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Visitor Attractions - UK - December 2014

“Technological advances are providing the opportunity for attractions to innovate in terms of the experience they can offer. They are able to create far more sensory and immersive experiences that will further blur the lines between fun and learning”.
– Rebecca McGrath, Research Analyst

This report looks at the following issues:

  • Making museums more immersive 
  • How attractions can use mobile platforms 
  • Special exhibitions drive attendance 

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • 2014 another good year for visitor attractions
                • Figure 1: Forecast visits to UK attractions, 2009-19
              • Market factors
                • Domestic tourism falls slightly in 2013
                  • Figure 2: Trends in number of domestic* vs overseas holiday trips taken, 2009-13
                • Boost in London tourism
                  • London to receive almost half ACE funding
                    • Budget cuts impacting museums
                      • Companies, brands and innovation
                        • National Trust leads the way
                          • Figure 3: Leading attractions operators and organisations, by visitor numbers, 2013
                        • British Museum explores 3D printing
                          • Tate Britain introduces Robot guides
                            • London’s Mail Rail to be transformed into tourist attraction
                              • Bristol becomes first ‘Beacon city’ in the UK
                                • The consumer
                                  • Around two thirds have visited an attraction
                                    • Figure 4: Attractions visited in the last 12 months, October 2014
                                  • Almost half went to an attraction without booking
                                    • Figure 5: Attractions visiting behaviour, October 2014
                                  • Almost a third feel cost prevents them visiting attractions
                                    • Figure 6: Attitudes towards visitor attractions, October 2014
                                  • A third are more likely to visit when special exhibitions are on
                                    • Figure 7: Attitudes towards museums and art galleries, October 2014
                                  • What we think
                                  • Issues and Insights

                                      • Making museums more immersive
                                        • The facts
                                          • The implications
                                            • How attractions can use mobile platforms
                                              • The facts
                                                • The implications
                                                  • Special exhibitions drive attendance
                                                    • The facts
                                                      • The Implications
                                                      • Trend Application

                                                          • Trend: Sense of the Intense
                                                            • Trend: FSTR HYPR
                                                              • Mintel Futures: Access Anything, Anywhere
                                                              • Market Drivers

                                                                • Key points
                                                                  • Domestic tourism falls slightly in 2013
                                                                    • Figure 8: Trends in numbers of domestic* vs overseas holiday trips taken, 2009-13
                                                                  • Increase in all types of trips to the UK
                                                                    • Figure 9: Number of visits to the UK by overseas residents, by purpose of visit, 2009-13
                                                                  • Holiday trips increase across UK
                                                                    • Figure 10: Holiday visits to the UK, by region, 2012 and 2013
                                                                  • Boost in London tourism
                                                                    • Figure 11: Top 10 holiday destinations for overseas visitors to the UK, 2012 and 2013
                                                                  • London to receive almost half ACE funding
                                                                    • Budget cuts impacting museums
                                                                      • Dry 2013 following second wettest year on record
                                                                        • Figure 12: UK rainfall and sunshine, 2009-13
                                                                      • Museums tackle copyright law
                                                                        • Virtual reality coming to the fore
                                                                          • UK Visa rules relaxed for Chinese tourists
                                                                          • Who's Innovating?

                                                                            • Key points
                                                                              • 3D scanning creates opportunities
                                                                                • Tate Britain introduces Robot guides
                                                                                  • British Museum explores online uses
                                                                                    • Google Glass to change how artwork is viewed
                                                                                      • First submarine dive trail opened
                                                                                        • London’s Mail Rail to be transformed into tourist attraction
                                                                                          • Bristol becomes first ‘Beacon city’ in the UK
                                                                                          • Market Size and Forecast

                                                                                            • Key points
                                                                                              • 2014 another good year for visitor attractions
                                                                                                • Figure 13: Trends in visits to UK visitor attractions, 2009-19
                                                                                              • Forecast
                                                                                                • Figure 14: Forecast visits to UK attractions, 2009-19
                                                                                              • Forecast methodology
                                                                                              • Segment Performance

                                                                                                • Key points
                                                                                                  • Great year for English attractions following 2012 dip
                                                                                                    • Figure 15: Trends in visits* to UK visitor attractions, by country 2009-13
                                                                                                  • Museums, art galleries and historic properties see most growth
                                                                                                    • Figure 16: Trends in visitor attractions in England, by segment*, 2009-13
                                                                                                  • Increase in attraction visits driven by paid attractions
                                                                                                    • Both overseas and domestic visitors up
                                                                                                      • Outdoor attractions benefit from good summer weather
                                                                                                      • Market Share

                                                                                                        • Key points
                                                                                                          • National Trust leads the way
                                                                                                            • Figure 17: Leading attraction operators and organisations, by visitor numbers, 2013
                                                                                                            • Figure 18: Top 10 paid-for-entry attractions in England, by visitor numbers, 2012-13
                                                                                                            • Figure 19: Top 10 free visitor attractions in England, by visitor numbers, 2012-13
                                                                                                          • Theme parks bounce back
                                                                                                            • Figure 20: Visitor numbers for leading UK theme parks, 2010-13
                                                                                                        • Visitor Attraction Operators and Organisations

