Table of Contents
Introduction
-
- Definition
- Abbreviations
Executive Summary
-
- The market
-
- Figure 1: Trends in the volume of visits to visitor attractions*, 2006-16
- Market factors
-
- Figure 2: Indexed growth in volume of holiday trips taken, by type, 2006-10
- Figure 3: Trends in the number of holiday visits to the UK by overseas residents, 2006-10
- Companies, brands and innovation
-
- Figure 4: Leading operators and organisations in UK visitor attractions market, by number of visits, 2010
- The consumer
-
- Figure 5: Types of visitor attraction visited in the past 12 months, July 2011
-
- Figure 6: Sources of ideas for planning a visit to a visitor attraction, July 2011
- Figure 7: Attitudes towards visitor attractions, July 2011
- What we think
Issues in the Market
-
- How can visitor attractions maintain demand in the face of pressure on household budgets?
- How can attractions expand their appeal to younger people and families?
- How can attractions harness technology to boost visitor admissions and satisfaction?
- Can domestic tourism growth continue to sustain the visitor attractions industry?
- Can the industry continue to rely on trade from visiting overseas holidaymakers?
Future Opportunities
-
- Trend: Prepare for the Worst
- Trend: Rise of the Screenager
Internal Market Environment
-
- Key points
- Switch to domestic holidays benefits attractions sector
-
- Figure 8: Trends in numbers of domestic vs overseas holiday trips taken, 2006-10
- Overseas visitors drop off but holidays still growing
-
- Figure 9: Trends in numbers of overseas visitors to the UK, by area of residence, 2006-10
- Figure 10: Number of visits to the UK by overseas residents, by purpose of visit, 2006-10
- Figure 11: Trends in numbers of overseas holiday visitors to the UK, by area of residence, 2006-10
- Attractions drive tourist visits
-
- Figure 12: Ten most popular activities people would like to do when visiting the UK, 2010
- London is the hub for all tourists
-
- Figure 13: Top five city destinations for overseas visitors to the UK, 2010
- Figure 14: London: visits, nights and spend (excl day visits), 2006-10
- Funding uncertainties
- Daylight saving still on cards
- Theme park visiting slips back
-
- Figure 15: Trends in visits to theme parks in the past 12 months, 2007-11
Broader Market Environment
-
- Key points
- Tough times in prospect
-
- Figure 16: GDP, PDI, consumer expenditure and savings, at constant 2011 prices, 2006-16
- Figure 17: GDP quarterly percentage change, Q1 2006-Q2 2011
- Consumer confidence at near-recessionary levels
-
- Figure 18: Trends in consumer confidence levels in the UK, 2008-11
- Gardens and historic properties see to benefit from age group trends
-
- Figure 19: Trends in the age structure of the UK population, 2006-16
- AB growth suits customer profile bias
-
- Figure 20: Forecast adult population trends, by socio-economic group, 2006-16
- Weak pound beneficial for overseas tourists
-
- Figure 21: Sterling exchange rates, 2006-11
- Fuelling the fire
-
- Figure 22: UK average petrol prices at garages and supermarkets, January 2009-July 2011
- Overheads on the increase
-
- Figure 23: Trends in utility prices* paid by non-domestic consumers, 2006-11
- Figure 24: Trends in the National Minimum Wage (for workers aged 22+ until 2010 when this rate applied to those aged 21+) compared to the retail price index, 2006-11
-
- Figure 25: Trends in food prices compared to all retail prices, 2006-11
- Digital technology ownership boom provides opportunities
-
- Figure 26: Electronic devices have at home, April 2009-April 2011
Competitive Context
-
- Key points
- Tough times for attractions
-
- Figure 27: Trends in penetration of visitor attractions, by type, 2007-11 and 2010-11
- A competitive environment
-
- Figure 28: Number of UNESCO World Heritage sites inscribed, by top ten countries, 2011
Who’s Innovating?
