The area is popular for fans of the great outdoors

It assessed factors including road provision and quality, flora and fauna and entertainment.

The Highlands came ahead of other British regions in four out of the 10 main categories, each judged according to five criteria measuring facilities and features.

It was judged to have the best coastline, best history, best geography and best tourist towns.

The region's tally of 79 points was 24 points higher than the nearest rival, Devon, with 55 points.

Natural features

London received 48 points, while Argyll and Bute, with 42 points, scored highly for its natural features, which include Loch Lomond.

Collins cartographic publisher Mike Cottingham said: "This was a fairly light-hearted exercise which illustrates that while people use road atlases to get from A to B, they can also use them for many other things, such as making informed decisions about different areas of the country.

"The survey also confirmed what we at Collins already know - that we are lucky to live in the most interesting and historic country in the world."

Mr Cottingham said the Highlands had done particularly well because the area had 27 castles, 11 battlefields, 16 ancient monuments, eight museums and 12 distinctive buildings, as well as 19 lighthouses.

The region contains Britain's highest mountains

"With more miles of unspoilt coastline than any other area, 32 nature reserves, the most lochs and lakes and the highest and biggest mountains, it's a must for fans of the great outdoors as well as those fascinated by Britain's historical heritage," he added.

Liberal Democrat leader Charles Kennedy, whose Ross, Skye and Inverness West constituency is in the Highlands, said the area exemplified "all that is great about Britain".

He said: "It comes as no surprise to me, a born and bred Highlander, that my region has topped the popularity polls as a holiday destination.

"The Highlands exemplifies all that is great about Britain - with stunning scenery, a beautiful coastline, fascinating history and a genuine sense of community."