Table of Contents
Issues in the Market
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- Main issues
- Definition
- Market sizing methodology
- Abbreviations
Insights and Opportunities
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- Youth culture
- Bringing culture to the masses
Market in Brief
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- Museum mania
- Culture club
- What’s the story?
- We are family
- Things can only get…worse
- That’s edutainment
- Heard it on the grapevine
Fast Forward Trends
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- Trend 1: Advertainment
- What’s it about?
- What we've seen
- What next?
- Trend 2: Search For Meaning
- What’s it about?
- What we've seen
- What next?
Internal Market Environment
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- Key points
- Should I stay or should I go?
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- Figure 1: Domestic and overseas holiday volume, 2003-13
- Working for the Yankee Dollar
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- Figure 2: Visits by overseas residents to the UK (all purposes), by origin, 2000-07
- London calling
- Funding rise
- Heritage Lottery Fund
- Code of Practice
- Heritage Protection Bill
- World heritage sites
- Selling England by the pound
- Paradigm shift
Broader Market Environment
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- Key points
- Hard times
- Cutbacks on the cards?
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- Figure 3: Areas where consumers would cut back spending, July 2008
- Petrol problems
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- Figure 4: UK average petrol prices at garages and supermarkets, 2007/08
- Deterring visitors
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- Figure 5: Whether fuel prices will affect day trips, by age, June 2008
- AB growth
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- Figure 6: Forecast adult population trends, by socio-economic group, 2003-13
- Past-times
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- Figure 7: Forecast adult population trends, by lifestage, 2003-13
- Let’s have a heated debate
- Roots
Competitive Context
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- Key points
- Intensifying competition
- Days out in context
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- Figure 8: Days out in the last 12 months, August 2008
- Inspiring churches
- Museums and galleries outperforming the market
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- Figure 9: Total visits to visitor attractions in England*, by attraction type, 2003-07
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who's Innovating?
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- Key points
- Heritage under the hammer
- Dandy Warhol
- How the other half lived
- Capture the castle
- Doing battle
- Virtual tours
Market Size and Forecast
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- Key points
- Steady growth trend falters in 2008
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- Figure 10: UK visits to historical and cultural attractions and average visits per attraction, 2003-08
- Figure 11: Total visits to historical and cultural attractions in England*, 2003-08
- Future performance dependent on the economy
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- Figure 12: Average visits per UK historical and cultural attraction, 2003-13
- Factors used in the forecast
Segment Performance
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- Key points
- Free entry boosts visits
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- Figure 13: UK visits to historical and cultural attractions and average visits per attraction, by category, 2003-07
- Figure 14: Total visits to historical and cultural attractions in England*, 2003-07
- Museum visits whatever the weather
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- Figure 15: Index of UK average sunshine hours and average visits per attraction, by attraction type, 2003-07
- A London-centric market?
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- Figure 16: Visits to historical and cultural attractions, by region, 2007
- Museums and galleries – Big Smoke freebies top the bill
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- Figure 17: Top ten UK museums and galleries, 2007
- Places of worship – St Paul’s beats Blackpool
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- Figure 18: Top ten UK places of worship, 2007
- Historic properties – the Tower stays top
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- Figure 19: Top ten UK historic properties, 2007
Brand Communication and Promotion
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- Key points
- Marketing overview
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- Figure 20: Advertising spend by major UK heritage bodies, 2004-08
- National Trust
- Enjoy England/Culture08
- National Galleries of Scotland
- Museums and Galleries Month
- Historic Royal Palaces
- Film tourism
Companies and Products
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- Key points
- Sector overview
- Cadw
- English Heritage
- Historic Houses Association
- Historic Royal Palaces
- Historic Scotland
- Museums, Libraries and Archives Council
- National Trust
- National Trust for Scotland
- NI Environment and Heritage Service
- St Paul’s Cathedral
- The Tate
Who Are The Culture Vultures?
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- Key points
- Half of all adults have visited historic and cultural attractions
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- Figure 21: Historic/cultural visitor attractions visited in the last 12 months, August 2008
- Females over 35 the most likely to visit
- Family-friendly museums
- Middle-class bastion?
Information Sources For Days Out
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- Key points
- The power of the grapevine
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- Figure 22: Sources of information for days out, by visitors/non-visitors to historic/cultural visitor attractions, August 2008
- Matching media to customer groups
- Tapping the social networking phenomenon
- Information clusters
What Is Most Important To Visitors?
