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Historic and Cultural Visitor Attractions - UK - November 2010

Following a relatively robust performance during 2008-10, the historic and cultural visitor attractions industry is beginning to feel the impact of the government’s Comprehensive Spending Review. There are now concerns about survival and how budget cuts will impact on investment in products and services, and on the overall quality of the visitor experience in which a lot has been invested in recent years.

This report updates Mintel’s previous report, Historic and Cultural Visitor Attractions – UK – November 2008.

  • The economic downturn and subsequent weak consumer confidence have broadly benefited the historic and cultural visitor attractions market in the UK, boosting domestic tourism (the so-called ‘Staycation’ trend) as more people have holidayed at home amid concerns about their job prospects and a weak pound making foreign holidays less affordable. The downside to the global recession has been that overseas tourism to the UK – a key market for attractions – has also contracted.
  • Attractions have been working hard to improve the visitor experience. The most prevalent examples of this are in the form of technology such as apps for mobile phones. Other examples include bringing history to life through re-enactments and tying in attractions with movies and/or popular TV series.
  • UK historic and cultural attractions had an estimated 121 million visitors in 2010, up by 15% on 2005 levels. Museums and galleries account for around 60% of total visits, with historic properties accounting for the balance. Two-thirds of adults have been to some form of historic and cultural attraction in the past year, with museums the most popular choice, visited by around two in five.
  • Internet and word of mouth (eg recommendations from friends and relatives) are the most popular sources of information for visits. These findings underline how crucial it is for attractions’ websites to come up on internet searches but also that venues should never underestimate the power of recommendation either.
  • Key motivations for making a visit include special events and exhibitions and doing something as a family. What this illustrates is that venues will do better if they can give people a reason for coming at a particular time, while the success of the National Trust’s ‘Time Well Spent’ campaign shows how important a motivation having time with the family is for many consumers.
  • There is concern among the historic and cultural visitor attraction community that the recent (in some cases severe) cuts in government funding will jeopardise the ability of the sector to carry on delivering improvements to the customer experience and that it may result in the closure and/or scaling back of the activities of a number of attractions.

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Table of contents

  1. Issues in the Market

      • Main issues
        • Definition
          • Abbreviations
          • Future Opportunities

              • Trend: Edutainment
                • Trend: Advertising Everywhere
                • Market in Brief

                  • Industry performance during the economic downturn
                    • Impact of funding cuts
                      • Domestic tourism to the rescue
                      • Internal Market Environment

                        • Key points
                          • Staycation trend continues in 2010
                            • Domestic tourism doesn’t quite offset decline in outbound traffic
                              • Figure 1: Domestic and overseas holiday volume, by UK consumers, 2005-10 (est)
                            • Trends in overseas tourism
                              • Historic and cultural visits by overseas tourists
                                • Figure 2: Historical and cultural activities undertaken by overseas visitors to the UK, 2009
                                • Figure 3: Year-on-year growth in overseas visitors to the UK, 2004-10*
                              • Proportion of overseas visitors at leading attractions
                                • Figure 4: Top ten markets in terms of visits to the built heritage products, museums, and art galleries, 2009
                              • London holds its own as the tourist hub
                                • Figure 5: Top 5 city destinations by overseas visitors, UK, 2009
                              • Importance of attracting overseas visitors
                                • Changes to funding and investment
                                  • The DCMS relinquishes control and funding of museums
                                    • Impact of streamlining on arm’s-length bodies
                                      • Renaissance of the regions
                                        • Spending cuts have widespread impact
                                          • Impact of budget cuts on devolved nations
                                            • Heritage Lottery Fund survives risk of merger
                                              • Heritage Protection Bill postponed until further notice
                                              • Broader Market Environment

                                                • Key points
                                                  • A fragile economy moving into 2011
                                                    • Figure 6: GDP, PDI, consumer expenditure and savings, at constant 2005 prices, 2005-15
                                                  • Cashing in on the visitor economy
                                                    • Heritage tourism is the UK’s fifth largest industry
                                                      • Demographic forecasts are optimistic
                                                        • Figure 7: Selected demographic trends in the UK, 2005-15
                                                      • Exchange rates make Britain more affordable
                                                        • Figure 8: Sterling exchange rates, 2005-09
                                                      • Unforeseen events disrupt Q2 travel patterns
                                                        • Rising fuel prices off-putting to domestic travellers
                                                          • Figure 9: UK average petrol prices at garages and supermarkets, Sept 2009-Oct 2010
                                                      • Competitive Context

