Cairngorms National Park Visitor Survey 2019-2020
WARNING - By their nature, text files cannot include scanned images and tables.
The process of converting documents to text only, can cause formatting changes and
misinterpretation of the contents can sometimes result. Wherever possible you
should refer to the pdf version of this document.
FRONT COVER
Image - Cairngorms National Park Authority logo
Photograph - Group of canoeists on Loch Morlich with Cairn Gorm in background
TOURISM AND THE CAIRNGORMS NATIONAL PARK
Introducing the Parks Sustainable Tourism Strategy and
Survey of Visitors
PAGE 2
STOP PRESS July 2005: The Cairngorms National Park
Authority has been awarded the European Charter for
Sustainable Tourism. It is the first National Park in the UK
to receive this, and reflects the importance of sustainable
tourism to the area and the National Park Authoritys
commitment to working with tourism businesses to achieve
this. More information on Europarc and the principles of
the Charter can be found on www.europarc.org
Image - Europarc Logo
PAGE 3
WHY IS TOURISM IMPORTANT TO THE CAIRNGORMS NATIONAL PARK?
The tourism industry is already well-established within the Park and is the primary source of
income and employment. The impact of tourism on the environment, on local people and on
the local economy must be carefully managed to the benefit of all, both at the present time
and also in the future put simply, this is what we mean by sustainable tourism.
The Scottish National Parks, unlike others in the UK and around the world, have a social and
economic development aim alongside their more standard aims of conservation,
understanding and enjoyment of the countryside. Tourism is a vital part of this social and
economic development, and at the same time also helps to deliver each of the aims in the
Parks remit.
Photograph - View of Deeside forest and river
Photograph courtesy of VisitScotland Aberdeen & Grampian
The Cairngorms National Park Authority (CNPA) aims to lead and co-ordinate the sustainable
development and management of tourism. It is already working closely with the tourism
industry, including a wide range of both public and private sector partners. Already, it has:
developed the Cairngorms National Park Brand
produced and distributed a range of promotional and
informative brochures and leaflets
erected branded signs at points of entry to the Park
provided relevant training for tourism businesses and staff
instigated two-way communication with tourism interests through the Visitor
Services, Information and Tourism (ViSIT) Forum
commissioned a Visitor Survey, based on 2,500 face-to-face interviews and over
1,000 self-completion questionnaires undertaken over 12 months from May 2003
delivered a Strategy and Action Plan for Sustainable Tourism, prepared in 2004
following wide consultation with businesses and organisations throughout the Park
area.
Image - Cairngorms National Park brand logo
Both the Visitor Survey and Strategy for Sustainable Tourism are summarised in this booklet.
Park Brand
PAGE 4
ABOUT THE PARKS VISITORS
It is estimated that 1.4 million visits are made to the Park each year, although no precise figures
are available. (Source: CNPA Visitor Survey 2003/4 & CNPA STEAM results)
Who visits the Park?
Image of pie chart showing percentages of types of visitors to the park
Holiday 43%
Park residents 17%
Day visitors 21%
Short breaks 19%
(Holiday = 5+ nights. Short Break = 1-4 nights)
Most visitors are on holiday, staying away from home, but many are day
visitors, including a significant number who live within the Park.
Of the holiday/short break visitors:
around half spend their whole holiday in the Park
many also visit other parts of Scotland
Photograph - Two people standing on wooden bridge above river in Glen Muick
Photograph courtesy of David Gowans
Visitors - quick facts:
15% of all visitors are from overseas
50% are from the UK but outwith Scotland
23% have children with them
44% of short breakers are from Scotland
43% on holiday are over 55
The age profile of day visitors is different, spread more evenly
across the age range:
63% of day visitors are 25-54
23% of day visitors are over 55
PAGE 5
How much do visitors spend?
(average per day, short break)
31 on accommodation
21 on food and drink
8 on shopping
6 on entertainment
3 on transport in the area
69 in total each day
Although most is spent on accommodation, the amount for food and drink
is also significant.
For day visitors, food and drink is the main area of expenditure.
Photograph - Corgarff Castle, Strathdon
Photograph courtesy of VisitScotland Aberdeen & Grampian
Why do visitors come?
26% of day visitors come for walking
56% of all visitors spend time sightseeing
50% go walking
20% take part in other outdoor activities
22% visit castles, museums & other heritage sites
Walking doesnt only mean hill-walking low level walks
are equally important.
