VA 2013 Trends in England-Full Report_FINAL version for publication_tcm30-42199

VA 2013 Trends in England-Full Report_FINAL version for publication_tcm30-42199

Visitor AttractionTrends in England2013Full Report

AcknowledgementsVisitEngland would like to thank all representatives and operators in the attraction sector whoprovided information for the national survey on which this report is based. For a number ofattractions, data has been included with kind permission of ALVA (Association of Leading VisitorAttractions), English Heritage, The National Trust and Go Ape as well as several DestinationManagement Organisations. Where relevant this has been referenced in the report.No part of this publication may be reproduced for commercial purposes without previous writtenconsent of VisitEngland. Extracts may be quoted if the source is acknowledged.Statistics in this report are given in good faith on the basis of information provided by proprietors ofattractions. VisitEngland regrets it cannot guarantee the accuracy of the information contained in thisreport nor accept responsibility for error or misrepresentation.Published by VisitEngland (incorporated under the 1969 Development of Tourism Act as the BritishTourist Authority) © 2014 British Tourist Authority (trading as VisitBritain).VisitEngland is grateful to English Heritage for their financial support for the 2013 survey.July 20141

IntroductionThis report presents the findings of the Survey ofVisits to Visitor Attractions undertaken in Englandby VisitEngland. The report provides acomprehensive England-wide analysis of trendsplus visits data for individual attractions.ObjectivesTo monitor trends in the visitor attraction sector inEngland and to improve understanding of thedynamics of the sector. Findings contribute toestimates of the economic impact of tourism andinform development and planning work. Resultsallow operators to benchmark their operationwithin their category, within their region and acrossthe sector as a whole.Survey MethodAttractions have the option of either online orpostal survey completion.All attractions for whom email contacts are held aresent an email invitation with a link to theirattraction’s online questionnaire. Attractions notresponding are subsequently sent a postalquestionnaire alongside attractions with no or onlygeneric email contacts.A copy of the questionnaire is appended.BDRC Continental holds the contract for the surveyin England and is responsible for the preparation ofthis report.It is important to highlight that major individualattractions can have a significant impact upon theproportion of visits within each region andattraction category. Their participation or nonparticipationin the survey year-on-year can resultin significant fluctuations in the data within eachregion and attraction category.Visitor Attraction Definition“…an attraction where it is feasible to chargeadmission for the sole purpose of sightseeing. Theattraction must be a permanently establishedexcursion destination, a primary purpose of which isto allow access for entertainment, interest, oreducation and can include places of worship (butexcludes small parish churches); rather than beingprimarily a retail outlet or a venue for sporting,theatrical, or film performances. It must be open tothe public, without prior booking, for publishedperiods each year, and should be capable ofattracting day visitors or tourists as well as localresidents. In addition, the attraction must be asingle business, under a single management, sothat it is capable of answering the economicquestions on revenue, employment etc.”2

Sample and ResponseVisit England recently tightened its definition ofattractions so undertook a major review of thelist of attractions used for last year’s survey.For example, parish churches and small artgalleries with a retail focus were removed fromthe attractions list.This removed a number of small sites previouslyclassified as attractions, and we have thereforeseen a slight shift in the attraction size profile ofsites participating in the research during thepast two years.Further, whilst country parks continue to beincluded in the survey findings, they have beengenerally been excluded from the most visitedlists on the basis that it is not possible toexclude those who have visited the park in sucha way that falls outside our visitor attractiondefinition.Arts Council England no longer collates visitornumbers for attractions, so was unable tocontribute to the survey this year or for the2012 survey.5,376 English visitor attractions were invited totake part in this year’s survey.1,568 English visitor attractions provided visitsfigures for the year 2013.• 876 completed online• 419 completed by post• 273 provided data through umbrellaorganisations1,478 attractions provided admissions for both2013 and 2012 and these attractions form thebasis of this report’s trend evaluation.3

Sample and Response (1)Response by attraction categoryCategoryNo. attractionsproviding datafor 2013Profile of attractionsproviding data2013 2012Country Parks 68 4% 3%Farms 47 3% 3%Gardens 88 6% 6%Historic properties 495 32% 29%Leisure / theme parks 18 1% 2%Museums / art galleries 504 32% 34%Steam / heritage railways 30 2% 2%Visitor / heritage centres 71 5% 5%Wildlife attractions / zoos 86 5% 5%Workplaces 28 2% 2%Places of worship 74 5% 4%Other 59 4% 7%Total 1,5684

