Table of Contents
Executive Summary
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- The market
- 2014 another good year for visitor attractions
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- Figure 1: Forecast visits to UK attractions, 2009-19
- Market factors
- Domestic tourism falls slightly in 2013
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- Figure 2: Trends in number of domestic* vs overseas holiday trips taken, 2009-13
- Boost in London tourism
- London to receive almost half ACE funding
- Budget cuts impacting museums
- Companies, brands and innovation
- National Trust leads the way
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- Figure 3: Leading attractions operators and organisations, by visitor numbers, 2013
- British Museum explores 3D printing
- Tate Britain introduces Robot guides
- London’s Mail Rail to be transformed into tourist attraction
- Bristol becomes first ‘Beacon city’ in the UK
- The consumer
- Around two thirds have visited an attraction
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- Figure 4: Attractions visited in the last 12 months, October 2014
- Almost half went to an attraction without booking
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- Figure 5: Attractions visiting behaviour, October 2014
- Almost a third feel cost prevents them visiting attractions
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- Figure 6: Attitudes towards visitor attractions, October 2014
- A third are more likely to visit when special exhibitions are on
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- Figure 7: Attitudes towards museums and art galleries, October 2014
- What we think
Issues and Insights
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- Making museums more immersive
- The facts
- The implications
- How attractions can use mobile platforms
- The facts
- The implications
- Special exhibitions drive attendance
- The facts
- The Implications
Trend Application
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- Trend: Sense of the Intense
- Trend: FSTR HYPR
- Mintel Futures: Access Anything, Anywhere
Market Drivers
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- Key points
- Domestic tourism falls slightly in 2013
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- Figure 8: Trends in numbers of domestic* vs overseas holiday trips taken, 2009-13
- Increase in all types of trips to the UK
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- Figure 9: Number of visits to the UK by overseas residents, by purpose of visit, 2009-13
- Holiday trips increase across UK
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- Figure 10: Holiday visits to the UK, by region, 2012 and 2013
- Boost in London tourism
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- Figure 11: Top 10 holiday destinations for overseas visitors to the UK, 2012 and 2013
- London to receive almost half ACE funding
- Budget cuts impacting museums
- Dry 2013 following second wettest year on record
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- Figure 12: UK rainfall and sunshine, 2009-13
- Museums tackle copyright law
- Virtual reality coming to the fore
- UK Visa rules relaxed for Chinese tourists
Who's Innovating?
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- Key points
- 3D scanning creates opportunities
- Tate Britain introduces Robot guides
- British Museum explores online uses
- Google Glass to change how artwork is viewed
- First submarine dive trail opened
- London’s Mail Rail to be transformed into tourist attraction
- Bristol becomes first ‘Beacon city’ in the UK
Market Size and Forecast
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- Key points
- 2014 another good year for visitor attractions
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- Figure 13: Trends in visits to UK visitor attractions, 2009-19
- Forecast
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- Figure 14: Forecast visits to UK attractions, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Great year for English attractions following 2012 dip
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- Figure 15: Trends in visits* to UK visitor attractions, by country 2009-13
- Museums, art galleries and historic properties see most growth
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- Figure 16: Trends in visitor attractions in England, by segment*, 2009-13
- Increase in attraction visits driven by paid attractions
- Both overseas and domestic visitors up
- Outdoor attractions benefit from good summer weather
Market Share
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- Key points
- National Trust leads the way
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- Figure 17: Leading attraction operators and organisations, by visitor numbers, 2013
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- Figure 18: Top 10 paid-for-entry attractions in England, by visitor numbers, 2012-13
- Figure 19: Top 10 free visitor attractions in England, by visitor numbers, 2012-13
- Theme parks bounce back
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- Figure 20: Visitor numbers for leading UK theme parks, 2010-13
Visitor Attraction Operators and Organisations
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- English Heritage
- Background
- Visitors
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- Figure 21: English Heritage visitor statistics, 2010-14
- Figure 22: Top five English Heritage pay-for-entry sites, by annual visitors, 2010-13
- Financial performance
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- Figure 23: Financial performance of English Heritage, 2010-14
- Figure 24: Breakdown of earned income of English Heritage, 2013-14
- Recent activity
- Historic Royal Palaces
- Background
- Visitors
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- Figure 25: Historic Royal Palaces visitor statistics, 2012-14 (year to end of March)
- Financial performance
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- Figure 26: Financial performance of Historic Royal Palaces, 2010-14
- Recent activity
- Merlin Entertainments
- Background
- Attractions
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- Figure 27: Merlin Entertainments global site numbers, by division, December, 2011-13
- Visitors
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- Figure 28: Merlin Entertainments total global visitors, by division, 2011-13
- Financial performance
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- Figure 29: Key financial highlights of Merlin Entertainments, 2012 and 2013
- Recent activity
- The National Trust
- Background
- Visitors
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- Figure 30: Top 10 National Trust sites, by annual visits, 2013-14
- Financial performance
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- Figure 31: Financial performance of the National Trust, 2010-14
- Recent activity
- The National Trust for Scotland
- Background
- Visitors
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- Figure 32: Trends in members and visitors at National Trust for Scotland sites, 2011-14
- Financial performance
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- Figure 33: Financial performance of the National Trust for Scotland, 2010-14
- Recent activity
- Tate
- Background
- Visitors
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- Figure 34: The Tate visitor statistics, 2011-14 (year to 31 March)
- Financial performance
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- Figure 35: Financial performance of Tate, 2010-14
- Recent activity
Brand Communication and Promotion
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- Key points
- Merlin boosts ad spend
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- Figure 36: Media advertising spend, by leading UK visitor operators and organisations, 2010-13
- Tate leads the way on Twitter
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- Figure 37: Facebook likes and Twitter followers of leading UK visitor attraction operators and organisations, November 2014
The Consumer –Attractions Visited
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- Key points
- Around two thirds have visited an attraction
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- Figure 38: Attractions visited in the last 12 months, October 2014
The Consumer – Visitor Attractions Behaviour
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- Key points
- Almost half went to an attraction without booking
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- Figure 39: Visitor attractions behaviour, October 2014
- Majority buy snacks and drinks at an attraction
- Couples more inclined to buy souvenirs
- 16-24s most likely to use public transport
- And vast majority use a car to travel to monument and visitor centre
The Consumer – Attitudes towards Visitor Attractions
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- Key points
- Almost a third feel cost prevents them visiting attractions
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- Figure 40: Attitudes towards visitor attractions, October 2014
- Theme park goers want more affordable options
- Older generations drawn to attractions with learning/educational elements
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- Figure 41: Preference for attractions with element of learning/education, by age, October 2014
The Consumer – Attitudes towards Museums and Art Galleries
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- Key points
- A third are more likely to visit when special exhibitions are on
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- Figure 42: Attitudes towards museums and art galleries, October 2014
- ABs more likely to incorporate museum/galleries into holidays
- 45-64s interested in watching tours of exhibitions at cinema
- Parents most interested in alerts to let them know it is less busy
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