                                                        • Key points
                                                          • Fun times – in moderation
                                                            • Figure 10: Spending intentions in coming year, specifically towards ‘Visit a cultural venue (eg museum, gallery etc)’, March 2010
                                                          • Competition among different cultural and leisure activities
                                                            • Figure 11: Exhibitions, outings and music festivals, 2007-10
                                                          • Competition as a global destination
                                                            • Figure 12: Number of UNESCO World Heritage sites inscribed, by top ten countries, 2009
                                                        • Strengths and Weaknesses in the Market

                                                            • Strengths
                                                              • Staycation trend remains relevant
                                                                • Weak sterling makes Britain more affordable
                                                                  • Tourism creates jobs
                                                                    • Family bonding and search for authenticity
                                                                      • Opportunities lie ahead
                                                                        • Weaknesses
                                                                          • Pent-up demand for overseas travel
                                                                            • Decline in business traffic
                                                                              • Fragile global economy
                                                                                • Difficulty in targeting underrepresented groups
                                                                                  • Expensive Britain
                                                                                  • Who’s Innovating?

                                                                                    • Key points
                                                                                      • Technology makes it more accessible
                                                                                        • Bringing history to life in Wales
                                                                                          • VisitBritain employs Sherlock Holmes as tourist attraction
                                                                                            • The Cultural Olympiad
                                                                                              • ‘M Shed’ brings a fresh approach to museums
                                                                                              • Market Size and Forecast

                                                                                                • Key points
                                                                                                  • The weak pound and ‘staycation’ trend sustains the visitor attractions market
                                                                                                    • Methodology
                                                                                                      • Figure 13: UK visits to historical and cultural attractions and average visits per attraction, 2005-15
                                                                                                    • Market performance
                                                                                                      • Future prospects
                                                                                                        • Forecast
                                                                                                          • Figure 14: Visits and forecast visits to UK historic and cultural visitor attractions, 2005-15
                                                                                                          • Figure 15: Mintel’s forecast for visits to UK historic and cultural visitor attractions, 2010-15
                                                                                                      • Segment Performance

                                                                                                        • Key points
                                                                                                          • Museums and galleries continue to dominate but historic properties fight back
                                                                                                            • Figure 16: UK visits to historical and cultural attractions, by category, 2005-09
                                                                                                            • Figure 17: Total visits to historical and cultural attractions in England, 2005-09
                                                                                                          • Little fluctuation in the most popular sites
                                                                                                            • Figure 18: Top ten UK museums and galleries, 2008-09
                                                                                                            • Figure 19: Top ten UK historic properties, 2008-09
                                                                                                            • Figure 20: Selected UK places of worship, 2008-09
                                                                                                        • Historic and Cultural Organisations

                                                                                                          • Key points
                                                                                                            • The National Trust
                                                                                                                • Figure 21: Financial performance of The National Trust, 2006-10
                                                                                                                • Figure 22: Breakdown of total income for The National Trust, 2009-10
                                                                                                                • Figure 23: Breakdown of the income of The National Trust (Enterprises), 2009-10
                                                                                                              • National Trust for Scotland
                                                                                                                  • Figure 24: Financial performance of National Trust for Scotland, 2007-10
                                                                                                                  • Figure 25: Breakdown of total incoming resources for National Trust for Scotland, 2009-10
                                                                                                                  • Figure 26: Breakdown of commercial activities for National Trust for Scotland, 2009-10
                                                                                                                • English Heritage
                                                                                                                    • Figure 27: English Heritage visitor statistics, 2009-10
                                                                                                                    • Figure 28: English Heritage, background of visitors, 2009-10
                                                                                                                    • Figure 29: Financial performance of English Heritage, 2006-10
                                                                                                                    • Figure 30: Breakdown of total incoming resources of English Heritage, 2009-10
                                                                                                                    • Figure 31: Breakdown of earned income of English Heritage, 2009-10
                                                                                                                  • Historic Houses Association
                                                                                                                      • Figure 32: Trends in numbers of Historic Houses Association members by type, 2008-10
                                                                                                                      • Figure 33: Financial performance of Historic Houses Association, 2005-10
                                                                                                                      • Figure 34: Breakdown of total incoming resources for Historic Houses Association, 2008-10
                                                                                                                    • Historic Royal Palaces
                                                                                                                        • Figure 35: Historic Royal Palaces visitor statistics, 2009-10
                                                                                                                        • Figure 36: Financial performance of Historical Royal Palaces, 2006-10
                                                                                                                        • Figure 37: Breakdown of total incoming resources of Historic Royal Palaces, 2009-10
                                                                                                                      • Historic Scotland
                                                                                                                          • Figure 38: Historic Scotland visitor statistics, 2009-10
                                                                                                                          • Figure 39: Financial performance of Historic Scotland, 2005-10
                                                                                                                          • Figure 40: Breakdown of total incoming resources for Historic Scotland, 2008-10
                                                                                                                          • Figure 41: Historic Scotland income generated by business area, 2009-10
                                                                                                                        • Cadw
                                                                                                                          • Northern Ireland Environment Agency
                                                                                                                              • Figure 42: Financial performance of NIEA, 2006-10
                                                                                                                              • Figure 43: Breakdown of total incoming resources for NIEA, 2009-2010
                                                                                                                              • Figure 44: Breakdown of trading income for NIEA, 2009-10
                                                                                                                            • St. Paul’s Cathedral
                                                                                                                                • Figure 45: Financial performance of St Paul’s Cathedral, 2005-09
                                                                                                                                • Figure 46: Breakdown of total incoming resources for St Paul’s Cathedral, 2008-09
                                                                                                                              • The Tate
                                                                                                                                  • Figure 47: The Tate visitor statistics, 2009-10
                                                                                                                                  • Figure 48: Financial performance of The Tate, 2006-10
                                                                                                                                  • Figure 49: Income breakdown for The Tate, 2008-09
                                                                                                                              • Brand Communication and Promotion

