2025
9
UK Visitor Attractions Market Report 2025
2025-10-14T14:01:32+00:00
REP7F25E4B5_2CF7_43CA_ADA7_B904D8653946
2195
187638
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Report
en_GB
Visiting attractions by under-35s is now six percentage points ahead of pre-pandemic levels, but visiting amongst older groups remains well below, especially over-55s. Venues can leverage the growing value and…
UK
Leisure and Entertainment
simple

UK Visitor Attractions Market Report 2025

"Young and affluent consumers are increasingly willing to spend on innovative immersive and hands-on 'active leisure' attractions."

John Worthington - Senior Analyst

John Worthington - Senior Analyst

UK Visitor Attractions – Trends and Insights

  • Visits to attractions by under-35s have surpassed pre-pandemic levels by six percentage points, highlighting their growing value and diverse leisure interests. However, older groups, particularly over-55s, remain underrepresented, requiring targeted offers to encourage their return.
  • The cost-of-living crisis and weak domestic tourism pose significant threats to the visitor attractions market. These economic pressures are impacting consumer spending and limiting the ability of smaller regional sites to compete with larger, high-profile attractions.
  • Larger, must-see attractions, especially in London, are benefiting from the resurgence in overseas visitors, while smaller regional venues struggle to capture the same level of interest and footfall, widening the gap in market performance.
  • Despite economic challenges, a growing segment of affluent consumers is willing to invest in premium experiences. These include exclusive behind-the-scenes access, skip-the-line entry, premium merchandise, and innovative, immersive activities.
  • The rise of hands-on, immersive, and “active leisure” experiences presents a key growth area for attractions. Offering unique, engaging activities can appeal to both younger audiences and better-off consumers seeking memorable, high-value experiences.

Key Issues Covered in the Report

  • Which types of visitor attractions people visit, frequency of visit and which attraction types have most growth potential
  • Motivations for visiting attractions including relaxation, sharing time with others, fun and learning
  • Important factors when visiting attractions, including attitudes towards entry cost, food and drink, overcrowding, opening times and family-friendly activities
  • Opportunities for attractions, including, membership, special deals and premiumised services/products
Report AttributesDetails
Published DateOctober 2025
Data Range2019 – 2030
Measurement MetricsRevenue in £
Country FocusUnited Kingdom (UK)
Consumer Data2,000 internet users aged 16+, August 2025
Number of Pages69
Market SegmentationGardens, Museums, Historic Buildings, Theme Parks, Art Galleries, Zoos or Other Animal Attractions, Monuments/Ruins, Aquariums, Attractions Offering Panoramic Views, Themed Attractions, Factory Tours

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  1. EXECUTIVE SUMMARY

    • Opportunities for the visitor attractions market
    • Growing age disparity calls for a dual approach
    • Smaller attractions can promote themselves as boutique alternatives to over-crowded sites
    • Build in active leisure elements – for both kids and adults
    • Market dynamics and outlook
    • Market size & forecast
    • Market predictions for visitor attractions
    • Attraction visits continue on an upward curve but volume will remain below pre-pandemic levels
    • What consumers want and why
    • Gardens, museums and historic buildings are the most popular attractions
    • Graph 1: types of visitor attraction visited in the last 12 months, 2025
    • Relax and reconnect is the key message
    • Graph 2: leading (top 3) motivations for going to visitor attractions, 2025
    • Admission costs are the most important factor
    • Graph 3: factors rated as ‘very important’ when choosing a visitor attraction to visit, 2025
    • Attractions need to find creative ways to offer value
    • Graph 4: interest in discounted entry/special offers at visitor attractions, 2025
    • Interest in premium/exclusive experiences and VIP treatment can help to shore up lost value
    • Graph 5: interest in discounted entry/special offers at visitor attractions, 2025
    • Innovation and marketing
    • Multi-sensory and immersive are the buzzwords
    • Major new theme park rides for adrenaline-seekers
    • Wellness is a growing theme for attractions
  2. MARKET DYNAMICS

    • Market size
    • Visitor attractions continue on a path of gradual recovery…
    • Graph 6: total number of visits to UK visitor attractions, 2019-25
    • …with significant regional disparities
    • Market forecast
    • Market volume is forecast to rise 16% by 2030
    • Overseas visitors and UK adults under 35 will be the main growth drivers
    • Market segmentation
    • Visitor/heritage centres (+6%) and historic houses/castles (+3%) saw the biggest rise in visits in 2024
    • Graph 7: visitor attraction types by admission trends, 2022-24
    • Six of the top 15 attractions saw double-digit visitor growth in 2024
    • Regions which lack inbound supply need to appeal more to local residents
    • Market drivers
    • Consumers remain stuck in crisis mode…
    • Graph 8: consumer perceptions of the cost of living crisis, 2024-25
    • …and the Mintel financial wellbeing index remains below pre-crisis levels
    • Graph 9: financial wellbeing index, 2016-25
    • Attractions need to stand out as consumers prioritise their leisure spend
    • Domestic tourism pipeline has slowed markedly…
    • Graph 10: number of domestic overnight holiday trips, 2019-24
    • …but inbound visits are set to exceed pre-COVID levels in 2025
    • Graph 11: number of inbound tourism visits to the UK, 2019-24
    • Weather is an increasingly unpredictable factor
  3. WHAT CONSUMERS WANT AND WHY

