Table of Contents
Issues in the Market
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- Main issues
- Definition
- Abbreviations
Future Opportunities
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- Trend: Edutainment
- Trend: Advertising Everywhere
Market in Brief
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- Industry performance during the economic downturn
- Impact of funding cuts
- Domestic tourism to the rescue
Internal Market Environment
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- Key points
- Staycation trend continues in 2010
- Domestic tourism doesn’t quite offset decline in outbound traffic
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- Figure 1: Domestic and overseas holiday volume, by UK consumers, 2005-10 (est)
- Trends in overseas tourism
- Historic and cultural visits by overseas tourists
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- Figure 2: Historical and cultural activities undertaken by overseas visitors to the UK, 2009
- Figure 3: Year-on-year growth in overseas visitors to the UK, 2004-10*
- Proportion of overseas visitors at leading attractions
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- Figure 4: Top ten markets in terms of visits to the built heritage products, museums, and art galleries, 2009
- London holds its own as the tourist hub
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- Figure 5: Top 5 city destinations by overseas visitors, UK, 2009
- Importance of attracting overseas visitors
- Changes to funding and investment
- The DCMS relinquishes control and funding of museums
- Impact of streamlining on arm’s-length bodies
- Renaissance of the regions
- Spending cuts have widespread impact
- Impact of budget cuts on devolved nations
- Heritage Lottery Fund survives risk of merger
- Heritage Protection Bill postponed until further notice
Broader Market Environment
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- Key points
- A fragile economy moving into 2011
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- Figure 6: GDP, PDI, consumer expenditure and savings, at constant 2005 prices, 2005-15
- Cashing in on the visitor economy
- Heritage tourism is the UK’s fifth largest industry
- Demographic forecasts are optimistic
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- Figure 7: Selected demographic trends in the UK, 2005-15
- Exchange rates make Britain more affordable
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- Figure 8: Sterling exchange rates, 2005-09
- Unforeseen events disrupt Q2 travel patterns
- Rising fuel prices off-putting to domestic travellers
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- Figure 9: UK average petrol prices at garages and supermarkets, Sept 2009-Oct 2010
Competitive Context
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- Key points
- Fun times – in moderation
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- Figure 10: Spending intentions in coming year, specifically towards ‘Visit a cultural venue (eg museum, gallery etc)’, March 2010
- Competition among different cultural and leisure activities
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- Figure 11: Exhibitions, outings and music festivals, 2007-10
- Competition as a global destination
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- Figure 12: Number of UNESCO World Heritage sites inscribed, by top ten countries, 2009
Strengths and Weaknesses in the Market
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- Strengths
- Staycation trend remains relevant
- Weak sterling makes Britain more affordable
- Tourism creates jobs
- Family bonding and search for authenticity
- Opportunities lie ahead
- Weaknesses
- Pent-up demand for overseas travel
- Decline in business traffic
- Fragile global economy
- Difficulty in targeting underrepresented groups
- Expensive Britain
Who’s Innovating?
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- Key points
- Technology makes it more accessible
- Bringing history to life in Wales
- VisitBritain employs Sherlock Holmes as tourist attraction
- The Cultural Olympiad
- ‘M Shed’ brings a fresh approach to museums
Market Size and Forecast
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- Key points
- The weak pound and ‘staycation’ trend sustains the visitor attractions market
- Methodology
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- Figure 13: UK visits to historical and cultural attractions and average visits per attraction, 2005-15
- Market performance
- Future prospects
- Forecast
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- Figure 14: Visits and forecast visits to UK historic and cultural visitor attractions, 2005-15
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- Figure 15: Mintel’s forecast for visits to UK historic and cultural visitor attractions, 2010-15
Segment Performance
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- Key points
- Museums and galleries continue to dominate but historic properties fight back
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- Figure 16: UK visits to historical and cultural attractions, by category, 2005-09
- Figure 17: Total visits to historical and cultural attractions in England, 2005-09
- Little fluctuation in the most popular sites
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- Figure 18: Top ten UK museums and galleries, 2008-09
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- Figure 19: Top ten UK historic properties, 2008-09
- Figure 20: Selected UK places of worship, 2008-09
Historic and Cultural Organisations
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- Key points
- The National Trust
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- Figure 21: Financial performance of The National Trust, 2006-10
- Figure 22: Breakdown of total income for The National Trust, 2009-10
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- Figure 23: Breakdown of the income of The National Trust (Enterprises), 2009-10
- National Trust for Scotland
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- Figure 24: Financial performance of National Trust for Scotland, 2007-10
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- Figure 25: Breakdown of total incoming resources for National Trust for Scotland, 2009-10
- Figure 26: Breakdown of commercial activities for National Trust for Scotland, 2009-10
- English Heritage
