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Visitor Attractions - UK - October 2012

“Growing mobile device ownership and usage levels, particularly of smartphones and tablets, presents operators with many opportunities to enhance the visitor experience at their attractions.”

– Michael Oliver, Senior Leisure & Media Analyst

Some questions answered in this report include:

  • How can operators harness technology to grow revenues?
  • Will the staycation trend continue to boost UK attractions?
  • How should operators respond to a potential decline in overseas visitor numbers?
  • How can attractions capitalise on consumers’ increasing need for value?
  • How can attractions seek to counter adverse weather conditions?

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Table of contents

  1. Introduction

      • Definition
        • Market sizing methodology
          • Abbreviations
          • Executive Summary

              • Staycation trend and overseas tourist boom benefit attractions market
                • Figure 1: Visitor attractions market size and forecast, 2007-17
              • Market factors
                • Figure 2: Indexed trend in numbers of domestic vs overseas trips taken, 2007-11
                • Figure 3: Indexed trends in number of visits to the UK by overseas residents, by purpose of visit, 2007-11
              • Companies, products and innovation
                • Figure 4: Leading operators and organisations in UK visitor attractions market, by number of visits, 2011
              • The consumer
                • Figure 5: Types of attraction visited in past 12 months, August 2012
              • Venues offering free admission prosper in recession
                • Figure 6: Attitudes towards visitor attractions, August 2012
              • Attraction visitors are very deal-driven
                • Figure 7: First place looked for discount voucher, deal or offer, August 2012
              • Digital deal-searching emphasises SEO importance
                • What we think
                • Issues in the Market

                    • How can operators harness technology to grow revenues?
                      • Will the staycation trend continue to boost UK attractions?
                        • How should operators respond to a potential decline in overseas visitor numbers?
                          • How can attractions capitalise on consumers’ increasing need for value?
                            • How can attractions seek to counter adverse weather conditions?
                            • Trend Application

                              • Trend: Nouveau Poor
                                • Trend: Snack Society
                                  • 2015 Inspire Trend: Brand Intervention
                                  • Market Drivers

                                    • Key points
                                      • Domestic holidays boost UK visitor attractions
                                        • Figure 8: Trends in numbers of domestic* vs overseas trips taken, 2007-11
                                      • Rising fuel costs could deter visitors from travelling long distances
                                        • Figure 9: UK average petrol prices, January 2009-August 2012
                                      • Overseas visits continue to grow as well
                                        • Figure 10: Number of visits to the UK by overseas residents, by purpose of visit, 2007-11
                                        • Figure 11: Sterling exchange rates, 2007-12
                                        • Figure 12: Trends in numbers of overseas holiday visitors to the UK, by area of residence, 2007-11
                                      • Visa headwinds?
                                        • The wettest summer on record?
                                          • Figure 13: UK rainfall trends, 2007-11
                                        • Rich history and culture draws overseas visitors to the UK
                                          • Figure 14: Ten most popular attributes overseas visitors associate with the UK, 2012
                                          • Figure 15: Activities undertaken by overseas visitors to the UK, 2011
                                        • England the main focus for overseas tourism
                                          • Figure 16: Holiday visits to the UK, by region, 2010 and 2011
                                        • London is the hub for overseas visitors
                                          • Figure 17: Top ten holiday destinations for overseas visitors to the UK, 2011
                                        • Funding issues
                                          • Museum funding
                                            • Heritage funding
                                              • Daylight Saving Bill hopes dashed
                                                • VisitBritain funding aims to capitalise on 2012
                                                  • UK economy flat-lines
                                                    • Figure 18: GDP, PDI, consumer expenditure and savings, at constant 2012 prices, 2007-17
                                                  • Rising prices and flat earnings squeeze incomes
                                                    • Figure 19: Trends in inflation and average weekly earnings, 2008-12
                                                  • Digital device ownership growth offers opportunities
                                                    • Figure 20: Trends in device ownership levels, January and July 2012
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Digital directions
                                                      • New attractions
                                                        • Sink or swim for Titanic attraction
                                                          • Football museum hits the back of the net
                                                            • Mary Rose Museum delayed
                                                              • New features at attractions
                                                                • Behind the scenes
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Market benefits from staycation trend and overseas tourist numbers
                                                                      • Figure 21: Trends in visits to visitor attractions*, 2007-17
                                                                    • Forecast
                                                                      • Figure 22: Volume forecast of visits to UK visitor attractions, 2007-17
                                                                  • Segment Performance

