IT IS one of the best-known destinations in the United Kingdom, and yet most visitors who endure the long and winding road spend only ten minutes there.
The famous signpost at John O'Groats: the village is hoping to attract thousands more visitors as a result of a facelift Picture: PA
About 170,000 people a year head to John o' Groats. Many, who go expecting a large town or themed village, are left wondering "is this it?", while guidebooks can be less than complimentary. The Lonely Planet guide to Scotland describes the village as the country's "worst and most embarrassing tourist attraction", where the main draw is "a car park surrounded by shoddy craft and souvenir shops".
"It's not worth the trip here and it's hardly worth including this text about the place," the guide's author says dismissively. But a new start is beckoning for the "end of the road" destination, The Scotsman can reveal.
In the next few weeks, a public open day will be held to outline a way forward for the area, and a master plan for its redevelopment is expected in the spring.
The aim is to make John o' Groats a flagship development for the north Highlands, with a revamped hotel, quality shops and tourism interpretation on its history and Viking heritage.
The landmark has a curious public standing. Its status is based on the false premise that it is the most northerly point on the British mainland (that's actually Dunnet Head). It is also the subject of countless tales of disappointment, bad weather and dodgy service, but still retains an iconic status.
Coach parties and day trippers make it a regular stopping point in tours across the top of Scotland or to Orkney, and on a trail which takes in other attractions such as the Castle of Mey.
Some just want to say they've been there, and retreat from the wind coming off the Pentland Firth as soon as they arrive. Others may be delayed by a walk along the cliff paths or a visit to the small cluster of shops, offering knitwear, pottery, wedding favours and candles outlets.
The biggest disappointment is the area's most famous landmark, the John o' Groats Hotel, a once striking white Gothic building, now run down and functioning only as a public bar: it is half a mile from the only other hotel.
Roy Kirk, who helped lure Donald Trump to Scotland, believes the location has great potential.
He was a senior executive with Scottish Development International, which encouraged Trump to bring his proposed £1 billion golf resort and housing development to Balmedie. Now, as an inward investment executive with Highlands and Islands Enterprise, he is manager of the Caithness Regeneration Partnership, charged with attracting new investment to the far north.
He sees parallels between the Trump plan and that for John o' Groats. "There is no doubt at all, whatever individuals think of Trump, that it is a brilliant name to have in Scotland," he said. "Equally, if we can bring investment into John o' Groats, what a tremendous thing for the people. But it has to be sympathetic and won't be imposed on the community. It's about bringing something that otherwise wouldn't be there."
He believes John o' Groats has a lot going for it – its spectacular location and wildlife, fascinating history, harbour, archaeology linked to Orkney and, above all, it is already very famous. "I believe John o' Groats is a fantastic name," he said. "Look at the number of different companies and areas that are trying to get branding, trying to get their name up there. John o' Groats already has that name, but it's fair to say that, sadly, a lot of visitors just now are disappointed.
"We need to give people a reason to spend their time there. The average stay time at present is about ten minutes. At Land's End, the average stay time is four to six hours."
Mr Kirk said retailing of the kind found at House of Bruar on the A9 and Mohamed al-Fayed's Falls of Shin centre in Sutherland should be the benchmark.
"About 170,000 people a year come to John o' Groats. The numbers going to Falls of Shin are about 230,000 and at Land's End its about 350,000," he said.
Heritage GB, which also owns Land's End, took over the John o' Groats Hotel in 1996 and is keen to be part of the regeneration. Dudley Westgate, its operations manager, said: "Everyone is in agreement that the whole area needs to improve.
"It is an iconic destination, but unfortunately the delivery of the product is at the moment very poor. Therefore, any individual going in there and investing would be taking a major risk."
Mr Westgate said a similar situation faced Land's End 25 years ago – Heritage GB now owns 115 acres there and controls the marketing. He said it could take about three years to begin to see action at John o' Groats. He went on: "
But we have to make sure we get it right. Forget the Disney-type attractions, we need to have quality hotels and a retail village; the whole thing needs to be upped in terms of quality."