                                                                                                            • English Heritage
                                                                                                              • Background
                                                                                                                • Visitors
                                                                                                                  • Figure 21: English Heritage visitor statistics, 2010-14
                                                                                                                  • Figure 22: Top five English Heritage pay-for-entry sites, by annual visitors, 2010-13
                                                                                                                • Financial performance
                                                                                                                  • Figure 23: Financial performance of English Heritage, 2010-14
                                                                                                                  • Figure 24: Breakdown of earned income of English Heritage, 2013-14
                                                                                                                • Recent activity
                                                                                                                  • Historic Royal Palaces
                                                                                                                    • Background
                                                                                                                      • Visitors
                                                                                                                        • Figure 25: Historic Royal Palaces visitor statistics, 2012-14 (year to end of March)
                                                                                                                      • Financial performance
                                                                                                                        • Figure 26: Financial performance of Historic Royal Palaces, 2010-14
                                                                                                                      • Recent activity
                                                                                                                        • Merlin Entertainments
                                                                                                                          • Background
                                                                                                                            • Attractions
                                                                                                                              • Figure 27: Merlin Entertainments global site numbers, by division, December, 2011-13
                                                                                                                            • Visitors
                                                                                                                              • Figure 28: Merlin Entertainments total global visitors, by division, 2011-13
                                                                                                                            • Financial performance
                                                                                                                              • Figure 29: Key financial highlights of Merlin Entertainments, 2012 and 2013
                                                                                                                            • Recent activity
                                                                                                                              • The National Trust
                                                                                                                                • Background
                                                                                                                                  • Visitors
                                                                                                                                    • Figure 30: Top 10 National Trust sites, by annual visits, 2013-14
                                                                                                                                  • Financial performance
                                                                                                                                    • Figure 31: Financial performance of the National Trust, 2010-14
                                                                                                                                  • Recent activity
                                                                                                                                    • The National Trust for Scotland
                                                                                                                                      • Background
                                                                                                                                        • Visitors
                                                                                                                                          • Figure 32: Trends in members and visitors at National Trust for Scotland sites, 2011-14
                                                                                                                                        • Financial performance
                                                                                                                                          • Figure 33: Financial performance of the National Trust for Scotland, 2010-14
                                                                                                                                        • Recent activity
                                                                                                                                          • Tate
                                                                                                                                            • Background
                                                                                                                                              • Visitors
                                                                                                                                                • Figure 34: The Tate visitor statistics, 2011-14 (year to 31 March)
                                                                                                                                              • Financial performance
                                                                                                                                                • Figure 35: Financial performance of Tate, 2010-14
                                                                                                                                              • Recent activity
                                                                                                                                              • Brand Communication and Promotion

                                                                                                                                                • Key points
                                                                                                                                                  • Merlin boosts ad spend
                                                                                                                                                    • Figure 36: Media advertising spend, by leading UK visitor operators and organisations, 2010-13
                                                                                                                                                  • Tate leads the way on Twitter
                                                                                                                                                    • Figure 37: Facebook likes and Twitter followers of leading UK visitor attraction operators and organisations, November 2014
                                                                                                                                                • The Consumer –Attractions Visited

                                                                                                                                                  • Key points
                                                                                                                                                    • Around two thirds have visited an attraction
                                                                                                                                                      • Figure 38: Attractions visited in the last 12 months, October 2014
                                                                                                                                                  • The Consumer – Visitor Attractions Behaviour

                                                                                                                                                    • Key points
                                                                                                                                                      • Almost half went to an attraction without booking
                                                                                                                                                        • Figure 39: Visitor attractions behaviour, October 2014
                                                                                                                                                      • Majority buy snacks and drinks at an attraction
                                                                                                                                                        • Couples more inclined to buy souvenirs
                                                                                                                                                          • 16-24s most likely to use public transport
                                                                                                                                                            • And vast majority use a car to travel to monument and visitor centre
                                                                                                                                                            • The Consumer – Attitudes towards Visitor Attractions

                                                                                                                                                              • Key points
                                                                                                                                                                • Almost a third feel cost prevents them visiting attractions
                                                                                                                                                                  • Figure 40: Attitudes towards visitor attractions, October 2014
                                                                                                                                                                • Theme park goers want more affordable options
                                                                                                                                                                  • Older generations drawn to attractions with learning/educational elements
                                                                                                                                                                    • Figure 41: Preference for attractions with element of learning/education, by age, October 2014
                                                                                                                                                                • The Consumer – Attitudes towards Museums and Art Galleries

                                                                                                                                                                  • Key points
                                                                                                                                                                    • A third are more likely to visit when special exhibitions are on
                                                                                                                                                                      • Figure 42: Attitudes towards museums and art galleries, October 2014
                                                                                                                                                                    • ABs more likely to incorporate museum/galleries into holidays
                                                                                                                                                                      • 45-64s interested in watching tours of exhibitions at cinema
                                                                                                                                                                        • Parents most interested in alerts to let them know it is less busy

                                                                                                                                                                        Companies Covered

                                                                                                                                                                        • Alton Towers
                                                                                                                                                                        • Chessington World of Adventures
                                                                                                                                                                        • Coca-Cola Enterprises Ltd
                                                                                                                                                                        • Department for Culture Media and Sport
                                                                                                                                                                        • DreamWorks Animation SKG Inc.
                                                                                                                                                                        • Heritage Lottery Fund
                                                                                                                                                                        • Historic Royal Palaces
                                                                                                                                                                        • LEGO Company
                                                                                                                                                                        • LEGOLAND Windsor Park Ltd
                                                                                                                                                                        • Merlin Entertainments Group Limited
                                                                                                                                                                        • National Trust (Enterprises) Ltd
                                                                                                                                                                        • Royal Botanic Gardens, Kew
                                                                                                                                                                        • Tate Britain
                                                                                                                                                                        • Tate Modern
                                                                                                                                                                        • The Tate
                                                                                                                                                                        • Thorpe Park

                                                                                                                                                                        Visitor Attractions - UK - December 2014

                                                                                                                                                                        £1,995.00 (Excl.Tax)