Theme Parks - UK - February 2010
- In 2009, the theme parks market grew by 2.4% to £315 million. Admissions grew by more than 3% to almost 14 million.
- Average spend per head has increased by almost 13% over the past five years.
- The industry has benefited from the economic recession because the more straightened financial circumstances of many consumers and a weak pound: a greater number decided to stay at home (‘Staycations’) and take more day trips, short breaks and even their main holiday in the UK rather than travel abroad.
- The weakness of sterling has encouraged more inbound tourism, benefiting the parks around London, where the majority of inbound tourists spend their time.
- With policies of sustained and consistent investment in new rides, attractions and areas, the theme parks industry has proactively contributed to the good performance of the market. Where previously major investment might have occurred every two or three years, parks are now introducing new attractions every year, stimulating repeat business.
- A quarter of adults visited a theme park in 2009. Of these, 88% were returning visitors and 12% were first-time visitors, emphasising the importance of maintaining a strong relationship with customers.
- Convenience and affordability are key to attracting visitors, such as being able to check themselves in with tickets pre-printed at home, queue-avoiding and discounted accommodation and/or travel deals.
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