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’.
Highland winter wonderland
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.
Built on winter experiences
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, added: “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.”
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.
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
Main photo: Red squirrel flying into winter. Photo: Wild Photographer.