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Visitor Attractions - UK - October 2011

“The continued pressure on household incomes, driven by the combination of flat earnings and rising food, petrol and utility prices, could result in consumers having less money to spend on leisure generally, and this could impact on the attractions industry, particularly the sectors which target families and young people.”

– Michael Oliver, Senior Leisure & Media Analyst

Some questions answered in the report are:

How can visitor attractions maintain demand in the face of pressure on household budgets?

How can attractions expand their appeal to younger people and families?

How can attractions harness technology to boost visitor admissions and satisfaction?

Can domestic tourism growth continue to sustain the visitor attractions industry?

Can the industry continue to rely on trade from visiting overseas holidaymakers?

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Table of contents

  1. Introduction

      • Definition
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Trends in the volume of visits to visitor attractions*, 2006-16
            • Market factors
              • Figure 2: Indexed growth in volume of holiday trips taken, by type, 2006-10
              • Figure 3: Trends in the number of holiday visits to the UK by overseas residents, 2006-10
            • Companies, brands and innovation
              • Figure 4: Leading operators and organisations in UK visitor attractions market, by number of visits, 2010
            • The consumer
              • Figure 5: Types of visitor attraction visited in the past 12 months, July 2011
              • Figure 6: Sources of ideas for planning a visit to a visitor attraction, July 2011
              • Figure 7: Attitudes towards visitor attractions, July 2011
            • What we think
            • Issues in the Market

                • How can visitor attractions maintain demand in the face of pressure on household budgets?
                  • How can attractions expand their appeal to younger people and families?
                    • How can attractions harness technology to boost visitor admissions and satisfaction?
                      • Can domestic tourism growth continue to sustain the visitor attractions industry?
                        • Can the industry continue to rely on trade from visiting overseas holidaymakers?
                        • Future Opportunities

                            • Trend: Prepare for the Worst
                              • Trend: Rise of the Screenager
                              • Internal Market Environment

                                • Key points
                                  • Switch to domestic holidays benefits attractions sector
                                    • Figure 8: Trends in numbers of domestic vs overseas holiday trips taken, 2006-10
                                  • Overseas visitors drop off but holidays still growing
                                    • Figure 9: Trends in numbers of overseas visitors to the UK, by area of residence, 2006-10
                                    • Figure 10: Number of visits to the UK by overseas residents, by purpose of visit, 2006-10
                                    • Figure 11: Trends in numbers of overseas holiday visitors to the UK, by area of residence, 2006-10
                                  • Attractions drive tourist visits
                                    • Figure 12: Ten most popular activities people would like to do when visiting the UK, 2010
                                  • London is the hub for all tourists
                                    • Figure 13: Top five city destinations for overseas visitors to the UK, 2010
                                    • Figure 14: London: visits, nights and spend (excl day visits), 2006-10
                                  • Funding uncertainties
                                    • Daylight saving still on cards
                                      • Theme park visiting slips back
                                        • Figure 15: Trends in visits to theme parks in the past 12 months, 2007-11
                                    • Broader Market Environment

                                      • Key points
                                        • Tough times in prospect
                                          • Figure 16: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
                                          • Figure 17: GDP quarterly percentage change, Q1 2006-Q2 2011
                                        • Consumer confidence at near-recessionary levels
                                          • Figure 18: Trends in consumer confidence levels in the UK, 2008-11
                                        • Gardens and historic properties see to benefit from age group trends
                                          • Figure 19: Trends in the age structure of the UK population, 2006-16
                                        • AB growth suits customer profile bias
                                          • Figure 20: Forecast adult population trends, by socio-economic group, 2006-16
                                        • Weak pound beneficial for overseas tourists
                                          • Figure 21: Sterling exchange rates, 2006-11
                                        • Fuelling the fire
                                          • Figure 22: UK average petrol prices at garages and supermarkets, January 2009-July 2011
                                        • Overheads on the increase
                                          • Figure 23: Trends in utility prices* paid by non-domestic consumers, 2006-11
                                          • Figure 24: Trends in the National Minimum Wage (for workers aged 22+ until 2010 when this rate applied to those aged 21+) compared to the retail price index, 2006-11
                                          • Figure 25: Trends in food prices compared to all retail prices, 2006-11
                                        • Digital technology ownership boom provides opportunities
                                          • Figure 26: Electronic devices have at home, April 2009-April 2011
                                      • Competitive Context

                                        • Key points
                                          • Tough times for attractions
                                            • Figure 27: Trends in penetration of visitor attractions, by type, 2007-11 and 2010-11
                                          • A competitive environment
                                            • Figure 28: Number of UNESCO World Heritage sites inscribed, by top ten countries, 2011
                                        • Who’s Innovating?

