Resident and worker survey main report - Apr 2025
Cairngorms National Park Authority
Resident and worker survey 2024 – 25
Bronwyn.Vermaat@melresearch.co.uk | Elliot.Simmonds@melresearch.co.uk tel. 0121 604 4664 www.melresearch.co.uk Somerset House, 37 Temple Street, Birmingham, B2 5DP
mel research
Aerial view of Aviemore Rupert Shanks
Research background
The Cairngorms National Park (the ‘National Park’) is the UK’s largest national park at 4,528km² (6% of Scotland’s land mass) and is home to one quarter of the UK’s rare and endangered species. Around 18,000 people live in the National Park across the areas of Aberdeenshire, Angus, Highland, Moray and Perthshire, with two million visitors enjoying this special place every year.
The Park Authority is the organisation that was set up to ensure that the unique aspects of the Cairngorms – the natural environment of the National Park, its wildlife, and its people – are looked after, both now and in the future. The Park Authority provides leadership to all those involved in the Cairngorms.
The Cairngorms National Park Authority commissioned M·E·L Research to conduct a survey with those living and working in the National Park in 2024 – 2025. This survey is intended to establish a baseline, to be repeated every two years, of local sentiment and experience among those living and working in the National Park. This report displays the results to this survey.
me.l research
me·l Survey delivery: Methodology
The research was conducted by MEL Research’s using on online interviewing approach. The survey was set up using M·E·L Research’s online survey platform. Links to the survey were distributed by the Cairngorms National Park Authority via its website, social media, local newspapers, posters in local towns and villages, and in communications such as Cairn magazine.
All responses once received were checked to ensure their validity, and to remove any duplicate responses. All participants had the option to take enter a prize draw to win a £100 local shopping voucher.
The survey was open from 17 July 2024 until 31 January 2025.
Results and reporting: In total, 1,294 responses were received from residents living within the National Park (either as their primary residence, or one of two or more residences, excluding holiday homes), and 63 were received from those who live outside of the National Park.
Responses among residents were weighted by age, using three age bands: 16 – 34, 36 – 64, and 65+, against the age profile of the National Park, using data from the 2022 census.
Some results have been benchmarked against external data sources. These are: • Scottish Household Survey 2023 • Annual Population Survey, July-September 2024 • Community Life Survey, 2023 – 24 • YouGov public opinion research conducted between July and January 2025 research
Contents
- Demographic information of those who responded
- About residents and employees in the National Park • Employment and economic wellbeing • Housing • Local facilities and transport • Wellbeing and isolation • Engagement with local community
- Attitudes and perceptions of residents and employees in the National Park
- Reflections on the Cairngorms National Park Authority me.l research
Demographic information of those who responded
لى Residents chatting in Kingussie Liam Anderstrem
The vast majority of survey respondents were residents of the Cairngorms National Park, who have lived in the National Park for varied lengths of time 95% of all respondents either stated that the National Park was their primary residence or that they split their time between the National Park and somewhere else. These two groups are referred to as ‘residents of the National Park’ in this report. Among these residents, 30% have lived in the National Park for more than 30 years or their whole lives, and 25% for less than five years.
Is your primary residence in the Cairngorms National Park?
■ Yes — my primary residence is in the National Park
I split my time between here and somewhere else
No — but I have a holiday home in the National Park
No — I don’t live in the area any of the time me.l research 2% 3% 5% 90% Length of time lived in the Cairngorms National Park (residents only)
Less than a year 6% 1 to 5 years 20% 6 to 10 years 15% 11 to 20 years 17% 21 to 30 years 13% More than 30 years 17% My whole life / since birth 13% Don’t know / prefer not to say 0%
S1. Is your primary residence in the Cairngorms National Park? Unweighted sample base size: 1357. S2. How long have you lived in the Cairngorms National Park? Unweighted sample base size: 1294. Asked to residents of the National Park only.
Of those who completed the survey, over half (57%) both live and work in the National Park Meanwhile 37% were resident in the National Park but didn’t work within it, and 2% worked in the National Park but didn’t live within it. Approaching six in ten (59%) of all respondents work in the National Park. This includes those who work at a location in the National Park, and residents who work from home in the National Park at least some of the time. This group are referred to as “Employees in the National Park” for the rest of this report. Per the previous page, 94% of respondents were residents of the National Park.