-
- Key points
- Improving the visitor experience
- Bringing attractions to the masses
- The big-screen boost
- Cultural Olympiad brings opportunities in 2012
- Theming of special events
Market Size and Forecast
-
- Key points
-
- Figure 29: Trends in visits to visitor attractions*, 2006-16
- Forecast
-
- Figure 30: Volume forecast of visits to visitor attractions, 2006-16
- Forecast methodology
Segment Performance
-
- Key points
-
- Figure 31: Trends in visits to visitor attractions*, by type, 2006-10
- Free vs paid
- Domestic vs overseas
Market Share
-
- Key points
- London attractions lead paid-for rankings
-
- Figure 32: Top ten* english paid visitor attractions, by visitor numbers, 2009 and 2010
- Museums dominate free rankings
-
- Figure 33: Top ten english free visitor attractions, by visitor numbers, 2009 and 2010
- Merlin leads theme parks
-
- Figure 34: Turnover of leading UK theme parks, 2010
Visitor Attraction Operators and Organisations
-
- Key points
- National Trust has the most visits
-
- Figure 35: Leading visitor attraction operators and organisations, by visitor numbers, 2010
- Cadw
- English Heritage
-
- Figure 36: English Heritage visitor statistics, 2008-11
- Figure 37: Background of English Heritage visitors, 2010 and 2011
-
- Figure 38: Financial performance of English Heritage, 2007-11
- Figure 39: Breakdown of total incoming resources of English Heritage, 2010 and 2011
-
- Figure 40: Breakdown of earned income of English Heritage, 2010 and 2011
- Historic Houses Association
-
- Figure 41: Trends in numbers of Historic Houses Association members, by type, 2008-10
-
- Figure 42: Financial performance of Historic Houses Association, 2006-10
- Figure 43: Breakdown of total incoming resources for Historic Houses Association, 2008-10
- Historic Royal Palaces
-
- Figure 44: Historic Royal Palaces visitor statistics, 2010 and 2011
- Figure 45: Financial performance of Historical Royal Palaces, 2007-11
-
- Figure 46: Breakdown of total incoming resources of Historic Royal Palaces, 2010 and 2011
- Historic Scotland
-
- Figure 47: Historic Scotland visitor statistics, 2009/10
-
- Figure 48: Financial performance of Historic Scotland, 2006-10
- Figure 49: Breakdown of total incoming resources for Historic Scotland, 2008-10
- Merlin Entertainments Sàrl
-
- Figure 50: Merlin Entertainments Sarl total global visitors, by division, 2009 and 2010
- Figure 51: Merlin Entertainments UK theme parks visitor numbers, 2009 and 2010
-
- Figure 52: Key financial highlights, Merlin Entertainments Group Luxembourg Sàrl, 2009 and 2010
- Figure 53: Key financial highlights, Alton Towers Resort Operations Ltd, 2008-10
-
- Figure 54: Key financial highlights, Thorpe Park Resort Operations Ltd, 2008-10
- Figure 55: Key financial highlights, Chessington World of Adventures Operations Ltd, 2008-10
-
- Figure 56: Key financial highlights, LEGOLAND Windsor Park Ltd, 2006-10
- Figure 57: Key financial highlights, Merlin Entertainments (Sea Life) Ltd, 2008-10
-
- Figure 58: Key financial highlights, Merlin Entertainments (Dungeons) Ltd, 2008-10
- The National Trust
-
- Figure 59: Trends in visitors at National Trust pay-for-entry properties, 2007-11
- Figure 60: Top ten National Trust sites, 2010
-
- Figure 61: Financial performance of The National Trust, 2007-11
- Figure 62: Breakdown of total income for The National Trust, 2010 and 2011
-
- Figure 63: Breakdown of direct property income for The National Trust, 2010 and 2011
-
- Figure 64: Breakdown of the income of The National Trust (Enterprises), 2010 and 2011
- National Trust for Scotland
-
- Figure 65: Financial performance of National Trust for Scotland, 2007-11
- Figure 66: Breakdown of total incoming resources for National Trust for Scotland, 2010 and 2011
-
- Figure 67: Breakdown of commercial activities for National Trust for Scotland, 2010 and 2011
- Northern Ireland Environment Agency
-
- Figure 68: Financial performance of NIEA, 2007-11
- Figure 69: Breakdown of total incoming resources for NIEA, 2010 and 2011
-
- Figure 70: Breakdown of historic monuments income for NIEA, 2010 and 2011
- St Paul’s
-
- Figure 71: Financial performance of St Paul’s Cathedral, 2006-10
- Figure 72: Breakdown of total incoming resources for St Paul’s Cathedral, 2009 and 2010
- The Tate
-
- Figure 73: The Tate visitor statistics, 2010 and 2011
-
- Figure 74: Financial performance of The Tate, 2007-11
- Figure 75: Non-Grant in Aid income breakdown for The Tate, 2010 and 2011
Brand Communication and Promotion
-
- Key points
- National Trust leads the way in promotions
-
- Figure 76: Top advertising spend by major UK visitor attractions, 2007-11
- TV is dominant medium
-
- Figure 77: UK visitor attractions expenditure on main media advertising, by media type, 2010
- National Trust heads website rankings too
-
- Figure 78: Trends in unique visitors to selected visitor attraction organisation/operator websites, September 2010-September 2011
Which Types of Visitor Attraction Have People Been to?