                                          • Key points
                                            • Improving the visitor experience
                                              • Bringing attractions to the masses
                                                • The big-screen boost
                                                  • Cultural Olympiad brings opportunities in 2012
                                                    • Theming of special events
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • Figure 29: Trends in visits to visitor attractions*, 2006-16
                                                      • Forecast
                                                        • Figure 30: Volume forecast of visits to visitor attractions, 2006-16
                                                      • Forecast methodology
                                                      • Segment Performance

                                                        • Key points
                                                          • Figure 31: Trends in visits to visitor attractions*, by type, 2006-10
                                                        • Free vs paid
                                                          • Domestic vs overseas
                                                          • Market Share

                                                            • Key points
                                                              • London attractions lead paid-for rankings
                                                                • Figure 32: Top ten* english paid visitor attractions, by visitor numbers, 2009 and 2010
                                                              • Museums dominate free rankings
                                                                • Figure 33: Top ten english free visitor attractions, by visitor numbers, 2009 and 2010
                                                              • Merlin leads theme parks
                                                                • Figure 34: Turnover of leading UK theme parks, 2010
                                                            • Visitor Attraction Operators and Organisations

                                                              • Key points
                                                                • National Trust has the most visits
                                                                  • Figure 35: Leading visitor attraction operators and organisations, by visitor numbers, 2010
                                                                • Cadw
                                                                  • English Heritage
                                                                      • Figure 36: English Heritage visitor statistics, 2008-11
                                                                      • Figure 37: Background of English Heritage visitors, 2010 and 2011
                                                                      • Figure 38: Financial performance of English Heritage, 2007-11
                                                                      • Figure 39: Breakdown of total incoming resources of English Heritage, 2010 and 2011
                                                                      • Figure 40: Breakdown of earned income of English Heritage, 2010 and 2011
                                                                    • Historic Houses Association
                                                                        • Figure 41: Trends in numbers of Historic Houses Association members, by type, 2008-10
                                                                        • Figure 42: Financial performance of Historic Houses Association, 2006-10
                                                                        • Figure 43: Breakdown of total incoming resources for Historic Houses Association, 2008-10
                                                                      • Historic Royal Palaces
                                                                          • Figure 44: Historic Royal Palaces visitor statistics, 2010 and 2011
                                                                          • Figure 45: Financial performance of Historical Royal Palaces, 2007-11
                                                                          • Figure 46: Breakdown of total incoming resources of Historic Royal Palaces, 2010 and 2011
                                                                        • Historic Scotland
                                                                            • Figure 47: Historic Scotland visitor statistics, 2009/10
                                                                            • Figure 48: Financial performance of Historic Scotland, 2006-10
                                                                            • Figure 49: Breakdown of total incoming resources for Historic Scotland, 2008-10
                                                                          • Merlin Entertainments Sàrl
                                                                              • Figure 50: Merlin Entertainments Sarl total global visitors, by division, 2009 and 2010
                                                                              • Figure 51: Merlin Entertainments UK theme parks visitor numbers, 2009 and 2010
                                                                              • Figure 52: Key financial highlights, Merlin Entertainments Group Luxembourg Sàrl, 2009 and 2010
                                                                              • Figure 53: Key financial highlights, Alton Towers Resort Operations Ltd, 2008-10
                                                                              • Figure 54: Key financial highlights, Thorpe Park Resort Operations Ltd, 2008-10
                                                                              • Figure 55: Key financial highlights, Chessington World of Adventures Operations Ltd, 2008-10
                                                                              • Figure 56: Key financial highlights, LEGOLAND Windsor Park Ltd, 2006-10
                                                                              • Figure 57: Key financial highlights, Merlin Entertainments (Sea Life) Ltd, 2008-10
                                                                              • Figure 58: Key financial highlights, Merlin Entertainments (Dungeons) Ltd, 2008-10
                                                                            • The National Trust
                                                                                • Figure 59: Trends in visitors at National Trust pay-for-entry properties, 2007-11
                                                                                • Figure 60: Top ten National Trust sites, 2010
                                                                                • Figure 61: Financial performance of The National Trust, 2007-11
                                                                                • Figure 62: Breakdown of total income for The National Trust, 2010 and 2011
                                                                                • Figure 63: Breakdown of direct property income for The National Trust, 2010 and 2011
                                                                                • Figure 64: Breakdown of the income of The National Trust (Enterprises), 2010 and 2011
                                                                              • National Trust for Scotland
                                                                                  • Figure 65: Financial performance of National Trust for Scotland, 2007-11
                                                                                  • Figure 66: Breakdown of total incoming resources for National Trust for Scotland, 2010 and 2011
                                                                                  • Figure 67: Breakdown of commercial activities for National Trust for Scotland, 2010 and 2011
                                                                                • Northern Ireland Environment Agency
                                                                                    • Figure 68: Financial performance of NIEA, 2007-11
                                                                                    • Figure 69: Breakdown of total incoming resources for NIEA, 2010 and 2011
                                                                                    • Figure 70: Breakdown of historic monuments income for NIEA, 2010 and 2011
                                                                                  • St Paul’s
                                                                                      • Figure 71: Financial performance of St Paul’s Cathedral, 2006-10
                                                                                      • Figure 72: Breakdown of total incoming resources for St Paul’s Cathedral, 2009 and 2010
                                                                                    • The Tate
                                                                                        • Figure 73: The Tate visitor statistics, 2010 and 2011
                                                                                        • Figure 74: Financial performance of The Tate, 2007-11
                                                                                        • Figure 75: Non-Grant in Aid income breakdown for The Tate, 2010 and 2011
                                                                                    • Brand Communication and Promotion