Of all survey respondents, % who are… 94%
Residents of the National Park • • includes: Those whose primary residence is in the National Park Those who split their time between a residence in the National Park and a residence elsewhere Residents of the National Park 37% Both 57% Employees in the National Park 2% Employees in the National Park includes: • Anyone who works in person at a location in the National Park any of the time, regardless of where they live Residents of the National Park who work from home any of the time me.l research 59% Neither: 3% Prefer not to say: 2%
Demographic profile: area lived in Approaching four in ten (39%) respondents live in Strathspey (not including Aviemore), followed by Royal Deeside (18%), Badenoch (17%) and Aviemore (17%). The profile of respondents is similar to that taken from the 2022 Census, with a slightly greater proportion of survey respondents coming from Strathspey (39% compared to 33% in the census), and a smaller proportion coming from Badenoch (17% compared to 21% in the census). 39% 33% Area of the National Park residents live in Survey responses (1294) Cairngorms National Park residents in 2022 census 21% 18% 18% 17% 16% 17% Strathspey (not Royal Deeside Badenoch Aviemore including Aviemore) me.l research 5% 4% 2% 2% 2% 2% 0.3% 0.1% Aviemore Tomintoul and Glenlivet Atholl and Strathdon Angus Glens Glenshee
In which of the following areas do you live?: 1294. Asked to residents of the National Park only.
Demographic profile: age This data was weighted to match the census data available for the National Park, using the categories 16 – 34, 35 – 64, and 65+. The below shows the proportion in each age band after weighting was applied. The age profile of residents of the National Park is younger than the age profile of employees, as would be expected given some residents will be retired. Age of residents and employees in the National Park Residents of the National Park (1263) Cairngorms National Park residents in 2022 census 16 to 34 35 to 64 65+ me·l research 18% 19% 32% 32% Employees in the National Park (817) 16 to 34 26% 50% 49% 35 to 64 62% 65+ 10% D4. What is your age group? Unweighted sample base sizes in parentheses. The survey results above are shown as a % of respondents excluding those who selected ‘prefer not to say’, who numbered 3% of all survey respondents.
Demographic profile: ethnicity The vast majority of respondents are of white ethnicity, with 52% of residents White Scottish and 25% White British. When comparing these results to the census, it should be noted that the option for ‘White British/Welsh/English’ is combined from three separate options: White British, White Welsh, and White English, in the resident survey, whereas in the census it is one option ‘Other White British’. This may account for some of the difference between the two datasets. 6% of residents identified with another not listed ethnicity, and 4% selected prefer not to say. Among those who selected other, responses included other European ethnicities, some who identified as Scottish, and other ethnicities from Asia and the Americas Ethnicity of residents and employees in the National Park Employees in the National Park (797) Arab ethnicity 0.0%
Residents of the National Park (1232) Cairngorms National Park residents in 2022 census Asian ethnicity 0.4%
Arab ethnicity 0.1% 0.1% Asian ethnicity 0.3% 1% Black ethnicity 0.0% Black ethnicity 0.2% 0.4% 1% Mixed or multiple ethnic 0.4% groups Mixed or multiple ethnic groups 0.0%
White Scottish 57% White Scottish 55% 70% White 32% White British/Welsh/English 34% 22% British/Welsh/English White Irish 1% 1% White Irish 1% 2% Other White ethnicity 5% Other White ethnicity 2% Other 8% 0.2% Other 7%
me.l research D6. What is your ethnic group? Unweighted sample base sizes in parentheses. The survey results above are shown as a % of respondents excluding those who selected ‘prefer not to say’ or ‘don’t know’, who numbered 5% of all survey respondents.
