Table of Contents
Executive Summary
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- Impact of COVID-19 on visitor attractions
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- Figure 1: Short, medium and long-term impact of COVID-19 on visitor attractions, 23 November 2020
- The market
- Visitor numbers take a significant hit
- Long-term picture is positive
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- Figure 2: Volume market forecast for UK visitor attractions, 2015-25 (prepared on 17 November 2020)
- COVID-19 has impacted consumers’ financial wellbeing
- Lack of inbound tourism will have severe consequences for sector
- Colder weather will hamper recovery
- Companies and brands
- Attractions go live
- Virtual queues enable social distancing
- Move to the great outdoors
- The consumer
- Demonstrating COVID-19-safe measures critical as exposure fears spike
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- Figure 3: Concern about risk of being exposed to COVID-19/coronavirus, February-November 2020
- Three quarters of UK adults visited an attraction in the last 12 months
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- Figure 4: Overall attractions visited in last 12 months, September 2017, August 2018, August 2019 and 13-23 August 2020
- Appetite for outdoor activities accelerates gardens to the top spot
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- Figure 5: Type of attractions visited, September 2017, August 2018, August 2019 and 13-23 August 2020
- Gardens, historic buildings and museums to remain most popular
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- Figure 6: Attractions interested in visiting in next 12 months, 13-23 August 2020
- Local visitors more important than ever
- Day trips beat overnight stays
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- Figure 7: Attitudes towards virtual attraction activities, 13-23 August 2020
- Venues must strike a balance between efficiency and quality
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- Figure 8: Digital activities interested in doing, 13-23 August 2020
- Virtual queuing top premium service
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- Figure 9: Willingness to pay more for premium services, 13-23 August 2020
Issues and Insights
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- Attractions and the ‘connected trip’
- From retail arms to ecommerce operations
The Market – Key Takeaways
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- COVID-19 hits visitor numbers, but long-term picture positive
- Local visitors take priority
- Cold weather will hamper recovery
Market Size and Forecast
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- Visitor attractions face struggles ahead
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- Figure 10: Short, medium and long-term impact of COVID-19 on visitor attractions, 23 November 2020
- Visitor numbers take a significant hit
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- Figure 11: Volume market forecast for UK visitor attractions, 2015-25 (prepared on 17 November 2020)
- Figure 12: Visits to UK visitor attractions, 2015-25 (prepared on 17 November 2020)
- Market drivers and assumptions
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- Figure 13: Key drivers affecting Mintel’s market forecast, 2015-25 (prepared on 17 November 2020)
- Learnings from the last recession
- What happened
- What’s different
- What it means
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- Figure 14: Trends in visits to visitor attractions, 2007-12
- Forecast methodology
Market Segmentation
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- England attractions enjoyed higher than typical growth in 2019
- COVID-19 will boost the appeal of gardens even further
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- Figure 15: Attraction visiting trends in England, 2016-19
Market Drivers
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- COVID-19 has impacted consumers’ financial wellbeing
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- Figure 16: Changes in financial situation, October 2019-October 2020
- Lack of inbound tourism will have severe consequences for sector
- VAT cuts critical to survival
- Colder weather will hamper recovery
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- Figure 17: Quarterly participation in visiting attractions – NET any participation, May 2019-January 2020
- Operators welcome government support
Companies and Brands – Key Takeaways
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- Attractions go live
- Virtual queues enable social distancing
- Move to the great outdoors
Launch Activity and Innovation
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- Attractions go live
- Chelsea Flower Show reaches international audiences
- London Transport Museum launches virtual Hidden London series
- Virtual queues enable social distancing
- Paulton’s Park launches virtual queuing system in partnership with Accesso
- Move to the great outdoors
- Archaeological Trust reveals plans for a central York outdoor attraction
- Cardiff to launch Christmas at the Castle
The Consumer – Key Takeaways
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- Post-COVID-19: Brands should prioritise four key areas
- Open spaces and outdoors
- Localism
- Technology balanced with quality customer service
- Premiumisation
Impact of COVID-19 on Consumer Behaviour
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- Demonstrating COVID-19-safe measures critical as exposure fears spike
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- Figure 18: Concern about risk of being exposed to COVID-19/coronavirus, February-November 2020
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- Figure 19: Activity comfort levels, 10-19 November 2020
Attractions Visited
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- Three quarters of UK adults visited an attraction in the last 12 months
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- Figure 20: Overall attractions visited in last 12 months, September 2017, August 2018, August 2019 and 13-23 August 2020
- Appetite for outdoor activities accelerates gardens to the top spot
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- Figure 21: Type of attractions visited, September 2017, August 2018, August 2019 and 13-23 August 2020
Future Visiting
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- Figure 22: Attractions interested in visiting in next 12 months, 13-23 August 2020
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Attraction Destinations
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- ‘Localism’ trend calls for targeted marketing
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- Figure 23: Attitudes towards virtual attraction activities, 13-23 August 2020
- Day trips beat overnight stays
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- Figure 24: Attraction distinctions interested in visiting in next 12 months, by region, 13-23 August 2020
Digital Activities
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- Venues must strike a balance between efficiency and quality
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- Figure 25: Digital activities interested in doing, 13-23 August 2020
- In-person tours deemed higher quality than virtual
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- Figure 26: Attitudes towards virtual attraction activities, 13-23 August 2020
- Figure 27: Digital activities interested in doing, by age and gender, 13-23 August 2020
Premium Services
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- Virtual queuing top premium service
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- Figure 28: Willingness to pay more for premium services, 13-23 August 2020
- Exclusive experiences suited to younger Brits
- Older visitors value guided expertise
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- Figure 29: Willingness to pay more for premium services, by age, 13-23 August 2020
COVID-19 Measures
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- Social distancing and sanitation most important measures
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- Figure 30: COVID-19 measures to prioritise, 13-23 August 2020
- People are actively avoiding crowds
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- Figure 31: Attitudes towards virtual attraction activities, 13-23 August 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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