

Name

Highland Experience

Legal name

The Ultimate Highland Experience Limited

Website

https://highlandexperience.com

Company type

Private

Founded year

2005

Operating status

Operating

Headcount range

11–50 employees

Short description

Highland Experience is a privately held Edinburgh-based tour operator selling guided group and bespoke private tours of Scotland to international tourists, departing from Edinburgh, Glasgow, and Inverness with a modern Mercedes coach fleet and B Corp-certified responsible-tourism positioning.

Ownership category

akta.pro rank

Product category

Guided Tour Services

NAICS

Tour Operators (561520), Scenic and Sightseeing Transportation (487)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Guided Tours & Interpretive Services (Ranger-Led, Naturalist, Cultural Interpretation) (THAAAGAB)

akta.pro secondary industries

Safari & Overland Wildlife Adventures (4x4/Jeep) (THAJABAD), Private Adventure & Expedition Experiences (Custom Hikes, Safaris, Backcountry) (THAJALAG)

Keywords

• Guided scotland tours
• Scottish highland tours
• Multi-day tour packages
• Private scotland tours
• Whisky distillery tours

Headquarters

HQ city

Edinburgh

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Guided Tour Sales: Revenue generated from selling guided tours of Scotland ranging from day tours to multi-day tours. Customers purchase tour tickets through the FareHarbor booking integration on the website. Tour prices vary by duration and type (scheduled vs private).

Pricing tiers

Go-to-market motion2 records

Distribution channels2 records

Marketing channels6 records

Core offering

Highland Experience is a tour operator that sells guided day tours and multi-day tours (2–5 days) of Scotland departing from Edinburgh, Glasgow, and Inverness. The portfolio covers iconic destinations such as Loch Ness, Isle of Skye, Orkney, Outer Hebrides, Stirling Castle, Rosslyn Chapel, and various whisky distilleries, plus themed experiences (Outlander, Harry Potter/Jacobite Steam Train) and bespoke private tours. Tours are delivered using a modern fleet of Mercedes mini/midi coaches and are bookable online 24/7 via the company's website with embedded FareHarbor booking.

Product overview

Highland Experience is a Scottish tour operator offering guided tours of Scotland as a portfolio of distinct tour products across multiple departure cities. The core offering consists of day tours and multi-day guided tours (2-5 days) departing from Edinburgh, Glasgow, and Inverness, covering destinations including the Isle of Skye, Orkney Islands, Outer Hebrides, Loch Ness, Glen Coe, Culloden Battlefield, and various castles and whisky distilleries. The company also offers Private Tours (bespoke itineraries) and a Winter Discount programme for customisable private tours. Tour products range from single-day experiences (£56-85) to multi-day immersive journeys (£355-1,230) with accommodation included. Additional services include Gift Cards and a 'tour-only' option for customers arranging their own accommodation. The company operates a modern fleet of Mercedes mini/midi coaches (8-59 seats) with Euro 6 engines and positions itself as an eco-friendly, B Corp certified tour operator.

Differentiator

Problem solved

Functional benefit

Products and services

• Day Tours from Edinburgh Guided single-day tours departing from Edinburgh covering destinations such as Loch Ness, Glen Coe, Stirling Castle, Rosslyn Chapel, Dunfermline Abbey, Loch Lomond and The Kelpies, with optional whisky tasting or Loch Lomond cruise add-ons. Priced from £56 to £85 per person, durations 8–13 hours, available all year for visitors aged 3+; aimed at international and UK leisure travellers wanting a one-day Highland experience.
• Multi-Day Tours from Edinburgh Guided 2–5 day tours from Edinburgh to the Isle of Skye, Inverness, Orkney Islands, Outer Hebrides, and the wider Scottish Highlands, with accommodation and breakfast included. Prices range from £295 to £1,230 per person; aimed at leisure travellers seeking an immersive multi-day Highland journey.
• Tours from Glasgow Guided day and multi-day tours departing from Glasgow covering the Scottish Highlands, Isle of Skye, and multi-day Scottish experience itineraries, designed for travellers starting their journey in Glasgow.
• Tours from Inverness Guided tours departing from Inverness including the Orkney & The Far North tour and Highland exploration experiences, designed for travellers already based in the Highlands capital.
• Tours to Skye Specialist full-day and multi-day tours to the Isle of Skye covering dramatic landscapes, coastal cliffs, mountain scenery, Eilean Donan Castle and Loch Ness, aimed at travellers for whom Skye is the primary destination.
• Whisky Tours Themed tours focused on Scottish whisky distilleries including visits to Clydeside Distillery, Glenturret, and Highland Park Distillery, aimed at whisky enthusiasts wanting a guided tasting and distillery-focused itinerary.
• Private Tours Bespoke private guided tours tailored to customer interests and schedules, offering exclusive and personalised journeys through Scotland's landscapes and historic sites, with customisable itineraries for groups and families.
• Outlander Experience Tour Two-day tour following filming locations of the Outlander TV series, visiting Midhope Castle, Doune Castle, Culloden Battlefield, Clava Cairns, Falkland and Culross; aimed at Outlander fans wanting an immersive location-based experience.
• 5-Day Orkney & The Far North Tour Five-day small-group tour from Edinburgh covering Loch Lomond, Glen Coe, Fort William, Loch Ness, the Orkney Islands, Skara Brae, the Ring of Brodgar, the Italian Chapel, John O'Groats and Dunrobin Castle, with 2 nights' accommodation in Inverness and 2 nights in Kirkwall included.
• 5-Day Small Group Hebridean Escape Tour Five-day small-group tour from Edinburgh exploring the Outer Hebrides (Lewis and Harris), Callanish Standing Stones, Luskentyre Beach, Butt of Lewis, Culloden Battlefield and whisky distilleries, with accommodation in Inverness and Stornoway included.
• 4-Day Skye & The Jacobite Steam Train Tour Four-day tour combining Isle of Skye exploration with a ride on the Jacobite Steam Train across the Glenfinnan Viaduct (featured in the Harry Potter films), and visits to Eilean Donan Castle and Loch Ness.
• 5-Day Highland Experience's Scottish Choice Tour Five-day ultimate Scottish experience covering Oban, Isle of Skye, Inverness, Glen Coe, Eilean Donan Castle, Culloden Battlefield, Clava Cairns, Kilmartin Glen and Loch Lomond, with 4 nights' accommodation with breakfast included; marketed as the flagship 'Scottish Choice' itinerary.
• Winter Discount Private Tours Customisable private tours available during the winter months (October to March, excluding 22 December – 3 January) at discounted pricing from £545 for a 16-seater vehicle for a full day, aimed at off-season travellers and small groups seeking a private Scotland experience.
• Gift Cards & Certificates Highland Experience gift cards and certificates valid towards any tour cost, sold online through FareHarbor; sales are final and non-refundable; designed for gifting Scotland tour experiences to friends and family.