                                                                                      • Key points
                                                                                        • National Trust leads the way in promotions
                                                                                          • Figure 76: Top advertising spend by major UK visitor attractions, 2007-11
                                                                                        • TV is dominant medium
                                                                                          • Figure 77: UK visitor attractions expenditure on main media advertising, by media type, 2010
                                                                                        • National Trust heads website rankings too
                                                                                          • Figure 78: Trends in unique visitors to selected visitor attraction organisation/operator websites, September 2010-September 2011
                                                                                      • Which Types of Visitor Attraction Have People Been to?

                                                                                        • Key points
                                                                                          • Museums lead the way
                                                                                            • Figure 79: Types of visitor attraction visited in the past 12 months, July 2011
                                                                                        • What Sources do People Use to Plan Visits?

                                                                                          • Key points
                                                                                            • Internet is the dominant source of ideas for attraction visits
                                                                                              • Figure 80: Sources of ideas for planning a visit to a visitor attraction, July 2011
                                                                                          • Attitudes Towards Visitor Attractions

                                                                                            • Key points
                                                                                              • Appointment to view and time with friends and family key issues
                                                                                                • Figure 81: Attitudes towards visitor attractions, July 2011
                                                                                              • Quality time
                                                                                                • Price has to be right
                                                                                                  • Edutainment still important
                                                                                                  • Visitor Attractions Target Groups

                                                                                                    • Key points
                                                                                                      • Figure 82: Visitor attractions target groups, July 2011
                                                                                                    • Cash-strapped
                                                                                                      • Neutrals
                                                                                                        • Family-minded
                                                                                                          • Event-driven
                                                                                                            • Star-struck
                                                                                                              • Star-struck and Family-minded have highest attraction visiting levels
                                                                                                                • Figure 83: Types of visitor attraction visited in the past 12 months, by target groups, July 2011
                                                                                                            • Appendix – Broader Market Environment

                                                                                                                • Figure 84: Sterling exchange rates, 2006-11
                                                                                                                • Figure 85: UK average petrol prices at garages and supermarkets, January 2009-June 2011
                                                                                                            • Appendix – Competitive Context

                                                                                                                • Figure 86: Exhibitions, outings and music festivals, 2007-11
                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                • Figure 87: Volume forecast of visits to visitor attractions, best and worst case scenarios, 2011-16
                                                                                                            • Appendix – Which Types of Visitor Attraction have People Been to?

                                                                                                                • Figure 88: Most popular types of visitor attraction visited in the past 12 months, by demographics, July 2011
                                                                                                                • Figure 89: Next most popular types of visitor attraction visited in the past 12 months, by demographics, July 2011
                                                                                                                • Figure 90: Other types of visitor attraction visited in the past 12 months, by demographics, July 2011
                                                                                                                • Figure 91: Types of visitor attraction visited in the past 12 months, by most popular types of visitor attraction visited in the past 12 months, July 2011
                                                                                                                • Figure 92: Types of visitor attraction visited in the past 12 months, by next most popular types of visitor attraction visited in the past 12 months, July 2011
                                                                                                                • Figure 93: Types of visitor attraction visited in the past 12 months, by other types of visitor attraction visited in the past 12 months, July 2011
                                                                                                            • Appendix – What Sources do People Use to Plan Visits?

