Blairgowrie will become the gateway to a new tourist trail which could trigger a massive surge in visitors to Highland Perthshire.
Developers have secured Scottish Enterprise funding for the ambitious Snow Road project, which will link Highland Perthshire with the Cairngorms.
The driving route, which takes in Britain’s highest road, will be punctuated by a series of eye-catching art installations, while a smartphone app is being developed to help explorers plan their journey.
An artwork and viewing area has already been created at the notorious Devil’s Elbow, a once-feared series of hairpin bends at a one-in-six gradient ascent on the A93. The route was straightened out in the 1960s.
It is hoped the Snow Road will be as successful as the North Coast 500, a circuit which loops around the north of Scotland and has been described as one of the world’s best drives.
The Cairngorms Business Partnership, which is spearheading the £315,000 project, has received a £245,000 grant from Scottish Enterprise as part of a scheme to promote tourism.
Chief executive Mark Tate, said: “I am really lucky as I get to drive this stunning route through the Cairngorms National Park frequently for both work and pleasure.
“This really is a beautiful route. The classic car driver, families on a Highland adventure or somebody who wants to take their time and cycle the route will be able to immerse themselves in stunning landscapes and local culture.”
He said: “We are delighted to have received an award from the Destination Development Fund and working with partners and communities along the route we will create a destination which will have a major positive economic impact on communities along the route.”
Blairgowrie councillor Caroline Shiers said similar projects in other countries have proved hugely successful.
“The Norwegian experience of snow roads is that it has led to increased tourism and interest in the area,” she said. “We have seen in Scotland the boost that the North Coast 500 has brought to the North West Highlands.
“The route between the A93 from Blairgowrie, the highest public road in the UK, through to Braemar and Tomintoul is stunning and the design work being done to highlight the various view points on the route are fantastic.”
She added: “I will be raising this with council officers as we need to ensure that some long standing issues with maintenance, signage etc are addressed if there is likely to be an increase in traffic on the route.”
Art installations, including pieces at Tomintoull and Corgarff in Aberdeenshire, are expected to be in place by Easter this year.
The Cairngorms scheme will get under way properly when a project officer, to be based in Ballater, is recruited.
