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Visitor Attractions - UK - December 2013

“Multi-user touch tables and touch screens are increasingly being used by attractions to increase engagement now that consumers have become familiar with the concept of manipulating content on a touch screen to zoom in, zoom out or move it around.”

– Michael Oliver, Senior Leisure and Media Analyst

Some questions answered in this report include:

  • Where can attraction operators develop new revenue streams?
  • How can operators increase engagement among visitors?
  • What opportunities lie in consumers’ increasing desire for personalisation?
  • How can operators make the UK weather work for them?

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Table of contents

  1. Introduction

      • Definitions
        • Market sizing methodology
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Trends in visits to UK visitor attractions, 2008-18
              • Market drivers
                • Figure 2: Trends in numbers of domestic* vs overseas holiday trips taken, 2008-12
              • Companies, brands and innovation
                • Figure 3: Leading attraction operators and organisations, by visitor numbers, 2012
              • The consumer
                • Two thirds have visited an attraction in the past year
                  • Figure 4: Types of attraction visited in past 12 months, October 2013
                • Two in five look for deals before deciding where to visit
                  • Figure 5: Attitudes towards visitor attractions, October 2013
                • People prepared to travel from afar to visit a theme park
                  • Figure 6: Theme park catchment areas, October 2013
                • Altruism Towers?
                  • Figure 7: Attitudes towards theme parks, October 2013
                • What we think
                • Issues in the Market

                    • Where can attraction operators develop new revenue streams?
                      • How can operators increase engagement among visitors?
                        • What opportunities lie in consumers’ increasing desire for personalisation?
                          • How can operators make the UK weather work for them?
                          • Trend Application

                              • Trend: Make it Mine
                                • Trend: Edutainment
                                  • Mintel Futures: East Meets West
                                  • Market Drivers

                                    • Key points
                                      • Small decrease in UK domestic tourism
                                        • Figure 8: Trends in numbers of domestic* vs overseas holiday trips taken, 2008-12
                                      • Overall number of visits to the UK continue to increase
                                        • Figure 9: Number of visits to the UK by overseas residents, by purpose of visit, 2008 - 2012
                                      • Beneficial exchange rate of Sterling against euro and Dollar
                                        • Figure 10: Sterling exchange rates, January 2008-October 2013
                                        • Figure 11: Trends in numbers of overseas holiday visitors to the UK, by area of residence, 2008-12
                                      • Strong year for Northern Ireland’s international tourism
                                        • Figure 12: Holiday visits to the UK, by region, 2011 and 2012
                                      • Interest in Edinburgh declines as Glasgow appeal grows
                                        • Figure 13: Top ten holiday destinations for overseas visitors to the UK, 2011 and 2012
                                      • New visa policy may see increase in tourists from China
                                        • Heritage attractions prove most popular with overseas tourists
                                          • Figure 14: UK attractions, by country, October 2013
                                        • 2012 proved to be wettest summer in 100 years
                                          • Figure 15: UK rainfall trends, 2007-12
                                        • Recent fuel price fluctuations could affect holiday planning
                                          • Figure 16: UK average petrol prices, January 2010-November 2013
                                        • Further cuts to arts and culture funding
                                          • Unequal distribution of culture funding
                                            • Hospitality and tourism receive 12% funding cut
                                              • UK economy showing signs of recovery
                                                • Figure 17: Trends in UK GDP, by quarter, Q1 2008-Q2 2013
                                              • Incomes continue to be squeezed
                                                • Figure 18: Trends in inflation and average weekly earnings, January 2008-October 2013
                                              • Growth in mobile device ownership creates opportunities for growth
                                                • Figure 19: Trends in device ownership levels, September 2012-September 2013
                                            • Who’s Innovating?

