Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The market
- Home-grown holidaymakers swell the crowds
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- Figure 1: Visits to UK visitor attractions, 2013-23
- Nations and regions outpace the capital
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- Figure 2: Share of visits to UK visitor attractions, by nation, 2017
- Attractions react to changing tourism trends
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- Figure 3: Tourism day visits on which visiting an attraction is the main activity, 2013-17
- The consumer
- Historic attractions retain traditional appeal
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- Figure 4: Types of attractions visited, September 2017 and August 2018
- Something for the weekend?
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- Figure 5: Advance planning of attraction visits, August 2018
- Visitors’ car habit looks hard to break
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- Figure 6: Main modes of transport used to travel to visitor attractions, August 2018
- Cost consciousness drives decision-making
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- Figure 7: Influences on choice of attraction visited, August 2018
- Crowds and catering leave visitors vexed
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- Figure 8: Attitudes towards visitor attractions, August 2018
- What we think
Issues and Insights
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- How can attractions gain profile in the short break market?
- The facts
- The implications
- How can food and drink get back on the menu?
- The facts
- The implications
The Market – What You Need to Know
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- Market makes hay while sun shines
- Capital downturn brakes English growth
- Day visits down as staycation trend is extended
- More attractions to visit
Market Size and Forecast
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- Visitor numbers grow in the sun
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- Figure 9: Visits to UK visitor attractions, 2013-23
- Forecast
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- Figure 10: Forecast of visits to UK visitor attractions, 2013-23
- Forecast methodology
Market Segmentation
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- Capital threat slows English growth
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- Figure 11: Share of visits to UK visitor attractions, by nation, 2017
- Attraction visitors rekindle passion for the past
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- Figure 12: Attraction visiting trends in England, 2016-17
Market Drivers
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- Staycations put squeeze on day visiting
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- Figure 13: Tourism day visits on which visiting an attraction is the main activity, 2013-17
- Tourists need more targeting
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- Figure 14: Volume of inbound holiday visits by overseas visitors to the UK, 2013-17
- Public sector attractions remain under funding pressure
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- Figure 15: Heritage Lottery Fund dispersed grants, 2016/17-2018/19
- Attractions outlook proves weather-dependent
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- Figure 16: Variation from historic average* of annual UK sunshine hours and rainfall, 2013-17
- Attractions augmented by new tech realities
Companies and Brands – What You Need to Know
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- V&A designs a future beyond the capital
- Theme parks roll out new coasters
- New attractions look to the stars
Launch Activity and Innovation
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- V&A heads north
- Theme parks ready with new rides
- Accessibility standards focus on dementia
- New zoo concept brings down fences
- Celebrity sells
The Consumer – What You Need to Know
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- Historic attractions retain traditional appeal
- Something for the weekend?
- Travel by car the default choice
- Cost consciousness drives decision-making
- Crowds and catering leave visitors vexed
Attractions Visited
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- Visitors retain their sense of history
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- Figure 17: Types of attractions visited, September 2017 and August 2018
- Families grow out of visiting habit
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- Figure 18: Change in attraction visiting rates, by age, socio-economic status and gross household income, September 2017-August 2018
Visit Planning
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- A midweek window to promote weekend visiting
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- Figure 19: Advance planning of attraction visits, August 2018
- We’re all going to the zoo tomorrow (but we started planning last week)
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- Figure 20: Advance planning of attraction visiting, by last attraction visited, August 2018
Travelling to Attractions
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- Visitors’ car habit looks difficult to break
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- Figure 21: Main modes of transport used to travel to visitor attractions, August 2018
- Visitors in it for the long-haul
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- Figure 22: Time spent travelling to visitor attractions, August 2018
Influences on Visiting
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- Value for visitors can give context to cost
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- Figure 23: Influences on choice of attraction visited, August 2018
- Food and drink mostly off the menu
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- Figure 24: Influence of availability of food and drink on choice of attraction visited, by most recent attraction visited, August 2018
Attitudes towards Visitor Attractions
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- Keeping busy is ok with the younger crowd
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- Figure 25: Attitudes towards visitor attractions, August 2018
- Attractions appeal to domestic holidaymakers
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- Figure 26: Attitudes towards visitor attractions and domestic holidaying, by past-year experience of attraction visiting, August 2018
Appendix
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- Data sources
- Abbreviations
- Fan chart forecast
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- Figure 27: Forecast of visits to UK visitor attractions, 2018-23
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