                                                                                                                                • Key points
                                                                                                                                  • Figure 50: Top advertising spend by major UK heritage bodies, 2005-10
                                                                                                                                • National Trust refreshes, rebrands and repositions
                                                                                                                                  • ‘Time well spent’ in 2009
                                                                                                                                    • The National Trust magazine for members
                                                                                                                                      • Bonus time in 2010
                                                                                                                                        • ‘For Ever, For Everyone’
                                                                                                                                          • 2011 aims to bring new audiences, new communities and new sections of society to the Trust
                                                                                                                                            • English Heritage’s 2009 summer season of events
                                                                                                                                              • New marketing campaign for Cadw
                                                                                                                                                • Historic Royal Palaces celebrate Henry VIII’s 500th anniversary with a bang
                                                                                                                                                  • Historic Scotland
                                                                                                                                                    • ‘Make your own History’
                                                                                                                                                      • VisitScotland
                                                                                                                                                        • VisitBritain joint marketing campaign with British Airways
                                                                                                                                                          • NIEA promotes ‘Wonderful’ Northern Ireland
                                                                                                                                                          • What Types of Attraction Do People Visit?

                                                                                                                                                            • Key points
                                                                                                                                                                • Figure 51: Types of historic and cultural attraction visited in the past 12 months, August 2010
                                                                                                                                                              • Who are the domestic visitors?
                                                                                                                                                                • Figure 52: Types of historic and cultural attraction visited in past 12 months, by above-average demographics, August 2010
                                                                                                                                                                • Figure 53: Types of historic and cultural attraction visited in past 12 months, according to lifestage, % point +/- average agreement, August 2010
                                                                                                                                                              • Enthusiasm for different types of historic and cultural attractions
                                                                                                                                                                • Figure 54: Repertoire of types of historic and cultural attraction visited in past 12 months, August 2010
                                                                                                                                                              • Targeting lapsed and non-visitors
                                                                                                                                                                • Figure 55: Breakdown of demographic pattern of lapsed and non-visitors, showing top ten demographics, % point +/- average agreement, August 2010
                                                                                                                                                            • Sources of Information for Visits

                                                                                                                                                              • Key points
                                                                                                                                                                • The importance of having an online presence
                                                                                                                                                                  • Figure 56: Sources of information for visits to historic or cultural attractions, August 2010
                                                                                                                                                                • Targeting specific consumer groups
                                                                                                                                                                    • Figure 57: Sources of information for visits to historic or cultural attractions, by socio-economic group and lifestage combined, August 2010
                                                                                                                                                                  • Sphere of influence
                                                                                                                                                                    • Figure 58: Repertoire of sources of information for visits to historic or cultural attractions, August 2010
                                                                                                                                                                  • Relatively few sources of info
                                                                                                                                                                  • What Encourages Consumers to Visit Historic and Cultural attractions?