Demographic profile: sex and gender (coded from free text answers) Respondents to the survey were asked to write in their sex and gender in a free text box. These responses were then coded into categories, which are displayed below. It should be noted – when comparing with the census – that the census presents respondents two options to chose from. More residents identified their sex and gender as female (52% and 52% respectively) than male (34% for both), with a similar pattern identified among employees in the National Park. However, it is of note that 13% preferred not to provide their sex and / or gender. Sex of residents and employees Gender of residents and employees (coded from free text answers) (coded from free text answers) Cairngorms National Park residents in 2022 census 52%54% 53% 50% 34%32% 34%32%
Male 49% Female 51% 13%13% 13%13% 0% 0% 1% 1% 1% 1% 2% 1%
Man / Woman / Identify in Prefer not Answer Man / Woman / Identify in Prefer not Answer Male Female another to say not Male Female another to say not way provided way provided me.l research Residents of the National Park (1294) Employees in the National Park (832) D1. What is your sex? D2. What is your gender? Unweighted sample base sizes in parentheses
Demographic profile: sexual orientation Respondents to the survey were asked to write in their sexual orientation in a free text box. These responses were then coded into categories, which are displayed below. Results from the census for sexual orientation have not yet been released for the National Park area, so the table below shows the sexual orientation of the Scottish population as a whole. It should be noted that, although 41% of residents didn’t provide an answer at this question, the proportion identifying as gay or lesbian (1%), bisexual (2%) or in another way (1%) are close to the figures reported in the census nationally. Sexual orientation of residents and employees (coded from free text responses) Scottish residents in 2022 census Residents of the National Park (1294) Employees in the National Park (832) Heterosexual/Straight 88% 58% 54% Gay or Lesbian 2% 30% 30% Bisexual 2% 11% 7% 1% 2% 2% 3% 1% 1% Other sexual orientation 1% Heterosexual / Gay / Lesbian Bisexual Identify in Answer not Prefer not to Straight another way provided say me.l D3. What is your sexual orientation? Unweighted sample base sizes in parentheses research
Demographic profile: health conditions and caring responsibilities 28% of residents and 23% of employees in the National Park have a physical or mental health condition, while 15% of residents and 16% of employees have caring responsibilities. In the 2022 census, 11% of Scottish residents stated that they were unpaid carers, and 21% that they had a long-term health condition. However, it should be noted that the census questions were asked in a slightly different format to those in the survey, thus comparisons should be treated with caution. Have a physical or mental health condition or Have any caring responsibilities illness expecting to last 12 months or more 23% 15% Yes — a physical health condition Yes 17% 16% 8% Yes — a mental health condition No 80% 10% 80% 64% No 68% 1% Don’t know 5% 1% Don’t know / prefer not to 4% 7% say Prefer not to say 8%
me.l Residents of the National Park (1294) D7. Do you have any physical or mental health conditions or illnesses lasting or expected to last for 12 months or more? D8. Do you have any caring responsibilities? research Employees in the National Park (832) Unweighted sample base sizes in parentheses
About the National employees in residents and Park eaway coffee in Ballater Takeaway coffee in Ballater Liam Anderstrem
Employment and economic wellbeing me·l research
The majority (95%) of employed residents work within the National Park Six in ten (61%) work at a location in the National Park all year round, while 26% work from home in the National Park, either solely, or in combination with working at a location outside of the National Park. 5% of those who live primarily in the National Park work in a hybrid set up, where they split their time between working at a location in the National Park and working from home. With residents of the National Park tending to also work within it, the economic role that the National Park plays as a job provider is also therefore key to residents’ lives. Among all of those who work in the National Park – regardless of whether they also live there – 62% work on location within the National Park, and 5% work in the National Park seasonally. Working arrangements of employed respondents, split by respondent type I work at a location in the National Park all year round I work at a location in the National Park some of the time / seasonally ■I split my time between working from home and working at a location in the National Park ■I split my time between working from home and working at a location NOT in the National Park I work from home all year round in the National Park No — I don’t work in the National Park or own a business there Employed residents of the National Park (860) Employees in the National Park (832) me.l research 59% 62% 4% 5% 14% 13% 5% 6% 14% 13% S3. Do you work in the Cairngorms National Park? Unweighted sample base sizes in parentheses. Asked only to those who are employed Not showing those who have a holiday home in the National Park due to a low base size.
