Willie Cameron, director of Highland Tourism told BBC Scotland: “Blaming a marketing agency is shameless.
“The responsibility goes back to whoever sent the brief across, when the campaign was ready to go out and being signed off.
“Why did nobody in the marketing team at Transport Scotland ask where the picture was taken?”
He added: “It never should have been signed off. The fact is we have incredible photographers and professionals who work in the Scottish Highlands and could have provided an accurate campaign with accurate images.
“They should keep this work local and questions need to be asked about how this was approved.”
A Transport Scotland spokesperson said that the marketing brief “clearly” specified that images should reflect the local area where the pilot is taking place and feature the correct vehicle type.
They said: “An incorrect image was then provided by the marketing agency.
“The image has been removed from partner communications packs and will be withdrawn from any ongoing distributions.”