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- Figure 27: English Heritage visitor statistics, 2009-10
- Figure 28: English Heritage, background of visitors, 2009-10
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- Figure 29: Financial performance of English Heritage, 2006-10
- Figure 30: Breakdown of total incoming resources of English Heritage, 2009-10
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- Figure 31: Breakdown of earned income of English Heritage, 2009-10
- Historic Houses Association
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- Figure 32: Trends in numbers of Historic Houses Association members by type, 2008-10
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- Figure 33: Financial performance of Historic Houses Association, 2005-10
- Figure 34: Breakdown of total incoming resources for Historic Houses Association, 2008-10
- Historic Royal Palaces
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- Figure 35: Historic Royal Palaces visitor statistics, 2009-10
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- Figure 36: Financial performance of Historical Royal Palaces, 2006-10
- Figure 37: Breakdown of total incoming resources of Historic Royal Palaces, 2009-10
- Historic Scotland
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- Figure 38: Historic Scotland visitor statistics, 2009-10
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- Figure 39: Financial performance of Historic Scotland, 2005-10
- Figure 40: Breakdown of total incoming resources for Historic Scotland, 2008-10
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- Figure 41: Historic Scotland income generated by business area, 2009-10
- Cadw
- Northern Ireland Environment Agency
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- Figure 42: Financial performance of NIEA, 2006-10
- Figure 43: Breakdown of total incoming resources for NIEA, 2009-2010
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- Figure 44: Breakdown of trading income for NIEA, 2009-10
- St. Paul’s Cathedral
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- Figure 45: Financial performance of St Paul’s Cathedral, 2005-09
- Figure 46: Breakdown of total incoming resources for St Paul’s Cathedral, 2008-09
- The Tate
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- Figure 47: The Tate visitor statistics, 2009-10
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- Figure 48: Financial performance of The Tate, 2006-10
- Figure 49: Income breakdown for The Tate, 2008-09
Brand Communication and Promotion
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- Key points
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- Figure 50: Top advertising spend by major UK heritage bodies, 2005-10
- National Trust refreshes, rebrands and repositions
- ‘Time well spent’ in 2009
- The National Trust magazine for members
- Bonus time in 2010
- ‘For Ever, For Everyone’
- 2011 aims to bring new audiences, new communities and new sections of society to the Trust
- English Heritage’s 2009 summer season of events
- New marketing campaign for Cadw
- Historic Royal Palaces celebrate Henry VIII’s 500th anniversary with a bang
- Historic Scotland
- ‘Make your own History’
- VisitScotland
- VisitBritain joint marketing campaign with British Airways
- NIEA promotes ‘Wonderful’ Northern Ireland
What Types of Attraction Do People Visit?
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- Key points
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- Figure 51: Types of historic and cultural attraction visited in the past 12 months, August 2010
- Who are the domestic visitors?
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- Figure 52: Types of historic and cultural attraction visited in past 12 months, by above-average demographics, August 2010
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- Figure 53: Types of historic and cultural attraction visited in past 12 months, according to lifestage, % point +/- average agreement, August 2010
- Enthusiasm for different types of historic and cultural attractions
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- Figure 54: Repertoire of types of historic and cultural attraction visited in past 12 months, August 2010
- Targeting lapsed and non-visitors
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- Figure 55: Breakdown of demographic pattern of lapsed and non-visitors, showing top ten demographics, % point +/- average agreement, August 2010
Sources of Information for Visits
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- Key points
- The importance of having an online presence
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- Figure 56: Sources of information for visits to historic or cultural attractions, August 2010
- Targeting specific consumer groups
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- Figure 57: Sources of information for visits to historic or cultural attractions, by socio-economic group and lifestage combined, August 2010
- Sphere of influence
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- Figure 58: Repertoire of sources of information for visits to historic or cultural attractions, August 2010
- Relatively few sources of info
What Encourages Consumers to Visit Historic and Cultural attractions?
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- Key points
- Motivating consumers to visit historic and cultural attractions
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- Figure 59: Attitudes towards historic and cultural visitor attractions, August 2010
- It’s now or never
- A day out for the family
- Educational slant
- Members mean numbers
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- Figure 60: Agreement with the statement 'I am a member of heritage organisation (eg National Trust/English Heritage)' by type of historic and cultural attraction visited in the past 12 months, August 2010
- Impact of recession and personal cutbacks on historic and cultural visits
Targeting Opportunities
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- Figure 61: Attitudes towards historic and cultural visitor attractions, August 2010
- Entertain-Us
- Who are they?
- Understanding Entertain-Us
- Targeting Entertain-Us
- Cost and Culture-Conscious
- Who are they?
- Understanding Cost and Culture-Conscious
- Targeting Cost and Culture-Conscious
- Less Interested
- Who are they?