General sightseeing is particularly important to holiday (longer -
stay) vistors.
PAGE 6
Photograph - Ballater Railway Station, Ballater.
Photograph courtesy of VisitScotland Aberdeen & Grampian
How do visitors find out about the Park?
How satisfied are visitors to the Park?
55% use information from a previous visit
17% use word-of-mouth (friends & relatives)
11% use the Internet
10% use tourist brochures
25% get information after arrival
With so many relying on previous visits and word-of-mouth,
delivering a high quality service to Park visitors is
absolutely vital for success.
Tourist Information Centres are an important resource for visitors
seeking information after arrival.
Our visitors are mostly very satisfied with their experience, rating the Park at 8.5 out of 10 on
average. No single problem is of real significance. However, only 38% believe it is easy to find
information about the Park. This leaves huge room for improvement, and will be addressed by
the CNPA and its partners.
PAGE 7
Photograph - View across Glen Doll.
Photograph courtesy of David Gowans
What else is important to Park visitors?
The quality of the environment is by far the most important element for visitors. When asked
what they liked most about the Park, visitors highly rated spectacular views, wide open
spaces, trees and landscape colours, walks, fresh, clean, unspoilt area and wildlife.
friendly people also scored highly.
Photograph - Four ramblers taking a break in the sunshine at the edge of a woodland.
Photograph courtesy of Jimmy Mitchell
However, at least 75% would like to have a better understanding of the Parks character - what
makes it special - including more opportunities to experience the areas cultural and
historic heritage, being able to buy local crafts more easily and taste more local produce.
PAGE 8
ABOUT THE PARKS TOURISM BUSINESSES
Source: postal survey of all tourism enterprises in the Cairngorms National Park area, summer 2004
Photograph - Skiiers and snowboarders outside the Lecht ski centre.
Photograph courtesy of Jimmy Mitchell
How successful is business in the Park?
52% say demand has grown in the last 3 years
BUT
65% say that to be profitable, they need more business
More business is needed Jan-April & Oct-Nov. Marketing, and also
other activity (for example, events), is needed particularly for
these times.
PAGE 9
What is important for Sustainable Tourism in the Park?
(Survey respondents were asked to score a range of issues important to sustainable tourism in
the area. The following Top 10 were rated very important by the percentage of respondents
shown.)
1=(71%) to encourage good customer service
1=(71%) to conserve landscape and wildlife
1=(71%) to encourage visitors to conserve nature & wildlife
4 (65%) to attract more visitors at certain times of year
5 (61%) to attract more tourism in general to the Park
6 (60%) to improve visitors understanding of environmental impact
7 (53%) better information for visitors before arrival
8 (51%) better information for visitors after arrival
9 (47%) better interpretation of natural heritage & wildlife
10 (41%) better interpretation of cultural/historic heritage
Respondents rated conserving the environment more highly
than attracting more business.
In addition, many are interested in good environmental management
practice within the context of their own businesses. Around 75% have
already taken at least some relevant action.
Photograh - Red squirrel on branch.
Photograph courtesy of Neil McIntyre
PAGE 10
PLANNING FOR SUSTAINABLE TOURISM
The following is a brief summary of the Strategy for Sustainable Tourism. More detail can be found
on www.cairngorms.co.uk or from CNPA offices.
Vision: by the year 2010, we will be able to say..
The Cairngorms National Park is now one of Europes leading National Parks, judged on its
sustainable management of tourism and the high quality of the visitor experience.
Visitors come to the Park year-round to enjoy its fine landscapes, appreciate its wildlife and
heritage, experience its character and take part in a range of activities. They are fully aware
of what the Park has to offer, understand the importance of conservation of the area and
are keen to support this.
Tourism businesses feel they are a part of the Park, benefit from it, offer a high quality
experience to visitors and are involved in environmental management.
Local communities are happy with the level of visitors in the area and, working with the
CNPA, they feel involved in the management of tourism.
Checks on the performance and impacts of tourism ensure that while performance has
improved, it has not brought adverse changes to the environment or local quality of life.
To achieve this vision, 9 objectives and priorities for action have been identified:
1 ENVIRONMENTAL MANAGEMENT AND CONSERVATION
To maintain a high quality environment in the Park, encouraging sound environmental
management practices and support for conservation by all those involved in tourism.
