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Visitor Attractions - UK - December 2016

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Figure 1: Forecast of trends in visits to UK visitor attractions, 2010-20
The consumer
Figure 2: Types of attractions visited, October 2016
Who visits attractions? The young and wealthy have strongest appetite
Figure 3: Any attraction visited, by age, October 2016
Family days out a big driver for visits to attractions
Figure 4: Occasions for visiting attractions, October 2016
Expense of London attractions is off-putting
Discounts via social media especially encouraging for younger generations
Figure 5: Attitudes towards attractions, October 2016
What we think
ISSUES AND INSIGHTS
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
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
Visits are trending upwards
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
Domestic day trip numbers fall
Figure 8: Volume of GB leisure days out*, 2011-14
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
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
Figure 11: UK domestic overnight trip purpose, 2014-15
INBOUND MARKET
Inbound trip volume increases by 2.1% in 2015
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
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
Figure 15: Inbound holiday visits to the UK, by region, 2014 and 2015
BREXIT AND THE UK CONSUMER
The impact of the EU referendum vote
Figure 16: Atttiudes towards Brexit, August 2016
SEGMENT PERFORMANCE 
Growth in visitors across the UK
Figure 17: Trends in visits* to UK visitor attractions, by country, 2010-14
Figure 18: Trends in visitor attractions in England, by segment*, 2011-15
Figure 19: Visits made to visitor attractions in membership with alva, 2015
LAUNCH ACTIVITY AND INNOVATION
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
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
Proportion of UK consumers vising attractions increases
Figure 20: Types of attractions visited, October 2016
Who visits attractions? The young and wealthy have strongest appetite
Figure 21: Visiting tourist attractions, by age, October 2016
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
Family days out a big driver for visits to attractions
Figure 23: Occasions for visiting attractions, October 2016
Figure 24: Mums’ perceptions of using technology, July 2015
VISITOR ATTRACTION BEHAVIOURS
Discounts are a big driver when choosing an attraction
Figure 25: Behaviours related to attractions, October 2016
Zoos and wildlife parks offer potential for 2017
Figure 26: Types of attractions visited, October 2016
Figure 27: Beacon technology can transmit information and offers to smartphones in close proximity
INFLUENCING FACTORS FOR ATTRACTIONS
Word of mouth a strong influencing factor for visiting attractions
Figure 28: Influencing factors for visiting attractions, October 2016
Mobile apps and their role in visitor attractions
Figure 29: Behaviours related to attractions, October 2016
Figure 30: Influencing factors for visiting attractions, October 2016, October 2016
Figure 31: Behaviours related to attractions, October 2016
Pokémon Go making use of visitor attractions
ATTITUDES TOWARDS ATTRACTIONS
Two fifths favour historical attractions over leisure attractions
Figure 32: Attitudes towards attractions, October 2016
Older consumers are financially confident following the Brexit result
Figure 33: Attitudes towards attractions, by age, October 2016
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
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
Abbreviations
APPENDIX – MARKET SIZE AND FORECAST
Market size and forecast
Figure 37: Best- and worst-case forecast for the number of visits to UK visitor attractions, 2016-21
Forecast methodology

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