OVER 99 per cent of visitors to Exmoor rated their trip as ‘very good’ or ‘good’, and 96 per cent believe the National Park is being well-managed and cared for, according to Exmoor National Park Authority’s latest biannual visitor survey.

But the survey also revealed concerns about parking, public transport and public toilets – and highlighted a need to cater more for younger visitors.

The survey revealed a ‘Net Promoter Score’ of 77 based on how likely visitors were to recommend a visit to friends and family. Scores of over 70 are considered the industry standard for a world-class brand, based on overall satisfaction and loyalty.

Scenery and landscape was the top attractor to the area, followed by peace and tranquillity, the opportunity for outdoor activities, the coastline and the wildlife.

The results are based on over 400 face-to-face interviews with visitors conducted between July and December last year at over 20 locations across the national park.

Dan James, Exmoor National Park Authority’s sustainable economy manager, said: “The tourism sector on Exmoor should be justifiably proud of these findings.

“Our sector is dominated by often family-run micro businesses, who work very hard to give visitors the best possible experience, and these results are testament to their devotion.

“Seventy years on from the 1949 Act of Parliament that paved the way for the UK’s national parks, it’s heartening that Exmoor continues to offer inspiration and recreation to people from across the UK and beyond, contributing an estimated £125m to the rural economy each year.

“Together with our partners, there are plenty of new initiatives to help us move ahead with confidence, including further developing astro-tourism opportunities, launching new immersive tourism products and continuing to invest in our rights of way network.”

Jennette Baxter, Visit Exmoor development manager, said the results confirmed that people love Exmoor, and the information gathered helped to plan marketing strategies.

“The #VisitMoorThanOnce campaign is in response to findings that, despite wanting to return, over a fifth of repeat visitors hadn’t visited in three years. We are encouraging them to return again sooner,” she said.

The full survey results are available on the Exmoor National Park website through its tourism link and will be presented at the Visit Exmoor Tourism Business Networking Day on March 13.

These include:

* Designation as a national park was important to 95 per cent of those choosing to visit the area, quite important to 42 per cent and very important to 53 per cent.

* Visitors’ top activities included general sightseeing, walking, eating out, visiting attractions and wildlife watching.

* Of those asked, 14 per cent were on their first ever visit and 21 per cent on their first in three years, and 86 per cent are already expecting to visit again.

* Cost and availability of parking, availability and cleanliness of public toilets and public transport opportunities were highlighted as potential areas of concern.

* The survey also revealed that over 70 per cent of visitors are aged over 45, suggesting a need to create more opportunities for younger people to visit.