Highlands and Islands Enterprise
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Case study

Landmark Forest Adventure Park

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A business built on innovation

Landmark Forest Adventure Park in Carrbridge has been welcoming visitors since 1970. With more than 20 attractions, from the Butterfly House and Dinosaur Kingdom to high ropes and water coasters, it has built a reputation for combining family fun with the stunning natural backdrop of the Cairngorms National Park.

Operated by Visitor Centres Limited (VCL), Landmark is part of a wider family of visitor attractions including Camera Obscura in Edinburgh and Inveraray Jail in Argyll.

Between 160,000 and 210,000 people visit Landmark each year, making it a major draw for the regional economy.

Innovation has always been part of the Park’s DNA. Each new season brings new approaches and new ways to improve the guest experience. And recently, when Landmark’s team decided on a more strategic approach they called on us for advice.

 

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Starting the innovation journey

When Landmark first engaged with our innovation team, their challenge was clear: they wanted to set out a long-term vision for the Park, but that was making short and medium term decision-making more complex.

Working with our partner consultants Vision XS, the team carried out an indepth analysis of the business - from operations and costs to marketing and customer experience. One key solution emerged: better data would help make better decisions.

With support from the IoT Evolve programme, Landmark introduced people counters across the Park. These, combined with customer feedback, gave management a clearer picture of how visitors were using different attractions - and how factors like weather influenced their choices.

Watch our short film on how Landmark began their innovation journey.

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A year on: insights shaping the future

One year later, the difference was clear. General Manager Ross Coulter explains how the data had become a powerful tool:

“The data we’ve collected from the people counters has been incredibly useful. Over the past year we’ve been able to analyse the different attractions on site, see how many people visit each one, and cross reference that with the ratings visitors give.”

Armed with this evidence, the team can now plan new attractions and upgrades with confidence. The commitment to constant improvement remains but now decisions are informed by real insights into what matters most to visitors.

See how data is shaping Landmark’s plans in our film.

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Climate action from coasters to conservation

With 30 acres of land, more than half of it woodland trails, Landmark’s connection to nature is central to its identity. The team has made climate action a priority, exploring how to cut emissions while keeping the Park exciting and sustainable.

An energy efficiency assessment with Business Energy Scotland highlighted opportunities to save up to 12 tonnes of CO₂e annually. With support from HIE’s Green Grant Fund, Landmark invested in a package of improvements including:

•    Air source heat pumps and insulation upgrades
•    Pipework improvements and smart sensors
•    Circuit clamps to monitor energy use in the Butterfly House
•    Efficiency upgrades to the Wild Water Coaster

The changes have reduced energy and water use, improved efficiency, and delivered savings that can be reinvested in new attractions.

See how Landmark is taking climate action with HIE’s Green Grant Fund.

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