Exmoor Shines in Latest Tourism Research

The 2024/25 visitor survey has revealed a world-class Net Promoter Score* of 91 out of 100, while over 99% of visitors rated their overall satisfaction of their visit as ‘Very good’ (82%) or ‘good’ (18%).

Completed over a 12-month period from July 2024 the survey asked visitors to the area why they choose Exmoor, what they were planning while here and how they found their experience. 100% of visitors felt the National Park seemed well managed and cared for, while over three-quarters stated that the areas designation as a National Park positively influenced their decision to visit.

Topping the table of the main attractors to people coming to Exmoor were its landscape and scenery, coastline, tranquillity, wildlife and opportunities for outdoor activities. Walking, general sightseeing, eating out, visiting attractions and wildlife watching were the top 5 activities undertaken by visitors while in the area.

The survey also identified areas for improvement with lower visitor satisfaction around public transport, roads and public toilets, with a quarter of visitors citing poor digital connectivity as having an impact on their enjoyment of Exmoor. 97% arrived in the area by private vehicles and less than10% were intending to use public transport while here. Over 40% said nothing would encourage them to reduce their car use, while increased public transport services and greater reliability / quality of public transport would be ‘very likely’ to tempt over a quarter of visitors to use their car less.

A second report on the volume and value of tourism has shown that the number and economic impact of visitors returned to pre Covid-19 levels last year in 2024. Compared to 2019 visitor days were up 1.4% in 2024 and the real term economic impact of tourism was up by 2% once inflation is allowed for. However, the Exmoor National Park STEAM report for 2024 also showed a growth in day visitors, while overnight visits have dropped.

Anecdotal evidence for 2025 to date suggests a continuation of these trends and challenges, with the cost of living increase denting consumer demand at the same time as businesses face increased operating costs including utility and employment costs.

Dan James, Enterprise & Communications Manager for Exmoor National Park, said:

"We are absolutely delighted to see such positive feedback from our visitors. These results reflect the hard work of our teams and our partners in making Exmoor a welcoming, inspiring, and sustainable destination. It’s encouraging to such strong engagement with the special qualities that make Exmoor unique, and we’ll use these insights to help future generations make the most of this incredible landscape.

“These are challenging times for the tourism sector which contributes to around two-thirds of all employment on Exmoor, as well as providing vital opportunities for people to connect with nature and improve their health and wellbeing. We hope that these survey results will help shape future initiatives such as improved accessibility and enhanced visitor information. Exmoor National Park Authority remains committed to ensuring that Exmoor is a welcoming place for all – improving access, promoting well-being, and encouraging tourism that gives back. We are working with our partners on a ‘Good Tourism Plan’ to help develop a better future tourism for Exmoor’s communities, businesses, visitors and landscapes.”

Both the full reports and summary infographic of the Visitor survey 2024/25 and the Exmoor National Park STEAM survey for 2024 can be downloaded free of charge from the research section of www.exmoor-nationalpark.gov.uk/tourism.