Sample and Response (2)Response by regionCategoryNo. 2013dataProfile ofattractionsproviding data2013 2012North West 165 11% 12%North East 84 5% 5%Yorks/Humber 145 9% 9%East Midlands 142 9% 9%West Midlands 155 10% 9%East 205 13% 13%London 104 7% 6%South East 300 19% 19%South West 268 17% 17%Total 1,568Response by attraction size and admission typeCategoryAnnual VisitsNo.attns.giving2013dataProfile ofattractions thatprovided data2013 201210,000 or less 510 33% 31%10,001–20,000 217 14% 14%20,001–50,000 319 20% 20%50,001–100,000 179 11% 10%100,001–200,000 147 9% 11%Over 200,000 196 13% 14%AdmissionFree 599 38% 38%Paid 969 62% 62%Total 1,5685

Headlines (1)There were the beginnings of a recovery in the UK economy in 2013, with Gross Domestic Productreturning to growth in each quarter of the year.It was a year of contrasts for the weather, with an exceptionally cold winter and spring followed by a warmand sunny summer, ending a run of six consecutive relatively dull and wet summers.Overall there was a +5% annual increase in in total visits to attractions in 2013, representing astrong recovery following the -1% decline reported in 2012.This increase was driven by a recovery in visits to attractions charging for admission, where there wasgrowth of +7%, following the -3% decline observed in 2012. Visits to free attractions grew by +3%.Despite being more likely to be closed seasonally in 2013, historic attractions experienced strong growth,historic houses/castles increasing visits by +7% and other historic properties by +10%. Visits to thissector are now around a quarter higher than they were in 2008.Having stalled in 2012, visits to London attractions increased significantly above the average, by +8%, in2013. Attractions in both the North West and West Midlands saw visitor number increases well below thenational average, with visits decreasing by -2% in the North West. In both regions, this decrease wasdriven by a decline in visits to the free museums / art galleries, particularly in urban areas.Both adult and child entry charges to paid attractions increased by +4% in 2013. Allied with the strongvisitor number increases, this helped to attractions to grow gross revenue by +5% overall. Thisrepresents a return to typical growth levels, following the much smaller +1% increase seen in 2012.6

Headlines (2)The eight year decline in the proportion of attractions reporting increases in marketing expenditure hasbeen arrested in 2013, with slight growth in the proportion of attractions raising their marketing spend.Provision of all forms of digital communications have continued to increase in 2013. Facebook and Twitterare now in common use, even amongst smaller attractions. The strongest rate of growth has been formobile apps, with 18% of attractions now offering these. 21% offered an online booking facility fortickets / events in 2013.Almost two-thirds (61%) of attractions charging for admission offered some form of deal or discountduring 2013. These most often take the form of extra person e.g. 2 for 1 (37%) or reduced entry (32%)discounts.Despite the improving financial climate in 2013 there continues to be a shift towards employees from thevoluntary sector. Attractions predict this to continue during 2014, with a quarter anticipating an increasein staff from this sector.Within the 2012 survey the decline in full-time permanent staff was predicted to be arrested in 2013.This has proved correct, with 8% of attractions increasing their full-time permanent staff and only 6%reducing these staff. Attractions also predict this trend to continue in 2014.7

2013 Weather Summary (source: Met Office)2013 began with an exceptionally cold Winter and Spring, especially in March, with unseasonably latesnowfalls. This lead into a much warmer summer period, ending a period of six consecutive dull andwet summers, with July being particularly warm and sunny. Autumn was more typical, althoughOctober was wet enough to cause disruption. Overall during the year, rainfall was slightly belowaverage (5% lower) and sunshine slightly above average (4% higher).Winter 2012/13:2013 got off to a cold start with average temperatures 0.3ºC and 0.9ºC below thenorm for January and February respectively, with snow a feature, particularly inJanuary.Spring 2013: This pattern continued into Spring, with this season being the coldest since 1962.March was particularly cold, at 3.3ºC below average. The season ended a run ofsix consecutive sunny springs, with sunshine levels returning to around averagelevels.Summer 2013:Autumn 2013:In contrast, summer was the warmest since 2006, including a prolonged heatwave in early-mid July. It ended a run of six consecutive relatively dull and wetsummers with rainfall only 78% of average and sunshine 114% of the average.It was a fairly typical Autumn across England with temperatures, rainfall andsunshine all close to average overall, although there were notable regionalvariations. However, October was the wettest since 2000, causing disruption.8