The most common sectors of employment among residents and employees are accommodation and food service, land management, and human health and social work These are also the sectors that employees in the National Park more widely tend to work for. The chart below also displays the proportion of those in the National Park who stated that they worked in certain sectors in the 2022 census, however this is only presented for sectors which are asked in the same way in both the survey and the census. However due to the differences in wording of other sectors, these comparisons should only be taken as indicative. Employment sector, showing results for residents and employees in the National Park Residents of the National Park (regardless of working location) (871) Accommodation and food service Land management and farming Human health and social work Outdoor recreation and activities Public administration Anyone who works in the National Park (832) 14% 14% 13% 14% ] 2022 Census: 14% 2022 Census: 11% me.l research 12% 10% ] 8% 9% 8% 9% Education 8% 7% ] 2022 Census: 8% Retail 7% 7% Professional services 4% 4% Construction 4% 3% 2022 Census: 8% Conservation/Ecology 3% 3% Energy 3% 3% Arts and entertainment 3% 3% Other 4% 4% S6. Which of the following sectors do you work in? Unweighted sample base sizes in parentheses. Asked only to those who are employed, either inside or outside of the National Park. Showing only the most selected answers and ‘other’
Some report challenges in finding work in the area. Similar proportions of residents found it hard (55%) as found it easy (45%) to find suitable jobs in the National Park area The same proportions of employees in the National Park found it hard (55%) or easy (45%) to find a job as the proportion of residents who stated this. Residents who were more likely to state that it was hard for them to find a suitable job in the National Park area include: • Residents who work from home in the National Park (73%). How easy or hard was it to find a suitable job in the National Park area? (Residents of the National Park, excluding those who selected ‘Not applicable’) 19% Those employed in the Education sector (72%). 13% 12% 20% Very hard Hard 55% Hard Slightly hard Slightly easy • • Those aged 16 – 34 (64%) or 35 – 44 (63%). Those who do not receive the Real Living wage (65%). me.l research 14% 24% Easy 45% Easy Very easy E4. Thinking about your own personal experiences, how easy or difficult was it for you to find a suitable job in the Cairngorms National Park area? Unweighted sample base size: 577. Showing results for residents of the National Park only. Results are shown as % of residents, excluding those who selected “Not Applicable”, who numbered 32% of all respondents
Further, of the residents who have tried to find work in the National Park, 61% have faced barriers when doing so, with jobs not being well paid enough the most common barrier faced (30%) Among residents, this rises to 68% of those who have lived in the National Park for less than 5 years, 73% of those aged 16 to 34, 71% of those aged 35 – 44 and 71% of those aged 45 – 54, highlighting the greater barriers to accessing work that are faced by younger residents and those newer to living in the National Park. Those aged 35 – 44 and 45 – 54 are more likely to face challenges in relation to there not being enough jobs suiting their required working patterns (17% and 16% respectively) and poor availability of affordable childcare (20% and 14% respectively). Residents living in Aviemore are more likely to say that jobs are not well paid enough (28%), while those in Royal Deeside are more likely to say they can’t get to locations where jobs are available (10%). I haven’t faced any barriers to finding or retaining a job within the National Park Jobs aren’t well paid enough Jobs aren’t available in the sectors or fields I want to work in 24% Poor availability of affordable housing in the local area 24% Jobs available are temporary or not 23% stable enough Poor availability of affordable childcare 13% Not enough jobs suiting my required working patterns 13% I can’t get to locations where jobs are available 12% There are too many people for the jobs I want Employers are downsizing or reducing staff 10% 7% me.l research I don’t have qualifications for the jobs I want 4% 30% 39% E2. Have you faced any of the following barriers to finding or retaining a job within the National Park? Sample base size: 853, showing data for residents who stated they had looked for a job. Results are shown as % of residents, excluding those who selected “Not Applicable”, who numbered 37% of all respondents
