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Visitor Attractions - UK - December 2016

“Visitor attraction numbers should continue on their growth path towards 2021. People are looking to escape the political and economic uncertainty that dominates the news at the moment. This means that they will be looking for forms of escapism close to home. The fall in value of the pound makes overseas trips more expensive for UK consumers so many will opt for domestic trips instead. It also makes the UK a more attractive destination for foreign visitors and this should serve a boost to visitor attraction numbers.”

– Fergal McGivney, Travel Analyst

This report is looking at the following areas:

  • Zoos and wildlife attractions could potentially receive a boost in 2017
  • Financially confident older consumers are key to growing visitor numbers over the next year

Mintel has chosen to examine the following types of visitor attraction as the core focus of this Report:

  • Country parks
  • Gardens
  • Heritage and visitor centres
  • Historic properties (including historic houses, palaces, castles, forts, historic monuments, archaeological sites, historic ships, windmills, watermills and other historic properties)
  • Museums, art galleries and science centres
  • Places of worship (cathedrals, churches when visited specifically as a visitor attraction, not as a place of regular worship)
  • Steam/heritage railways
  • Theme parks
  • Zoos, wildlife parks and aquariums.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Forecast of trends in visits to UK visitor attractions, 2010-20
          • The consumer
            • Figure 2: Types of attractions visited, October 2016
          • Who visits attractions? The young and wealthy have strongest appetite
            • Figure 3: Any attraction visited, by age, October 2016
          • Family days out a big driver for visits to attractions
            • Figure 4: Occasions for visiting attractions, October 2016
          • Expense of London attractions is off-putting
            • Discounts via social media especially encouraging for younger generations
              • Figure 5: Attitudes towards attractions, October 2016
            • What we think
            • Issues and Insights

              • Zoos and wildlife attractions could potentially receive a boost in 2017
                • The facts
                  • The implications
                    • Financially confident older consumers are key to growing visitor numbers over the next year
                      • The implications
                      • The Market – What You Need to Know

                        • Growth in visitor attraction numbers forecast to continue
                          • Domestic day trips fall but domestic overnight stays increase
                            • Growth in domestic visits to friends and relatives offers further potential
                              • Inbound trip volume increases by 2.1% in 2015
                              • Market Size and Forecast

                                • Visits are trending upwards
                                    • Figure 6: Trends in visits to UK visitor attractions, 2010-20
                                    • Figure 7: Forecast of trends in visits to UK visitor attractions, 2010-20
                                • Domestic Market

                                    • Domestic day trip numbers fall
                                      • Figure 8: Volume of GB leisure days out*, 2011-14
                                      • Figure 9: Tourism day visits to visitor attractions: volume and value of attraction visits, by destination country, 2015
                                    • Strong growth in 2015 for domestic tourism
                                      • Figure 10: Domestic tourism volume, value and average spend in Great Britain, 2011-21
                                    • A return to the staycation years?
                                      • Trip purposes – Strong growth in visits to friends and relatives
                                        • Figure 11: UK domestic overnight trip purpose, 2014-15
                                    • Inbound Market

                                      • Inbound trip volume increases by 2.1% in 2015
                                        • Figure 12: Inbound holiday volume from overseas residents to the UK, 2014-15
                                        • Figure 13: Top 10 nations with the most holiday visits to the UK, 2015
                                      • Inbound trips should increase in H2 2015 and into 2017
                                        • Figure 14: Inbound holiday volume from overseas residents to the UK, 2015 H1 vs 2016 H1
                                      • Regional inbound; London dominates but suffers a slight decline
                                        • Figure 15: Inbound holiday visits to the UK, by region, 2014 and 2015
                                    • Brexit and the UK Consumer

                                      • The impact of the EU referendum vote
                                          • Figure 16: Atttiudes towards Brexit, August 2016
                                      • Segment performance

