Exmoor National Park Achieves World-Class Satisfaction Score with Visitors

Strategic Insights -

Exmoor National Park has received overwhelmingly positive feedback from visitors, with a Net Promoter Score (NPS) of 91 out of 100, indicating a world-class level of customer loyalty. The 2024/25 visitor survey results show that over 99% of visitors rated their overall satisfaction as 'very good' (82%) or 'good' (18%). The survey highlights the park's ability to attract visitors with its unique natural beauty, tranquil environment, and opportunities for outdoor activities.

Key Takeaways:

  • Exmoor National Park achieved a world-class Net Promoter Score (NPS) of 91 out of 100, indicating a high level of customer loyalty.
  • Over 99% of visitors rated their overall satisfaction as 'very good' (82%) or 'good' (18%).
  • The park's landscape and scenery, coastline, tranquillity, wildlife, and opportunities for outdoor activities were the top attractors to visitors.
  • Walking, general sightseeing, eating out, visiting attractions, and wildlife watching were the top five activities undertaken by visitors.
  • Visitors felt the National Park seemed well managed and cared for, with 100% expressing this sentiment.
  • The survey identified areas for improvement, including public transport, roads, and public toilets, with lower visitor satisfaction rates.
  • A second report showed that visitor days and the real-term economic impact of tourism returned to pre-Covid-19 levels in 2024, with a 1.4% increase in visitor days and a 2% increase in real-term economic impact.

Statistics:

  • Net Promoter Score (NPS): 91 out of 100
  • Visitor satisfaction rating: 99% (82% 'very good', 18% 'good')
  • Main attractors to visitors: landscape and scenery (64%), coastline (71%), tranquillity (62%), wildlife (51%), opportunities for outdoor activities (46%)
  • Top five activities undertaken by visitors: walking (68%), general sightseeing (65%), eating out (56%), visiting attractions (53%), wildlife watching (45%)
  • Visitors feeling the National Park seemed well managed and cared for: 100%
  • Visitor satisfaction with public transport: 55%
  • Visitor satisfaction with roads: 63%
  • Visitor satisfaction with public toilets: 44%
  • Visitors citing poor digital connectivity as a factor in their enjoyment: 23.6%
  • Visitors arriving in the area by private vehicles: 97%
  • Visitors intending to use public transport: less than 10%
  • Percentage of visitors willing to reduce their car use: 23.6%
  • Real-term economic impact of tourism: up by 2% in 2024

Sources:

  • Exmoor National Park Authority (ENPA) - "2024/25 Visitor Survey Results"
  • Visit Exmoor - "Visitor Survey 2024/25"