Over 99 per cent of visitors to Exmoor rated their trip as ‘very good’ or ‘good’ and 96 per cent believe the National Park is being well managed and cared for, according to the results of Exmoor National Park Authority’s latest biannual visitor survey.*
The survey also revealed a ‘Net Promoter Score’ of 77 based on how likely visitors were to recommend a visit to friends and family. Scores of over 70 are considered the industry standard for a world-class brand, based on overall satisfaction and loyalty. The scenery and landscape was the top attractor to the area, followed by peace and tranquillity, the opportunity for outdoor activities, the coastline and the wildlife.
The results are based on over 400 face-to-face interviews with visitors conducted between July and December last year at over 20 locations across the National Park.
Dan James, Exmoor National Park Authority’s Sustainable Economy Manager, said: “The tourism sector on Exmoor should be justifiably proud of these findings. Our sector is dominated by often family-run micro businesses, who work very hard to give visitors the best possible experience, and these results are testament to their devotion.
“70 years on from the 1949 Act of Parliament that paved the way for the UK’s National Parks, it’s heartening that Exmoor continues to offer inspiration and recreation to people from across the UK and beyond, contributing an estimated £125m to the rural economy each year. Together with our partners there are plenty of new initiatives to help us move ahead with confidence, including further developing astro-tourism opportunities, launching new immersive tourism products and continuing to invest in our Rights of Way network.”
Welcoming the survey results Jennette Baxter, Visit Exmoor Development Manager, said: “These results confirm what we already know – that people love Exmoor. The information gathered helps us plan our marketing strategies. The #VisitMoorThanOnce campaign is in response to findings that, despite wanting to return, over a fifth of repeat visitors hadn’t visited in three years. We are encouraging them to return again sooner.”
The full survey results are available on the Exmoor National Park website at www.exmoor-nationalpark.gov.uk/tourism and will be presented at the Visit Exmoor Tourism Business Networking Day on 13 March – see www.visit-exmoor.co.uk/trade/business-networking-day-2019.
PHOTO: By Andrew Hobbs, from the spring walking feature in Exmoor Magazine.