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- UK Visitor Attractions Market Report 2024
UK Visitor Attractions Market Report 2024
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Cost is the biggest barrier to visiting attractions, and operators in this market have also faced significant increases in running costs, leading to higher ticket prices. Nine out of the top 10 attractions were free to visit in 2023, and such value options for attractions will continue to dominate into 2025 as consumers’ finances remain fragile.
Against this backdrop, and with brands facing difficult trading environments and tourism numbers still down, the main threat is that visitor numbers might not recover to the highs of pre-pandemic levels until 2030.
However, this presents an opportunity for brands to be on the front foot, and to innovate and diversify to rebuild. Brands must maximise revenues from existing customers through additional value-added services. Focusing on reducing friction points in the experience, as well as reimagining spaces in unique and novel ways, can help drive added value for brands.
Visitor attractions can continue to rebuild audiences by diversifying spaces, offering additional premium services and enhancing experiences with technology.
Joe Birch, Senior Technology and Leisure Analyst
For the purposes of this Report, Mintel has used the following definitions:
This Report examines the UK market for visitor attractions in the UK.
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