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Visitor Attractions - UK - December 2015

“Britain is developing an event-driven culture where high-profile, time-limited and heavily marketed blockbuster exhibitions and must-see attractions play an increasingly important role, and digital media contributes to a sense of FOMO (Fear Of Missing Out) as a key driver of visitor behaviour.”
– John Worthington, Senior Analyst

This report discusses the following key topics:

  • New technology offers opportunities to engage people at a deeper level, throughout the whole ‘visitor journey’
  • Cultural and historical attractions can position themselves as deliverers of learning

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this report
      • Executive Summary

          • Steady growth curve continues
            • Figure 1: Forecast of trends in visits to UK visitor attractions, 2010-20
          • Wildlife attractions, garden and historical properties show biggest five-year growth…
            • …but more woe for theme park sector after improvement in 2014
              • Figure 2: Trends in visitor attraction visits in England, by segment, 2010-14
            • Edutainment, virtual reality and Beacon technology are key innovations
              • Two thirds of adults visit attractions
                • Figure 3: Types of attraction visited in the past 12 months, September 2015
              • Overnight tourism is lower-volume but higher-value segment
                • Figure 4: Types of occasion on which attractions have been visited in the past 12 months, September 2015
              • One in four visitors are Attraction Enthusiasts
                • Figure 5: How often attractions have been visited in the past 12 months, September 2015
              • Older visitors use membership
                • Figure 6: Visitor attraction behaviour, September 2015
              • Scope for developing late nights and sleepovers
                • Figure 7: Preferences and interests when visiting historical and cultural attractions, September 2015
              • What we think
              • Issues and Insights

                • New technology offers opportunities to engage people at a deeper level, throughout the whole ‘visitor journey’
                  • The facts
                    • The implications
                      • Cultural and historical attractions can position themselves as deliverers of learning
                        • The facts
                          • The implications
                          • The Market – What You Need to Know

                            • UK attraction market continues to see steady growth
                              • Inbound visitor growth trend may be coming to a halt
                                • Overseas revival could threaten domestic tourism market
                                  • UK macroeconomic factors look positive for core domestic day trips
                                    • Wildlife/nature attractions have seen highest five-year growth
                                      • Theme park recovery disrupted by Alton Towers crash
                                        • Risk of two-tier museum and galleries sector
                                          • New funding models
                                          • Market Size and Forecast

                                            • Attractions market shows steady growth overall
                                                • Figure 8: Trends in visits to UK visitor attractions, 2010-20
                                              • Forecast
                                                • Figure 9: Forecast of trends in visits to UK visitor attractions, 2010-20
                                            • Segment Performance

                                              • Domestic visitors driving paid attraction growth
                                                  • Figure 10: Trends in visits* to UK visitor attractions, by country, 2010-14
                                                • Scotland attractions
                                                  • Wales attractions
                                                    • Northern Ireland attractions
                                                      • Attraction types – Overall
                                                        • Figure 11: Trends in visitor attractions in England, by segment*, 2010-14
                                                      • Museums and galleries
                                                        • Historic properties
                                                          • Theme parks
                                                          • Market Background

                                                            • Domestic day trip market steady
                                                                • Figure 12: Volume of GB leisure days out*, 2011-14
                                                              • Domestic tourism bounces back after poor 2014
                                                                • Overseas travel revival
                                                                  • Figure 13: Domestic vs overseas holiday trips taken, 2010-14
                                                                • Inbound holiday growth begins to stall
                                                                    • Figure 14: Inbound holiday trips taken, 2010-14
                                                                  • Inbound traffic key for London attractions
                                                                    • Figure 15: Inbound holiday visits to the UK, by region, 2013 and 2014
                                                                  • Communicating in the digital age
                                                                    • Figure 16: Percentage of visitor attractions surveyed in England that offer digital communications (apart from a main website), 2012-14
                                                                  • Attractions must prepare for warmer, wetter UK
                                                                    • Figure 17: UK annual sunshine and rainfall, 2010-14
                                                                  • English Heritage adopts more commercial approach
                                                                    • Spending Review protects national museums but cuts threaten regional sector
                                                                    • Key Players – What You Need to Know

