Mapping the scale of Exmoor’s rural business economy
Exmoor National Park Authority and its partners commissioned Wavehill to develop a comprehensive evidence base on the businesses operating across Exmoor National Park. The study was designed to provide a more accurate understanding of the local economy, identify opportunities and challenges facing businesses, and inform future economic development activity across this deeply rural area.
What we did
Wavehill undertook one of the most detailed studies of the Exmoor economy to date. We combined a comprehensive business audit with a large-scale business survey, workshops and focus groups involving local businesses and stakeholders. The research drew on commercial datasets, Companies House data, web-based research and local intelligence to identify businesses that are often missed in official statistics.
The study identified 1,277 businesses operating on Exmoor, around 60% more than suggested by standard national datasets. More than 300 businesses participated in the research, making it the largest known business survey undertaken in the National Park.
What we found
The research revealed an economy characterised by micro-businesses, self-employment and a strong dependence on tourism, agriculture and rural services. Exmoor was estimated to support over 5,000 full-time equivalent jobs and generate almost £113 million in annual economic output.
Businesses highlighted significant challenges associated with operating in a deeply rural location. Transport connectivity, broadband infrastructure, labour availability and recruitment difficulties emerged as the most commonly reported barriers to growth. Many businesses also reported difficulties attracting younger workers and accessing the skills they needed.
At the same time, businesses identified substantial benefits from being based within the National Park. These included access to visitors, the area’s natural environment, quality of life and wellbeing benefits for owners and employees. The research also highlighted strong support for greater collaboration between businesses, stronger local branding, and more promotion of Exmoor as a place to live, work and invest.
Why it matters
The study provided Exmoor National Park Authority and its partners with a robust evidence base to inform future policies, investment decisions and economic development activity. It also highlighted the importance of tailoring support to the needs of rural economies, where business structures, labour markets and growth opportunities often differ significantly from more urban areas.
More broadly, the research demonstrated the value of combining business intelligence, stakeholder engagement and economic analysis to better understand the realities of doing business in rural and protected landscapes.
For more information about this project, contact Declan Turner – declan.turner@wavehill.com
The report is available to read here.
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