-
- Key points
- Museums lead the way
-
- Figure 79: Types of visitor attraction visited in the past 12 months, July 2011
What Sources do People Use to Plan Visits?
-
- Key points
- Internet is the dominant source of ideas for attraction visits
-
- Figure 80: Sources of ideas for planning a visit to a visitor attraction, July 2011
Attitudes Towards Visitor Attractions
-
- Key points
- Appointment to view and time with friends and family key issues
-
- Figure 81: Attitudes towards visitor attractions, July 2011
- Quality time
- Price has to be right
- Edutainment still important
Visitor Attractions Target Groups
-
- Key points
-
- Figure 82: Visitor attractions target groups, July 2011
- Cash-strapped
- Neutrals
- Family-minded
- Event-driven
- Star-struck
- Star-struck and Family-minded have highest attraction visiting levels
-
- Figure 83: Types of visitor attraction visited in the past 12 months, by target groups, July 2011
Appendix – Broader Market Environment
-
-
- Figure 84: Sterling exchange rates, 2006-11
- Figure 85: UK average petrol prices at garages and supermarkets, January 2009-June 2011
-
Appendix – Competitive Context
-
-
- Figure 86: Exhibitions, outings and music festivals, 2007-11
-
Appendix – Market Size and Forecast
-
-
- Figure 87: Volume forecast of visits to visitor attractions, best and worst case scenarios, 2011-16
-
Appendix – Which Types of Visitor Attraction have People Been to?
-
-
- Figure 88: Most popular types of visitor attraction visited in the past 12 months, by demographics, July 2011
- Figure 89: Next most popular types of visitor attraction visited in the past 12 months, by demographics, July 2011
-
- Figure 90: Other types of visitor attraction visited in the past 12 months, by demographics, July 2011
- Figure 91: Types of visitor attraction visited in the past 12 months, by most popular types of visitor attraction visited in the past 12 months, July 2011
-
- Figure 92: Types of visitor attraction visited in the past 12 months, by next most popular types of visitor attraction visited in the past 12 months, July 2011
- Figure 93: Types of visitor attraction visited in the past 12 months, by other types of visitor attraction visited in the past 12 months, July 2011
-
Appendix – What Sources do People Use to Plan Visits?
-
-
- Figure 94: Most popular sources of ideas for planning a visit to a visitor attraction, by demographics, July 2011
- Figure 95: Next most popular sources of ideas for planning a visit to a visitor attraction, by demographics, July 2011
-
- Figure 96: Other sources of ideas for planning a visit to a visitor attraction, by demographics, July 2011
- Figure 97: Sources of ideas for planning a visit to a visitor attraction, by most popular types of visitor attraction visited in the past 12 months, July 2011
-
- Figure 98: Sources of ideas for planning a visit to a visitor attraction, by next most popular types of visitor attraction visited in the past 12 months, July 2011
- Figure 99: Sources of ideas for planning a visit to a visitor attraction, by most popular sources of ideas for planning a visit to a visitor attraction, July 2011
-
- Figure 100: Sources of ideas for planning a visit to a visitor attraction, by next most popular sources of ideas for planning a visit to a visitor attraction, July 2011
- Figure 101: Sources of ideas for planning a visit to a visitor attraction, by other sources of ideas for planning a visit to a visitor attraction, July 2011
-
Appendix – Attitudes Towards Visitor Attractions
-
-
- Figure 102: Most popular attitudes towards visitor attractions, by demographics, July 2011
- Figure 103: Next most popular attitudes towards visitor attractions, by demographics, July 2011
-
- Figure 104: Attitudes towards visitor attractions, by most popular attitudes towards visitor attractions, July 2011
- Figure 105: Attitudes towards visitor attractions, by next most popular attitudes towards visitor attractions, July 2011
-
- Figure 106: Attitudes towards visitor attractions, by most popular sources of ideas for planning a visit to a visitor attraction, July 2011
- Figure 107: Attitudes towards visitor attractions, by next most popular sources of ideas for planning a visit to a visitor attraction, July 2011
-
- Figure 108: Attitudes towards visitor attractions, by other sources of ideas for planning a visit to a visitor attraction, July 2011
- Figure 109: Attitudes towards visitor attractions, by most popular types of visitor attraction visited in the past 12 months, July 2011
-
- Figure 110: Attitudes towards visitor attractions, by next most popular types of visitor attraction visited in the past 12 months, July 2011
- Figure 111: Attitudes towards visitor attractions, by other types of visitor attraction visited in the past 12 months, July 2011
-
Appendix – Visitor Attractions Target Groups
-
-
- Figure 112: Visitor attraction target groups, by demographics, July 2011
- Figure 113: Types of visitor attraction visited in the past 12 months, by target groups, July 2011
-
Back to top