Attraction opening – by attraction categoryALLCountry parksFarmsOpen all year roundRegular seasonal closureClosed for other reason495549474345940% open all yearin 2012559068Around half (49%) of attractionsremain open all year round. This wasa notable fall from the 55% reportedfor 2012.GardensHistoric houses / castlesOther historic propertiesLeisure / theme parksMuseums / art galleries43223150585673685037152054440462659Historic properties have been the maindriver of this decline in year roundopening. English Heritage extendingtheir seasonal closures to a greaterproportion of sites for 2013 is themain contributor to this change,although other historic properties alsochanged to a seasonal closing policy.Steam / heritage railwaysVisitor / heritage centresWildlife attractions / zoos14557376352510102194778This change has made historicproperties one of the most commonsectors for seasonal closure, alongsidesteam/ heritage railways.WorkplacesPlaces of worship638737010 38180Places of worship, wildlife attractionsand workplaces are the most likely toremain open year round.Other5244450Base: All attractions answering (1,396)9

Attraction opening – by destination type &attraction sizeOpen all year roundRegular seasonal closureALLClosed for other reason49474Larger attractions (100,000 visitors or more),which tend to be based in urban areas are morelikely to stay open year round.CoastalRural3642546143Only a third of small attractions (10,000 visitorsa year or less) remain open for the whole year.Urban7025610,000 or less3263510,000-20,0004749420,000-100,00050455Over 100,00078192Base: All attractions answering (1,396)10

Visitor admissiontrends

Visitor admission trendsAnnual % change in visits’02 ’03 ’04 ’05 ’06 ’07 ’08 ’09 ’10 ’11 ’12 ‘138553 33 3221-*-1Attractions reported a 5% annual increase in totalvisits in 2013 (adults and children), the joint largestyear-on-year increase since 2002.This was driven by a recovery in visits to attractionscharging for admission, where there was a +7%increase in visits, following the -3% declineobserved in 2012.This overall increase in visits reported by attractionscorrelated with an increase in the number of trips tovisitor attractions taken in England, as measured bythe Day Visits Survey. Although this surveyreported a decrease in the number of tourism daytrips as a whole in 2013 (-7%), day trips toattractions were reported to have increased by+9%. In addition, there was a +9% uplift inholiday visits to England from abroad (source:IPS). Conversely, and the number of overnightdomestic holiday trips fell by -2% (source: GBTS).Base: All attractions providing visits data for current and previous year (1,478 in 2013)Many attractions recovered from the unsettling2012 Olympics and Paralympics period, reportingmajor visit increases during the 2013 summermonths (source: Tourism Business Monitor).Indeed, many attractions saw visitor numbersbounce back significantly beyond even their 2011levels, returning the market to its long term trendof growth.12

Visitor admission trends 2013 – by attractioncategoryAll attractions sectors experienced visitor numberAll attractionsaverage (+5%)2011/12 change(%)growth in 2013. This is in contrast to 2012, wheneight sectors experienced a decline.Country parksFarmsGardensHistoric houses / castlesOther historic propertiesLeisure / theme parks1227810-20-2-40-1With 2013 a year of two halves in terms ofweather (exceptionally cold until May followed byan exceptionally warm summer), there was littledifference overall between categories dominatedby outdoor attractions – such as wildlife attractions- or categories dominated by indoor attractions –such as museums / art galleries - in terms ofvisitor number growth.Museums / art galleriesSteam / heritage railwaysVisitor / heritage centresWildlife attractions / zoosWorkplaces14466+2-5-2-4+1Despite being more likely to be closed seasonally,historic attractions experienced strong growth in2013, historic houses/castles increasing visits by+7% and other historic properties by +10%. Thissaw this sector return to its trend of strong growthobserved since 2008 (see page 16). Visits are nowaround a quarter higher than they were in 2008.Places of worshipOther313-2+1Museums / art galleries picked up some of theoutdoor attraction business during the poorerweather of 2012, and continued to grow visitornumbers by +4% in 2013.Base: All attractions providing visits data for both 2012 and 2013 (1,478)13

1989199019911992199319941995199619971998199920002001200220032004200520062007200820092010201120122013Index of visits to attractions – sectorsoutperforming market260240220200180TOTAL ENGLAND ATTRACTIONSCountry parksWorkplacesGardensMuseums/art galleriesVisitor/heritage centresFarms22221119218116014016114914212010010080Base: All attractions providing visits data for both 2012 and 2013 (1,478)14