Highest priority will be the protection of the environment, both in general and as a resource for
tourism. To achieve this:
there will be regular checks on environmental conditions
sound planning control will be maintained
there will be close co-operation with landowners
the tourism industry will be encouraged and assisted in environmental management
through advice, training and certification
specific projects will be devised to inspire visitors and tourism businesses in their
support for conservation
participation in the Green Tourism Business Scheme (and similar) will be required to
qualify for use of the Park Brand
2 WORKING TOGETHER
To ensure effective involvement by all stakeholders in the planning, development and
management of tourism in the Park, and to maintain good communication between them.
The Visitor Service, Information and Tourism (ViSIT) Forum already meets regularly, bringing
together representatives of the tourism industry, environmental organisations and local
communities. Wider and stronger communication will be achieved by:
working with local tourism organisations
an annual open meeting
developing effective use of newsletters and information technology
PAGE 11
3 MARKETING
To raise awareness of the area as a premier, year-round rural tourism destination in the
UK, recognising its outstanding natural heritage and its National Park status.
A new Cairngorms National Park Brand has been launched, and guidelines are available for its
use by high quality enterprises. In addition:
the dedicated Visitor Guide to the Park will be retained
high-profile, but sensitive, coverage will be obtained in relevant VisitScotland
promotions
high priority will be given to creating a truly effective tourism portal website for
visitors
collaborative marketing efforts will be encouraged along the lines of the Walking
Festivals leaflet 2005
Photograph - Information board on the Rothiemurchus Estate
4 INFORMATION AND INTERPRETATION
To ensure that visitors to the Park are aware of the range of places to visit and things to
do throughout the area, and appreciate and respect its special qualities.
Good interpretation, including events, will strengthen understanding of the Park and what it has
to offer. This will be achieved through:
a more pro-active approach to information delivery
use of the Park Brand in Tourist Information Centres, on visitor signs and all
information distribution points
strengthening the role of Countryside Rangers
working with tourism businesses to increase their knowledge of the Park to allow
better information to be given to their visitors
Photograph - Visitors enjoying the view from the balcony of the Ptarmigan Visitor Centre, Cairn Gorm.
Photograph courtesy of Jimmy Mitchell
PAGE 12
5 QUALITY AND WELCOME
To improve and maintain the quality of experience in the Park for all visitors,
communities and those working within the tourism industry.
Regular feedback from visitors, businesses and communities will identify quality issues. A
consistent level of high quality will be sought across all businesses by:
requiring participation in relevant inspection schemes to qualify for use of the Park
Brand
encouraging participation in relevant initiatives such as Pride and Passion
encouraging projects to improve facilities and train staff
giving special attention to facilities and information for disadvantaged and disabled
visitors
Image - Pride & Passion for Scotland logo
Pride & Passion for Scotland is a new national movement from the tourism industry created to
inspire change. At the moment, some parts of the experience are very special the scenery
and natural environment always deliver. There are also many, many businesses that provide
a wonderful time for their visitors. But not all businesses, all the time. The vision for the
future aim is to guarantee that Scotland will always deliver something that is memorable for
the right reasons.
6 DISTINCTIVENESS AND DISCOVERY
To develop and maintain a wide range of opportunities for visitors to experience and enjoy
the special qualities, distinctiveness and natural and cultural heritage of the Park.
walking will continue as a primary activity in the Park, with a range of easily identified
and well-maintained paths to suit all abilities
visitors will be encouraged to enjoy a wide range of experiences by improving access
to outdoor activities, wildlife watching and the areas historic and cultural heritage
interpretation of land management will be an important theme
The Land Reform (Scotland) Act 2003 and the rights of Scottish Outdoor Access Code
came into effect early in 2005. The Act introduces a right of responsible access and the
Code gives guidance on how these rights should be exercised.
Image - Scottish Outdoor Access Code logo
Know the Code before you go Enjoy Scotlands outdoors -
responsibly!
Everyone has the right to be on most land and inland water providing they act responsibly.
Your access rights and responsibilities are explained fully in the Scottish Outdoor Access
Code.
Whether youre in the outdoors or managing the outdoors, the key things are to:
take responsibility for your own actions
respect the interests of other people
care for the environment
Find out more by visiting www.outdooraccess-scotland.com or phoning your local Scottish
Natural Heritage office.
