2025
9
UK Visitor Attractions Market Report 2025
2025-10-14T14:01:32+00:00
REP7F25E4B5_2CF7_43CA_ADA7_B904D8653946
2195
187638
[{"name":"Leisure and Entertainment","url":"https:\/\/store.mintel.com\/industries\/leisure-entertainment"},{"name":"Market Intelligence Reports","url":"https:\/\/store.mintel.com\/report-type\/market-intelligence-reports"},{"name":"UK","url":"https:\/\/store.mintel.com\/markets\/uk-market-research"}]
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

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

Collapse All
  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

Mintel: Market Intelligence Made Easier

The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:

  • Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
  • Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
  • Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
  • Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.

What goes into a Mintel Market Intelligence Report?

Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.

The Four Pillars of Our Research

We use a combination of four main research methods when creating our reports, each adding a valuable perspective:

  • Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
  • Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
  • Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
  • Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.

For further information about our research and analysis methods, visit our helpdesk.

Bringing It All Together

Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.

Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.

For a closer look at a Mintel Market Intelligence Report, browse trhough the sample PDF report below:

Please Note: All of the figures, graphs, and tables in this sample report have been redacted.
£ 2,195 (Excl.Tax)
  • Download today with instant access
  • Multiple formats provided
  • Interactive databook included
  • Save 10% with the code LEISUREINSIGHTS10
Add to cart

Next Starts Here

Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.

Learn more

Trusted by global industry leaders

Wincanton logo

When I’m investigating specific sectors I tend to use Mintel reports for their forecasting, which I’ve always found to be very accurate.

They also offer really broad and deep coverage in their reports. They are very, very detailed. For example, we were able to gain insight across a wide range of business areas from just one report, proving that Mintel is excellent value for money.

So overall, it’s the level of detail and the quality of forecasting that really stand out for me.

Rebecca Green, Market Insight Manager, Wincanton
VocaLink logo

We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.

As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.

We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.

 

Andrew Neeson, Market Intelligence Manager, VocaLink
VML logo

We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.

Mintel gives us all that. It’s a great brand and one that is trusted by clients.

Marie Stafford, European Director, The Innovation Group, VML
Waitrose & Partners logo

We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.

Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.

Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
Epsilon logo

We utilize Mintel Reports, Trends and Comperemedia to mine for insights across the numerous business verticals that Epsilon serves, such as CPG, automotive, telecom, healthcare/pharma, retail and financial services.

By integrating Mintel insight into new business opportunities, we have been able to gain the competitive edge necessary to advance partnerships with global brands and key business players.

For our organization, it’s about depth and breadth. Having one without the other doesn’t enable success in our business.

Virginia Harvey, Secondary Research Manager, Epsilon

Next Starts Here

Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.

Learn more