John Muir Trust

Abstract Protected areas globally serve as crucial sanctuaries for biodiversity, playing a pivotal role in conserving endangered species and maintaining ecological balance. In the United Kingdom (UK), 25% of land is currently designated as public protected areas and discussions are underway regarding the implementation of new protected areas, including the establishment of new National Parks in all four nations of the UK. Wild places have an important role to play in understanding and deciding where public protected areas should or could be. People form profound connections to wild places locally and nationally. We used two online surveys to gather information on the UK public's local and national favourite wild places, and the characteristics of those places which make them their top choice. Our analysis revealed that respondents preferred different wild places based on their survey group, with significant differences in the importance placed on characteristics like ‘Accessibility’, ‘Nature’ and ‘Scenery’ across local and national scales. Demographic factors, including age and settlement, had some impact, but the overall importance of characteristics like ‘Peace and Quiet’ and ‘Nature’ were consistently high across both surveys. Recognising the prevalence of favourite wild places outside of designated areas underscores the importance of engaging the different viewpoints of the public in conservation initiatives, and indicates that public support for conservation might extend beyond officially protected regions.