Index of visits to attractions – sectorsoutperforming marketIndex CalculationThe charts presented on slides 14 and 16 show the indexed visits trend for each attraction category. The baseyear for the index is 1989, with the index set at 100 for that year. Annual percentage changes in visits aresubsequently applied to this index e.g. visits to museums / art galleries increased +4% between 1989 and1990, increasing the index for 1990 to 104.Because the number of attractions responding each year differs, the percentage change between any two yearsis applied each time to the previous year’s index to take account of varying sample sizes each year.Operators are asked in each survey year to provide the number of visits for both the survey year and previousyear. This enables the trend between any two years to be calculated based on the same attractions.The chart shows the attraction categories which have shown above average annual visit increases since 1989.Across England attractions as a whole, visits have increased 42% in that time.Farms have seen the greatest increase in visits, particularly in the last ten years, since the Foot and Mouthoutbreak of 2001. Visitor / heritage centres and gardens have also seen very strong increases overall.Visits to museums / art galleries overall are now almost 50% higher than they were on the introduction of freeentry to national museums in 2001. DCMS data on visits to former charging sponsored museums indicate thatthis increase has been primarily driven by visits to these museums. These figures state that visits to formercharging sponsored London museums were up by +151% in the ten years since becoming free and thoseoutside London by +148%.15

1989199019911992199319941995199619971998199920002001200220032004200520062007200820092010201120122013Index of visits to attractions – sectors underperforming against market260240TOTAL ENGLAND ATTRACTIONSLeisure / theme parksWildlife attractions / zoosHistoric propertiesSteam / heritage railways22020018016014012010014212612011610680Base: All attractions providing visits data for both 2012 and 2013 (1,478)16

Index of visits to attractions – sectors underperforming against marketSteam/ heritage railways, which had been performing above or in line with the industry average until2010, saw two years of decline in 2011 and 2012 and a below average +1% increase in 2013.However, they remain 26% above the benchmark 1989 levels.Both historic properties and wildlife attractions/ zoos reported strong increases in visitor numbers thisyear. Both have seen steady improvement since 2001, with historic properties particularly strongsince 2008.Visits to leisure / theme parks have rather stagnated over the past nine years, although it should benoted that attractions operated by Merlin Entertainments are not included in this survey. Indeed,participation in the survey by attractions within the leisure / theme park sector has been declining inrecent years.17

Visitor admission trends 2013 – by admissioncharge, geographic location and sizeAll attractionsaverage (+5%)2011/12change (%)FreePaidCoastal337+2-3-2The increase in attraction visits in 2013 wasprimarily driven by the two-thirds of respondingattractions in the sector which are paidadmission. Visits increased by +7% to paidattractions compared with +3% for freeattractions, representing a major recovery on2012, when free attractions were moresuccessful.RuralUrban45-3+1Growth in visits remains stronger among urbanattractions, increasing by +5% in 2013 andbeing one of the few areas to also experiencegrowth in 2012. As page 20 demonstrates,London attractions drive this.20,000 visits or less 120,001-50,000 visits450,001-200,000 visits7Over 200,000 visits4Base: All attractions providing visits data for both 2012 and 2013 (1,478)-6-2-4+1Larger attractions with 50,000+ visits perannum continue to outperform the market,while attractions with fewer than 20,000 visitscontinue to grow at the slowest rate.This is associated with the strongerperformance of urban areas, which house halfof the largest (200,000+ visitors) attractionstaking part in the survey, including the freeLondon museums and galleries.18

Visitor admission trends 2013 – paid and freeattractionsFree Attractions2011 / 12change (%)Paid Attractions2011 / 12change (%)ALL FREE ATTRACTIONS (551)Country parks (36)Farms (14)Gardens (8)Historic houses / castles (17)Other historic properties (41)Leisure / theme parks (2)Museums / art galleries (274)Steam / heritage railways (3)Visitor / heritage centres (37)Wildlife attractions/zoos (29)Workplaces (11)Places of worship (58)Other (22)-21-2-3-3315412511112+2-2+1+34-7+10-8+2+2-3-1-1+2+1ALL PAID ATTRACTIONS (927)Country parks (30)Farms (30)Gardens (75)Historic houses / castles (301)Other historic properties (104)Leisure / theme parks (16)Museums / art galleries (209)Steam / heritage railways (27)Visitor / heritage centres (27)Wildlife attractions/zoos (52)Workplaces (15)Places of worship (7)Other (56)76772527351219 +8-11413-3-8-4-5+2-1-60-5+18-4+1Paid attractions reported a +7% increase in visits for 2013. The year saw increases across all categories of paidattractions, reflecting the beginnings of recovery in the UK economy.There was also an increase in visitor admissions to free attractions in 2013 (+3%). With half of freeattractions being museums / art galleries, this category tends to define performance of free attractions overall. Visitsto free museums / art galleries increased by +4% in 2013. Visits to free places of worship saw the strongest growth in2013 (+12%).Base: All attractions providing visits data for both 2012 and 2013 (1,478)N.B. Figures in brackets represent sample sizes of attractions upon which data is based.19