                                                                    • Key points
                                                                      • Historic properties outperform the market
                                                                        • Figure 23: Trends in visits to visitor attractions*, by type, 2007-11
                                                                      • Museums growth slows in 2011
                                                                        • Leisure/theme parks stable
                                                                          • Gardening renaissance boosts visits to gardens
                                                                            • Free vs paid
                                                                              • Domestic vs overseas
                                                                              • Market Share

                                                                                • Key points
                                                                                  • Paid-for attractions dominated by London venues
                                                                                    • Figure 24: Top ten* pay-for-entry attractions in England, by visitor numbers, 2010 and 2011
                                                                                  • National museums monopolise free rankings
                                                                                    • Figure 25: Top ten free visitor attractions in England, by visitor numbers, 2010 and 2011
                                                                                  • Merlin dominates theme parks market
                                                                                    • Figure 26: Turnover of leading UK theme parks, 2009-11
                                                                                    • Figure 27: Visitor numbers for leading UK theme parks, 2009-11
                                                                                • Visitor Attraction Operators and Organisations

                                                                                  • Key points
                                                                                    • National Trusts leads market in terms of visits
                                                                                      • Figure 28: Leading attraction operators and organisations, by visitor numbers, 2011/12
                                                                                    • Cadw
                                                                                      • English Heritage
                                                                                          • Figure 29: Top five English Heritage pay-for-entry sites, by annual visitors, 2010 and 2011
                                                                                          • Figure 30: English Heritage visitor statistics, 2008-12
                                                                                          • Figure 31: Financial performance of English Heritage, 2008-12
                                                                                          • Figure 32: Breakdown of total incoming resources of English Heritage, 2011 and 2012
                                                                                          • Figure 33: Breakdown of earned income of English Heritage, 2011 and 2012
                                                                                        • Historic Houses Association
                                                                                            • Figure 34: Trends in number of Historic Houses Association members, by type, 2008-11
                                                                                            • Figure 35: Financial performance of Historic Houses Association, 2007-11
                                                                                            • Figure 36: Breakdown of total incoming resources of Historic Houses Association, 2008-11
                                                                                          • Historic Royal Palaces
                                                                                              • Figure 37: Historic Royal Palaces visitor statistics, 2011 and 2012
                                                                                              • Figure 38: Financial performance of Historic Royal Palaces, 2008-12
                                                                                              • Figure 39: Breakdown of total incoming resources of Historic Royal Palaces, 2011 and 2012
                                                                                            • Historic Scotland
                                                                                                • Figure 40: Historic Scotland visitor statistics for top ten sites, 2009/10 and 2010/11
                                                                                                • Figure 41: Financial performance of Historic Scotland, 2007-11
                                                                                                • Figure 42: Breakdown of total incoming resources for Historic Scotland, 2008-11
                                                                                              • Merlin Entertainments Sàrl
                                                                                                  • Figure 43: Merlin Entertainments global attractions, by division, 2010 and 2011
                                                                                                  • Figure 44: Merlin Entertainments total global visitors, by division, 2010 and 2011
                                                                                                  • Figure 45: Key financial highlights of Merlin Entertainments Sàrl, 2010 and 2011
                                                                                                • The National Trust
                                                                                                    • Figure 46: Trends in visitors at National Trust pay-for-entry properties, 2007-12
                                                                                                    • Figure 47: Top ten National Trust sites, by annual visits, 2011 and 2012
                                                                                                    • Figure 48: Financial performance of the National Trust, 2008-12
                                                                                                    • Figure 49: Breakdown of total income for the National Trust, 2011 and 2012
                                                                                                    • Figure 50: Breakdown of direct property income for the National Trust, 2011 and 2012
                                                                                                    • Figure 51: Breakdown of the income of the National Trust (Enterprises), 2011 and 2012
                                                                                                  • The National Trust for Scotland
                                                                                                      • Figure 52: Trends in members and visitors at National Trust for Scotland sites, 2009-12
                                                                                                      • Figure 53: Financial performance of the National Trust for Scotland, 2008-12
                                                                                                      • Figure 54: Breakdown of total incoming resources for the National Trust for Scotland, 2011 and 2012
                                                                                                      • Figure 55: Breakdown of turnover, by commercial activities for the National Trust for Scotland, 2011 and 2012
                                                                                                    • Northern Ireland Environment Agency
                                                                                                        • Figure 56: Financial performance of NIEA, 2008-12
                                                                                                        • Figure 57: Breakdown of total incoming resources for NIEA, 2011 and 2012
                                                                                                      • St Paul’s
                                                                                                          • Figure 58: Financial performance of St Paul’s Cathedral, 2007-11
                                                                                                          • Figure 59: Breakdown of total incoming resources for St Paul’s Cathedral, 2010 and 2011
                                                                                                        • Tate
                                                                                                            • Figure 60: The Tate visitor statistics, 2011 and 2012
                                                                                                            • Figure 61: Financial performance of Tate, 2008-12
                                                                                                            • Figure 62: Self-generated income breakdown for Tate, 2011 and 2012
                                                                                                        • Brand Communication and Promotion

