Since then it has become an all-year centre and the main mountain gateway, a role confirmed by the opening of Cairngorm Mountain Railway, which takes visitors to within 122m of the summit of Cairngorm.

The Cairngorms are the "most natural" wild land that still survives in the UK. They have been recognised as a European Union Special Area of Conservation and Special Protection Area. In addition to being a national nature reserve, they are also at the centre of the new Cairngorms National Park. The mountains are the largest area in the UK of tundra-type habitat, with five summits over 4000ft (1220m) and an extensive plateau beyond the 3000ft (914m) contour.

All around Aviemore is a range of things to do. The Cairngorm Brewery Company offers tours, the Aviemore Kart Raceway caters for all ages. Aviemore is the western terminus of the Strathspey Steam Railway, which runs to Boat of Garten and Broomhill. The Rothiemurchus Estate welcomes visitors with something for everyone, including a fish farm, guided walks, safari tours, clay pigeon shooting and lots more. Even nearer the mountains, the Cairngorm Reindeer Centre enables visitors to see the UK's only reindeer herd free-ranging in their natural habitat. On the slopes of Cairngorm, the funicular railway allows visitors a view of the high, wild habitat of the plateau. (As a conservation measure, there is no access to the plateau from the railway top station, though there is an exhibition and restaurant.)

Naturally, walking is very poplar, with walks of all grades, notably at lower level in the Rothiemurchus pinewoods. In winter, the funicular services the Cairngorm skiing area. There are also watersports available on Loch Morlich, by the ski access road. In short this is a very popular area centred on Aviemore with its good shopping choice and range of places to eat and drink. However, the backdrop of the high mountains is a constant reminder that a wilderness experience is close at hand.