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Visitor Attractions - UK - October 2019

“The UK visitor attractions sector continues to benefit from continuing ‘staycation’ habits, the draw of creative attractions and investment in technology. Forming partnerships with travel operators and enhancing the visitor experience will help the sector to continue its momentum amidst uncertainties.”
– Lauren Ryan, Leisure Analyst

This report looks at the following areas:

  • From dusk to dawn
  • Hobby holidays present creative partnerships

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Future healthy despite uncertainties
              • Figure 1: Forecast of visits to UK visitor attractions, 2014-24
            • London attendance finally returns to growth
              • Weather has mixed impact across sector
                • Digital communications increase admissions
                  • Figure 2: Trends in digital communications offered by visitor attractions in England, 2013-18
                • Augmented realities take off as 5G coverage grows
                  • Rare attractions bring in crowds
                    • Companies and brands
                      • Lates festival to debut across London
                        • National Lottery Heritage Fund updates funding framework
                          • Great Tapestry of Scotland gets permanent home
                            • Twycross Zoo bucks the trend
                              • Wild swimming lake opens in Beckenham Place Park
                                • The consumer
                                  • Three out of four visited an attraction in the last year
                                    • Historic sites still have appeal
                                      • Figure 3: Type of attractions visited, September 2017, August 2018, and August 2019
                                    • Zoo attendance showing signs of decline
                                      • Fun, novelty and learning key motivators
                                        • Figure 4: Motivations for visiting attractions, August 2019
                                      • Staycations drive attraction visiting
                                        • Figure 5: Attraction visiting during UK holidays in the last 12 months, August 2019
                                      • Food and drink offer could increase dwell time
                                        • Figure 6: Factors influencing choice of visitor attraction (any rank), August 2019
                                      • Demand to be met for families
                                        • Figure 7: Visitor attraction companions, August 2019
                                      • Virtual and augmented reality can boost interactivity
                                        • Figure 8: Technology and social media activities related to visitor attractions, August 2019
                                      • What we think
                                      • Issues and Insights

                                        • From dusk to dawn
                                          • The facts
                                            • The implications
                                              • Hobby holidays present creative partnerships
                                                • The facts
                                                  • The implications
                                                  • The Market – What You Need to Know

                                                    • Future healthy despite uncertainties
                                                      • London attendance finally returns to growth
                                                        • Weather has mixed impact across sector
                                                          • Digital communications increase admissions
                                                            • Augmented realities take off as 5G coverage grows
                                                              • Rare attractions bring in crowds
                                                              • Market Size and Forecast

                                                                • Visitor numbers
                                                                  • Figure 9: Visits to UK visitor attractions, 2014-24
                                                                • Future looks healthy amidst uncertainties
                                                                    • Figure 10: Forecast of visits to UK visitor attractions, 2014-24
                                                                  • Forecast methodology
                                                                  • Market Segmentation

                                                                    • London attendance finally returns to growth
                                                                      • Figure 11: Share of visits to UK visitor attractions, by nation, 2018
                                                                    • Visitors renew passion for museums and galleries
                                                                      • Figure 12: Attraction visiting trends in England, 2016-18
                                                                  • Market Drivers

                                                                    • Staycations increase pressure on day visits
                                                                      • Figure 13: Tourism day visits on which visiting an attraction is the main activity, 2013-18
                                                                    • Admissions strong despite inbound tourist decline
                                                                      • Figure 14: Inbound holiday visits by overseas visitors to the UK, 2013-18
                                                                    • Weather has mixed impact across sector
                                                                      • Figure 15: UK mean temperature in °C, 2013-18
                                                                    • Digital communications increase admissions
                                                                        • Figure 16: Trends in digital communications offered by visitor attractions in England, 2013-18
                                                                      • Augmented realities take off as 5G coverage grows
                                                                        • Rare attractions bring in the crowds
                                                                        • Companies and Brands – What You Need to Know

                                                                          • Lates festival to debut across London
                                                                            • National Lottery Heritage Fund updates funding framework
                                                                              • Wild swimming lake opens in Beckenham Place Park
                                                                                • Twycross Zoo bucks the trend
                                                                                  • Great Tapestry of Scotland gets permanent home
                                                                                  • Launch Activity and Innovation

                                                                                    • New exhibitions and elements
                                                                                      • Lates festival to debut across London
                                                                                        • National Lottery Heritage Fund updates funding framework
                                                                                          • Yorkshire gets a new £37 million theme park
                                                                                            • Wild swimming lake opens in Beckenham Place Park
                                                                                              • Twycross Zoo bucks the trend
                                                                                                • National Space Centre uses new lab to engage younger audiences
                                                                                                  • The Great Tapestry of Scotland gets a permanent home
                                                                                                    • Renovate to innovate
                                                                                                    • The Consumer – What You Need to Know

                                                                                                      • Three out of four visited an attraction in the last year
                                                                                                        • Historic sites still have appeal
                                                                                                          • Zoo attendance showing signs of decline
                                                                                                            • Fun, novelty and learning are key motivators
                                                                                                              • Staycations drive attraction visiting
                                                                                                                • Food and drink offer could increase dwell time
                                                                                                                  • Demand to be met for families
                                                                                                                    • Virtual and augmented reality can boost interactivity
                                                                                                                    • Attractions Visited

                                                                                                                      • Three out of four visited an attraction in the last year
                                                                                                                        • Figure 17: Overall attractions visited in last 12 months, August 2019
                                                                                                                      • Historic sites still have appeal
                                                                                                                        • Figure 18: Type of attractions visited, September 2017, August 2018 and August 2019
                                                                                                                      • Zoo attendance showing signs of decline
                                                                                                                        • Majority of visitors attend multiple attractions
                                                                                                                          • Figure 19: Repertoire of types of attractions visited, August 2019
                                                                                                                      • Motivations for Visiting Attractions

                                                                                                                        • As long as it’s new
                                                                                                                          • Figure 20: Motivations for visiting attractions, August 2019
                                                                                                                        • Younger crowds just want to have fun…
                                                                                                                          • … while history is essential for older age groups
                                                                                                                            • Staycations drive attraction visiting
                                                                                                                              • Figure 21: Attraction visiting during UK holidays in the last 12 months, August 2019
                                                                                                                          • Decision-Making Factors

                                                                                                                            • Cost is crucial
                                                                                                                              • Figure 22: Factors influencing choice of visitor attraction (any rank), August 2019
                                                                                                                            • Travel time ranks second
                                                                                                                              • Food and drink offer could increase dwell time
                                                                                                                              • Visitor Attraction Companions

                                                                                                                                • Demand to be met for families
                                                                                                                                  • Figure 23: Visitor attraction companions, August 2019
                                                                                                                                • Three’s a crowd
                                                                                                                                  • Group tours reserved for inbound tourists
                                                                                                                                  • Role of Technology and Social Media for Visitor Attractions

                                                                                                                                    • Websites most popular, while apps still untapped
                                                                                                                                        • Figure 24: Technology and social media activities related to visitor attractions, August 2019
                                                                                                                                      • Attractions boost visits to local area
                                                                                                                                        • Social media visibility needed
                                                                                                                                        • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                                            • Abbreviations
                                                                                                                                              • Consumer research methodology
                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                • Forecast methodology
                                                                                                                                                    • Figure 26: Forecast of visits to UK visitor attractions, 2019-24

                                                                                                                                                Visitor Attractions - UK - October 2019

                                                                                                                                                £1,995.00 (Excl.Tax)