                                              • Key points
                                                • Technology continues to open up possibilities
                                                  • Apple iBeacon
                                                    • Touch tables and screens
                                                      • VR and mid-air gestures also have potential
                                                        • New attractions and exhibits
                                                          • Rose revived
                                                            • Zoo goes all exotic
                                                              • Tate Britain revitalised
                                                                • New exhibition for Natural History Museum
                                                                  • Snow joke
                                                                    • Making attractions into multi-use venues
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Visits bounce back after lacklustre 2012
                                                                          • Figure 20: Trends in visits to UK visitor attractions, 2008-18
                                                                        • Forecast
                                                                          • Figure 21: Forecasts visits to UK attractions, 2008-18
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Growth for all, but Northern Ireland stars
                                                                            • Figure 22: Trends in visits* to UK visitor attractions, by country 2008-12
                                                                          • Historic properties and gardens see strongest growth
                                                                            • Figure 23: Trends in visits to visitor attractions in England, by segment* 2008-12
                                                                          • Free vs paid
                                                                            • Domestic vs overseas
                                                                            • Market Share

                                                                              • Key points
                                                                                • National Trust attracts most visitors
                                                                                  • Figure 24: Leading attraction operators and organisations, by visitor numbers, 2012
                                                                                • London leads the way with paid attraction visits
                                                                                  • Figure 25: Top ten* pay-for-entry attractions in England, by visitor numbers, 2011-12
                                                                                • Capital’s museums dominate free visits
                                                                                  • Figure 26: Top ten free visitor attractions in England, by visitor numbers, 2011-12
                                                                                • Merlin heads theme parks market
                                                                                  • Figure 27: Turnover of leading UK theme parks, 2010-12
                                                                                  • Figure 28: Visitor numbers for leading UK theme parks, 2010-12
                                                                              • Visitor Attraction Operators and Organisations

                                                                                • English Heritage
                                                                                    • Figure 29: English Heritage visitor statistics, 2009-13
                                                                                    • Figure 30: Top five English Heritage pay-for-entry sites, by annual visitors, 2010-2012
                                                                                    • Figure 31: Financial performance of English Heritage, 2008-12
                                                                                    • Figure 32: Breakdown of total incoming resources of English Heritage, 2011-12
                                                                                    • Figure 33: Breakdown of earned income of English Heritage, 2011-12
                                                                                  • Historic Royal Palaces
                                                                                      • Figure 34: Historic Royal Palaces visitor statistics, 2011-13 (rolling year to end of March)
                                                                                      • Figure 35: Financial performance of Historic Royal Palaces, 2009-13
                                                                                      • Figure 36: Breakdown of total incoming resources of Historic Royal Palaces, 2012-13
                                                                                    • Merlin Entertainments
                                                                                        • Figure 37: Merlin Entertainments global site numbers, by division, 2010-12
                                                                                        • Figure 38: Merlin Entertainments total global visitors, by division, 2010-12
                                                                                        • Figure 39: Key financial highlights of Merlin Entertainments, 2011-12
                                                                                      • The National Trust
                                                                                          • Figure 40: Trends in visitors at National Trust pay-for-entry properties, 2008/13 (to end of February)
                                                                                          • Figure 41: Top ten National Trust sites, by annual visits, 2012-13
                                                                                          • Figure 42: Financial performance of the National Trust, 2009-13
                                                                                          • Figure 43: Breakdown of total income for the National Trust, 2012-13
                                                                                          • Figure 44: Breakdown of the income of the National Trust (Enterprises), 2012-13
                                                                                        • The National Trust for Scotland
                                                                                            • Figure 45: Trends in members and visitors at National Trust for Scotland sites, 2010-13
                                                                                            • Figure 46: Financial performance of the National Trust for Scotland, 2008-12
                                                                                            • Figure 47: Breakdown of total incoming resources for the National Trust for Scotland, 2012-13
                                                                                            • Figure 48: Breakdown of turnover, by commercial activities for the National Trust for Scotland, 2012-13
                                                                                          • Tate
                                                                                              • Figure 49: The Tate visitor statistics, 2010-13 (rolling year to 31 March 2013)
                                                                                              • Figure 50: Financial performance of Tate, 2009-13
                                                                                              • Figure 51: Self-generated income breakdown for Tate, 2011-12
                                                                                          • Brand Communication and Promotion