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Motivating consumers to visit historic and cultural attractions
                                                                                                                                                                          • Figure 59: Attitudes towards historic and cultural visitor attractions, August 2010
                                                                                                                                                                        • It’s now or never
                                                                                                                                                                          • A day out for the family
                                                                                                                                                                            • Educational slant
                                                                                                                                                                              • Members mean numbers
                                                                                                                                                                                  • Figure 60: Agreement with the statement 'I am a member of heritage organisation (eg National Trust/English Heritage)' by type of historic and cultural attraction visited in the past 12 months, August 2010
                                                                                                                                                                                • Impact of recession and personal cutbacks on historic and cultural visits
                                                                                                                                                                                • Targeting Opportunities

                                                                                                                                                                                    • Figure 61: Attitudes towards historic and cultural visitor attractions, August 2010
                                                                                                                                                                                  • Entertain-Us
                                                                                                                                                                                    • Who are they?
                                                                                                                                                                                      • Understanding Entertain-Us
                                                                                                                                                                                        • Targeting Entertain-Us
                                                                                                                                                                                          • Cost and Culture-Conscious
                                                                                                                                                                                            • Who are they?
                                                                                                                                                                                              • Understanding Cost and Culture-Conscious
                                                                                                                                                                                                • Targeting Cost and Culture-Conscious
                                                                                                                                                                                                  • Less Interested
                                                                                                                                                                                                    • Who are they?
                                                                                                                                                                                                      • Understanding Less Interested
                                                                                                                                                                                                        • Targeting Less Interested
                                                                                                                                                                                                          • Culture Enthusiasts
                                                                                                                                                                                                            • Who are they?
                                                                                                                                                                                                              • Understanding Culture Enthusiasts
                                                                                                                                                                                                                • Targeting Culture Enthusiasts
                                                                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                                                                    • Figure 62: Domestic and overseas holiday volume, 2005-10
                                                                                                                                                                                                                    • Figure 63: Visits by overseas residents to the UK (all purposes), by origin, 2005-09
                                                                                                                                                                                                                    • Figure 64: Sterling exchange rates, 2005-09
                                                                                                                                                                                                                • Appendix – Broader Market Environment

                                                                                                                                                                                                                    • Figure 65: Trends in the age structure of the UK population, by gender, 2005-15
                                                                                                                                                                                                                    • Figure 66: Forecast adult population trends, by socio-economic group, 2005-15
                                                                                                                                                                                                                    • Figure 67: Forecast adult population trends, by lifestage, 2005-15
                                                                                                                                                                                                                    • Figure 68: Employment and unemployment, by gender, 2005-15
                                                                                                                                                                                                                    • Figure 69: GFK NOP Consumer Confidence Index, January 1988-September 2010
                                                                                                                                                                                                                    • Figure 70: Penetration of digital and mobile communications, April 2010
                                                                                                                                                                                                                    • Figure 71: UK average petrol prices at garages and supermarkets, 2009-10
                                                                                                                                                                                                                    • Figure 72: Spending intentions towards leisure activities in coming year, March 2010
                                                                                                                                                                                                                • Appendix – Competitive Context

                                                                                                                                                                                                                    • Figure 73: Consumer expenditure on selected leisure goods and activities, 2006-10 (est)
                                                                                                                                                                                                                    • Figure 74: Exhibitions, outings and music festivals, 2007-10
                                                                                                                                                                                                                • Appendix – Market Segmentation

                                                                                                                                                                                                                    • Figure 75: Visits to historical and cultural attractions, by region, 2009
                                                                                                                                                                                                                • Appendix – Brand Communications

                                                                                                                                                                                                                    • Figure 76: Advertising spend by media type by major UK heritage bodies, 2009
                                                                                                                                                                                                                • Appendix – What Types of Attraction Do People Visit?

                                                                                                                                                                                                                    • Figure 77: Types of historic and cultural attraction visited in past 12 months, by most popular types of historic and cultural attraction visited in past 12 months, August 2010
                                                                                                                                                                                                                    • Figure 78: Types of historic and cultural attraction visited in past 12 months by next most popular types of historic and cultural attraction visited in past 12 months, August 2010
                                                                                                                                                                                                                    • Figure 79: Types of historic and cultural attraction visited in past 12 months, by repertoire of types of historic and cultural attraction visited in past 12 months, August 2010
                                                                                                                                                                                                                    • Figure 80: Most popular types of historic and cultural attraction visited in past 12 months, by demographics, August 2010
                                                                                                                                                                                                                    • Figure 81: Next most popular types of historic and cultural attraction visited in past 12 months, by demographics, August 2010
                                                                                                                                                                                                                    • Figure 82: Repertoire of types of historic and cultural attraction visited in past 12 months, by demographics, August 2010
                                                                                                                                                                                                                • Appendix – Sources of Information for Visits