PAGE 13
Photograph - Summer strawberries
7 ENTERPRISE AND ECONOMY
To strengthen and maintain the viability of the tourism industry in the Park and the
contribution that it makes to the local economy.
the performance of tourism businesses will be monitored wherever practical, for this,
co-operation by individual businesses will be greatly appreciated
there will be better co-ordination of the delivery of advice and training and also
access to financial assistance
opportunities will be sought, where possible, to address the shortage of local labour
better information and branding will be used to raise the profile of local produce,
to promote its sale to visitors and use in menus
Photograph - Strathspey steam train at Boat of Garten railway station.
Photograph courtesy of David Gowans
Strathspey Steam Railway, David Gowans
PAGE 14
8 VISITOR MANAGEMENT
To encourage an optimum flow and spread of visitors across the Park and minimise
adverse social and environmental impact, congestion from visitors and traffic generated
by tourism.
The movement and impact of visitors and their cars will be positively influenced by:
better visitor management and transport planning
promoting the use of public transport and other ways to explore the area, for
example, by bike, on foot, on the water, or by organised coach excursion
9 COMMUNITY INVOLVEMENT
To involve local communities in the planning and development of tourism in the Park and
to ensure that it improves and does not diminish their quality of life.
Effective two-way communication will be vital for success. Existing links between the CNPA and
local communities will be strengthened, and the co-operation of local
organisations will be welcomed. In addition:
local residents will be actively encouraged to use visitor amenities
interpretation activity about the special qualities of the Cairngorms should be aimed
at and involve local people
RECENT ACTION
The CNPA and its partners have already delivered some of the actions relating to the strategy,
including:
Branding: development of the Park Brand, and agreeing criteria for its use by businesses
meeting quality and other agreed standards
Print: production and distribution of a Park Visitor Guide, Countryside Events leaflet, Park-wide
transport leaflet and Walking Festivals leaflet
Signage: installation of interim metal point-of-entry signs and permanent signs at train stations
Promotion: attendance at VisitScotland Expo to raise awareness of the Park with travel trade
operators
Training: delivery of the Cairngorms Connections project for staff of tourism businesses and the
Land Based Business Training project for land managers involved in tourism
Photographs
Left - shows display stand and staff at VisitScotland Expo 05
Middle - shows Park leaflets
Right - shows interim metal point-of-entry signs displaying new Park brand
PAGE 15
FEEDBACK WE NEED YOUR HELP!
Tourism is everyones business please give us regular feedback on your experiences, ideas,
opinions and needs in relation to the Park. This is absolutely crucial to allow the CNPA to
track changes in the performance and sustainability of tourism in the Park and to meet the
objectives of the Strategy for Sustainable Tourism.
HOW TO KEEP IN TOUCH
The ViSIT Forum
This is the main way to keep in touch with tourism and visitor services development in the
Park. (ViSIT stands for Visitor Services, Information and Tourism). The Forum provides advice
to the CNPA as it develops policies on visitor services, information and tourism, and also
progresses specific projects and initiatives.
How often does ViSIT meet?
About six times per year, at different venues around the Park. Minutes and Papers are
accessible on www.cairngorms.co.uk or by contacting the CNPA office.
ViSIT membership and Chair
ViSIT is chaired by a Board Member of the CNPA who is also a B&B owner. Members are from
a wide range of tourism interests from the public, private and voluntary/community sectors.
Private sector groups include the Moray Tourism Forum and Royal Deeside and The Mearns
Tourism Forum, and there are representatives from hotels, restaurants, visitor attractions
including CairnGorm Mountain Ltd, the Highland Folk Museum, wildlife tour operators and
outdoor activity providers.
Others represented include VisitScotland, Scottish Natural Heritage, the Local Authorities, Local
Enterprise Companies, National Trust for Scotland, Forest Enterprise, Scottish Environment
LINK and the Association of Cairngorms Community Councils.
CNPA staff involved in tourism
Several CNPA staff are associated with tourism. If you wish to discuss a tourism issue, please
call the main office in Grantown on 01479 873535 and you will be directed to the person
most able to help.
Photograph - showing CNPA tourism & visitor services staff
BACK COVER
For a large print version of this leaflet, please contact the
Cairngorms National Park Authority for a copy,
Tel: 01479 873535
Acknowledgements - Elma McMenemy Marketing + PR, Richard Denman, The
Tourism Company, Jeremy Quinn, Lowland Market Research
The Cairngorms National Park Authority
14 The Square, Grantown-on-Spey, Moray PH26 3HG
By Phone: 01479 873535
By Fax: 01479 873527
By e-mail: [email protected]
Web: www.cairngorms.co.uk
Summer 2005
The process of converting documents to text only, can cause formatting changes and
misinterpretation of the contents can sometimes result. Wherever possible you
should refer to the pdf version of this document.
