The latest visitor survey commissioned by the Park Authority reveals that three-quarters of guests saw National Park status as important when researching holiday destinations. 

The survey was conducted by independent experts M.E.L Research, who have interviewed more than 1,300 visitors in locations across the Cairngorms National Park over the past year. It is the first survey to have been carried out since the Covid-19 pandemic and the associated lockdowns, and follows the publication of our first ever resident and worker survey earlier this year. 

Visitors were asked a range of questions about their stay, including the length of visit and type of accommodation. The results reveal that visitors felt a strong connection to the National Park. Among the key findings:  

• Overall satisfaction levels are at their highest ever, with 96% rating their visit at least 8/10 and 43% rating it 10/10. Satisfaction was 95% in the 2019-20 survey, demonstrating consistency and stability of visitor experience.
• There was a considerable rise in the number of people who said that National Park status was an important consideration in deciding where to visit, with around three-quarters (73%) agreeing with this statement compared with 56% in 2019-20 and 37% in 2014-15.
• The top reason for visiting was “to experience the beauty of nature” (61%), highlighting the draw of the natural environment of the National Park.
• There is a strong connection with repeat guests, with a fifth (20%) reporting that they have visited the area more than 20 times in the past five years.
• There was a trend towards shorter stays, with 42% of visitors opting for short breaks (compared to 38% in 2019-20). 22% of visitors stayed for five or more nights (compared with 26% in 2019-20).
• Hotels/motels were the most popular accommodation (30%), particularly with first-time and short-stay visitors, followed by self-catering options (25%), which were most popular with repeat guests.
• Informal overnight parking in motorhomes increased from 3% in 2019-20 to 7% in this survey, while there was also a modest rise in those paying for a designated site (from 8% in 2019-20 to 10%). 

Around two million people travel to the Cairngorms each year, contributing an estimated £419 million to the economy. To help manage the volume of visitors, our National Park Partnership Plan includes a commitment to ease pressures over peak times and focus growth on quieter times of year. As a result of this strategic work, last year’s tourism economic impact report reflected an 18% rise in off-peak visitors in 2023 compared with 2019. 

Colin Simpson, Head of Visitor Services and Active Travel at Cairngorms National Park Authority, said: “This survey provides valuable insights into visitor attitudes and complements on-the-ground data collected by our countryside ranger team and partner services. Visitor feedback helps to shape how and where we engage with visitors to the National Park or invest in improved infrastructure to ensure a high-quality visitor experience. It will also inform our work to make sure as many people as possible have access to information on how to visit responsibly.”

Craig Mills, Chief Executive of Cairngorms Business Partnership, said: “This survey highlights the important role the tourism economy has in the Cairngorms National Park and the value visitors place on our attractions, hospitality and services. 

“Rising costs continue to be a challenge for our businesses – the survey suggests that visitors are also feeling the pinch, with so many opting for short breaks over longer stays. The findings will inform our support for businesses across the Cairngorms as we reflect on the summer months and kick off our Where Winter Comes to Life campaign for the third year.” 

Our visitor surveys are carried out roughly every five years to allow us to track changes and identify trends in line with the Cairngorms Sustainable Tourism Action Plan. 

When asked for feedback on how their visitor experience could be enhanced, suggestions included a desire for more facilities to be open year-round, improvements to infrastructure including toilets and picnic benches, and better transport connections.​