Fort William has been ranked as the lowest-rated Scottish destination in a new Which? survey, scoring just 56% and receiving two stars for food and drink, cultural attractions, shopping, value for money, and overall appeal. The Highlands town was kept out of last place only by Bournemouth, which scored 55%.
Survey Rankings and Context
The annual Which? survey asked readers to vote on their favourite and least favourite places to visit across the UK. Wells in Somerset topped the overall list, while York won in the 'big cities' category and Edinburgh took the top spot in the Scottish list. Fort William finished at the bottom of the Scottish rankings, despite being named the UK's best autumn staycation destination last year by Sykes Holiday Cottages.
In May 2024, Fort William was also ranked among the UK's least-favoured holiday destinations in a separate Which? survey. That survey asked 3,967 members to rate UK towns and cities they had visited for leisure, with at least one overnight stay during the previous two years. Fort William finished joint bottom with Torquay in the 'small UK cities' category, scoring 58%.
Visitor Criticisms and Attractions
The town received two stars out of five for food and drink, accommodation, shopping, and ease of getting around in the 2024 survey. Its hotels were also among the most expensive, averaging £135 a night. Some restaurants have earned praise on Tripadvisor, while others have been described by reviewers as "overpriced" and "abysmal". Views on the shopping area are mixed, with some visitors finding it charming and others put off by the busy main road.
A travel guide, Scotland Off the Beaten Track, offered a blunt assessment: "Fort William isn't easy on the eye. An ugly shopping arcade blights the northeast end of the High Street, while a noisy dual carriageway with an irritating lack of crossing points makes access to the underutilised esplanade and Old Fort awkward."
Attractions Outside the Town
Four of the five top-rated things to do in Fort William are not actually in the town. Recommended experiences include discovering Steall Waterfall and Glen Nevis, at least seven miles away, and Glenfinnan Viaduct, 16 miles from the town centre. The area's biggest draw is climbing Ben Nevis, which looms over the town but lies outside its boundaries. Supporters argue these attractions are close enough, as the town serves as a useful base as the 'Gateway to the Highlands'.
Despite this, the town falls short of the spectacular landscapes further north and the charm of places such as Glenelg, Mallaig, and Ullapool. The stark, pebble-dashed buildings and limited standout stops, including a Morrisons supermarket and the Grog and Gruel pub, are not enough to justify the accolade, particularly when the UK also has destinations such as York, Edinburgh, and Bath.