FRONT COVER
Image - Cairngorms National Park Authority logo
Photograph - Group of canoeists on Loch Morlich with Cairn Gorm in background
TOURISM AND THE CAIRNGORMS NATIONAL PARK
Introducing the Parks Sustainable Tourism Strategy and
Survey of Visitors
PAGE 2
STOP PRESS July 2005: The Cairngorms National Park
Authority has been awarded the European Charter for
Sustainable Tourism. It is the first National Park in the UK
to receive this, and reflects the importance of sustainable
tourism to the area and the National Park Authoritys
commitment to working with tourism businesses to achieve
this. More information on Europarc and the principles of
the Charter can be found on www.europarc.org
Image - Europarc Logo
PAGE 3
WHY IS TOURISM IMPORTANT TO THE CAIRNGORMS NATIONAL PARK?
The tourism industry is already well-established within the Park and is the primary source of
income and employment. The impact of tourism on the environment, on local people and on
the local economy must be carefully managed to the benefit of all, both at the present time
and also in the future put simply, this is what we mean by sustainable tourism.
The Scottish National Parks, unlike others in the UK and around the world, have a social and
economic development aim alongside their more standard aims of conservation,
understanding and enjoyment of the countryside. Tourism is a vital part of this social and
economic development, and at the same time also helps to deliver each of the aims in the
Parks remit.
Photograph - View of Deeside forest and river
Photograph courtesy of VisitScotland Aberdeen & Grampian
The Cairngorms National Park Authority (CNPA) aims to lead and co-ordinate the sustainable
development and management of tourism. It is already working closely with the tourism
industry, including a wide range of both public and private sector partners. Already, it has:
developed the Cairngorms National Park Brand
produced and distributed a range of promotional and
informative brochures and leaflets
erected branded signs at points of entry to the Park
provided relevant training for tourism businesses and staff
instigated two-way communication with tourism interests through the Visitor
Services, Information and Tourism (ViSIT) Forum
commissioned a Visitor Survey, based on 2,500 face-to-face interviews and over
1,000 self-completion questionnaires undertaken over 12 months from May 2003
delivered a Strategy and Action Plan for Sustainable Tourism, prepared in 2004
following wide consultation with businesses and organisations throughout the Park
area.
Image - Cairngorms National Park brand logo
Both the Visitor Survey and Strategy for Sustainable Tourism are summarised in this booklet.
Park Brand
PAGE 4
ABOUT THE PARKS VISITORS
It is estimated that 1.4 million visits are made to the Park each year, although no precise figures
are available. (Source: CNPA Visitor Survey 2003/4 & CNPA STEAM results)
Who visits the Park?
Image of pie chart showing percentages of types of visitors to the park
Holiday 43%
Park residents 17%
Day visitors 21%
Short breaks 19%
(Holiday = 5+ nights. Short Break = 1-4 nights)
Most visitors are on holiday, staying away from home, but many are day
visitors, including a significant number who live within the Park.
Of the holiday/short break visitors:
around half spend their whole holiday in the Park
many also visit other parts of Scotland
Photograph - Two people standing on wooden bridge above river in Glen Muick
Photograph courtesy of David Gowans
Visitors - quick facts:
15% of all visitors are from overseas
50% are from the UK but outwith Scotland
23% have children with them
44% of short breakers are from Scotland
43% on holiday are over 55
The age profile of day visitors is different, spread more evenly
across the age range:
63% of day visitors are 25-54
23% of day visitors are over 55
PAGE 5
How much do visitors spend?
(average per day, short break)
31 on accommodation
21 on food and drink
8 on shopping
6 on entertainment
3 on transport in the area
69 in total each day
Although most is spent on accommodation, the amount for food and drink
is also significant.
For day visitors, food and drink is the main area of expenditure.
Photograph - Corgarff Castle, Strathdon
Photograph courtesy of VisitScotland Aberdeen & Grampian
Why do visitors come?
26% of day visitors come for walking
56% of all visitors spend time sightseeing
50% go walking
20% take part in other outdoor activities
22% visit castles, museums & other heritage sites
Walking doesnt only mean hill-walking low level walks
are equally important.
General sightseeing is particularly important to holiday (longer -
stay) vistors.
