About

Summary

Forestry England is the largest land manager in England and custodian of the nation's public forests, welcoming over 300 million visits each year. It commissioned Acorn Tourism to determine whether a sustainable and scalable business model for wildlife watching and ecotourism could be developed across its estate, generating income for nature recovery while deepening people's connection with nature.

The feasibility study assessed guided wildlife experiences against Forestry England's Heartwood visitor experience model, which seeks both commercial and social impact. Five experience models were tested, from guided woodland walks and self guided trails to premium Wild Area and Flagship Species experiences, with three taken forward for detailed assessment. Drawing on consumer research, competitor analysis, consultation with Forestry England teams, a site audit of 44 forests and detailed financial modelling, the study identified a commercially viable opportunity for wildlife tourism in England's forests.

Our Approach / Methodology 

Acorn Tourism combined primary and secondary research with extensive consultation:

• Interviews with Forestry England's leadership to set the strategic context
• An online panel survey of 1,500 people testing interest, price sensitivity and species appeal
• Focus groups exploring the preferences of the three Forestry England segments most likely to book
• A competitor analysis of UK wildlife experiences, with in depth case studies
• Consultations with site teams to test what could be delivered on the ground

This evidence shaped five operational models, refined with Forestry England to three. Each was then tested through:

• A site audit screening 44 forests against minimum criteria for each model and ranking eligible sites by wildlife, visitor infrastructure and market potential
• Five-year financial models covering realistic, conservative and optimistic scenarios, walking, minibus and 4x4 safari options, combined delivery and third-party licensing
• A feasibility rating of each model over the short, medium and long term

Outcome 

Acorn Tourism delivered a final report giving Forestry England a clear, evidence-based assessment of the market demand, operational requirements and financial viability of guided wildlife experiences across its estate.

Alongside a feasibility rating for each model, the report set out recommendations on delivery, a phased approach to rollout and proposals for an initial pilot, with success measures to guide decision-making. Supporting tools, including ranked site shortlists, a financial model and KPI pilot indicators, give Forestry England a practical basis for developing wildlife tourism that delivers both commercial and social value.