A contingent valuation survey was undertaken to estimate the public benefits of landscapechanges that could arise from reductions in grazing levels using the example of the Central Southern Uplands of Scotland. A dichotomous choice with continuous follow-up format was used to quantify the environmentalbenefit in terms of the willingness to pay of the general public and visitors. The paper discusses the merits of this format and the evidence of starting-point bias. In addition, the results are compared with the preferences of locals and interest groups as expressed through focus group sessions and subsets of the survey. A strong preference for more tree cover was evident, a landscape feature not well represented in the current landscape.