Outdoor recreation and tourism destinations are popular with millions of people visiting natural areas globally to engage in activities accessing local urban parks to remote wilderness areas (Worboys et al., 2015; Balmford et al., 2015). Such visits provide a range of cultural ecosystem services to visitors, including health and wellbeing benefits worth trillions (Buckley & Chauvenet, 2022), while the natural areas themselves underpin provisioning, supporting, and regulating ecosystem services (Worboys et al., 2015). For those participating in nature-based recreation and tourism, and organisations managing tourism and landscapes, information about visitation is critical. This includes understanding who comes (profiles), when (frequency), why (motivation), where they go (spatial distribution) and what they feel and share (satisfaction/values) about their activities and experiences in nature (Eagles et al., 2002; Kajala et al., 2007; Worboys et al., 2015).