Four in ten (40%) residents who are employed, in training or unemployed would benefit from support in their career development. Most commonly this is through training opportunities to attend training outside of work in the evening / weekend (20%), online training opportunities (18%) or training through work (17%) Support in career development is particularly desired by those who work in person at a location in the National Park (43%), with a particular interest in attending training through their existing work in normal working hours (21%) and in their local area in the evenings and weekend (22%). Support desired for career development, showing results for residents and employees in the National Park Residents of the National Park (921) Employees in the Nataional Park (832) 55% 56% 20% 20% 18% 18% 17% 18% 15% 15% 12% 12% 10% 10% 5% 4% I don’t need any support in my career development Opportunities to attend training outside of work in my local area in the evening / at the weekend Online training opportunities Opportunities for training and skill development through my existing work Opportunities to attend training outside of work in my local area during normal working hours Opportunities to develop my digital skills Opportunities to develop my Gaelic language skills Don’t know me·l research E3. Would access to any of the following help you in your career development? Unweighted base sizes in parentheses. Not asked to those who are retired. Not showing the proportion who selected ‘Don’t know’. Only showing the 7 most selected answers
Eight in ten (79%) residents and employees receive the Real Living Wage Residents who work part time (19%) or are self employed (33%) are most likely to not receive the Real Living Wage, as are those who work in retail (31%), or who have lived in the National Park for 21 – 30 years (18%) or for 30+ years (19%). It is therefore apparent that – while newer residents face greater difficulty finding a job in the first place – longer-term residents are more likely to face challenges with the financial remuneration of the job that they hold. Receive at least the Real Living Wage Employees in the National Park (832) All employed residents (860) 14% mel research 6% 79% Yes No Don’t know Prefer not to say 14% 7% 79% E1. The Real Living Wage for the UK is currently £12 an hour. Do you receive at least this currently? Unweighted sample base sizes in parentheses. Asked only to those who are employed. Showing results for residents of the National Park
The majority of residents are getting by at least ‘alright’ financially (80%); however, 14% report that they are concerned, having financial difficulties, or are not managing well The proportion who are not managing well is higher than in the latest national data in the Scottish Household Survey (14% cf. 9%); however, it should be noted that this data was collected in 2023, so may not be reflective of the current national picture, given the increase in the cost of living in Scotland in 2024. Residents who have moved to the National Park in the last five years (18%) or have lived in the National Park their whole lives (20%), those who work in person at a location in the National Park (19%), are self employed (23%), are aged 16 to 34 (25%) or 35 to 44 (28%), or are not earning the Real Living Wage (34%) are most likely to feel that their household is not managing well. 16% 35% 29% 6% 6% 4% 4% Manage very Manage quite Get by alright Don’t manage Have some well well very well me.l research 2023 Scottish Household Survey Manages well 52% Cairngorms National Park Residents (excl. prefer not to say) 48% financial difficulties Very concerned about my financial situation Gets by 39% 38% Prefer not to say Does not manage well 9% 14% B8. Taking everything together, which of these phrases best describes how you and your household are managing financially at the moment? Showing data for residents of the National Park only. Unweighted sample base size: 1294
me·l research Housing
Reason for moving to the area residents live in 18% I have always lived here I like the area 45% 28% 31% 14% To be close to work / employment 25% To move to the countryside 3% To be near family / friends 18% 18% 13% I found the right size / kind of property 25% A change in family / household circumstances / left home 9% 14% 7% my own 12% Residents of the 7% I wanted a garden / land 2% National Park (1294) 6% To move to a national park Scottish 5% Household Survey 2023 Property was more affordable 3% To buy my own house / flat or rent a place of Affinity for their local area is a key driver of decisions over where to live for National Park residents Residents of the Cairngorms National Park most commonly chose to move to the area in which they live due to a liking of the area (45%), being close to employment (31%), and a desire to move to the countryside (25%). This compares to the Scottish Household Survey, which in 2023 found that 28% of Scottish residents moved to the area they live in because they like the area. This difference highlights the strong affiliation and fondness that residents in the National Park have with the area they live in, relative to others in Scotland. Respondents to the Scottish Household Survey in 2023 were more likely to have chosen where they live due to finding the right / size of property (25%) than National Park residents (13%). This could suggest that residents in the National Park are having to make greater sacrifices in the type of property they live in. However, it could also be that location is of greater importance to residents in the Cairngorms National Park, with the size and type of home a secondary consideration. me·l research B1. What was / were your reason(s) for moving to the area where you live? Unweighted sample base size: 1294. Asked to residents of the National Park only *option not included in the Scottish Household Survey. Showing only the 11 most selected answers