                                                                                                                • Figure 94: Most popular sources of ideas for planning a visit to a visitor attraction, by demographics, July 2011
                                                                                                                • Figure 95: Next most popular sources of ideas for planning a visit to a visitor attraction, by demographics, July 2011
                                                                                                                • Figure 96: Other sources of ideas for planning a visit to a visitor attraction, by demographics, July 2011
                                                                                                                • Figure 97: Sources of ideas for planning a visit to a visitor attraction, by most popular types of visitor attraction visited in the past 12 months, July 2011
                                                                                                                • Figure 98: Sources of ideas for planning a visit to a visitor attraction, by next most popular types of visitor attraction visited in the past 12 months, July 2011
                                                                                                                • Figure 99: Sources of ideas for planning a visit to a visitor attraction, by most popular sources of ideas for planning a visit to a visitor attraction, July 2011
                                                                                                                • Figure 100: Sources of ideas for planning a visit to a visitor attraction, by next most popular sources of ideas for planning a visit to a visitor attraction, July 2011
                                                                                                                • Figure 101: Sources of ideas for planning a visit to a visitor attraction, by other sources of ideas for planning a visit to a visitor attraction, July 2011
                                                                                                            • Appendix – Attitudes Towards Visitor Attractions

                                                                                                                • Figure 102: Most popular attitudes towards visitor attractions, by demographics, July 2011
                                                                                                                • Figure 103: Next most popular attitudes towards visitor attractions, by demographics, July 2011
                                                                                                                • Figure 104: Attitudes towards visitor attractions, by most popular attitudes towards visitor attractions, July 2011
                                                                                                                • Figure 105: Attitudes towards visitor attractions, by next most popular attitudes towards visitor attractions, July 2011
                                                                                                                • Figure 106: Attitudes towards visitor attractions, by most popular sources of ideas for planning a visit to a visitor attraction, July 2011
                                                                                                                • Figure 107: Attitudes towards visitor attractions, by next most popular sources of ideas for planning a visit to a visitor attraction, July 2011
                                                                                                                • Figure 108: Attitudes towards visitor attractions, by other sources of ideas for planning a visit to a visitor attraction, July 2011
                                                                                                                • Figure 109: Attitudes towards visitor attractions, by most popular types of visitor attraction visited in the past 12 months, July 2011
                                                                                                                • Figure 110: Attitudes towards visitor attractions, by next most popular types of visitor attraction visited in the past 12 months, July 2011
                                                                                                                • Figure 111: Attitudes towards visitor attractions, by other types of visitor attraction visited in the past 12 months, July 2011
                                                                                                            • Appendix – Visitor Attractions Target Groups

                                                                                                                • Figure 112: Visitor attraction target groups, by demographics, July 2011
                                                                                                                • Figure 113: Types of visitor attraction visited in the past 12 months, by target groups, July 2011

                                                                                                            Companies Covered

                                                                                                            • Alton Towers
                                                                                                            • Association of Leading Visitor Attractions
                                                                                                            • Beano (The)
                                                                                                            • Blackstone Group (The)
                                                                                                            • BP p.l.c.
                                                                                                            • British Broadcasting Corporation (BBC)
                                                                                                            • Chessington World of Adventures
                                                                                                            • CVC Capital Partners Limited
                                                                                                            • Department for Culture Media and Sport
                                                                                                            • Dubai International Capital
                                                                                                            • English Heritage
                                                                                                            • Google UK
                                                                                                            • Heritage Lottery Fund
                                                                                                            • Historic Houses Association
                                                                                                            • Historic Royal Palaces
                                                                                                            • Historic Scotland
                                                                                                            • LEGO Company
                                                                                                            • LEGOLAND Windsor Park Ltd
                                                                                                            • London Dungeon Ltd
                                                                                                            • Merlin Entertainments Group Limited
                                                                                                            • National Trust (Enterprises) Ltd
                                                                                                            • National Trust for Scotland
                                                                                                            • Swarovski
                                                                                                            • Tate Britain
                                                                                                            • Tate Modern
                                                                                                            • The Tussauds Group
                                                                                                            • Thorpe Park
                                                                                                            • Vivienne Westwood Ltd
                                                                                                            • Vodafone Group Plc (UK)
                                                                                                            • Walt Disney Parks & Resorts

                                                                                                            Visitor Attractions - UK - October 2011

                                                                                                            £1,750.00 (Excl.Tax)