Table of Contents
Introduction
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- Definition
- Market sizing methodology
- Abbreviations
Executive Summary
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- Staycation trend and overseas tourist boom benefit attractions market
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- Figure 1: Visitor attractions market size and forecast, 2007-17
- Market factors
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- Figure 2: Indexed trend in numbers of domestic vs overseas trips taken, 2007-11
- Figure 3: Indexed trends in number of visits to the UK by overseas residents, by purpose of visit, 2007-11
- Companies, products and innovation
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- Figure 4: Leading operators and organisations in UK visitor attractions market, by number of visits, 2011
- The consumer
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- Figure 5: Types of attraction visited in past 12 months, August 2012
- Venues offering free admission prosper in recession
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- Figure 6: Attitudes towards visitor attractions, August 2012
- Attraction visitors are very deal-driven
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- Figure 7: First place looked for discount voucher, deal or offer, August 2012
- Digital deal-searching emphasises SEO importance
- What we think
Issues in the Market
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- How can operators harness technology to grow revenues?
- Will the staycation trend continue to boost UK attractions?
- How should operators respond to a potential decline in overseas visitor numbers?
- How can attractions capitalise on consumers’ increasing need for value?
- How can attractions seek to counter adverse weather conditions?
Trend Application
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- Trend: Nouveau Poor
- Trend: Snack Society
- 2015 Inspire Trend: Brand Intervention
Market Drivers
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- Key points
- Domestic holidays boost UK visitor attractions
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- Figure 8: Trends in numbers of domestic* vs overseas trips taken, 2007-11
- Rising fuel costs could deter visitors from travelling long distances
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- Figure 9: UK average petrol prices, January 2009-August 2012
- Overseas visits continue to grow as well
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- Figure 10: Number of visits to the UK by overseas residents, by purpose of visit, 2007-11
- Figure 11: Sterling exchange rates, 2007-12
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- Figure 12: Trends in numbers of overseas holiday visitors to the UK, by area of residence, 2007-11
- Visa headwinds?
- The wettest summer on record?
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- Figure 13: UK rainfall trends, 2007-11
- Rich history and culture draws overseas visitors to the UK
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- Figure 14: Ten most popular attributes overseas visitors associate with the UK, 2012
- Figure 15: Activities undertaken by overseas visitors to the UK, 2011
- England the main focus for overseas tourism
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- Figure 16: Holiday visits to the UK, by region, 2010 and 2011
- London is the hub for overseas visitors
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- Figure 17: Top ten holiday destinations for overseas visitors to the UK, 2011
- Funding issues
- Museum funding
- Heritage funding
- Daylight Saving Bill hopes dashed
- VisitBritain funding aims to capitalise on 2012
- UK economy flat-lines
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- Figure 18: GDP, PDI, consumer expenditure and savings, at constant 2012 prices, 2007-17
- Rising prices and flat earnings squeeze incomes
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- Figure 19: Trends in inflation and average weekly earnings, 2008-12
- Digital device ownership growth offers opportunities
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- Figure 20: Trends in device ownership levels, January and July 2012
Who’s Innovating?
