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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.

See https://www.visitscotland.org/news/2025/winter-breaks-pr-campaign.

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.

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.

“Scotland has so much to offer during those shorter days and longer nights; from walking in our breathtaking landscapes on a cold crisp morning or stargazing under our world-famous dark skies, to attending a concert or festival, or taking the time to coorie in with old friends and new.

“Whether here for a day or longer – booking accommodation, dining out or using local businesses – a visit during the winter months supports our valuable visitor economy and helps to sustain our communities.”

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.

“Exploring the outdoors during this season is both invigorating and rewarding, and our farm tours and experiences are a perfect way to safely meet our friendly animals, delve into Scotland’s rich agricultural heritage, and enjoy the restorative power of nature.”

The images were captured with the assistance of Newton Farm Holidays & Tours which ensured the health and wellbeing of the animals.

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 Scottish Blackface Knitwear, 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: “The knitting group Sanquhar Pattern Design Team at A’ The Airts Community Centre has been running for 10 years but this is the first time we’ve taken on a commission as unusual as this.

“It has been an absolute pleasure working with VisitScotland and Newton Farm Holidays and Tours not only to showcase Scotland in the winter, but to also highlight the country’s textile heritage and the knitting skills of the extremely talented team at the A’ The Airts Community Centre.

“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.