PAGE 6
Photograph - Ballater Railway Station, Ballater.
Photograph courtesy of VisitScotland Aberdeen & Grampian
How do visitors find out about the Park?
How satisfied are visitors to the Park?
55% use information from a previous visit
17% use word-of-mouth (friends & relatives)
11% use the Internet
10% use tourist brochures
25% get information after arrival
With so many relying on previous visits and word-of-mouth,
delivering a high quality service to Park visitors is
absolutely vital for success.
Tourist Information Centres are an important resource for visitors
seeking information after arrival.
Our visitors are mostly very satisfied with their experience, rating the Park at 8.5 out of 10 on
average. No single problem is of real significance. However, only 38% believe it is easy to find
information about the Park. This leaves huge room for improvement, and will be addressed by
the CNPA and its partners.
PAGE 7
Photograph - View across Glen Doll.
Photograph courtesy of David Gowans
What else is important to Park visitors?
The quality of the environment is by far the most important element for visitors. When asked
what they liked most about the Park, visitors highly rated spectacular views, wide open
spaces, trees and landscape colours, walks, fresh, clean, unspoilt area and wildlife.
friendly people also scored highly.
Photograph - Four ramblers taking a break in the sunshine at the edge of a woodland.
Photograph courtesy of Jimmy Mitchell
However, at least 75% would like to have a better understanding of the Parks character - what
makes it special - including more opportunities to experience the areas cultural and
historic heritage, being able to buy local crafts more easily and taste more local produce.
PAGE 8
ABOUT THE PARKS TOURISM BUSINESSES
Source: postal survey of all tourism enterprises in the Cairngorms National Park area, summer 2004
Photograph - Skiiers and snowboarders outside the Lecht ski centre.
Photograph courtesy of Jimmy Mitchell
How successful is business in the Park?
52% say demand has grown in the last 3 years
BUT
65% say that to be profitable, they need more business
More business is needed Jan-April & Oct-Nov. Marketing, and also
other activity (for example, events), is needed particularly for
these times.
PAGE 9
What is important for Sustainable Tourism in the Park?
(Survey respondents were asked to score a range of issues important to sustainable tourism in
the area. The following Top 10 were rated very important by the percentage of respondents
shown.)
1=(71%) to encourage good customer service
1=(71%) to conserve landscape and wildlife
1=(71%) to encourage visitors to conserve nature & wildlife
4 (65%) to attract more visitors at certain times of year
5 (61%) to attract more tourism in general to the Park
6 (60%) to improve visitors understanding of environmental impact
7 (53%) better information for visitors before arrival
8 (51%) better information for visitors after arrival
9 (47%) better interpretation of natural heritage & wildlife
10 (41%) better interpretation of cultural/historic heritage
Respondents rated conserving the environment more highly
than attracting more business.
In addition, many are interested in good environmental management
practice within the context of their own businesses. Around 75% have
already taken at least some relevant action.
Photograh - Red squirrel on branch.
Photograph courtesy of Neil McIntyre
PAGE 10
PLANNING FOR SUSTAINABLE TOURISM
The following is a brief summary of the Strategy for Sustainable Tourism. More detail can be found
on www.cairngorms.co.uk or from CNPA offices.
Vision: by the year 2010, we will be able to say..
The Cairngorms National Park is now one of Europes leading National Parks, judged on its
sustainable management of tourism and the high quality of the visitor experience.
Visitors come to the Park year-round to enjoy its fine landscapes, appreciate its wildlife and
heritage, experience its character and take part in a range of activities. They are fully aware
of what the Park has to offer, understand the importance of conservation of the area and
are keen to support this.
Tourism businesses feel they are a part of the Park, benefit from it, offer a high quality
experience to visitors and are involved in environmental management.
Local communities are happy with the level of visitors in the area and, working with the
CNPA, they feel involved in the management of tourism.
Checks on the performance and impacts of tourism ensure that while performance has
improved, it has not brought adverse changes to the environment or local quality of life.
To achieve this vision, 9 objectives and priorities for action have been identified:
1 ENVIRONMENTAL MANAGEMENT AND CONSERVATION
To maintain a high quality environment in the Park, encouraging sound environmental
management practices and support for conservation by all those involved in tourism.
