10 Oct 2024
Tags: Cairngorms National Park, The Cairngorms, Cairngorms, Scotland, Scottish Highlands, Winter, winter sports, winter travel, winter holidays
Cairngorms tourism bosses launch winter campaign for UK's largest National Park
Tourism bosses in the Cairngorms have joined forces to promote the UK's largest National Park as the ultimate winter travel destination for 2024.
The latest data suggests that 2023 was a bumper year for tourism in the Cairngorms, with a particular increase in visitors choosing to explore in the quieter winter months.
Led by Cairngorms Business Partnership (CBP), over 370 tourism firms are now coming together to promote the Cairngorms National Park as the UK's 'original winter destination'.
The Cairngorms National Park 'Where Winter Comes to Life!' campaign is showcasing over 1,700 square miles of Highland winter wonderland filled with seasonal magic, including the UK's only free ranging reindeer herd at Glenmore, Balmoral Castle & Estate at Crathie, Aviemore Ice Rink, Tomintoul & Glenlivet Dark Sky Park, Dalwhinnie Distillery, Landmark Forest Adventure Park at Carrbridge, Loch Insh Outdoor Centre at Kincraig and the Highland Wildlife Park.
The CBP is working with tourism businesses across the region to help extend the season and bring business to local visitor economies over the quieter winter months, with a focus on outdoor adventure, wildlife and nature, health and wellbeing, food and drink, culture and heritage.
The initiative is being geared towards promoting reasons to visit and explore the Cairngorms National Park from October to the end of March, showcasing areas that can accommodate visitors in the quieter season, as well as highlighting the long-established relationship between tourism, the great outdoors and wellbeing.
The Grant Arms at Grantown on Spey and The Rowan Tree near Alvie are amongst the list of top accommodation providers who have already signed up to the campaign and will be staying open to visitors throughout the winter.
Visitors are being encouraged to enjoy everything from winter sports, stargazing and cycling, to guided wildlife-spotting adventures and opportunities to catch a glimpse of the Northern Lights. Local expert guides will be on hand to offer a warm welcome to visitors, including opportunities to explore the natural history, landscape, heritage and traditions of the Cairngorms.
CBP is supported by the Cairngorms National Park Authority as a Chamber of Commerce and a Destination Marketing Organisation committed to promoting responsible and sustainable tourism.
Craig Mills, CEO of Cairngorms Business Partnership, which is leading the official Visit Cairngorms winter campaign, said:
“The Cairngorms were built on winter experiences. Home to three of Scotland's ski centres, our very own reindeer herd and a 90-mile SnowRoads trail, we're the UK's original winter destination.
“We're also home to some of Scotland's most historic castles and distilleries, as well as popular family attractions, watersports, winter wildlife watching, and some incredible high and low level walking and cycling routes.
“Wintertime is when the Cairngorms are at their most magical. This winter, we're encouraging visitors to explore the UK's largest National Park and find out why the region really is 'Where Winter Comes to Life!'”
Lisa Anderson, Marketing & Sales Manager for Landmark Forest Adventure Park, said:
“Winter is a truly special time to visit the Cairngorms. Whether you're seeking adventure in the snow or a peaceful walk through frost-covered forests, this season offers something unique for everyone.
“Our Ancient Forest Twi-LIGHTS is a magical way to experience the beauty of the pinewood forest, with twinkling lights and enchanting effects that create an unforgettable atmosphere. During the winter months, Landmark Forest Adventure Park offers a variety of both indoor and outdoor activities for visitors to enjoy.”
Duncan Freshwater, Managing Director of Loch Insh Outdoor Centre, commented:
“Winter in the Cairngorms brings unique opportunities to engage with nature and experience a wide range of outdoor activities. Whether it's observing wildlife in their winter environment or participating in seasonal sports, this area becomes a prime destination for both adventure and nature enthusiasts.
“The newly installed, state-of-the-art artificial ski slope on our site also allows guests to enjoy skiing regardless of weather conditions, adding a new level of accessibility and convenience to the winter sports experience.
“Our Boathouse Restaurant and accommodation also offer comfort and warmth after a day of winter activities. Visiting the Cairngorms in winter provides a chance to experience the park in a unique way, combining adventure, comfort, and convenience.”