Quantifiable outcome

• B Corp score of 82.2, above the required 80 minimum threshold
• +2 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Six partnerships are on record, tiered core and minor.

• Trees for LifecoreStrategic or Co-development PartnerPartnership with Trees for Life, a Scottish charity restoring the ancient Caledonian Forest. Through the Highland Experience Tree Grove, the company supports long-term rewilding that helps native woodlands recover, supports biodiversity, and strengthens climate resilience.
• Make-A-Wish UKminorOthersCharitable partnership supporting Make-A-Wish UK in creating personalized journeys to Scotland for children with critical illnesses and their families.
• Scottish Mountain RescueminorOthersSupport for Scottish Mountain Rescue, a volunteer-led organisation whose teams save lives across the Highlands.
• Cancer Research UKminorOthersSupport for Cancer Research UK in funding life-saving research and improving outcomes for people across the UK.
• Glencoe Mountain RescueminorOthersSupport for Glencoe Mountain Rescue, whose volunteers respond in all conditions to protect walkers, climbers, and local communities in one of Scotland's most challenging areas.
• FareHarborcoreTechnology or IntegrationBooking platform integration through FareHarbor embedded on the company website, enabling online tour booking, availability checking, and gift card sales.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Broad incumbents

• Viator (Tripadvisor): Global tours-and-activities marketplace (owned by Tripadvisor) listing Scotland tours from many operators; functions both as a distribution channel for Highland Experience and as a competitive comparator on price, reviews and content.
• GetYourGuide: Global tours-and-attractions marketplace that distributes Highland Experience inventory alongside a large portfolio of competing Scotland tours; not a direct operator but a key channel and competitive substitute at the discovery layer.

Direct peers

• Wilderness Scotland: Award-winning Scotland-based guided adventure tour operator running small-group walking, wildlife and Highland itineraries; comparable on guided touring model, premium pricing and sustainability positioning.
• Heart of Scotland Tours: Edinburgh-based small operator running private and small-group Scotland tours in mini-coaches, directly comparable to Highland Experience's private tour product range on vehicle class and itinerary.
• The Hairy Coo: Edinburgh-based Scottish tour operator running small-group day tours to Loch Ness, Stirling and the Highlands in mini-coaches; directly overlaps Highland Experience on routes, vehicle type and customer demographic.
• Rabbie's Trail Burners: Edinburgh-headquartered small-group guided tour operator running day and multi-day tours across Scotland from a Mercedes mini-coach fleet, the closest direct competitor to Highland Experience on routes, vehicle class, customer segments and pricing.
• Highland Explorer Tours: Scotland-focused tour operator specialising in multi-day guided tours from Edinburgh, closely matching Highland Experience's multi-day tour portfolio and customer positioning.
• Haggis Adventures: Edinburgh-based small-group adventure and Highland tour operator targeting a slightly younger/backpacker segment, but with overlapping itineraries (Loch Ness, Skye, multi-day Highlands) on a comparable operating model.
• Timberbush Tours: Scottish tour operator offering 1-, 3- and 5-day Highland tours from Edinburgh and Glasgow in small coaches, directly comparable to Highland Experience on itinerary portfolio, departure cities and target customer base.

Emerging players

• Macs Adventure: UK self-guided and guided walking/cycling tour operator with strong Scotland presence; partially overlapping customer and destination base but a different delivery model (self-guided with luggage transfer) than Highland Experience's fully guided coach tours.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@highlandexperiencetours
• Facebookfacebook.com/HEXTours
• Instagraminstagram.com/highlandexperience
• Pinterestpinterest.com/hextours
• TikToktiktok.com/@highlandexperience
• Xx.com/hextours
• LinkedInlinkedin.com/company/highland-experience

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Highland Experience