Highest priority will be the protection of the environment, both in general and as a resource for
tourism. To achieve this:
there will be regular checks on environmental conditions
sound planning control will be maintained
there will be close co-operation with landowners
the tourism industry will be encouraged and assisted in environmental management
through advice, training and certification
specific projects will be devised to inspire visitors and tourism businesses in their
support for conservation
participation in the Green Tourism Business Scheme (and similar) will be required to
qualify for use of the Park Brand
2 WORKING TOGETHER
To ensure effective involvement by all stakeholders in the planning, development and
management of tourism in the Park, and to maintain good communication between them.
The Visitor Service, Information and Tourism (ViSIT) Forum already meets regularly, bringing
together representatives of the tourism industry, environmental organisations and local
communities. Wider and stronger communication will be achieved by:
working with local tourism organisations
an annual open meeting
developing effective use of newsletters and information technology
PAGE 11
3 MARKETING
To raise awareness of the area as a premier, year-round rural tourism destination in the
UK, recognising its outstanding natural heritage and its National Park status.
A new Cairngorms National Park Brand has been launched, and guidelines are available for its
use by high quality enterprises. In addition:
the dedicated Visitor Guide to the Park will be retained
high-profile, but sensitive, coverage will be obtained in relevant VisitScotland
promotions
high priority will be given to creating a truly effective tourism portal website for
visitors
collaborative marketing efforts will be encouraged along the lines of the Walking
Festivals leaflet 2005
Photograph - Information board on the Rothiemurchus Estate
4 INFORMATION AND INTERPRETATION
To ensure that visitors to the Park are aware of the range of places to visit and things to
do throughout the area, and appreciate and respect its special qualities.
Good interpretation, including events, will strengthen understanding of the Park and what it has
to offer. This will be achieved through:
a more pro-active approach to information delivery
use of the Park Brand in Tourist Information Centres, on visitor signs and all
information distribution points
strengthening the role of Countryside Rangers
working with tourism businesses to increase their knowledge of the Park to allow
better information to be given to their visitors
Photograph - Visitors enjoying the view from the balcony of the Ptarmigan Visitor Centre, Cairn Gorm.
Photograph courtesy of Jimmy Mitchell
PAGE 12
5 QUALITY AND WELCOME
To improve and maintain the quality of experience in the Park for all visitors,
communities and those working within the tourism industry.
Regular feedback from visitors, businesses and communities will identify quality issues. A
consistent level of high quality will be sought across all businesses by:
requiring participation in relevant inspection schemes to qualify for use of the Park
Brand
encouraging participation in relevant initiatives such as Pride and Passion
encouraging projects to improve facilities and train staff
giving special attention to facilities and information for disadvantaged and disabled
visitors
Image - Pride & Passion for Scotland logo
Pride & Passion for Scotland is a new national movement from the tourism industry created to
inspire change. At the moment, some parts of the experience are very special the scenery
and natural environment always deliver. There are also many, many businesses that provide
a wonderful time for their visitors. But not all businesses, all the time. The vision for the
future aim is to guarantee that Scotland will always deliver something that is memorable for
the right reasons.
6 DISTINCTIVENESS AND DISCOVERY
To develop and maintain a wide range of opportunities for visitors to experience and enjoy
the special qualities, distinctiveness and natural and cultural heritage of the Park.
walking will continue as a primary activity in the Park, with a range of easily identified
and well-maintained paths to suit all abilities
visitors will be encouraged to enjoy a wide range of experiences by improving access
to outdoor activities, wildlife watching and the areas historic and cultural heritage
interpretation of land management will be an important theme
The Land Reform (Scotland) Act 2003 and the rights of Scottish Outdoor Access Code
came into effect early in 2005. The Act introduces a right of responsible access and the
Code gives guidance on how these rights should be exercised.
Image - Scottish Outdoor Access Code logo
Know the Code before you go Enjoy Scotlands outdoors -
responsibly!
Everyone has the right to be on most land and inland water providing they act responsibly.
Your access rights and responsibilities are explained fully in the Scottish Outdoor Access
Code.
Whether youre in the outdoors or managing the outdoors, the key things are to:
take responsibility for your own actions
respect the interests of other people
care for the environment
Find out more by visiting www.outdooraccess-scotland.com or phoning your local Scottish
Natural Heritage office.
