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.


Cairngorms ViSIT Forum 
31.01.07 Paper 2 


Review of the Visitor Information that is available in print about the Cairngorms 
National Park 

Prepared by: Murray Ferguson and Peter Crane 

Purpose: To seek input to the above review from members of the ViSIT Forum 


Background and purpose 

1. As a result of a number of factors it is timely to review experience to date in 
providing information for visitors about the Park. The main drivers for undertaking 
such a review are: 

• the need to take stock of experience gained over first three years of the life of 
the Park; 

• the emergence of new players (for example the Destination Management 
Organisations) 

• the emergence of new commercial products (for example Park i); 

• implementation of recently completed major strategic plans including the 
VisitScotland Information and Sales Review and the National Park Plan; and 

• The need to find sustainable ways of funding the provision of visitor 
information (taking account of advertising revenue). 

The purpose of the Review is to take stock of the experience gained from 
producing visitor information about the Park in print form and make 
recommendations for changes for implementation in the years ahead. The 
Review should be complete by end of February 2007. 


Policy context 

2. The Policy context has been worked on extensively in the last two years by 
VisitScotland and partners at a national level and by the National Park Authority 
and partners through the National Park Plan. Preparation of these plans has 
involved extensive stakeholder dialogue, including a specific seminar in 
Tomintoul that examined priorities on the development of awareness and 
understanding of the Park. The finalised Plan includes a number of relevant 
actions. 

3. The Priority for Action on Raising Awareness and Understanding of the Park in 
the Park Plan includes the following actions: 

2a 
Promote the existing Tourist Information Centres, visitor 
centres and ranger bases as the key places to get 
information about the Park and visibly link these places 
to the Park in a significant way. 
CNPA, LAs, Ranger Services, SNH, VS 

2b
Identify the other key places in and around the Park 
where there is a need or opportunity to get messages 
across and then make suitable modifications. 
CNPA, DMOs, LECs, Visitor Attractions, VS 

2d 
Install visitor information and Park-wide interpretation at 
key entry points to Park. 
CNPA, Communities, LAs, Land Managers, LECs 

4a 
Develop a customer-oriented website about the Park 
that meets needs of visitors, residents and others, acting 
as an entry level portal to other websites. 
ACCC, CCC, CNPA, LAs, LECs, VS 

4c 
Develop a suite of publications about the special 
qualities of the National Park and how to enjoy them 
responsibly. 
CNPA Communities, DMOs, HS, RCHAMS, SCT, SNH, VS 

4d 
Co-ordinate print and web material about the National 
Park to meet visitors’ information needs, from pre-arrival 
through to their destination. 
CCC, CNPA, DMOs, LAs, VS 


Scope of the review 

4. The provision of information for visitors in the National Park is potentially a huge 
topic, using multiple channels of communication and is delivered by a wide range 
of partners. It is necessary to scope the review tightly if it is to be meaningful. The 
scope of this review includes: 

a) Format, design and “the look” of publications about the Park 

b) Target audience 

c) Circulation and distribution arrangements 

5. The review specifically does not include: 

a) Non-print information (e.g. websites, etc) 

b) Information about the National Park that is contained within other publications 
whose primary purpose is different to providing information about the Park 

c) Information provided about particular individual attractions within the Park 


Methodology 

6. The review will focus on visitors’ information needs and will comprise four 
separate elements: 

• Desk study of best practice in providing visitor information in print in other UK 
National Parks 

• Invitation of feedback from front line staff in the National Park through a 
questionnaire 

• Workshop style discussion with members of the Visit Forum (January 2007) 

• Discussion with VisitScotland about the results arising from the national 
review. 


Visitor information and the visitor life cycle 

5. It is useful to consider existing provision of information against the various stages 
that visitors go through when planning to visit an area and Table 1 provides 
some prompts. We should be aware, however, that Cairngorms NP attracts a 
high number of repeat visitors. 


Table 1: Visitor Information in print and the Visitor Life Cycle 

Visitor life cycle   /  Primary purpose (lead body) 

Unaware 
• Welcome leaflet (CNPA) 
• Marketing campaigns and leaflets (VS and DMOs) 

Planning the visit
 • Cairngorms Explorer (transport timetable) (CNPA) 

Arrival and stay 
• Visitor Guide (VS) 
• Park I (private sector) 
• Landmark Bedroom folder Insert (CNPA) 
• Cairngorms Countryside Events Guide (CNPA) 
• Activities Outdoors (Aviemore and Cairngorms DMO) 
• Place-names of the Cairngorms NP (CNPA) 
• Hill-tracks in the Cairngorms NP (Scotways) 
• LBAP leaflets about special qualities and threats to biodiversity – amphibians, swifts, alien invasion 

Return visit and recommendation 
• Nothing specifically designed with this purpose 


ViSIT workshop 

6. 
Three short sessions will be held (probably in small groups, depending on the 
numbers) on three basic topics: 

Question   /  Issues to consider 

1. What happens well now or is not so 
good? 
Why? 
How could we improve on it? 

• Positive and negative feedback is required 
• The publications (content, design, etc) and their distribution 


2. What information do visitors want 
that is currently missing? How can we 
fill the gap? Which gaps are most 
important to fill in next few years? 

• There is lots of information out there – what do people need that is currently 
difficult to give them? 
• The balance of provision across the visitor life cycle (see Table 1). 


3. How can we make the most of 
existing opportunities to link the 
information that is available to the 
whole of the National Park? 

• Linking smaller areas of the Park to the whole National Park 
• Providing comprehensive information about the whole National Park