Finding suitable housing is one of the key challenges faced by National Park residents. Six in ten (60%) report that they found it difficult to find an affordable place to live in the Cairngorms National Park The challenge of finding affordable housing is likely to have wide-ranging impacts on the lives of residents, if they are unable to find somewhere suitable to live which gives them access to economic opportunities. Some resident sub-groups face greater difficulty finding affordable housing. Residents aged 16 to 34 (77%), 35 to 44 (78%) and 45 to 54 (71%) are more likely than those aged 55 to 64 (55%) and 65+ (42%) to have found it hard to find an affordable place to live. By gender, female residents were more likely to find it hard (64%) than male (54%) residents. Those who identify as heterosexual (60%) were less likely to find it hard than other sexual orientations (78%). Those who do not earn the Real Living Wage were also more likely to find it hard (70%) compared to other residents. Ease or difficulty among residents of finding an affordable place to live within the National Park 5% 11% Very hard Hard 15% Hard 60% Slightly hard 28% Slightly easy Easy 9% 16% 16% Easy 25% Very easy Not applic mel research B7. Thinking about your own personal experiences, how easy or difficult was it for you to find an affordable place to live in the Cairngorms National Park? Unweighted sample base size: 1294. Asked to residents of the National Park only
Among those who live outside of – but work within – the National Park, 50% report difficulties finding affordable housing as a reason for not living with the National Park While 25% of this group state they haven’t looked in to or are not interested in living within the National Park, these results suggest many who would like to live in the National Park off are put off, or unable to, due to the lack of affordable housing. Other reasons putting this group off living in the National Park include public transport not being suitable (33%), and a high overall cost of living (20%). However, it should be noted only 40 people answered this question. Reasons preventing non-residents from living within the National Park I haven’t looked into / am not interested in living within the National Park Difficulty finding affordable housing Public transport not suitable A high overall cost of living Difficulty accessing childcare Not being able to access entertainment, culture and / or sports Another reason 25% 50% 33% 20% 15% 13% 10% Difficulty access care and support for the elderly and / or disabled 5% Not having a suitable social life 0% I don’t feel I am welcome 0% Don’t know 8% me.l research B10. Have any of the following prevented you from living within the National Park? Unweighted sample base size: 40. Asked to non-residents who work in the National Park only
One third (32%) would like to move in the next few years, compared to 21% of residents across Scotland in the Scottish Household Survey 2023 Among those who would like to move, there is a greater preference for owning their property outright (86%) than other types of tenancy. Would residents like to move from their home in the next few years 15% Yes — in next 2 years 9% 17% Yes — in 3+ years 12% No — don’t expect to move Don’t know 16% 7% Residents of the National Park (1294) Scottish Household Survey 2023 me·l research Preferred property type among residents who would like to move home Owned (outright or with a mortgage) Rented from a private landlord 12% Rented from the council / local authority 9% Rented from a housing association 8% 62% 72% Part owned, part rented 5% Sheltered / supported accommodation 2% Other 4% Don’t know 1% 86% B2. Would you like to move from this home within the next few years or not? Unweighted sample base size: 1294. Asked to residents only B3. Housing Which kind(s) of accommodation you would most like to live in? Unweighted sample base size: 394. Asked to residents who would like to move home
A low supply of housing is the primary barrier to moving into their most preferred accommodation for National Park residents who would like to move Barriers residents face to moving Not available / limited supply where I want or have to live Cannot afford mortgage / rent payments Cannot raise sufficient deposit Practicalities of moving are too challenging / 12% 27% 23% 18% 43% 63% This highlights the prevalence of this issue within the National Park, as it compares to only 12% who stated it was the case in the Scottish Household Survey 2023. The greatest barrier to moving identified in the Scottish Household Survey was being unable to raise a sufficient deposit (43%); however, only 18% of National Park residents stated this. There were, however, some groups of residents who were more likely to cite this as a barrier they faced, including 26% of those who have moved to the National Park in the last five years, 30% of those who have lived in the National Park since birth, 26% of those who work in person at a location in the National Park, and 35% of those aged 16 to 34. These groups were also more likely to state that an inability to afford mortgage or rent payments is a barrier to moving, including 43% of those aged 16 to 3