The days out market began to make a recovery in 2002, following the foot and mouth crisis in 2001 and the uncertain international climate since the events of September 11th. An additional boost was provided by the Queen's Golden Jubilee celebrations, which resulted in an extra Bank Holiday. Although overseas tourism was still down, there were an estimated 453 million visits to UK visitor attractions alone during 2002, a 3% increase on the previous year. Revenue was also up, increasing by 11% to £2.3 billion. Indications are that this recovery continued into 2003, with many sectors benefiting from the long, hot summer.

While there have been no major new introductions into the market, the Millennium attractions, the British Airways London Eye and the Eden Project, continue to prove popular, along with old favourites, such as Blackpool Pleasure Beach. In an increasingly competitive environment, in which publicly funded and privately owned attractions sit side-by-side, innovation, quality and reinvestment remain of great importance.

Analysing the market’s size, trends and structure, Mintel’s research offers marketers a valuable overview of the factors influencing the market’s dynamics. Designed to inform and focus marketing activity, Mintel’s research includes exclusive consumer research into the days out taken by consumers in the previous 12 months, looking at what factors influenced their choice and how they found out about where to go. Considering the key marketing talking points of today’s market, this report includes coverage of:

The markets recovery from the food and mouth crisis and other disruptive factors

The influence of government tourism policy on the market, such as the establishment of VisitBritain in 2003

Industry opinion on factors that have affected the industry positively and negatively

Analysis of the most popular attractions and the potential for growth

The division of attraction ownership between private, public and not-for-profit organisations

The effect of socio-economic status and affluence on consumers’ choices of days out

Sources of information used by consumers to research days out, with particular focus on the importance of word of mouth and the Internet

Future developments, including product innovation and shifts in modes of promotion and communication.