Cairngorms National Park Authority Visitor Survey 2024 – 25 Findings Report May 2025

tel. 0121 604 4664 | Bronwyn.Vermaat@melresearch.co.uk | Elliot.Simmonds@melresearch.co.uk | www.melresearch.co.uk Somerset House, 37 Temple Street, Birmingham, B2 5DP

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 two million visitors from across the world come to this special place every year.
The National 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 National 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 its visitors across the National Park in 2024 – 2025. This survey, is intended to establish a baseline of visitor sentiment and experience across the National Park throughout the year. This report displays the results of this survey.

Research Objectives

Monitor changes in visitor profile over time, and against the National Park Plan’s strategic objectives

Understand visitor experiences of organising accommodation, travel and experiences, and any barriers they face in these

Provide insight into satisfaction levels among visitors, and any changes in these compared to previous years

Identify variations in the visitor experience among different visitor subgroups

Methodology

Survey Delivery: The research was conducted by MEL Research’s face to face interviewing team, using a systematic sampling approach. Surveys were conducted across the year, in all months between May 2024 and April 2025, and on all days of the week. Interviewers were stationed at a range of 35 sites and locations across the National Park. 1,348 interviews were collected by these interviewers, and these results are used as the primary source of data in this report.

In addition to this, as a trial 1,008 responses were collected via an online survey distributed by the Cairngorms Business Partnership. In part due to the self-selecting nature of this sample, the profile of responses differed greatly from that of the face to face sample. This data has not been included in this report due to concerns about the representativeness of the online sample.

Results reporting: This report includes data collected between the 1^st May 2024 and 30^th April 2025. The 1,348 responses collected by face-to-face interviewers have a margin of error of +/- 2.67 at the 95% confidence level. This means that for a statistic of 50%, we can be 95% confident that the true statistic is between 47.23% and 52.67%. However, it is of note that the margin of error is higher for questions with a lower response rate.

Sample details

Proportion of face-to-face interviews collected, by Area (grouped from individual locations)

Area	Location type
Aviemore 9%	Attraction 33%
Badenoch 16%	Village 36%
Glenmore 18%	Countryside 32%
Strathspey 13%	Unweighted sample base size: 1348
Moray 10%
Aberdeenshire 24%
Angus 4%
Perthshire 7%

Visitor Profile

The vast majority (94%) of those interviewed were visitors who live outside of the Cairngorms National Park or have a holiday home within it

In 2019 – 20 97%, and in 2014 – 2015, 96% of those interviewed were visitors from outside of the National Park, and in 2009 – 2010, 77% were from outside of the National Park.

Yes — My primary residence is in the park 5% No — I split my time between here and somewhere else 1% No — But I have a holiday home in the park 1% No — I don’t live in the area any of the time 93%

SQ2. Is your primary residence in the Cairngorms National Park as outlined on this map? Sample base size: 1348

The vast majority (92%) of overnight visitors come from within Europe (including the UK)

This includes approximately half (48%) of overnight visitors to the National Park who visit from Scotland, and the 79% from the UK (inclusive of Scotland). For the purposes of this report, visitors have been grouped into four geographical areas for analysis, displayed in the table on the right: Scotland (any visitors from Scotland), Rest of UK (visitors from the UK, excluding Scotland, unless specified otherwise), Europe (visitors from Europe, excluding the UK, unless specified otherwise), Rest of World (visitors from outside of Europe). These terms will be used in this way throughout the report.

The country both day and overnight visitors were from was largely consistent across all seasons, except that in winter, the proportion from England rose to 31%.

Overnight	Visitor	Cairngorms	Scotland
Visitors	Survey	visitors	visitors
Only	2024 – 25	2023 (Visit
	Scotland)
Scotland	48%	27%
Rest of UK	29%	45%
Rest of Europe	15%	12%
Rest of world	8%	16%

Scotland 57% England 48% Germany 20% USA 27% France 4% Netherlands 4% Wales 4% Spain 2% Canada 2% Australia 2% Other country 3% Summary: Europe 1% Summary: UK 1% Summary: Outside of Europe 1%

Total (1274) Overnight Visitors Only (859)

Q6. Where do you live (your normal place of residence)? Sample base size: 1274 Visit Scotland Data from: https://www.visitscotland.org/research-insights/about-our-visitors/visitor-survey

Visitors were more likely to be from Scotland than in previous years

Nonetheless, the greatest proportion of visitors had travelled from within Scotland in both 2024 – 2025 and 2019 – 2020, with the rest of the UK being the second most common source of visitors to the Cairngorms National Park.