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- Key points
- Tell us a story
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- Figure 23: Attitudes towards historic and cultural visitor attractions, by visitors and non-visitors, August 2008
- Demographic differences
- Edutainment on the agenda
- Palace bloggers
- Tailoring content
- Educational souvenirs
Targeting Opportunities for Historic and Cultural Visitor Attractions
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- Key points
- Identifying target groups
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- Figure 24: Historic and cultural attraction target groups, August 2008
- Fans (10% of the sample or 5 million adults aged 16+)
- Sightseers (22% of the sample or 11 million adults aged 16+)
- Family Guys (17% of the sample or 8.5 million adults aged 16+)
- Travellers (17% of the sample or 8.5 million adults aged 16+)
- Uninterested (34% of the sample or 17 million adults aged 16+)
- Key characteristics
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- Figure 25: Key characteristics of target groups, August 2008
- Marketing messages
- Fans
- Sightseers
- Family Guys
- Travellers
- Uninterested
Appendix – Who Are The Culture Vultures?
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- Visitors vs non-visitors – detailed demographics
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- Figure 26: Visits to historic/cultural visitor attractions in the last 12 months, by demographic sub-group, August 2008
- Attractions visited – detailed demographics
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- Figure 27: Historic/cultural visitor attractions visited in the last 12 months, by demographic sub-group, August 2008
- Other days out – detailed demographics
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- Figure 28: Most popular other days out in the last 12 months, by demographic sub-group, August 2008
- Figure 29: Next most popular other days out in the last 12 months, by demographic sub-group, August 2008
- Other days out, by attractions visited
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- Figure 30: All days out in the last 12 months, by historic/cultural visitor attractions visited, August 2008
Appendix – Information Sources For Days Out
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- Information sources – detailed demographics
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- Figure 31: Most popular sources of information for days out, by demographic sub-group, August 2008
- Figure 32: Next most popular sources of information for days out, by demographic sub-group, August 2008
- Information sources, by attractions visited
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- Figure 33: Sources of information for days out, by historic/cultural visitor attractions visited in the last 12 months, August 2008
- Combinations of information sources
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- Figure 34: Sources of information for days out, by most popular other sources of information, August 2008
- Figure 35: Sources of information for days out, by next most popular other sources of information, August 2008
Appendix – What Is Most Important To Visitors?
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- Attitudes towards historic and cultural visitor attractions – detailed demographics
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- Figure 36: Most popular attitudes towards historic and cultural visitor attractions, by demographic sub-group, August 2008
- Figure 37: Next most popular attitudes towards historic and cultural visitor attractions, by demographic sub-group, August 2008
- Attitudes towards historic and cultural visitor attractions, by attractions visited
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- Figure 38: Attitudes towards historic and cultural visitor attractions, by most popular historic/cultural visitor attractions visited in the last 12 months, August 2008
- Figure 39: Attitudes towards historic and cultural visitor attractions, by next most popular historic/cultural visitor attractions visited in the last 12 months, August 2008
- Information sources, by attitudes towards historic and cultural visitor attractions
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- Figure 40: Sources of information for days out, by most popular attitudes towards historic and cultural visitor attractions, August 2008
- Figure 41: Sources of information for days out, by next most popular attitudes towards historic and cultural visitor attractions, August 2008
- Combinations of attitudes towards historic and cultural visitor attractions
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- Figure 42: Attitudes towards historic and cultural visitor attractions, by most popular other attitudes, August 2008
- Figure 43: Attitudes towards historic and cultural visitor attractions, by next most popular other attitudes, August 2008
Appendix – Targeting Opportunities for Historic and Cultural Visitor Attractions
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- Target groups – detailed demographics
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- Figure 44: Target groups, by demographic sub-group, August 2008
- Attitudes towards historic and cultural visitor attractions, by target groups
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- Figure 45: Attitudes towards historic and cultural visitor attractions, by target groups, August 2008
- Days out, by target groups
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- Figure 46: Venues/attractions visited for a day trip or a day out in the UK in the last 12 months, by target groups, August 2008
- Information sources, by target groups
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- Figure 47: Sources of information for planning/getting ideas for days out, by target groups, August 2008
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