Local businesses are keen for something to happen but say it has to be done sensitively.
Walter Mowatt, who runs a craft shop, said: "When people see the hotel looking dilapidated, it reflects on the rest of John o' Groats. Our difficulty is we are a geographical extremity, so anything that would extend the season would be beneficial."
Billy Stephen, who runs a caravan site, said: "Visitors don't want it too commercialised, like Land's End, which is under the control of one owner. Here, there are a lot of individuals involved."
Terry Levinthal, director of the Scottish Civic Trust, also warned the emphasis should be on quality. "It's not the quantity of the investment that's important, it's the quality," he said.
And he added: "To put significant regenerative resources into a place as iconic as John o' Groats carries with it a potential danger that you miss the mark when it comes to badging what the place is all about. You need to be extremely sensitive about what you are doing."
He said the last time he visited John o' Groats, it was "one of the most spectacular let-downs that any Scottish destination could provide you with".
Last year, a community group considered a buy-out of the hotel after becoming frustrated at a lack of progress. Rhoda Grant, a Highlands and Islands MSP who has been working with the community, said: "I still believe that with the drive and commitment of HIE and those businesses and other stakeholders involved, plans will progress to deliver a tourist attraction fitting to John o' Groats' unique location."
Scotland's tourism gets target for growth SHÂN ROSS VISITSCOTLAND has a target to "grow" tourism by 50 per cent by 2015.
The agency has identified five "drivers" to prompt growth in the industry which earns £4.1 billion for the economy every year.
They include extending attraction opening hours, increasing the length of the season, and persuading businesses to promote each other's goods.
But Philip Riddle, chief executive of VisitScotland, has warned the target is unachievable without a dramatic improvement in skills, motivation and year-round attractions.
Improving the offer at high-profile locations such as John O'Groats is clearly part of that.
This is especially true at a time when the pound is strong against the US dollar, making Scotland an expensive destination for those across the Atlantic.
However, the weakness of the pound against the euro could help encourage more tourists from the rest of the European Union.
'There is a tacky theme park on the site'JOHN ROSS LAND'S End has already seen a massive change in the number of attractions for visitors over the last 20 years.
The landmark presently boasts 35,000 sq ft of undercover attractions and shopping facilities.
Among the attractions is a Dr Who exhibition, the 'Last Labyrinth' – a "multi-sensory theatre show" telling the myths and legends of the area – a film about local air sea rescues and Greeb Far – a Cornish farmstead – as well as shops, amusements and an adventure plan area.
But not everyone is enthusiastic about the site. The travel site wikitravel says: "There is a tacky theme park on the site. A professional photographer takes photos of you in front of the signpost showing your hometown's distance. He will charge you around £5 for the photos.
"Unfortunately you can't do photos on your own, since the signpost is surrounded by a small fence, preventing you from getting too close."
FACTS AND FICTIONJOHN o' Groats is named after a Dutchman, Jan de Groot. In 1496 King James IV granted him the ferry franchise between the harbour and Orkney.
It is said that de Groot gave his name to the silver coin, the groat, which was the fare for the crossing.
De Groot also started development of the area, building a house at a site near the hotel. It is marked by a mound and flagpole.
Legend has it the house was eight-sided to avoid rows between himself and his seven sons. The house had eight doors and an eight-sided table so that no one occupied the head of the table. De Groot is buried in Canisbay churchyard.
The village is the furthest north on the British mainland. It is 874 miles from Land's End. John o' Groats is usually regarded as the most northerly settlement of Great Britain, but the actual most northerly point is at nearby Dunnet Head. The community has a population of about 300.
As well as the famous name, it is also renowned as a haven for wildlife with seals and whales spotted off the coast and a variety of birds, including puffins.
It attracts many people who want to make the marathon trip to Land's End, usually for sponsored events. They are known locally as End-to-Enders.
The famous "journey's end" signpost at John o' Groats, like its counterpart at Land's End, is private property and owned and operated by photographic firm.
The location has been attacked for its rundown appearance on many occasions.
Locals mount a spirited defence, saying the authors have obviously never visited the area.