                                                                                                          • Key points
                                                                                                            • Merlin and National Trust leading visitor attraction advertisers
                                                                                                              • Figure 63: Main media advertising spend, by leading UK visitor attraction operators and organisations, 2008-11
                                                                                                            • Media used vary considerably by attraction type
                                                                                                              • Figure 64: Types of media used by leading UK visitor attraction operators and organisations, 2011
                                                                                                            • National Trusts leaps ahead in the digital race
                                                                                                              • Figure 65: Trends in monthly unique visitors to leading visitor attraction operator/organisations’ websites, July 2011-July 2012
                                                                                                          • Types of Attraction Visited

                                                                                                            • Key points
                                                                                                              • Categories with high proportion of free sites attract the most visitors
                                                                                                                • Figure 66: Types of attraction visited in past 12 months, July 2011 and August 2012
                                                                                                              • Culture vultures
                                                                                                                • Family fun
                                                                                                                  • Affluence and education rule
                                                                                                                    • Strong correlation between visitors to different types of attraction
                                                                                                                    • Attitudes towards Visitor Attractions

                                                                                                                      • Key points
                                                                                                                        • Discount danger?
                                                                                                                          • Figure 67: Attitudes towards visitor attractions, August 2012
                                                                                                                        • Strength in numbers
                                                                                                                          • Main cutbacks to secondary spending?
                                                                                                                            • Bartering potential?
                                                                                                                              • Money no object
                                                                                                                                • London 2012’s painful legacy for capital’s attractions
                                                                                                                                  • Staycation boost
                                                                                                                                    • Chain branding unimportant to consumers
                                                                                                                                      • Season ticket offers mutual benefits?
                                                                                                                                      • Deal Discovery

                                                                                                                                        • Key points
                                                                                                                                          • Internet dominates deal discovery process
                                                                                                                                            • Figure 68: First place looked for discount voucher, deal or offer, August 2012
                                                                                                                                        • Appendix – Market Size Forecast Scenarios

                                                                                                                                            • Figure 69: Trends in visits to visitor attractions, market size forecast scenarios, 2012-17
                                                                                                                                        • Appendix – Brand Communication and Promotion

                                                                                                                                            • Figure 70: Types of media used by leading UK visitor attraction operators and organisations, 2011
                                                                                                                                        • Appendix – Types of Attraction Visited