PAGE 13
Photograph - Summer strawberries
7 ENTERPRISE AND ECONOMY
To strengthen and maintain the viability of the tourism industry in the Park and the
contribution that it makes to the local economy.
the performance of tourism businesses will be monitored wherever practical, for this,
co-operation by individual businesses will be greatly appreciated
there will be better co-ordination of the delivery of advice and training and also
access to financial assistance
opportunities will be sought, where possible, to address the shortage of local labour
better information and branding will be used to raise the profile of local produce,
to promote its sale to visitors and use in menus
Photograph - Strathspey steam train at Boat of Garten railway station.
Photograph courtesy of David Gowans
Strathspey Steam Railway, David Gowans
PAGE 14
8 VISITOR MANAGEMENT
To encourage an optimum flow and spread of visitors across the Park and minimise
adverse social and environmental impact, congestion from visitors and traffic generated
by tourism.
The movement and impact of visitors and their cars will be positively influenced by:
better visitor management and transport planning
promoting the use of public transport and other ways to explore the area, for
example, by bike, on foot, on the water, or by organised coach excursion
9 COMMUNITY INVOLVEMENT
To involve local communities in the planning and development of tourism in the Park and
to ensure that it improves and does not diminish their quality of life.
Effective two-way communication will be vital for success. Existing links between the CNPA and
local communities will be strengthened, and the co-operation of local
organisations will be welcomed. In addition:
local residents will be actively encouraged to use visitor amenities
interpretation activity about the special qualities of the Cairngorms should be aimed
at and involve local people
RECENT ACTION
The CNPA and its partners have already delivered some of the actions relating to the strategy,
including:
Branding: development of the Park Brand, and agreeing criteria for its use by businesses
meeting quality and other agreed standards
Print: production and distribution of a Park Visitor Guide, Countryside Events leaflet, Park-wide
transport leaflet and Walking Festivals leaflet
Signage: installation of interim metal point-of-entry signs and permanent signs at train stations
Promotion: attendance at VisitScotland Expo to raise awareness of the Park with travel trade
operators
Training: delivery of the Cairngorms Connections project for staff of tourism businesses and the
Land Based Business Training project for land managers involved in tourism
Photographs
Left - shows display stand and staff at VisitScotland Expo 05
Middle - shows Park leaflets
Right - shows interim metal point-of-entry signs displaying new Park brand
PAGE 15
FEEDBACK WE NEED YOUR HELP!
Tourism is everyones business please give us regular feedback on your experiences, ideas,
opinions and needs in relation to the Park. This is absolutely crucial to allow the CNPA to
track changes in the performance and sustainability of tourism in the Park and to meet the
objectives of the Strategy for Sustainable Tourism.
HOW TO KEEP IN TOUCH
The ViSIT Forum
This is the main way to keep in touch with tourism and visitor services development in the
Park. (ViSIT stands for Visitor Services, Information and Tourism). The Forum provides advice
to the CNPA as it develops policies on visitor services, information and tourism, and also
progresses specific projects and initiatives.
How often does ViSIT meet?
About six times per year, at different venues around the Park. Minutes and Papers are
accessible on www.cairngorms.co.uk or by contacting the CNPA office.
ViSIT membership and Chair
ViSIT is chaired by a Board Member of the CNPA who is also a B&B owner. Members are from
a wide range of tourism interests from the public, private and voluntary/community sectors.
Private sector groups include the Moray Tourism Forum and Royal Deeside and The Mearns
Tourism Forum, and there are representatives from hotels, restaurants, visitor attractions
including CairnGorm Mountain Ltd, the Highland Folk Museum, wildlife tour operators and
outdoor activity providers.
Others represented include VisitScotland, Scottish Natural Heritage, the Local Authorities, Local
Enterprise Companies, National Trust for Scotland, Forest Enterprise, Scottish Environment
LINK and the Association of Cairngorms Community Councils.
CNPA staff involved in tourism
Several CNPA staff are associated with tourism. If you wish to discuss a tourism issue, please
call the main office in Grantown on 01479 873535 and you will be directed to the person
most able to help.
Photograph - showing CNPA tourism & visitor services staff
BACK COVER
For a large print version of this leaflet, please contact the
Cairngorms National Park Authority for a copy,
Tel: 01479 873535
Acknowledgements - Elma McMenemy Marketing + PR, Richard Denman, The
Tourism Company, Jeremy Quinn, Lowland Market Research
The Cairngorms National Park Authority
14 The Square, Grantown-on-Spey, Moray PH26 3HG
By Phone: 01479 873535
By Fax: 01479 873527
By e-mail: [email protected]
Web: www.cairngorms.co.uk
Summer 2005