                                                                      • National Trust sees 4% rise in visits in 2014
                                                                        • Merlin revenues fall after accident but new London attraction launched
                                                                          • Record attendance boosts Tate numbers 13% in 2014
                                                                            • Stonehenge visits up 8% in 2014 with new discovery set to boost numbers further
                                                                              • British Museum and Tower of London remain top free and paid attractions
                                                                                • Edutainment driving new launches in family market
                                                                                  • Virtual Reality opening up new possibilities
                                                                                    • Virtual tours extending reach of cultural brands
                                                                                      • Internet of things improving visitor experience
                                                                                      • Launch Activity and Innovation

                                                                                        • Re-invention of the seaside attraction
                                                                                          • Kids in charge
                                                                                            • Total immersion
                                                                                              • Virtual reality – Theme parks
                                                                                                • Virtual reality – Museums
                                                                                                  • Virtual tours
                                                                                                    • The internet of things
                                                                                                    • Market Share

                                                                                                      • Leading organisations
                                                                                                        • Figure 18: Leading attraction operators and organisations, by visitor numbers, 2013 and 2014
                                                                                                      • National Trust
                                                                                                        • Figure 19: Top 10 National Trust attractions, by visitor numbers, 2014 and 2015
                                                                                                      • Merlin
                                                                                                        • Figure 20: Visitor numbers for Merlin-operated UK theme parks, 2010-14
                                                                                                      • Top paid attractions in England
                                                                                                        • Figure 21: Top 10 paid-for-entry attractions in England, by visitor numbers, 2013 and 2014
                                                                                                      • Top free attractions in England
                                                                                                        • Figure 22: Top 10 free visitor attractions in England, by visitor numbers, 2013 and 2014
                                                                                                    • The Consumer – What You Need to Know

                                                                                                      • Overnight tourists are lower-volume but higher-spend visitors
                                                                                                        • Attraction Enthusiasts have AB and female bias
                                                                                                          • Membership skewed towards older affluent empty nesters
                                                                                                            • App users have high engagement levels
                                                                                                              • Event-driven culture
                                                                                                                • Interest in non-standard hours visits
                                                                                                                • Attractions Visited

                                                                                                                    • Figure 23: Types of attraction visited in the past 12 months, September 2015
                                                                                                                  • Attractions appeal to wide socio-economic range
                                                                                                                    • Engaging with an ageing society
                                                                                                                      • Galleries less successful in attracting families
                                                                                                                      • Occasions for Visiting Attractions

                                                                                                                          • Figure 24: Types of occasion on which attractions have been visited in the past 12 months, September 2015
                                                                                                                        • Overnight visitors are key spending group
                                                                                                                        • Frequency of Visiting Attractions

                                                                                                                            • Figure 25: How often attractions have been visited in the past 12 months, September 2015
                                                                                                                          • Profiling the Attraction Enthusiasts
                                                                                                                            • Figure 26: Demographic profile of Attraction Enthusiasts versus all visitors, September 2015
                                                                                                                            • Figure 27: Frequency of visiting attractions, by attractions visited in the past 12 months, September 2015
                                                                                                                        • Visitor Attraction Behaviour

                                                                                                                          • Secondary spend
                                                                                                                              • Figure 28: Attraction visitor behaviour, September 2015
                                                                                                                            • Membership profile
                                                                                                                              • Where members visit
                                                                                                                                • Figure 29: Attractions visited in the past 12 months by those who have used a membership to visit, September 2015
                                                                                                                              • Membership behaviour
                                                                                                                                • ABC1 families biggest users of discount offers
                                                                                                                                  • Queue jumpers
                                                                                                                                    • App users show high levels of engagement
                                                                                                                                    • Historical and Cultural Attractions – Preferences and Interests

                                                                                                                                      • Passion for learning
                                                                                                                                        • Fear of missing out
                                                                                                                                          • Figure 30: Preferences and interests when visiting historical and cultural attractions, September 2015
                                                                                                                                        • Interpretation – Getting the right balance
                                                                                                                                          • High demand for off-peak, late-night and sleepover visits
                                                                                                                                            • Themed events
                                                                                                                                              • Singles potential
                                                                                                                                                • TV/film tie-ins appeal to three in 10 visitors
                                                                                                                                                • Appendix

                                                                                                                                                  • Data sources
                                                                                                                                                    • Abbreviations
                                                                                                                                                      • Market size and forecast
                                                                                                                                                        • Figure 31: Best- and worst-case forecast for the number of visits to UK visitor attractions, 2015-20
                                                                                                                                                      • Forecast methodology

                                                                                                                                                      Companies Covered

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

                                                                                                                                                      Visitor Attractions - UK - December 2015

                                                                                                                                                      US $2,583.33 (Excl.Tax)