Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
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- Figure 1: Forecast of trends in visits to UK visitor attractions, 2010-20
- The consumer
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- Figure 2: Types of attractions visited, October 2016
- Who visits attractions? The young and wealthy have strongest appetite
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- Figure 3: Any attraction visited, by age, October 2016
- Family days out a big driver for visits to attractions
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- Figure 4: Occasions for visiting attractions, October 2016
- Expense of London attractions is off-putting
- Discounts via social media especially encouraging for younger generations
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- Figure 5: Attitudes towards attractions, October 2016
- What we think
Issues and Insights
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- Zoos and wildlife attractions could potentially receive a boost in 2017
- The facts
- The implications
- Financially confident older consumers are key to growing visitor numbers over the next year
- The implications
The Market – What You Need to Know
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- Growth in visitor attraction numbers forecast to continue
- Domestic day trips fall but domestic overnight stays increase
- Growth in domestic visits to friends and relatives offers further potential
- Inbound trip volume increases by 2.1% in 2015
Market Size and Forecast
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- Visits are trending upwards
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- Figure 6: Trends in visits to UK visitor attractions, 2010-20
- Figure 7: Forecast of trends in visits to UK visitor attractions, 2010-20
Domestic Market
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- Domestic day trip numbers fall
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- Figure 8: Volume of GB leisure days out*, 2011-14
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- Figure 9: Tourism day visits to visitor attractions: volume and value of attraction visits, by destination country, 2015
- Strong growth in 2015 for domestic tourism
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- Figure 10: Domestic tourism volume, value and average spend in Great Britain, 2011-21
- A return to the staycation years?
- Trip purposes – Strong growth in visits to friends and relatives
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- Figure 11: UK domestic overnight trip purpose, 2014-15
Inbound Market
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- Inbound trip volume increases by 2.1% in 2015
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- Figure 12: Inbound holiday volume from overseas residents to the UK, 2014-15
- Figure 13: Top 10 nations with the most holiday visits to the UK, 2015
- Inbound trips should increase in H2 2015 and into 2017
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- Figure 14: Inbound holiday volume from overseas residents to the UK, 2015 H1 vs 2016 H1
- Regional inbound; London dominates but suffers a slight decline
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- Figure 15: Inbound holiday visits to the UK, by region, 2014 and 2015
Brexit and the UK Consumer
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- The impact of the EU referendum vote
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- Figure 16: Atttiudes towards Brexit, August 2016
Segment performance
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- Growth in visitors across the UK
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- Figure 17: Trends in visits* to UK visitor attractions, by country, 2010-14
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- Figure 18: Trends in visitor attractions in England, by segment*, 2011-15
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- Figure 19: Visits made to visitor attractions in membership with alva, 2015
Launch Activity and Innovation
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- Silverstone Heritage Experience awarded £9.1 million
- Design Museum employs leading architects and designers for its new location
- New exhibition at the Winton Gallery aims to get people excited about mathematics
- Google launches Destinations for mobile
- Google Trips goes offline to serve holidaymakers
- Attractions using 360-degree photos and VR
- Derren Brown’s Ghost Train opens
- Smartphones and iBeacons – Boosting communication between visitor and attraction
- Facebook Messenger can enhance communication for attraction operators
The Consumer – What You Need to Know
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- Proportion of UK consumers vising attractions increases
- The young and wealthy have strongest appetite for visiting attractions
- Family days out a big driver for visits to attractions
- Discounts are a big driver when choosing an attraction
- Word of mouth a strong influencing factor for visiting attractions
- Older consumers favour dedicated apps, younger ones favour generic travel apps for discovery
- Expense of London attractions is off-putting
Attraction Types
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- Proportion of UK consumers vising attractions increases
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- Figure 20: Types of attractions visited, October 2016
- Who visits attractions? The young and wealthy have strongest appetite
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- Figure 21: Visiting tourist attractions, by age, October 2016
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- Figure 22: Visiting tourist attractions, by socio-economic group, October 2016
- Museums and art galleries receive a boost in the year to October 2016
Occasions for Visiting Attractions
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- Family days out a big driver for visits to attractions
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- Figure 23: Occasions for visiting attractions, October 2016
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- Figure 24: Mums’ perceptions of using technology, July 2015
Visitor Attraction Behaviours
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- Discounts are a big driver when choosing an attraction
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- Figure 25: Behaviours related to attractions, October 2016
- Zoos and wildlife parks offer potential for 2017
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- Figure 26: Types of attractions visited, October 2016
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- Figure 27: Beacon technology can transmit information and offers to smartphones in close proximity
Influencing Factors for Attractions
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- Word of mouth a strong influencing factor for visiting attractions
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- Figure 28: Influencing factors for visiting attractions, October 2016
- Mobile apps and their role in visitor attractions
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- Figure 29: Behaviours related to attractions, October 2016
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- Figure 30: Influencing factors for visiting attractions, October 2016, October 2016
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- Figure 31: Behaviours related to attractions, October 2016
- Pokémon Go making use of visitor attractions
Attitudes towards Attractions
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- Two fifths favour historical attractions over leisure attractions
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- Figure 32: Attitudes towards attractions, October 2016
- Older consumers are financially confident following the Brexit result
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- Figure 33: Attitudes towards attractions, by age, October 2016
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- Figure 34: Smartphone ownership, June 2015 to July 2016
- Expense of London attractions is off-putting
- Discounts via social media especially encouraging for younger generations
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- Figure 35: Forms of digital communications offered by visitor attractions*, 2012-15
- Figure 36: Forms of digital communications offered by visitor attractions*, by visitor numbers, 2015
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
Appendix – Market Size and Forecast
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- Market size and forecast
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- Figure 37: Best- and worst-case forecast for the number of visits to UK visitor attractions, 2016-21
- Forecast methodology
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