Visitor origin yearly trend

Scotland 57% 50% 54% Rest of UK / British Overseas Territories / Crown Dependencies 22% 24% 26% Europe 13% 16% 14% Rest of world 8% 9% 7%

2024 – 2025 (1274) 2019 – 2020 (2262) 2014 – 2015 (2458)

Overnight visitor = any number of nights Q6. Where do you live (your normal place of residence)?

Visitors most commonly came from Aberdeen/Aberdeenshire or the Highlands

While 36% visited from Aberdeenshire, the Highlands or Aberdeen City, 8% were from Edinburgh, 7% from Fife and 4% from Glasgow.

Area of Scotland lived in Aberdeenshire 15% Highlands 12% Aberdeen City 9% Edinburgh City 8% Fife 7% Moray 5% Glasgow City 4% Perth and Kinross 4% Angus 3% Dundee City 3% South Lanarkshire 3% East Lothian 2% Falkirk 2% Renfrewshire 2%

Throughout this report, each season has been categorised as follows: Spring: March – May Summer: June – August Autumn: September – November Winter: December — February

Spring Visitors more likely to visit from: Renfrewshire (4%) East Dunbartonshire (2%) West Dunbartonshire (2%)

Autumn Visitors more likely to visit from: Glasgow City (8%) South Ayrshire (3%)

Summer Visitors more likely to visit from: Angus (6%)

Winter Visitors more likely to visit from: Fife (11%)

Q7. In which local authority in Scotland do you live? Sample base size: 804. Showing figures of 2% or higher.

Whilst four in ten (41%) visitors from England came from the North, many came from further afield, including 13% from the South West

This demonstrates the appeal of the Cairngorms National Park, with people travelling from across England to enjoy everything the area has to offer. Compared to the relative populations of each region, visitors were more likely to come from the North West, Yorkshire and the Humber, the South West and the North East.

Area of England lived in North West 18% Yorkshire and the Humber 13% South West 13% South East 10% North East 12% East Midlands 16% London 11% East of England 5% West Midlands 9%

Visitors Population of UK (2021 Census)

By Season: Those who visited in Spring were significantly more likely to be from the North West (30%) than in other seasons. In Winter, visitors were more likely to be from London (18%) than in other seasons.

By method of transport Visitors from the North West were significantly more likely to have travelled by motorhome or campervan (23%) than visitors from other areas of England

By age Among visitors from the UK, those who were 35 – 44 years old were particularly likely to be from the South West (23%) or London (17%), more so than visitors of other ages.

By NRS Social Grade Among visitors from the UK, those in NRS social grade A were most likely to be from London (16%).

Q8. Where in England do you live? Sample base size: 247, excluding those who didn’t provide their region.

The Cairngorms National Park attracts both new and returning visitors

25% of visitors had never visited before, and 9% had visited before but not in the last five years. Two thirds (66%) had visited in the last five years, with one in five visitors visiting more than 20 times in this period.

This mix suggests that the Cairngorms National Park offers experiences that appeal to and attract new visitors, as well as providing positive experiences that drive repeat visits. This gives the National Park a strong visitor base.

The proportion of first-time visitors was higher among those from Europe (excluding the UK) (72%) and the rest of the world (82%), however given the journey time taken for these groups to get to the National Park, the presence of a number of repeat visitors among them shows a strength of connection felt by some visitors to the National Park.

Visitors in Summer (27%) and Autumn (29%) were more likely to be first-time visitors than visitors in Spring (21%) and Winter (16%)

Younger visitors were also more likely to be first-time visitors, with 36% of those aged 16 – 34 on their first visit to the National Park. Meanwhile 25% of those aged 65+, and 24% of those aged 55 – 64, had visited more than 20 times in the last five years.