                                                                                                                                                                                                                    • Figure 83: Sources of information for visits to historic or cultural attractions by most popular types of historic and cultural attraction visited in past 12 months, August 2010
                                                                                                                                                                                                                    • Figure 84: Sources of information for visits to historic or cultural attractions, by next most popular types of historic and cultural attraction visited in past 12 months, August 2010
                                                                                                                                                                                                                    • Figure 85: Sources of information for visits to historic or cultural attractions, by most popular sources of information for visits to historic or cultural attractions, August 2010
                                                                                                                                                                                                                    • Figure 86: Sources of information for visits to historic or cultural attractions, by next most popular sources of information for visits to historic or cultural attractions, August 2010
                                                                                                                                                                                                                    • Figure 87: Sources of information for visits to historic or cultural attractions, by repertoire of sources of information for visits to historic or cultural attractions, August 2010
                                                                                                                                                                                                                    • Figure 88: Most popular sources of information for visits to historic or cultural attractions, by demographics, August 2010
                                                                                                                                                                                                                    • Figure 89: Next most popular sources of information for visits to historic or cultural attractions, by demographics, August 2010
                                                                                                                                                                                                                    • Figure 90: Repertoire of sources of information for visits to historic or cultural attractions, by demographics, August 2010
                                                                                                                                                                                                                • Appendix – What Influences Visitors?

                                                                                                                                                                                                                    • Figure 91: Attitudes towards historic and cultural visitor attractions, by most popular types of historic and cultural attraction visited in past 12 months, August 2010
                                                                                                                                                                                                                    • Figure 92: Attitudes towards historic and cultural visitor attractions, by next most popular types of historic and cultural attraction visited in past 12 months, August 2010
                                                                                                                                                                                                                    • Figure 93: Attitudes towards historic and cultural visitor attractions, by most popular sources of information for visits to historic or cultural attractions, August 2010
                                                                                                                                                                                                                    • Figure 94: Attitudes towards historic and cultural visitor attractions, by next most popular sources of information for visits to historic or cultural attractions, August 2010
                                                                                                                                                                                                                    • Figure 95: Attitudes towards historic and cultural visitor attractions, by most popular attitudes towards historic and cultural visitor attractions, August 2010
                                                                                                                                                                                                                    • Figure 96: Attitudes towards historic and cultural visitor attractions, by next most popular attitudes towards historic and cultural visitor attractions, August 2010
                                                                                                                                                                                                                    • Figure 97: Most popular attitudes towards historic and cultural visitor attractions, by demographics, August 2010
                                                                                                                                                                                                                    • Figure 98: Next most popular attitudes towards historic and cultural visitor attractions, by demographics, August 2010
                                                                                                                                                                                                                • Appendix – Targeting Opportunities

                                                                                                                                                                                                                    • Figure 99: Attitudes towards historic and cultural visitor attractions, by target groups, August 2010
                                                                                                                                                                                                                    • Figure 100: Types of historic and cultural attraction visited in past 12 months, by target groups, August 2010
                                                                                                                                                                                                                    • Figure 101: Target groups, by demographics, August 2010

                                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                                • Arts Council England
                                                                                                                                                                                                                • British Airways Plc
                                                                                                                                                                                                                • British Market Research Bureau (BMRB)
                                                                                                                                                                                                                • Chester Zoo
                                                                                                                                                                                                                • Dunkin' Brands
                                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                                • Gambling Commission
                                                                                                                                                                                                                • Gfk NOP
                                                                                                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                                                                                                • Heritage Lottery Fund
                                                                                                                                                                                                                • Historic Houses Association
                                                                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                                                                • Kantar Media
                                                                                                                                                                                                                • LA Fitness PLC
                                                                                                                                                                                                                • Marks & Spencer
                                                                                                                                                                                                                • National Portrait Gallery
                                                                                                                                                                                                                • National Trust for Scotland
                                                                                                                                                                                                                • Northern Ireland Tourist Board,
                                                                                                                                                                                                                • The British Museum
                                                                                                                                                                                                                • United Nations Educational, Scientific and Cultural Organization
                                                                                                                                                                                                                • Victoria and Albert Museum
                                                                                                                                                                                                                • VisitBritain
                                                                                                                                                                                                                • VisitScotland
                                                                                                                                                                                                                • Waitrose
                                                                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                                                                Historic and Cultural Visitor Attractions - UK - November 2010

                                                                                                                                                                                                                £1,995.00 (Excl.Tax)