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Visitor Attractions - UK - December 2014

Published By :

Mintel

Published Date : Dec 2014

Category :

Lifestyle

No. of Pages : 69 Pages


Technological advances are providing the opportunity for attractions to innovate in terms of the experience they can offer. They are able to create far more sensory and immersive experiences that will further blur the lines between fun and learning.
Table of Content

Introduction

Definition
Abbreviations

Executive Summary

The market
2014 another good year for visitor attractions
Figure 1: Forecast visits to UK attractions, 2009-19
Market factors
Domestic tourism falls slightly in 2013
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
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
Figure 4: Attractions visited in the last 12 months, October 2014
Almost half went to an attraction without booking
Figure 5: Attractions visiting behaviour, October 2014
Almost a third feel cost prevents them visiting attractions
Figure 6: Attitudes towards visitor attractions, October 2014
A third are more likely to visit when special exhibitions are on
Figure 7: Attitudes towards museums and art galleries, October 2014
What we think

Issues and Insights

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

Trend: Sense of the Intense
Trend: FSTR HYPR
Mintel Futures: Access Anything, Anywhere

Market Drivers

Key points
Domestic tourism falls slightly in 2013
Figure 8: Trends in numbers of domestic* vs overseas holiday trips taken, 2009-13
Increase in all types of trips to the UK
Figure 9: Number of visits to the UK by overseas residents, by purpose of visit, 2009-13
Holiday trips increase across UK
Figure 10: Holiday visits to the UK, by region, 2012 and 2013
Boost in London tourism
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
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?

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

Key points
2014 another good year for visitor attractions
Figure 13: Trends in visits to UK visitor attractions, 2009-19
Forecast
Figure 14: Forecast visits to UK attractions, 2009-19
Forecast methodology

Segment Performance

Key points
Great year for English attractions following 2012 dip
Figure 15: Trends in visits* to UK visitor attractions, by country 2009-13
Museums, art galleries and historic properties see most growth
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

Key points
National Trust leads the way
Figure 17: Leading attraction operators and organisations, by visitor numbers, 2013
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
Figure 20: Visitor numbers for leading UK theme parks, 2010-13

Visitor Attraction Operators and Organisations

English Heritage
Background
Visitors
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
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
Figure 25: Historic Royal Palaces visitor statistics, 2012-14 (year to end of March)
Financial performance
Figure 26: Financial performance of Historic Royal Palaces, 2010-14
Recent activity
Merlin Entertainments
Background
Attractions
Figure 27: Merlin Entertainments global site numbers, by division, December, 2011-13
Visitors
Figure 28: Merlin Entertainments total global visitors, by division, 2011-13
Financial performance
Figure 29: Key financial highlights of Merlin Entertainments, 2012 and 2013
Recent activity
The National Trust
Background
Visitors
Figure 30: Top 10 National Trust sites, by annual visits, 2013-14
Financial performance
Figure 31: Financial performance of the National Trust, 2010-14
Recent activity
The National Trust for Scotland
Background
Visitors
Figure 32: Trends in members and visitors at National Trust for Scotland sites, 2011-14
Financial performance
Figure 33: Financial performance of the National Trust for Scotland, 2010-14
Recent activity
Tate
Background
Visitors
Figure 34: The Tate visitor statistics, 2011-14 (year to 31 March)
Financial performance
Figure 35: Financial performance of Tate, 2010-14
Recent activity

Brand Communication and Promotion

Key points
Merlin boosts ad spend
Figure 36: Media advertising spend, by leading UK visitor operators and organisations, 2010-13
Tate leads the way on Twitter
Figure 37: Facebook likes and Twitter followers of leading UK visitor attraction operators and organisations, November 2014

The Consumer –Attractions Visited

Key points
Around two thirds have visited an attraction
Figure 38: Attractions visited in the last 12 months, October 2014

The Consumer – Visitor Attractions Behaviour

Key points
Almost half went to an attraction without booking
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

Key points
Almost a third feel cost prevents them visiting attractions
Figure 40: Attitudes towards visitor attractions, October 2014
Theme park goers want more affordable options
Older generations drawn to attractions with learning/educational elements
Figure 41: Preference for attractions with element of learning/education, by age, October 2014

The Consumer – Attitudes towards Museums and Art Galleries

Key points
A third are more likely to visit when special exhibitions are on
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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