Number of times visited the Cairngorms National Park in the last five years Not visited in the last five years 34% 2 to 3 times 7% 4 to 6 times 13% 7 to 10 times 9% 11 to 20 times 9% More than 20 times 14%

2024 – 2025 (1274) 2019 – 2020 (2179) 2014 – 2015 (2553) 45% 15% 16% 8% 7% 19% 34%

Q9. Including this visit, how many times have you visited the Cairngorms National Park in the last five years? Sample base sizes in brackets

Repeat visitors had most commonly previously visited in summer (87%)

Most visitors tended to report that they had previously visited in the season of their current visit. For example, of those who had been to the National Park before, 97% of those interviewed in winter had previously visited in Winter, while only 51% had visited in Summer. This may be due to a preference for the types of activities that visitors like to take part in on their visit, as 32% of visitors who were interviewed in Winter had participated in winter sports such as skiing.

Among those who had only visited 2 – 3 times in the last five years, including their current visit, Summer was by far the most visited season, with 72% stating they had previously visited in Summer, while 42% had visited in Spring, which was the next most commonly visited season.

Season previously visited in (all repeat visitors)

Season previously visited in, among those who had previously visited (split by season of current visit)

Season	All repeat visitors
Spring	72%
Summer	87%
Autumn	69%
Winter	63%

Spring Spring (192) Summer (379) Autumn (123) Winter (145) 64% 72% 66%

Summer 77% 86% 73% 94%

Autumn 69% 66% 63% 51% 60%

Winter 98%

Q10. In the past five years, in what season/s have you visited the Cairngorms National Park? Sample base size: 839

There was an increase in visitors on a short break compared to previous years

Day trippers were most common in summer (37%).

Resident Day tripper Short break (1−4 nights) Longer break (5+ nights) 5% 31% 42% 22% 3% 33% 38% 26%

2024 – 2025 (1348) 2019 – 2020 (2262)

Pre-2024 – 2025 questions text read — Q5. How many of these nights will you be spending in the Cairngorms area? (If none, enter 0) In 2024 – 25 visitors were asked — Q4. How many nights will you be staying in the Cairngorms National Park on this trip? Sample base sizes in brackets

The visitor profile skews slightly older with 32% of visitors over the age of 55

Under 5 years 2% 5 to 11 years 8% 12 to 17 years 6% 18 to 24 years 6% 25 to 34 years 15% 35 to 44 years 15% 45 to 54 years 16% 55 to 64 years 17% 65+ 15%

2024 – 2025 (1348) 2019 – 2020 (2263)

18% of visitor groups had children under the age of 18 in them, although this was higher in Winter (28%) and lowest in Autumn (8%).

Approximately 16% of visitors are under the age of 18.

Visitors on trips of 4 – 7 nights were more likely than those on trips of other lengths to be travelling with children aged 5 – 11 (16%, compared to 11% of all visitors) and aged 12 – 17 (13%, compared to 8% of all visitors).

Q11. Including yourself, how many people are in the following age groups in your group? 8% 6% 6% 15% 14% 15% 18% 14% <18 16% 52% 18 – 54 32% 55+

Summary: Q11. Including yourself, how many people are in the following age groups in your group?

Visitation with children is most common in Winter, although only slightly more so than in Summer and Spring

The prevalence of visitors who are under-18 is relatively stable across Spring, Summer and Winter (16%, 17%, 18% of visitors are under 18 respectively) based on the group composition reported during interviews.

Under 5 years Spring (801) Summer (1518) Autumn (359) Winter (422) 5 to 11 years 12 to 17 years

Proportion of visitors who are under 18 by season: • Spring: 16% • Summer:17% • Autumn: 9% • Winter: 18% 2% 3% 2% 2% 8% 8% 9% 6% 6% 4% 7%

Summary: Q11. Including yourself, how many people are in the following age groups in your group? Sample base size: 3100

The age profile of visitors was consistent with previous years Respondent age 16 to 24 5% 25 to 34 13% 35 to 44 20% 45 to 54 20% 55 to 64 19% 65+ 17%

2024 – 2025 5% 2019 – 2020 16% 2014 – 2015 20% 2009 – 2010 17% 6% 20% 20% 22% 18%

Q41. What is your age group? Sample base size: 1348

The Cairngorms National Park attracts a mix of employed and retired visitors Cairngorms Visitor Survey 2024 – 25 Cairngorms Visitor Survey 2019 – 20 Scotland (Census)* Full time employed 60% 55% 36% Part time employed 7% 8% 12% Self-employed 8% 6% 6% Apprenticeship/training/student 2% 3% 9% Retired 22% 24% 23% Unemployed 1% 1% 13% Prefer not to say 1% 0% -

Retirees included 29% of those aged 55 to 64, indicating that the National Park attracts retirees underneath the state pension age.

