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Thursday, February 13, 2025

Cairngorms Businesses Report Bumper Start to Winter Season

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Cairngorms businesses have reported a bumper start to the winter season, boosted by visitors from both the UK and abroad.

Led by Cairngorms Business Partnership (CBP), over 370 tourism firms are now working together to promote the Cairngorms National Park as the UK’s ‘original winter destination’, as part of the VisitCairngorms ‘Where Winter Comes to Life!’ campaign. 

Rothiemurchus estate near Aviemore, for example, has reported a strong November and December for its outdoor activities, which include quad trekking and falconry experiences.

Rothiemurchus, which has been described as ‘one of the glories of wild Scotland’ by wildlife expert Sir David Attenborough, said the increase in visitors over this period was driven by people seeking out quality time and enjoying the magic of the winter months, buoyed in part by some milder and settled weather conditions.

Landmark Forest Adventure Park in Carrbridge said its Ancient Forest Twi-LIGHTS attraction – illuminating the pinewood forest with more than 100,000 lights and striking visual effects – has seen strong attendance since it opened its doors on November 23rd.  

It expects the light installation, which resumes in February after being open during the festive period, to welcome about 10,000 visitors altogether this winter, more than double the 4,000 attendees last year.

Rothiemurchus and Landmark Forest Adventure Park report that the majority of overnight visits and day trips in the area since the winter season officially started have been by people from Scotland and the rest of the UK, but there has also been a jump in the number of international visitors as the season has lengthened. 

Rowan Tree Country Hotel in Aviemore has seen more European tourists, especially French, Dutch, and German, who it says are “ready to explore again and see what Scotland has to offer”.

Tourism firms are now leveraging the benefits of collaboration as part of the Visit Cairngorms ‘Where Winter Comes to Life!’ campaign.

The initiative highlights reasons to visit and explore the Cairngorms National Park from October to the end of March, with a focus on outdoor adventure, wildlife and nature, health and wellbeing, food and drink, culture and heritage. 

Lisa Anderson, Marketing & Sales Manager for Landmark Forest Adventure Park (a sister organisation to Camera Obscura in Edinburgh), said:

“Making the most of partnerships with accommodation-providers, for example, has been really successful for us.

“We all want to see the Cairngorms flourish at what is a magical and increasingly popular time of year, and it really makes sense for us all to work closely and package up the full range of high-quality amenities that are here as part of a winter visit,” she added.

Angharad Gronbach of Rothiemurchus is also seeing the benefits of CBP members together offering a more integrated offering to visitors.

She said: 

“We’ve got so many businesses here that are actually strengthened in the winter, and teaming up is increasingly key to us all really making the most of this season.”

She said popular activities during the winter months at the attraction, which stretches from Scotland’s third-highest mountain Braeriach to the River Spey, includes its quad trekking, Feed the Deer, Hairy Coo Safari, and falconry experiences.

Looking ahead, she added: 

“Winter is a really special time of year for us here at Rothiemurchus, and we think January and February are great months to visit.

“We’re pleased at the prospect of welcoming more visitors as more people discover how much there is to see and do in the area at this time of the year.”

Anderson said the Twi-LIGHTS offering has been going very well this winter:

“Attendance has been strong, and feedback has been positive.

“It’s really rewarding seeing people’s reactions.

“We’re excited for the rest of the winter season and are looking forward to next year – we’ve got a good level of business on the books.

“We’re also planning to invest more to enhance our offering during this season in future years.”

Cairngorms Business Partnership 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, said: 

“It’s great to see the winter season get off to such a great start for local tourism and hospitality firms.

“They are increasingly showing great creativity, initiative, and teamwork in maximising their high-quality winter offerings, while more consumers are realising the benefits of travelling to the UK’s largest National Park at this time of year.

“The Cairngorms come into their own in the winter in many ways – the views alone, many dusted in snow, are incredible – and we look forward to seeing further increased business in the coming months.”

To plan your visit to the Cairngorms National Park this winter, go to www.visitcairngorms.com/winter

Follow VisitCairngorms on social media, including Facebook and Instagram using hashtag #CairngormsWinter

For more information on the Cairngorms Business Partnership, go to www.cairngormschamber.com and follow on LinkedIn and X

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