Visitor admission trends 2013 - by regionAll attractionsaverage (+5%)2011/12change (%)North WestNorth East-26+2-1Having stalled in 2012, visits to Londonattractions increased significantly above theaverage, by +8%, in 2013. This helped to drivethe increase in visits to urban attractions.Yorks / HumberEast MidlandsWest MidlandsEast1445+1-2-2-3Attractions in the North East (+6%) also sawvisitor numbers increase above the nationalaverage.Attractions in both the North West and WestMidlands saw visitor number increases belowthe national average, with visits actuallydecreasing by -2% in the North West. In bothregions, this decrease was driven by a declinein visits to the free attractions, particularly inurban areas (see page 21).LondonSouth East4800Visits to paid attractions increased in allregions, including both the North West andWest Midlands (see page 21).South West4-2Visits to historic properties also increasedacross all regions.Base: All attractions providing visits data for both 2012 and 2013 (1,478)20

Visitor admission trends 2013 – otherregional dimensions% change 2012 / 2013Free Paid Coastal Rural UrbanNorth West-5327-5North East67299Yorks / Humber36-1046East Midlands81-4112West Midlands-25n/a20East-18960London615n/a138South East26546South West44245All attractions +3% +7% +3% +4% +5%Base: All attractions providing visits data for both 2012 and 2013 (1,478)21

Visitor admission trends 2013 – child visitssummaryAttractions with…30% or less childrenOver 30% childrenAll attractionsaverage (+5%)562011/12% change0-2There was a strong bounce-back in visits tofamily attractions in 2013, with a +6% increasein visits to attractions with over 30% of theirvisits accounted for by children. This contrastswith a –2% decline in 2012.30% or lessschoolchildrenOver 30%schoolchildren26-1-8Indeed, child admissions to attractionsincreased more strongly than adult admissions,with +6% more children visiting attractions in2013 than in 2012.Schoolchildren admissions also saw a strongincrease in 2013. Although increasing at a ratelower than admissions as a whole (+4%), thiswas a notable turnaround on the -16% declineobserved in 2012.Child admissionsSchoolchildrenadmissions46+1-16However, attractions more reliant onschoolchildren continue to find it more difficultto increase visits. Attractions with more than30% of their visits accounted for byschoolchildren only increased their total visitoradmissions by +2% in 2013.Base: All attractions providing visits data for both 2012 and 2013 (1,478)22

Visitor admission trends 2013 – by visitor originOverseas visitors+10%in visitsUpSimilarDownCompared with 2012 (%)233542Across the attractions sector, overseasvisits were up by 10% in 2013. This wasthe same increase as reported in 2012.However, unlike in 2012 when this increase wasdriven almost entirely by London, the increasesin 2013 were much more likely to be sharedaround the regions – only the South West saw adecline in overseas visitor admissions (see page24).Local / day trippers+8%in visitsUpSimilarDownBase: All attractions responding ( c.1,260)Compared with 2012 (%)243442Attractions reported local visitors withinday trip distance up by +8% in 2013. Thisrepresents a major turnaround on the -5%decline observed in 2012 and is consistent withthe +9% increase in day visits to attractions in2013 reported by the Day Visit Survey.Although day visits to attractions were upacross most regions, London led the way with a+29% increase, reversing the -7% decline seenin 2012 – perhaps the first region for residentsto experience economic recovery (see page 26).Local / day trip visitors also led the recovery invisits to paid admission attractions, with localvisitors to these attractions up by +11% in2013 (see page 27).23