Visitors on longer trips were more likely to be retired, with 34% of those staying for over seven nights being retired. They also made up 26% of visitors who had been to the National Park 20+ times in the last five years.

Visitors from overseas, particularly those from Europe (excluding the UK), were most likely to be full time employed (74%)

Visitors in Winter were less likely to be retirees than in other seasons, with only 17% of visitors in winter being retired, compared to 22% in summer. Meanwhile, 12% of visitors in Winter worked part-time, compared to 6% in summer.

Retired visitors were more likely to be visiting the National Park to enhance their mental health (25% cf. 21%), with the most common activity retirees are hoping to engage in being “just relaxing” (76%), with this group significantly less likely to be engaging in more active pursuits. Those who are full time employed were most likely to be visiting to take part in outdoor pursuits (42% than visitors as a whole (38%).)

Q42. What is your employment status? Sample base size: 1348 * Census employment type is asked differently to this survey so comparisons are indicative only

Almost one in six (17%) visitors visited the National Park with a dog Visiting with a dog No 84% Yes — 1 dog 12% Yes — 2 or 3 dogs 4% Yes — More than 3 dogs 0% Prefer not say 0%

2019 – 2020 85% 2014 – 2015 87%

2019 – 2020 15% 2014 – 2015 13%

The proportion visiting with a dog increased from 15% in ²⁰¹⁹⁄₂₀, however in previous years owners were not asked how many dogs they attended with.

Most of those travelling with a dog were with only one dog, with 12% of all visitors visiting with one dog, and 4% with 2 or more dogs. Of those who visited with a dog, less than 1% stated that this was an assistance or service dog.

First time visitors were least likely to visit with a dog, with only 7% doing so. This could be because first time visitors are more likely than repeat visitors to be from overseas, with no overseas visitors bringing a dog on their visit. However, it could also be due to a lack of awareness among first time visitors of the suitability of the National Park for dogs.

Visiting with a dog was most common among those visiting for 4 – 7 nights, with 22% of those visiting for this length of time visiting with a dog. 15% of day trippers were travelling with dogs.

Q12a. Are you visiting the National Park with a dog as part of this visit? Sample base size: 1348

Visitors to the National Park are relatively equally split in terms of their sex and gender

Respondents to the survey were asked to write in their sexual orientation in a free text box on the tablet the survey was completed on. These responses were then coded into categories, which are displayed below.

It is of note that the most frequent repeat visitors were more likely to be male than female, with 57% of those who visited 20+ times in the past five years identifying their sex and gender as male, while 37% identified as female. Older visitors were also slightly more likely to be male, making up 56% of those aged 65+, while 39% identified as female.

This proportion was similar to in 2019 – 20, when 56% identified their gender as male, and 44% as female.

Sex (coded from free text responses)

Gender (coded from free text responses)

Male 50% Female 45% Prefer not to say 4%

Q36a. What is your sex? Sample base size: 1347

Male 50% Female 45% Identify in another way 0% Prefer not to say 5%

Q37. What is your gender? Sample base size: 1347

The majority of visitors are classed as being in the ABC1 Social Grade

78% are in the ABC1 Social Grade and 17% in C2DE. The proportion of visitors from these social grades is therefore at a similar level to residents. According to the 2024 – 25 resident survey, 73% of residents of the Cairngorms National Park were in the ABC1 Social Grade. According to the 20 22 Census 45% of residents in Scotland were in Social Grade ABC1 and 32% in C2DE. Therefore, when looking at the census data, ABC1 is over-represented in visitors to the National Park.

Occupation of Chief Income Earner Higher managerial, administrative or professional occupation (e.g., Chief Executive Officer, senior manager in large organisation) 26% Intermediate managerial, administrative or professional occupation (e.g., university lecturer, teacher, midwife, senior nurse, middle management executives in large organisation, account director/manager) 38% Supervisory, clerical and junior managerial, administrative, professional occupation (e.g., nurse, account executive, administrative assistant, student nurse/teacher, student living away from home) 14% Skilled manual occupation (e.g., nursing carer, bus driver, tradesperson) 14% Semi-skilled / unskilled manual occupation (e.g., apprentice, trainee) 3% Casual worker, unemployed with state benefits 3% Don’t know / Not sure 1% Prefer not to say 4%

Q43. Please tell me which one of the following options best described the kind of work the Chief Income Earner in your household does, or did before retirement? Sample base size: 1348 ABC1 C2DE

The majority of those interviewed were white

78% identified as White Scottish or other White British identities. 18% of all visitors were from another ‘other’ ethnicity, although most of these identified as European or American ethnicities. In the 2019 visitor survey, 97% of visitors were White (unspecified whether this is UK or Scottish visitors).