    • Attraction visiting
    • Consumer participation is up a further two percentage points in 2025
    • Graph 12: adults who have visited a visitor attraction in the last 12 months, 2019-25
    • Gardens are the most popular attraction type overall
    • Gardens, museums and historic buildings are the most popular attractions
    • Graph 13: types of visitor attraction visited in the last 12 months, 2025
    • Theme parks and galleries have improved most over the last 12 months
    • Attraction visiting is heavily skewed towards under-45s
    • Graph 14: types of visitor attraction visited in the last 12 months, by age group, 2025
    • Visiting by under-35s is now six percentage points ahead of pre-pandemic levels
    • Graph 15: adults who have visited a visitor attraction in the last 12 months, by age group, 2025 versus 2024 and 2019
    • Growing age disparity calls for a twin strategy
    • Frequency of attraction visiting
    • Nearly half of attraction visitors are ‘occasionals’, a third are ‘regulars’ and a fifth are ‘enthusiasts’
    • Younger visitors are seeking a greater diversity of experiences
    • Graph 16: number of attraction types visited in the last 12 months, by age group, 2025
    • Spending at visitor attractions
    • Theme parks have the highest annual spend
    • Museum/gallery visitors spend significantly on high-end restaurants and travel
    • Future interest in visiting attractions
    • 86% are interested in visiting attractions over the next 12 months – 14 percentage points higher than the number who visited last year
    • Graph 17: interest in visiting visitor attractions in the next 12 months, 2025
    • Four attraction types show potential to double visitor numbers
    • Factory tours appeal to the desire of under-35s for active personalised leisure experiences, playing to their passion for all things ‘artisan’
    • Over-55 growth potential lies in gardens and historical/cultural attractions
    • Graph 18: potential increase in visitor attraction participation in the next 12 months, by age group, 2025
    • Motivations for visiting attractions
    • Emphasise shared quality time and novelty to appeal to female visitors
    • Graph 19: leading (top 3) motivations for going to visitor attractions, 2025
    • Attractions should incorporate a wellness element for stressed-out visitors
    • Older visitors are looking for a change from their post-pandemic routines
    • Graph 20: leading (top 3) motivations for going to visitor attractions, by age group, 2025
    • Important factors when visiting attractions
    • Parents are seeking safe spaces for their kids to let of steam
    • Free or discounted entry seen as the most important factors
    • Graph 21: factors rated as ‘very important’ when choosing a visitor attraction to visit, 2025
    • Overcrowding has become a key factor
    • Strong budget and premium food concepts are needed – especially for under-35s
    • Graph 22: budget versus premium food and drink offers rated as ‘very important’ by attraction visitiors, by age group, 2025
    • Fine dining in a castle and Italian food renaissance at the National Gallery
    • Keeping it local with ‘doorstep days out’
    • 34% of visitors aged under 35 see late opening hours as a very important factor
    • Membership of visitor attractions
    • Interest in membership can drive up frequency of visit amongst key younger age groups
    • Graph 23: current membership to a group of visitor attractions* and future interest, 2025
    • Data shows membership typically increases annual spend by three times
    • Visitor attraction opportunities
    • The gift that keeps on giving
    • Lean and green days out, regional bundles and attraction alerts
    • Graph 24: interest in discounted entry/special offers at visitor attractions, 2025
    • Short and sweet visits can appeal to those short of cash and/or time
    • Willingness to pay for exclusive experiences and access can help make up for lost revenues
    • Graph 25: interest in premium offers at visitor attractions, 2025
    • Premium merch offers another growing revenue stream…
    • …including leather bags, artworks, royal clothing and Scottish luxury
    • Attractions by night
    • Van Gogh all-nighter, ghost-hunting and Santa sleepovers
  4. INNOVATION AND MARKETING TRENDS

    • Launch activity and innovation
    • Museum objects on demand
    • The tiger awakes
    • Augmented Reality is helping to open up family attractions…
    • …and helping to bring the past back to life
    • Chster Zoo’s new multi-species Heart of Africa zone
    • Reimagining historical attractions as active leisure spaces
    • Alton Towers Toxicator is the UK’s first Top Spin ride since Ripsaw closed in 2015
    • Blackpool Pleasure Beach will launch new ride Aviktas in 2026
    • Therme Manchester will blur the lines between theme park and spa resort
    • The National Trust’s Slow Rembrandt shows how attractions are engaging with the wellness agenda
  5. APPENDIX

    • Supplementary data
    • Where else do attraction visitors spend money?
    • Other brand affinities of attraction visitors
    • Visitor attractions – leading brands used for spend analysis
    • Market forecast data and methodology
    • Market forecast and prediction intervals (volume)
    • Forecast methodology
    • Report scope and definitions
    • Products covered in this Report
    • Abbreviations and terms
    • Consumer research methodology
    • Snoop SpendMapper methodology

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