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- Key points
- Digital directions
- New attractions
- Sink or swim for Titanic attraction
- Football museum hits the back of the net
- Mary Rose Museum delayed
- New features at attractions
- Behind the scenes
Market Size and Forecast
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- Key points
- Market benefits from staycation trend and overseas tourist numbers
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- Figure 21: Trends in visits to visitor attractions*, 2007-17
- Forecast
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- Figure 22: Volume forecast of visits to UK visitor attractions, 2007-17
Segment Performance
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- Key points
- Historic properties outperform the market
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- Figure 23: Trends in visits to visitor attractions*, by type, 2007-11
- Museums growth slows in 2011
- Leisure/theme parks stable
- Gardening renaissance boosts visits to gardens
- Free vs paid
- Domestic vs overseas
Market Share
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- Key points
- Paid-for attractions dominated by London venues
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- Figure 24: Top ten* pay-for-entry attractions in England, by visitor numbers, 2010 and 2011
- National museums monopolise free rankings
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- Figure 25: Top ten free visitor attractions in England, by visitor numbers, 2010 and 2011
- Merlin dominates theme parks market
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- Figure 26: Turnover of leading UK theme parks, 2009-11
- Figure 27: Visitor numbers for leading UK theme parks, 2009-11
Visitor Attraction Operators and Organisations
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- Key points
- National Trusts leads market in terms of visits
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- Figure 28: Leading attraction operators and organisations, by visitor numbers, 2011/12
- Cadw
- English Heritage
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- Figure 29: Top five English Heritage pay-for-entry sites, by annual visitors, 2010 and 2011
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- Figure 30: English Heritage visitor statistics, 2008-12
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- Figure 31: Financial performance of English Heritage, 2008-12
- Figure 32: Breakdown of total incoming resources of English Heritage, 2011 and 2012
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- Figure 33: Breakdown of earned income of English Heritage, 2011 and 2012
- Historic Houses Association
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- Figure 34: Trends in number of Historic Houses Association members, by type, 2008-11
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- Figure 35: Financial performance of Historic Houses Association, 2007-11
- Figure 36: Breakdown of total incoming resources of Historic Houses Association, 2008-11
- Historic Royal Palaces
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- Figure 37: Historic Royal Palaces visitor statistics, 2011 and 2012
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- Figure 38: Financial performance of Historic Royal Palaces, 2008-12
- Figure 39: Breakdown of total incoming resources of Historic Royal Palaces, 2011 and 2012
- Historic Scotland
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- Figure 40: Historic Scotland visitor statistics for top ten sites, 2009/10 and 2010/11
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- Figure 41: Financial performance of Historic Scotland, 2007-11
- Figure 42: Breakdown of total incoming resources for Historic Scotland, 2008-11
- Merlin Entertainments Sàrl
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- Figure 43: Merlin Entertainments global attractions, by division, 2010 and 2011
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- Figure 44: Merlin Entertainments total global visitors, by division, 2010 and 2011
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- Figure 45: Key financial highlights of Merlin Entertainments Sàrl, 2010 and 2011
- The National Trust
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- Figure 46: Trends in visitors at National Trust pay-for-entry properties, 2007-12
- Figure 47: Top ten National Trust sites, by annual visits, 2011 and 2012
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- Figure 48: Financial performance of the National Trust, 2008-12
- Figure 49: Breakdown of total income for the National Trust, 2011 and 2012
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- Figure 50: Breakdown of direct property income for the National Trust, 2011 and 2012
- Figure 51: Breakdown of the income of the National Trust (Enterprises), 2011 and 2012
- The National Trust for Scotland
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- Figure 52: Trends in members and visitors at National Trust for Scotland sites, 2009-12
- Figure 53: Financial performance of the National Trust for Scotland, 2008-12
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- Figure 54: Breakdown of total incoming resources for the National Trust for Scotland, 2011 and 2012
- Figure 55: Breakdown of turnover, by commercial activities for the National Trust for Scotland, 2011 and 2012
- Northern Ireland Environment Agency
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- Figure 56: Financial performance of NIEA, 2008-12
- Figure 57: Breakdown of total incoming resources for NIEA, 2011 and 2012
- St Paul’s
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- Figure 58: Financial performance of St Paul’s Cathedral, 2007-11
- Figure 59: Breakdown of total incoming resources for St Paul’s Cathedral, 2010 and 2011
- Tate
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- Figure 60: The Tate visitor statistics, 2011 and 2012
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- Figure 61: Financial performance of Tate, 2008-12
- Figure 62: Self-generated income breakdown for Tate, 2011 and 2012
Brand Communication and Promotion
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- Key points
- Merlin and National Trust leading visitor attraction advertisers
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- Figure 63: Main media advertising spend, by leading UK visitor attraction operators and organisations, 2008-11
- Media used vary considerably by attraction type
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- Figure 64: Types of media used by leading UK visitor attraction operators and organisations, 2011
- National Trusts leaps ahead in the digital race
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- Figure 65: Trends in monthly unique visitors to leading visitor attraction operator/organisations’ websites, July 2011-July 2012
Types of Attraction Visited
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- Key points
- Categories with high proportion of free sites attract the most visitors
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- Figure 66: Types of attraction visited in past 12 months, July 2011 and August 2012
- Culture vultures
- Family fun
- Affluence and education rule
- Strong correlation between visitors to different types of attraction
Attitudes towards Visitor Attractions
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- Key points
- Discount danger?