This is largely representative of the broader demographics of the area, however, may suggest more could be done to make the Cairngorms feel like a National Park for all. Ethnicity

All visitors (1,348)

Visitors from UK (1,008)

Visitors from Scotland (730)

African, Scottish African or British African 0% Arab, Arab Scottish or Arab British 0% Asian, Scottish Asian or British Asian 1% Caribbean or Black, Caribbean Scottish or Caribbean British 0% Mixed or multiple ethnic groups 0% White Scottish, White Irish, White Gypsy/Traveller, White British 78% Other 18% Prefer not to say 2%

95% 95%

Q44. What is your ethnic group? Sample base size: 1348

Many visitors preferred not to provide their sexuality Sexuality Heterosexual / Straight 50% Gay / Lesbian 2% Bisexual 1% Pansexual / Queer / Other sexual identity Prefer not to say 47% Q38. What is your sexual orientation? Sample base size: 1347

Accessibility Requirements

A minority (5%) of visitors had a physical or mental health condition This was highest among visitors from the UK (outside of Scotland) (7%), those aged 65+ (8%) and carers (11%).

In 2019 – 2020, 9% reported that they or someone in their visitor group had a disability or health condition, however as this question asked about the whole visitor group not just the respondent, they should not be directly compared.

Have a disability or health condition

Yes — A physical health condition 4% Yes — A mental health condition 1% No 94% Don’t know Prefer not to say 1% Summary: Yes 5%

Q45. Do you have any physical or mental health conditions or illnesses lasting or expected to last for 12 months or more? Sample base size: 1348

One in twenty (5%) visitors have caring responsibilities

This rises to 7% among those visiting from Scotland. At a national level, 88% report having no caring responsibilities, with 12% having caring responsibilities. This suggests that carers are less likely to be visitors to the Cairngorms National Park.

Have caring responsibilities Yes 5% No 93% Prefer not to say 1%

Q46. Do you have any caring responsibilities? Sample base size: 1348 National data drawn from Scottish Census 2023

A small number of visitors require some accessibility adaptations to make their visit more comfortable This is largely reflective of the small number of visitors indicating they had a mental or physical health condition. The most frequently identified adaption is a greater number of places to rest (2% of overall, 24% of those who required an adjustment). This is also reinforced by 93% of visitors expressing satisfaction with the accessibility of the National Park.

What is needed to make visit more comfortable or accessible (56)

Places to rest 45% Step free access 27% Accessible toilets 27% Information in large print 25% Seats with backs and arms 19% Changing places toilets 19% Accessible / Blue Badge parking 17% Easy read information 15% A wheelchair or other mobility aid 15% A quiet space 15% Audio information 13% Information in braille 9% A sensory map (a map that covers sound, light and touch) 8% Adaptive bicycles 8% Induction (or ‘T’) loop 4% Captions 2% Accessibility software 2% Other 2%

Q34b. Does anyone in your group require any of the following to make your/their visit to the Cairngorms National Park more comfortable or accessible? Sample base size: 1348 Required no adjustments, of those who would have benefited from adjustments 92%

Experiences were mixed when it came to being able to access these adaptations

Of those who desired each adaption, the highest proportion who could actually use the adaptation was captions, however as only one person requested this, it is of lesser importance compared to other options.

The largest caps in availability of adaptations were audio information, which was only able to be used by 1 out of the 7 visitors who said it would have made their visit more comfortable or accessible, and, and information in braille, which was only used by 1 out of the 5 visitors who stated it would have helped their visit.

