The Cairngorms National Park is a place of breathtaking natural beauty, thriving local businesses and vibrant communities. It is a place of diversity, growth and connection.
The Cairngorms Business Partnership (CBP), operating as the local Chamber of Commerce and Destination Management Organisation (DMO), is uniquely positioned to support businesses and communities to thrive in the National Park, striving to achieve a strong, resilient economy and sustainable balanced growth.
A multi-faceted approach to market the destination and extend the tourist season is utilised: a strategic PR campaign, diverse tourism projects and robust stakeholder engagement. With engaged member businesses, local communities and stakeholders, the CBP is shaping a bright future for the area.
Extending the Tourist Season: A Win for All
The Cairngorms is the original winter destination, the winter season of the 60’s and 70’s are legendary and latterly the summer season is when the National Park’s visitor footfall has been notably higher.
The CBP has recently focussed on extending the season into the shoulder months. The benefits of a year round destination include: mitigation of the challenges of seasonal employment, regulation of cash flow and reduced pressure on infrastructure and the landscape. Crucially, visitors are also more able to enjoy the Cairngorms National Park and feel greater connection to the landscape if it is just a little less busy.
The destination is in the fortunate position that its businesses can accommodate year round visitors. Prime year round attractions include The Highland Wild Life Park, Aviemore Ice Rink, Loch Insh Outdoor Centre, Landmark Forest Adventure Park, Dalwhinne Distillery, Balmoral Winter Gardens and outdoor adventure with In Your Element at Rothiemurchus.
Targeted marketing campaigns, partnerships with tour operators and the development of offerings that highlight the unique charm of each season have been a key focus for the CBP. As a year round destination, the Cairngorms National Park can enjoy sustained growth while preserving the natural beauty and stand out visitor experiences.
Promoting the Cairngorms as a Place to Work, Live, and Play
The Cairngorms isn’t just a world-class tourist destination; it’s also an incredible place to live and work. The CBP’s public relations efforts aim to showcase this unique lifestyle, attracting new residents, entrepreneurs and remote workers to the area.
Through high-profile media coverage, social media campaigns and collaborations with regional influencers, the CBP has successfully positioned the Cairngorms as a hub for innovation and well-being. Features on local businesses, resident success stories and the unparalleled quality of life in the Highlands help paint a vivid picture of the region’s opportunities.
By promoting a work-life balance that seamlessly integrates professional aspirations with outdoor adventure, the CBP encourages people to consider the Cairngorms as more than just a destination – but as a home. This influx of talent and investment enriches the local economy, fostering a resilient and diverse community.
Diverse Tourism Projects for a Broader Appeal
Recognising the importance of attracting a diverse demographic has allowed the CBP to lead several innovative tourism projects that appeal to a wide range of interests. History buffs, foodies, storytellers and musicians can find their kind of magic in the National Park – one of our key objectives is ensuring that we are sharing these experiences effectively.
Marketing that showcases the culture and heritage that threads itself throughout the National Park is an important tool – Badenoch The Storylands is a prime example of this. Visitors are guided to connect to the history of the landscape, stories and enduring heritage in this corner of the National Park. Sharing an immersive sense of place that is achievable for visitors is a fundamental aspect of our destination marketing strategy.
The SnowRoads, one of the UK’s best driving routes, is another example of marketing to a broader audience; and shining the spotlight on less well trodden corners of the National Park, supporting businesses and communities who are outwith the traditional honey pots locations, dispersing visitors and giving breadth to the experiences available in the National Park.
Promotion of The Cairngorms Dark Sky Park – one of the most northerly parks of its kind in the World, and The Speyside Way, a spectacular walk from the Cairngorms to the Moray Coast, are two further examples of projects that drive visitors to areas with less foot, and showcase the special experiences that are unique to the National Park.
By tailoring its tourism strategies to different demographics, the CBP ensures that the Cairngorms remains an inclusive and dynamic destination and one that visitors feel truly connected to. Repeat visitors are an important part of the visitor economy (63% were repeat visitors in the 2019/2020 visitor survey) – our marketing plan aims to ensure there is diversity, connection and world class experiences open to all across the National Park.
Collaborating on Business Matters: Preparing for the Visitor Levy
The CBP’s commitment to the business community extends beyond tourism. The organisation serves as a vital link between stakeholders, ensuring businesses in the region are well-prepared to navigate challenges and seize opportunities. A key area of focus has been the proposed visitor levy, a policy designed to generate additional revenue from tourism for reinvestment in the local community.
Understanding the complexities of implementing such a levy, the CBP has taken a proactive approach by organising meetings, providing guidance and advocating for the interests of its members. By fostering open communication between businesses, local authorities and policymakers, the CBP aims to ensure that the levy benefits the entire region while minimising potential drawbacks for small enterprises.
This collaborative approach underscores the CBP’s role as a trusted partner for the business community, championing their interests while fostering a spirit of collective growth.
A Vision for the Future
As the Cairngorms continue to evolve, the Cairngorms Business Partnership remains steadfast in its mission to create a thriving, sustainable region. From extending the tourist season to promoting the area as a place to work, live, and play, the CBP’s innovative initiatives are driving economic resilience and community well-being.
By embracing collaboration, diversity and sustainability, the CBP ensures that the Cairngorms is not only a destination of choice for visitors but also a beacon of opportunity and inspiration for businesses and residents alike. Together, the partnership and its stakeholders are charting a path towards a brighter future for the Highlands.