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- Figure 67: Attitudes towards visitor attractions, August 2012
- Strength in numbers
- Main cutbacks to secondary spending?
- Bartering potential?
- Money no object
- London 2012’s painful legacy for capital’s attractions
- Staycation boost
- Chain branding unimportant to consumers
- Season ticket offers mutual benefits?
Deal Discovery
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- Key points
- Internet dominates deal discovery process
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- Figure 68: First place looked for discount voucher, deal or offer, August 2012
Appendix – Market Size Forecast Scenarios
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- Figure 69: Trends in visits to visitor attractions, market size forecast scenarios, 2012-17
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Appendix – Brand Communication and Promotion
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- Figure 70: Types of media used by leading UK visitor attraction operators and organisations, 2011
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Appendix – Types of Attraction Visited
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- Figure 71: Types of attraction visited in past 12 months, August 2012
- Figure 72: Most popular types of attraction visited in past 12 months, by demographics, August 2012
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- Figure 73: Next most popular types of attraction visited in past 12 months, by demographics, August 2012
- Figure 74: Other types of attraction visited in past 12 months, by demographics, August 2012
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- Figure 75: Types of attraction visited in past 12 months, by most popular types of attraction visited in past 12 months, August 2012
- Figure 76: Types of attraction visited in past 12 months, by next most popular types of attraction visited in past 12 months, August 2012
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- Figure 77: Types of attraction visited in past 12 months, by other types of attraction visited in past 12 months, August 2012
- Repertoire
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- Figure 78: Repertoire of types of attraction visited in past 12 months, August 2012
- Figure 79: Types of attraction visited in past 12 months, by repertoire of types of attraction visited in past 12 months, August 2012
- Figure 80: Repertoire for types of attraction visited in past 12 months, by demographics, August 2012
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Appendix – Attitudes Towards Visitor Attractions
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- Figure 81: Most popular attitudes towards visitors attractions, by demographics, August 2012
- Figure 82: Next most popular attitudes towards visitors attractions, by demographics, August 2012
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- Figure 83: Attitudes towards visitor attractions, by most popular types of attraction visited in past 12 months, August 2012
- Figure 84: Attitudes towards visitor attractions, by next most popular types of attraction visited in past 12 months, August 2012
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- Figure 85: Attitudes towards visitor attractions, by most popular attitudes towards visitor attractions, August 2012
- Figure 86: Attitudes towards visitor attractions, by next most popular attitudes towards visitor attractions, August 2012
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Appendix – Deal Discovery
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- Figure 87: First place looked for discount voucher, deal or offer, by demographics, August 2012
- Figure 88: First place looked for discount voucher, deal or offer, by most popular types of attraction visited in past 12 months, August 2012
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- Figure 89: First place looked for discount voucher, deal or offer, by next most popular types of attraction visited in past 12 months, August 2012
- Figure 90: First place looked for discount voucher, deal or offer, by most popular attitudes towards visitor attractions, August 2012
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- Figure 91: First place looked for discount voucher, deal or offer, by next most popular attitudes towards visitor attractions, August 2012
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