A New Kind of Currency
Exmoor National Park is trying something different this summer. Visitors who pick up trash, arrive by bus, or document local wildlife can now trade those actions for 20 percent off purchases at three visitor centers across the park. The pilot program, called Pay with Exmoor Care, runs until the end of September and treats responsible behavior as something worth rewarding in real terms.
The concept is straightforward. Show proof of a qualifying action at one of the centers in Dulverton, Dunster, or Lynmouth, and the discount applies. Eligible activities include litter picking, using public transport to reach the park, recording wildlife sightings, and posting positive messages about caring for the landscape on social media. It's an experiment in making stewardship visible and immediate, rather than abstract.
According to the Exmoor National Park Authority, the scheme is designed to bring the park's Good Tourism Plan into practice. That plan centers on tourism that regenerates rather than depletes, benefiting visitors, local businesses, communities, and the environment in tandem. The authority sees the discount program as a way to encourage more people to act responsibly while also increasing foot traffic and spending at its visitor centers during the busiest months.
Inspired by Copenhagen, Adapted for the Moors
The idea borrows from CopenPay, a similar initiative in Copenhagen that rewards sustainable choices with perks around the city. Exmoor's version is understood to be the first of its kind in a UK national park. The authority is framing it as a pilot, with plans to evaluate how well it works before potentially expanding the program next year to include other businesses and organizations across the region.
Dan James, enterprise and communications manager for the authority, described the program as both simple and impactful. He noted that small positive actions can add up to meaningful contributions to the natural environment and local communities, and that making care a tangible currency benefits everyone involved. He also pointed to the cost of living as a factor, suggesting that even a modest discount might ease the burden for some visitors during an expensive season.
The Broader Context
Exmoor is far from the only destination grappling with how to manage visitor impact. Across Europe and beyond, popular parks and cities are testing different approaches to balance tourism revenue with environmental and social costs. Some places impose fees or caps on visitor numbers. Others, like Exmoor, are experimenting with incentives rather than restrictions.
The challenge is whether rewards alone can shift behavior at scale. A 20 percent discount is appealing, but it requires visitors to take an extra step, document it, and redeem it in person. That friction might limit participation, especially among those who aren't already inclined to pick up litter or plan their trip around bus schedules. On the other hand, the program might attract people who want to feel like they're contributing, even in small ways, and who appreciate being acknowledged for it.
There's also the question of what happens after September. If the pilot succeeds, the authority hopes to bring in more local businesses and expand the range of rewards. That could make the system more attractive and embed it more deeply into the local economy. But it would also require coordination and buy-in from partners who may have different priorities and capacities.
What It Means for Visitors
For travelers planning a trip to Exmoor this summer, the program offers a modest financial incentive to do things many already consider worthwhile. Public transport options to the park exist, though they're limited compared to driving. Litter picking requires nothing more than a bag and a willingness to spend a few minutes on the trail. Wildlife recording can be as simple as snapping a photo and noting the species.
The real value might not be the discount itself, but the way the program frames the relationship between visitors and place. It suggests that care isn't just the responsibility of park staff or local residents, but something everyone can participate in. Whether that message resonates broadly enough to change behavior, or whether it simply rewards those already doing these things, remains to be seen.
Exmoor's experiment is worth watching. If it works, other parks might follow. If it doesn't, it will still offer lessons about what does and doesn't motivate people to take responsibility for the places they visit.