Of those who desired each adaptation, number who were able to use it on their visit Places to rest (25) 11 Accessible toilets (15) 9 Accessible / Blue Badge parking (10) 8 Step free access (15) 7 Changing places toilets (11) 5 Seats with backs and arms (11) 4 Information in large print (14) 4 A quiet space (8) 3 A wheelchair or other mobility aid (9) 3 Easy read information (9) 2 Captions (1) 1 A sensory map (a map that covers sound, light and touch) (4) 1 Information in braille (5) 1 Audio information (7) 1 Induction (or ‘T’) loop (2) 0 Accessibility software (1) 0 Adaptive bicycles (4) 0

Q34c. Which of these have you been able to use on your visit? (Percentages rebased) Sample base sizes in brackets, shown as a % of those who stated each would make their visit more comfortable or accessible

Planning a Trip to the Cairngorms National Park

The opportunities to engage with the outdoors and nature are the key drivers of visits to the National Park

Reason for visit

To experience the beauty of nature 61% To take part in outdoor adventure activities 38% To spend time with friends / family 31% To pursue a personal interest or hobby 31% To enhance physical health or well-being 31% To visit a place with fascinating history and culture 26% To enhance emotional health or mental wellbeing 21% To take the children somewhere they would enjoy 12% To visit a area with great food and/or drink experiences 9% To take the children somewhere they can learn something new 7% Other 2% No specific reason 1%

While the most common reasons for visiting were similarly likely to be motivations for both residents and visitors to the National Park, experiencing the beauty of nature was significantly more likely to be a motivation for visitors (62%) than residents (47%). This highlights the importance of the beauty of the National Park as a draw to external visitors.
In particular, visitors from Europe, outside of Scotland, are most likely to say that they were hoping to experience the beauty of nature, including 67% of visitors from the rest of the UK, and 69% from Europe (excluding the UK) stating this, suggesting the uniqueness of the Scottish landscape is a compelling draw.
The beauty of nature is also a key draw for first time visitors, 66% of whom cited this as a motivation for visiting. Meanwhile, the most regular visitors, those who have visited more than 20 times in the last five years, are more likely than others to cite taking part in an outdoor adventure activity as a reason for their visit (44%)

Q13a. What were you most hoping to get out of your visit to the Cairngorms National Park on this trip? Sample base size: 1348

Overnight visitors and those from outside of Scotland are more likely to visit to experience the beauty of nature and a place with fascinating history and culture

Meanwhile, day visitors are more likely than overnight visitors to be visiting for reasons linked to personal enrichment, such as pursuing a personal interest or hobby, or enhancing their physical health and wellbeing. Similarly, visitors from Scotland are more likely to visit to spend time with friends or family, to enhance physical health or wellbeing, or to take children somewhere they would enjoy, than other visitors.

Reason for visit Day visitor (457) | Overnight visitor (any number of nights) (887) | Visitors from Scotland (730) | Visitors from outside Scotland (471) To experience the beauty of nature 57% 63% 58% 66% To pursue a personal interest or hobby 35% 29% To visit a place with fascinating history and culture 21% 29% To spend time with friends / family 33% 27% To enhance physical health or wellbeing 34% 26% To take the children somewhere they would enjoy 15% 9%

Q13a. What were you most hoping to get out of your visit to the Cairngorms National Park on this trip? Sample base sizes in brackets

Relative to each other, older visitors have a greater interest in enhancing their physical or emotional health and wellbeing, while younger visitors have a greater interest in taking part in outdoor activities and spending time with friends and family

Reason for visit | 16 – 34 years old (297) | 35 – 44 years old (267) | 45 – 54 years old (266) | 55 – 64 years old (269) | 65+ years old (239) —-| — -| — -| — -| — -| — - To take part in outdoor adventure activities | 44% | 41% | 42% | 34% | 28% To spend time with friends / family | 37% | 36% | 28% | 25% | 26% To enhance physical health or well-being | 25% | 28% | 32% | 36% | 36% To enhance emotional health or mental wellbeing | 21% | 15% | 19% | 27% | 20% To take the children somewhere they would enjoy | 8% | 24% | 17% | 7% | 7% To take the children somewhere they can learn something new | 3% | 15% | 10% | 5% | 4%

Q13a. What were you most hoping to get out of your visit to the Cairngorms National Park on this trip? Sample base sizes in brackets Figures that are significantly lower than the overall sample are highlighted pink, those that are significantly higher than the overall sample are highlighted teal

Half of visitors had known about the Cairngorms National Park for as long as they can remember

How visitors heard about the Cairngorms National Park I’ve known about the park for as long as I can remember 53% From a friend/family member 14% I had visited in the past and wanted to visit again 9% Visit Scotland Website 9% Google Ad / Google Search 8%

Visitor survey results 2024 - 2025

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