Exmoor Rated ‘World-Class’ by Visitors as Tourism Bounces Back
Survey reveals 99% satisfaction, stunning scenery as top draw, but transport and digital gaps remain.
Exmoor has been hailed as a world-class destination by visitors, with new research showing almost universal satisfaction with trips to the National Park.
A year-long survey of people visiting the area between July 2024 and July 2025 gave Exmoor a Net Promoter Score of 91 out of 100 – a figure more often associated with global brands than rural destinations. More than 99% of visitors rated their time on Exmoor as good or very good, with scenery, coastline, tranquillity, wildlife and outdoor activities topping the list of attractions.
While Exmoor scored highly for its landscapes and management – with every respondent saying the park seemed well cared for – the research highlighted areas needing improvement. Visitors reported frustrations with public transport, road quality, and public toilets, while a quarter said poor digital connectivity had affected their experience. Almost all visitors (97%) arrived by private car, and fewer than one in ten said they intended to use public transport during their stay.
The survey results sit alongside the latest STEAM report for 2024, which showed that both the number of visits and the economic value of tourism have now returned to pre-pandemic levels. Compared to 2019, visitor days were up 1.4% and tourism’s real-term economic contribution rose by 2% once inflation was taken into account. However, a shift in habits was noted: day visits have increased, but overnight stays have fallen.
Dan James, Enterprise and Communications Manager for Exmoor National Park, welcomed the positive feedback but warned of continuing challenges.
“These are challenging times for the tourism sector which contributes to around two-thirds of all employment on Exmoor,” he said. “We’re delighted to see such strong engagement with the special qualities that make Exmoor unique, but rising costs and the pressures on household budgets are real issues. We’ll be using these insights to shape future initiatives and make sure Exmoor remains welcoming, sustainable and accessible.”
The report shows the huge value of Exmoor’s reputation for peace and wild beauty, but also underlines the pressure on infrastructure as demand grows. With businesses and communities reliant on tourism, the National Park Authority says its new “Good Tourism Plan” will focus on better access, stronger digital services, and sustainable transport in the years ahead.
Both the visitor survey and STEAM report are available to download from the Exmoor National Park Authority website.