Visitor numbers and business turnover in the Cairngorms National Park (CNP) are on the increase, according to the results of the most recent Cairngorms Business Barometer (CBB).
Covering the period from October to December 2014, the quarterly online survey seeks feedback from business operators across the CNP on a range of aspects including ongoing performance and confidence in the future. The survey, which saw 120 surveys completed, suggests that local businesses are confident this growth will continue.
Significantly, there has been ongoing growth in customer numbers, indicating that the current marketing campaign, part funded by a VisitScotland Growth Fund award, is already proving successful. The Growth Fund award of £35,000 is helping the Cairngorms Business Partnership to deliver a £70,000 marketing campaign to highlight different areas of the Park along with various business sectors.
Along with increased visitor numbers was an overall growth in turnover which marked a significant improvement compared to last year and previous Q4 periods. Although the growth recorded this quarter was weaker than that of recent quarters, businesses are anticipating record increases in customer numbers.
Kevin Roach, Chairman of the CBP said: “We are delighted that for the third consecutive quarter there is growth in customer numbers and turnover. The findings demonstrate an ongoing increase in business and tourism numbers, and clearly show that the area is viewed as a world class tourism destination, appealing to visitors around the world, as well as remaining a firm favourite with the UK market.”
The survey also indicated that there were higher levels of investment in staff training, marketing and infrastructure combined with a stronger appetite to invest in all of these aspects in the coming year. And while trading conditions were perceived to be broadly on par with recent quarters, overall levels of business confidence were well above average.