Park Authority’s tourism economic impact report reflects emergence of off-peak growth

The findings have been published today by the Park Authority and generated using STEAM, the tourism-specific economic impact model, contracted annually by all 15 UK national parks.

Tourism is vital to the Cairngorms National Park, contributing an estimated £419 million to the local economy. The majority of the two million people who visit the National Park annually do so from April to September, which can put pressure on infrastructure, services and the environment during these months.

Work to stabilise visitor numbers in the peak season – focusing growth on quieter months and on areas that have the infrastructure and capacity to accommodate additional visitors – are key objectives in the latest National Park Partnership Plan.   A contributor to visitor growth in the quieter months of 2023 was the ‘Where Winter Comes to Life’ marketing campaign, funded by the Park Authority and led by the Cairngorms Business Partnership.  The campaign, informed by market research, will run again in 2024.

In addition to the winter marketing campaign, businesses have worked hard across the National Park to improve the visitor experience. They have collaborated locally to coordinate opening days and hours to ensure visitors and residents can experience activities and eat out every day of the week. There has also been a push to expand the range of  activities on offer.  2023 saw the opening of a new blue mountain bike trail at Laggan and upgrades to Aviemore ice rink, both of which were supported by the Cairngorms National Park Authority.

Gavin Miles, Director of Planning and Place at the Cairngorms National Park Authority, said: “During the consultation phase for the latest National Park Partnership Plan, we heard from nearly 1,500 people who live, visit and work in the National Park. They said getting a more even spread of visitors throughout the year was critical for a sustaining the local economy, jobs and visitor infrastructure and reducing the impact on nature. These topics were built into the plan’s objectives and a lot of work has been done on meeting these over the past 18 months.

“It is really encouraging to see the significant growth in visitors in 2023 who came to the National Park in the quieter months, and that visitor numbers in the summer returned to similar levels as 2019. This has been a joint effort between partners and local businesses, working together to deliver the winter marketing campaign and adding to the overall offering to visitors. We’ll continue to work on these objectives with residents, communities, local businesses and our partners to ensure a better balance is struck for the tourism economy in the National Park.”

To help shape the approach to tourism in the years ahead, it is important that residents’ views are taken into account. The first dedicated residents’ survey for the Cairngorms National Park is still open and one of the key themes is tourism.

Craig Mills, CEO at the Cairngorms Business Partnership, said:  “With the support of over 370 businesses in the Cairngorms National Park, this year’s winter marketing campaign aims to extend the season by highlighting the incredible experiences available during the winter months. From thrilling outdoor adventures to captivating wildlife and nature, and from health and wellness escapes to culinary delights and cultural heritage, there’s something special for everyone in the quieter, scenic winter season.”

Gaelle Delagrave, Marketing and Communications Director at Macdonald Aviemore Resort, said: “We’re pleased with the increase in off-peak visitor numbers to the Cairngorms National Park. At our resort, strategic partnerships with local attractions such as the Highland Wildlife Park and Landmark Adventure Forest Park have enriched our winter offerings, creating unique experiences that attract visitors during traditionally quieter months.

“The upcoming Ocean Energy Europe conference, expected to bring 360 delegates from across Europe to our resort and the Cairngorms this November, will provide a significant economic boost to the region. Additionally, the strong bookings for this festive season, including our famous Santa breaks and the ultimate Hogmanay celebration with the Red Hot Chilli Pipers, further demonstrate our commitment to extending the tourist season and supporting the local economy, ensuring the Cairngorms remains a vibrant destination all year round.”

Ends.

Photo credit: VisitScotland/Kenny Lam