                                        • Growth in visitors across the UK
                                          • Figure 17: Trends in visits* to UK visitor attractions, by country, 2010-14
                                          • Figure 18: Trends in visitor attractions in England, by segment*, 2011-15
                                          • Figure 19: Visits made to visitor attractions in membership with alva, 2015
                                      • Launch Activity and Innovation

                                        • Silverstone Heritage Experience awarded £9.1 million
                                          • Design Museum employs leading architects and designers for its new location
                                            • New exhibition at the Winton Gallery aims to get people excited about mathematics
                                              • Google launches Destinations for mobile
                                                • Google Trips goes offline to serve holidaymakers
                                                  • Attractions using 360-degree photos and VR
                                                    • Derren Brown’s Ghost Train opens
                                                      • Smartphones and iBeacons – Boosting communication between visitor and attraction
                                                        • Facebook Messenger can enhance communication for attraction operators
                                                        • The Consumer – What You Need to Know

                                                          • Proportion of UK consumers vising attractions increases
                                                            • The young and wealthy have strongest appetite for visiting attractions
                                                              • Family days out a big driver for visits to attractions
                                                                • Discounts are a big driver when choosing an attraction
                                                                  • Word of mouth a strong influencing factor for visiting attractions
                                                                    • Older consumers favour dedicated apps, younger ones favour generic travel apps for discovery
                                                                      • Expense of London attractions is off-putting
                                                                      • Attraction Types

                                                                        • Proportion of UK consumers vising attractions increases
                                                                          • Figure 20: Types of attractions visited, October 2016
                                                                        • Who visits attractions? The young and wealthy have strongest appetite
                                                                          • Figure 21: Visiting tourist attractions, by age, October 2016
                                                                          • Figure 22: Visiting tourist attractions, by socio-economic group, October 2016
                                                                        • Museums and art galleries receive a boost in the year to October 2016
                                                                        • Occasions for Visiting Attractions

                                                                          • Family days out a big driver for visits to attractions
                                                                            • Figure 23: Occasions for visiting attractions, October 2016
                                                                            • Figure 24: Mums’ perceptions of using technology, July 2015
                                                                        • Visitor Attraction Behaviours

                                                                          • Discounts are a big driver when choosing an attraction
                                                                            • Figure 25: Behaviours related to attractions, October 2016
                                                                          • Zoos and wildlife parks offer potential for 2017
                                                                            • Figure 26: Types of attractions visited, October 2016
                                                                            • Figure 27: Beacon technology can transmit information and offers to smartphones in close proximity
                                                                        • Influencing Factors for Attractions

                                                                          • Word of mouth a strong influencing factor for visiting attractions
                                                                            • Figure 28: Influencing factors for visiting attractions, October 2016
                                                                          • Mobile apps and their role in visitor attractions
                                                                            • Figure 29: Behaviours related to attractions, October 2016
                                                                            • Figure 30: Influencing factors for visiting attractions, October 2016, October 2016
                                                                            • Figure 31: Behaviours related to attractions, October 2016
                                                                          • Pokémon Go making use of visitor attractions
                                                                          • Attitudes towards Attractions

                                                                            • Two fifths favour historical attractions over leisure attractions
                                                                              • Figure 32: Attitudes towards attractions, October 2016
                                                                            • Older consumers are financially confident following the Brexit result
                                                                              • Figure 33: Attitudes towards attractions, by age, October 2016
                                                                              • Figure 34: Smartphone ownership, June 2015 to July 2016
                                                                            • Expense of London attractions is off-putting
                                                                              • Discounts via social media especially encouraging for younger generations
                                                                                • Figure 35: Forms of digital communications offered by visitor attractions*, 2012-15
                                                                                • Figure 36: Forms of digital communications offered by visitor attractions*, by visitor numbers, 2015
                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                • Abbreviations
                                                                                • Appendix – Market Size and Forecast

                                                                                  • Market size and forecast
                                                                                    • Figure 37: Best- and worst-case forecast for the number of visits to UK visitor attractions, 2016-21
                                                                                  • Forecast methodology

                                                                                  Visitor Attractions - UK - December 2016

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