                                                                                                                                            • Figure 71: Types of attraction visited in past 12 months, August 2012
                                                                                                                                            • Figure 72: Most popular types of attraction visited in past 12 months, by demographics, August 2012
                                                                                                                                            • Figure 73: Next most popular types of attraction visited in past 12 months, by demographics, August 2012
                                                                                                                                            • Figure 74: Other types of attraction visited in past 12 months, by demographics, August 2012
                                                                                                                                            • Figure 75: Types of attraction visited in past 12 months, by most popular types of attraction visited in past 12 months, August 2012
                                                                                                                                            • Figure 76: Types of attraction visited in past 12 months, by next most popular types of attraction visited in past 12 months, August 2012
                                                                                                                                            • Figure 77: Types of attraction visited in past 12 months, by other types of attraction visited in past 12 months, August 2012
                                                                                                                                          • Repertoire
                                                                                                                                            • Figure 78: Repertoire of types of attraction visited in past 12 months, August 2012
                                                                                                                                            • Figure 79: Types of attraction visited in past 12 months, by repertoire of types of attraction visited in past 12 months, August 2012
                                                                                                                                            • Figure 80: Repertoire for types of attraction visited in past 12 months, by demographics, August 2012
                                                                                                                                        • Appendix – Attitudes Towards Visitor Attractions

                                                                                                                                            • Figure 81: Most popular attitudes towards visitors attractions, by demographics, August 2012
                                                                                                                                            • Figure 82: Next most popular attitudes towards visitors attractions, by demographics, August 2012
                                                                                                                                            • Figure 83: Attitudes towards visitor attractions, by most popular types of attraction visited in past 12 months, August 2012
                                                                                                                                            • Figure 84: Attitudes towards visitor attractions, by next most popular types of attraction visited in past 12 months, August 2012
                                                                                                                                            • Figure 85: Attitudes towards visitor attractions, by most popular attitudes towards visitor attractions, August 2012
                                                                                                                                            • Figure 86: Attitudes towards visitor attractions, by next most popular attitudes towards visitor attractions, August 2012
                                                                                                                                        • Appendix – Deal Discovery

                                                                                                                                            • Figure 87: First place looked for discount voucher, deal or offer, by demographics, August 2012
                                                                                                                                            • Figure 88: First place looked for discount voucher, deal or offer, by most popular types of attraction visited in past 12 months, August 2012
                                                                                                                                            • Figure 89: First place looked for discount voucher, deal or offer, by next most popular types of attraction visited in past 12 months, August 2012
                                                                                                                                            • Figure 90: First place looked for discount voucher, deal or offer, by most popular attitudes towards visitor attractions, August 2012
                                                                                                                                            • Figure 91: First place looked for discount voucher, deal or offer, by next most popular attitudes towards visitor attractions, August 2012

                                                                                                                                        Companies Covered

                                                                                                                                        • Alton Towers
                                                                                                                                        • Association of Leading Visitor Attractions
                                                                                                                                        • Blackstone Group (The)
                                                                                                                                        • British Broadcasting Corporation (BBC)
                                                                                                                                        • CADW
                                                                                                                                        • Chessington World of Adventures
                                                                                                                                        • CVC Capital Partners Limited
                                                                                                                                        • Department for Culture Media and Sport
                                                                                                                                        • DreamWorks Animation SKG Inc.
                                                                                                                                        • English Heritage
                                                                                                                                        • Facebook, Inc.
                                                                                                                                        • Heritage Lottery Fund
                                                                                                                                        • Historic Houses Association
                                                                                                                                        • Historic Royal Palaces
                                                                                                                                        • Historic Scotland
                                                                                                                                        • Hutchison 3G UK Limited
                                                                                                                                        • Lake District National Park Authority
                                                                                                                                        • LEGOLAND Windsor Park Ltd
                                                                                                                                        • London Dungeon Ltd
                                                                                                                                        • Merlin Entertainments Group Limited
                                                                                                                                        • National Trust (Enterprises) Ltd
                                                                                                                                        • Royal Botanic Gardens, Kew
                                                                                                                                        • Tate Britain
                                                                                                                                        • Tate Modern
                                                                                                                                        • The London Eye Company
                                                                                                                                        • The Tussauds Group
                                                                                                                                        • Thorpe Park
                                                                                                                                        • United Nations Educational, Scientific and Cultural Organization
                                                                                                                                        • VisitBritain

                                                                                                                                        Visitor Attractions - UK - October 2012

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