Wick River Campsite is nearing the completion of its final phase of redevelopment, with the latest improvements aimed at enhancing guest experiences while channeling profits into the town’s economic growth. 

The £435,000 upgrade, expected to be finished by mid-May, includes a new reception building, additional serviced pitches, and various infrastructure enhancements. 

The site will open for the 2025 season as planned on April 1, with temporary reception services in place until the new facility is ready.

The redevelopment follows a £450,000 investment in a facilities block, which officially opened last September. 

Managed by Wick Development Trust since June 2022, the campsite operates under a model designed to reinvest earnings into local regeneration efforts. 

Trust director Alistair Jack highlighted the broader economic impact of the project, noting that visitors to the site spent £642,000 in the town in 2023.

“We knew what the project could deliver for the community,” Jack said in a report by John O’Groat Journal. 

“But we knew we had to try and keep it on a fairly tight timescale because the longer we were having to invest money back into the campsite, the longer it would take for us to be able to start investing money into the town – and that’s the overall aim.”

The site has seen an increase in extended stays, with visitors attracted by its upgraded amenities and reputation along the North Coast 500 route. “Some reckon it’s the best campsite they’ve ever stayed in,” Jack noted.

Key additions include six e-bikes for hire, electric vehicle charging points, a motorhome service area, and a communal space within the reception building for guests to gather indoors. 

The building will also house a small shop featuring local products and convenience items, though Jack emphasized that it is not intended to compete with local retailers. 

A sheltered outdoor seating and barbecue area, along with a designated space for food trucks, aims to enhance the guest experience further.

Beyond the immediate benefits to visitors, the long-term vision for Wick River Campsite is to contribute to the town’s economic resilience. 

Jack stressed the importance of fostering local pride and encouraging visitors to extend their stays, noting that increased tourism spending leads to a ripple effect benefiting local businesses and employment opportunities.

“If we can get them to stay one more night, then they spend more money on going to attractions or buying shopping or going out for a meal,” he said. “It all helps to boost the local economy. If businesses are busier, there is more employment… it has a knock-on effect, definitely.”

Funding for the reception building has been provided by Highlands and Islands Enterprise, the Dounreay Socio-Economic Fund, and the SSE Sustainable Development Fund. 

The redevelopment efforts have already garnered recognition, with the campsite earning the Social Enterprise of the Year award at the Highland Third Sector Interface awards and the Community Business of the Year title from the Caithness Chamber of Commerce.

With bookings for the upcoming season already double those of the previous year, Wick River Campsite is positioning itself as a key player in the region’s outdoor hospitality sector. 

As its infrastructure improvements take shape, the project underscores the potential for campsites to drive sustainable tourism while supporting local economies.