To plan your visit to The Cairngorms National Park this winter, go to www.visitcairngorms.com/winter
Visit Cairngorms has also produced a series of short films to showcase the region, including 'The Cairngorms National Park, Where Winter Comes to Life!', SnowRoads, Dark Skies, Storylands and The Speyside Way www.youtube.com/@VisitCairngorms/videos and the official Cairngorms National Park 'Where Winter Comes to Life!' campaign film https://www.youtube.com/watch?v=VlW4OpFijyA
Follow Visit Cairngorms on social media, including Facebook www.facebook.com/VisitCairngorms and Instagram www.instagram.com/visitcairngorms using hashtag #CairngormsWinter
For more information on the Cairngorms Business Partnership, go to www.cairngormschamber.com and follow on LinkedIn www.linkedin.com/company/cairngorms-business-partnership and X https://x.com/cairngormstoday
Communications Specialist & Director
Notes to Editor:
PHOTOS:
- Photos of tourism businesses launching the Cairngorms National Park 'Where Winter Comes to Life!' campaign available via Dropbox links below. Please credit Graham Niven Photography:
- Image: 'CBP Winter 2024 - 20' (L-R)
Duncan Freshwater - Managing Director, Loch Insh Outdoor Centre
Lynn McKinlay - Quad Trek Leader, Aviemore Quad Bike Treks at Rothiemurchus
Craig Mills - Chief Executive, Cairngorms Business Partnership
Lisa Anderson - Marketing & Sales Manager, Landmark Forest Adventure Park
Lorna Calder - Shop and Gin Experience Manager, Kinrara Distillery
Wendy McKay - Marketing Executive, Great North Lodges
- Image: 'CBP Winter 2024 - 19' (L-R)
Lisa Anderson - Marketing & Sales Manager, Landmark Forest Adventure Park
Craig Mills - Chief Executive, Cairngorms Business Partnership
Duncan Freshwater - Managing Director, Loch Insh Outdoor Centre
Lynn McKinlay - Quad Trek Leader, Aviemore Quad Bike Treks at Rothiemurchus
Lorna Calder - Shop and Gin Experience Manager, Kinrara Distillery
Wendy McKay - Marketing Executive, Great North Lodges
- Image: 'CBP Winter 2024 - 17' (L-R)
Lisa Anderson - Marketing & Sales Manager, Landmark Forest Adventure Park
Craig Mills - Chief Executive, Cairngorms Business Partnership
Duncan Freshwater - Managing Director, Loch Insh Outdoor Centre
Lynn McKinlay - Quad Trek Leader, Aviemore Quad Bike Treks at Rothiemurchus
Lorna Calder - Shop and Gin Experience Manager, Kinrara Distillery
Wendy McKay - Marketing Executive, Great North Lodges
- Photos of Craig Mills, Chief Executive, Cairngorms Business Partnership (quoted in press release) available on Dropbox via link below. Please credit Graham Niven Photography:
- Photos of The Cairngorms National Park 'Where Winter Comes to Life!' available on Dropbox via link below. Please credit each individual photo as labelled:
Visit Cairngorms visitor information
SnowRoads
https://www.visitcairngorms.com/inspire-me/snowroads
Dark Skies Park
https://www.visitcairngorms.com/things-to-do/nature-wildlife/dark-skies-park
Bikepacking in the Cairngorms National Park
https://www.youtube.com/watch?v=75XiUaOWNpI
Storylands
https://www.visitcairngorms.com/inspire-me/badenoch-the-storylands
The Speyside Way
https://www.visitcairngorms.com/things-to-do/adventure-outdoors/walking-hiking/speysideway
Cairngorms Business Partnership
Cairngorms Business Partnership (CBP) is a Chamber of Commerce and a Destination Marketing Organisation, providing the support to help businesses thrive in the Cairngorms National Park.
The Cairngorms Business Partnership is a not-for-profit private sector led organisation that operates in the Cairngorms National Park. The Cairngorms National Park Authority supports the work of the CBP and encourages all businesses in the area to get involved. CBP has a range of member benefits for businesses and delivers three key areas of work:
- Promotion, PR and Marketing of the Cairngorms National Park as a destination
- Development of businesses and the wider destination
- Advocacy representing local business interests and providing a voice for them
- Management of the Cairngorms Economic Forum and monitoring of the delivery of the Cairngorms Economic Strategy
The CBP operates the official visitor website for the Cairngorms National Park at www.visitcairngorms.com
CBP promotes responsible tourism https://traveltrade.visitcairngorms.com/responsible-Enjoyment
For more information on the Cairngorms Business Partnership, go to www.cairngormschamber.com and follow on LinkedIn www.linkedin.com/company/cairngorms-business-partnership and X https://x.com/cairngormstoday
The Visitor Economy of Cairngorms National Park
The latest tourism economic impact research report for the Cairngorms National Park indicates steady growth in visitor numbers, spend and employment. There were an estimated 2.15 million tourism visits to the region in 2023, adding around £419m in value to the local tourism economy, and supporting over 5,400 full-time equivalent jobs.
The report has been undertaken for the Cairngorms National Park for the calendar years 2012-2023. Outputs in this report have been generated using STEAM, the tourism specific economic impact model, owned and operated by Global Tourism Solutions (UK) Ltd.
Some STEAM outputs for 2023 remain below the level of usual economic outputs for the area, due to the residual effects of the COVID-19 pandemic on business and consumer activity. Comparisons have been made to show performance levels against a pre-COVID-19 baselines.
Key statistics from the 2023 tourism economic impact research report:
- Visitor Numbers - There were an estimated 2.15m tourism visits to the Cairngorms National Park in 2023, up 24.2% from the previous year, and up 4.0% from estimated pre-covid levels reported in 2019.
- Economic Impact - The value of tourism activity in the Cairngorms National Park was estimated to be £419m in 2023, up by 18.7% on the previous year, and up by 35.9% when compared to pre-covid levels.
- Employment Supported by Tourism - The expenditure and activity of visitors to the Cairngorms National Park supported a total of 5,454 Full-Time Equivalent jobs (FTEs) in 2023; an increase of 2.4% on the year before, and now just -8.2% below 2019 pre-covid levels.
Trends 2019-2023
- Economic Impact +18.7%
- Visitor Numbers +24.2%
- Total Visitor Days and Nights +10.5%
For the full summary of the tourism economic impact research report, go to:
https://cairngorms.co.uk/wp-content/uploads/2024/10/Cairngorms-NP-STEAM-Infographic-2023.pdf