                                                                                            • Key points
                                                                                              • Merlin Entertainment and Warner Bros leading UK attraction advertisers
                                                                                                • Figure 52: Media advertising spend, by leading UK visitor attraction operators and organisations, 2009-12
                                                                                              • TV most common media type among UK attractions
                                                                                                • Figure 53: Types of media used by leading UK visitor attraction operators and organisations, 2012
                                                                                              • Cultural attractions draw large Twitter following
                                                                                                • Figure 54: Facebook likes and Twitter followers of leading UK visitor attraction operators and organisations
                                                                                            • The Consumer – Types of Attraction Visited

                                                                                              • Key points
                                                                                                • Two thirds have visited an attraction in the past year
                                                                                                  • Figure 55: Types of attraction visited in past 12 months, October 2013
                                                                                              • The Consumer – Attitudes towards Visitor Attractions

                                                                                                • Key points
                                                                                                  • Two in five look for deals before deciding where to visit
                                                                                                    • Figure 56: Attitudes towards visitor attractions, October 2013
                                                                                                • The Consumer – Theme Park Catchment Areas

                                                                                                  • Key points
                                                                                                    • People prepared to travel from afar to visit a theme park
                                                                                                      • Figure 57: Theme park catchment areas, October 2013
                                                                                                    • Theme park visitors happy to travel further
                                                                                                      • Figure 58: Theme park catchment areas, by types of attraction visited in past 12 months, October 2013
                                                                                                  • The Consumer – Attitudes towards Theme Parks

                                                                                                    • Key points
                                                                                                      • Altruism Towers?
                                                                                                        • Figure 59: Attitudes towards theme parks, October 2013
                                                                                                      • Theme park visitors like certainty
                                                                                                        • Figure 60: Attitudes towards theme parks, by types of attraction visited in past 12 months, October 2013
                                                                                                    • Appendix – Market Size Forecast Scenarios

                                                                                                        • Figure 61: Trend in visits to UK visitor attractions, market size forecast scenarios, 2013-18
                                                                                                    • Appendix – The Consumer – Types of Attraction Visited

                                                                                                        • Figure 62: Most popular types of attraction visited in past 12 months, by demographics, October 2013
                                                                                                        • Figure 63: Next most popular types of attraction visited in past 12 months, by demographics, October 2013
                                                                                                        • Figure 64: Other types of attraction visited in past 12 months, by demographics, October 2013
                                                                                                        • Figure 65: Types of attraction visited in past 12 months, by most popular types of attraction visited in past 12 months, October 2013
                                                                                                        • Figure 66: Types of attraction visited in past 12 months, by next most popular types of attraction visited in past 12 months, October 2013
                                                                                                    • Appendix – The Consumer – Attitudes towards Visitor Attractions

                                                                                                        • Figure 67: Most popular attitudes towards visitor attractions, by demographics, October 2013
                                                                                                        • Figure 68: Next most popular attitudes towards visitor attractions, by demographics, October 2013
                                                                                                        • Figure 69: Attitudes towards visitor attractions, by types of attraction visited in past 12 months, October 2013
                                                                                                        • Figure 70: Attitudes towards visitor attractions, by types of attraction visited in past 12 months, October 2013
                                                                                                    • Appendix – The Consumer – Theme Park Catchment Areas

                                                                                                        • Figure 71: Most popular theme park catchment areas, by demographics, October 2013
                                                                                                        • Figure 72: Next most popular theme park catchment areas, by demographics, October 2013
                                                                                                    • Appendix – The Consumer – Attitudes towards Theme Parks

                                                                                                        • Figure 73: Most popular attitudes towards theme parks, by demographics, October 2013
                                                                                                        • Figure 74: Next most popular attitudes towards theme parks, by demographics, October 2013
                                                                                                        • Figure 75: Attitudes towards theme parks, by most popular theme park catchment areas, October 2013
                                                                                                        • Figure 76: Attitudes towards theme parks, by next most popular theme park catchment areas, October 2013

                                                                                                    Companies Covered

                                                                                                    To learn more about the companies covered in this report please contact us.

                                                                                                    Visitor Attractions - UK - December 2013

                                                                                                    £1,995.00 (Excl.Tax)