Scotland’s iconic North Coast 500 has earned global recognition as one of the most picturesque road trips on the planet, according to a new study that analysed millions of Instagram posts from travellers around the world.
The research, carried out by cinch, the UK’s largest online used car retailer, examined hashtag data for 40 famous driving routes across six continents to determine which journeys are most shared by road-trippers on Instagram.
And the results reveal what Highlanders have long known, our roads are among the most breathtaking anywhere on Earth.
The North Coast 500 ranked fifth overall and second in Europe, with nearly 700,000 Instagram posts tagged using #nc500 and #northcoast500.
The route, which begins and ends in Inverness, takes in 516 miles of dramatic coastline, secluded beaches, ancient castles and vast mountain views.
It’s a journey that has captured the imagination of travellers far and wide, offering the kind of wild beauty that lingers long after the car is parked.
The top spot in the global rankings went to the legendary Route 66 in the USA, which saw over 2.4 million Instagram hashtags.
Ireland’s Wild Atlantic Way took second place, followed by Australia’s Great Ocean Road and the Blue Ridge Parkway in the United States.
Other European routes in the top 20 include Iceland’s Ring Road, the Ring of Kerry in Ireland and Germany’s Romantic Road.
Sam Sheehan, motoring editor at cinch, believes road trips remain a deeply personal and powerful way to explore the world.
“There’s something unmatched about exploring from behind the wheel,” he said.
“From pulling over to catch your breath at a view to stumbling on a hidden gem of a village, you set the pace and write your own story.”
The NC500, affectionately dubbed ‘Scotland’s Route 66’, has quickly become a must-do for visitors seeking both adventure and tranquillity.
Over the course of a week, drivers can experience a landscape that shifts from mirror-still lochs and Munros to windswept cliffs and white-sand bays, with plenty of Highland hospitality along the way.
TripAdvisor reviewers give the NC500 a rating of 4.7, praising its rich variety of scenery, wildlife sightings and freedom to roam.
And while the popularity of the route has surged, campaigners and locals alike continue to stress the need for responsible tourism to protect the region’s fragile environment and rural communities.
For many, the NC500 is more than a drive, it’s a love letter to the Highlands, where every bend reveals another reason to slow down, breathe in, and be still.