- Understanding Less Interested
- Targeting Less Interested
- Culture Enthusiasts
- Who are they?
- Understanding Culture Enthusiasts
- Targeting Culture Enthusiasts
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Appendix – Internal Market Environment
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- Figure 62: Domestic and overseas holiday volume, 2005-10
- Figure 63: Visits by overseas residents to the UK (all purposes), by origin, 2005-09
- Figure 64: Sterling exchange rates, 2005-09
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Appendix – Broader Market Environment
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- Figure 65: Trends in the age structure of the UK population, by gender, 2005-15
- Figure 66: Forecast adult population trends, by socio-economic group, 2005-15
- Figure 67: Forecast adult population trends, by lifestage, 2005-15
- Figure 68: Employment and unemployment, by gender, 2005-15
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- Figure 69: GFK NOP Consumer Confidence Index, January 1988-September 2010
- Figure 70: Penetration of digital and mobile communications, April 2010
- Figure 71: UK average petrol prices at garages and supermarkets, 2009-10
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- Figure 72: Spending intentions towards leisure activities in coming year, March 2010
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Appendix – Competitive Context
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- Figure 73: Consumer expenditure on selected leisure goods and activities, 2006-10 (est)
- Figure 74: Exhibitions, outings and music festivals, 2007-10
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Appendix – Market Segmentation
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- Figure 75: Visits to historical and cultural attractions, by region, 2009
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Appendix – Brand Communications
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- Figure 76: Advertising spend by media type by major UK heritage bodies, 2009
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Appendix – What Types of Attraction Do People Visit?
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- Figure 77: Types of historic and cultural attraction visited in past 12 months, by most popular types of historic and cultural attraction visited in past 12 months, August 2010
- Figure 78: Types of historic and cultural attraction visited in past 12 months by next most popular types of historic and cultural attraction visited in past 12 months, August 2010
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- Figure 79: Types of historic and cultural attraction visited in past 12 months, by repertoire of types of historic and cultural attraction visited in past 12 months, August 2010
- Figure 80: Most popular types of historic and cultural attraction visited in past 12 months, by demographics, August 2010
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- Figure 81: Next most popular types of historic and cultural attraction visited in past 12 months, by demographics, August 2010
- Figure 82: Repertoire of types of historic and cultural attraction visited in past 12 months, by demographics, August 2010
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Appendix – Sources of Information for Visits
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- Figure 83: Sources of information for visits to historic or cultural attractions by most popular types of historic and cultural attraction visited in past 12 months, August 2010
- Figure 84: Sources of information for visits to historic or cultural attractions, by next most popular types of historic and cultural attraction visited in past 12 months, August 2010
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- Figure 85: Sources of information for visits to historic or cultural attractions, by most popular sources of information for visits to historic or cultural attractions, August 2010
- Figure 86: Sources of information for visits to historic or cultural attractions, by next most popular sources of information for visits to historic or cultural attractions, August 2010
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- Figure 87: Sources of information for visits to historic or cultural attractions, by repertoire of sources of information for visits to historic or cultural attractions, August 2010
- Figure 88: Most popular sources of information for visits to historic or cultural attractions, by demographics, August 2010
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- Figure 89: Next most popular sources of information for visits to historic or cultural attractions, by demographics, August 2010
- Figure 90: Repertoire of sources of information for visits to historic or cultural attractions, by demographics, August 2010
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Appendix – What Influences Visitors?
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- Figure 91: Attitudes towards historic and cultural visitor attractions, by most popular types of historic and cultural attraction visited in past 12 months, August 2010
- Figure 92: Attitudes towards historic and cultural visitor attractions, by next most popular types of historic and cultural attraction visited in past 12 months, August 2010
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- Figure 93: Attitudes towards historic and cultural visitor attractions, by most popular sources of information for visits to historic or cultural attractions, August 2010
- Figure 94: Attitudes towards historic and cultural visitor attractions, by next most popular sources of information for visits to historic or cultural attractions, August 2010
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- Figure 95: Attitudes towards historic and cultural visitor attractions, by most popular attitudes towards historic and cultural visitor attractions, August 2010
- Figure 96: Attitudes towards historic and cultural visitor attractions, by next most popular attitudes towards historic and cultural visitor attractions, August 2010
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- Figure 97: Most popular attitudes towards historic and cultural visitor attractions, by demographics, August 2010
- Figure 98: Next most popular attitudes towards historic and cultural visitor attractions, by demographics, August 2010
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Appendix – Targeting Opportunities
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- Figure 99: Attitudes towards historic and cultural visitor attractions, by target groups, August 2010
- Figure 100: Types of historic and cultural attraction visited in past 12 months, by target groups, August 2010
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- Figure 101: Target groups, by demographics, August 2010
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