Visitor admission trends 2013 – overseasvisitors by attraction category and regionAttraction Category: overseas visitors% down % up2012/13% changeRegion: overseas visitors% down % up2012/13% change-16Country parks2216%-27North West447%-16Farms3137%-15North East4730%-18Gardens487%-24Yorks / Humber465%-18Historic houses / castles522%-26East Midlands3632%-19Other historic properties4625%-24West Midlands317%-13Leisure / theme parks5612%-19East345%-28Museums / art galleries4014%-17London5515%-11Steam / heritage railways438%-22South East4416%-31Visitor / heritage centres369%-25South West4618%-28Wildlife attractions / zoos3527%-22-21-20WorkplacesPlaces of worshipOther413637Overseas visits increased to all types of attractions apartfrom ‘other historic properties’ in 2013.Base: All attractions responding ( c.1,260)6%14%3%Only the South West saw a drop in overseas visitorsin 2013, with increases being spread further awayfrom London this year.The North East and East Midlands saw particularlystrong increases in overseas visits to theirattractions, albeit from a relatively low base.Increases in overseas visits to London attractionsremained strong in 2013 at +15%.24

Visitor admission trends 2013 – overseasvisitors by size and admission chargeAdmission Charge: overseas visitors-22-23% down % upFreePaid39442012/13 %change15%3%The increase in overseas visitors was drivenprimarily by free admission attractions, as wasthe case in 2012.-24-24Size: overseas visitors% down% upUp to 20k p.a.20k – 50k p.a.394012%3%The increase in overseas visits in 2012 wasdriven largely by the large government fundedLondon museums and galleries. However, in2013, the increases in overseas visits seem tohave been more evenly distributed, not onlyregionally, but also across a range of attractiontypes and sizes.-18-2050k – 200k p.a.Over 200k p.a.474917%10%Indeed, overseas visits to the smallestattractions with less than 20,000 visits perannum increased at a faster rate in 2013 thanthe largest attractions with over 200,000visitors per annum (although they still had alower proportion of attractions reporting anincrease in visitors).Base: All attractions responding ( c.1,260)25

Visitor admission trends 2013 – local / daytrip visitors by attraction category and region-23Attraction Category: local visitors% down % up-13-8Country parksFarmsGardens1931522012/13% change2%7%6%-27-27-18Region: local visitors% down % upNorth WestNorth EastYorks / Humber4446452012/13% change6%10%9%-21Historic houses / castles517%-31East Midlands354%-18Other historic properties5041%-25West Midlands321%-12Leisure / theme parks5921%-17East404%-32Museums / art galleries378%-17London5229%-14Steam / heritage railways435%-26South East4110%-31Visitor / heritage centres3612%-25South West4318%-19Wildlife attractions / zoos474%-19-21WorkplacesPlaces of worship33333%12%Other than country parks and gardens, all attractioncategories reported 2013 local visitor numbers upon 2012.-23Other4210%The lower overall performance of attractions interms of visit numbers in the North West and WestMidlands appears to have been driven by declines inlocal visitors. These are the only two regions inwhich local visitor numbers fell in 2013.Base: All attractions responding ( c.1,260)26

Visitor admission trends 2013 – local / daytrip visitors by size and admission chargeAdmission Charge: local visitors% down % up-27-22FreePaid33472012/13 %change6%11%Local visitors appear to have driven theincrease in visits to paid admission attractionsin 2013. Local visitors to these attractionsincreased by +11% in 2013 compared with anoverall +7% increase in visits to paidattractions.Size: local visitors% down-25 Up to 20k p.a.% up392%All sizes of attraction experienced an increasein local visitors in 2013, although the smallestattractions also experienced the smallest rateof increase in local visitors.-2420k – 50k p.a.397%-2050k – 200k p.a.528%-28Over 200k p.a.419%Base: All attractions responding ( c.1,260)27

Admission chargeand revenuetrends

Adult admission charges 2013%Over £30.001£20.01 - £30.003£15.01 - £20.00£12.01 - £15.00£10.01 - £12.0034641% of attractions charging admission, charge£5 or less for entry – a slight decline on the43% observed in 2012. One in six charge over£10.£9.01 - £10.00£8.01 - £9.0067The average entry charge stands at £7.30 in2013.£7.01 - £8.00£6.01 - £7.00£5.01 - £6.0091010The average child admission charge amongstthose sites charging is £5.18. A quarter ofcharging sites (23%) charge over £5 for childentry, with 6% now charging over £10.00.£4.01 - £5.0014£3.01 - £4.0010£2.01 - £3.008£2.00 or less9Base: Attractions charging for admission in 2013 (942)29

Adult admission charge trends 2013 – byattraction categoryALL ATTRACTIONSCountry parksFarmsGardensHistoric houses / castles-5% increase inadult chargeversus 20124344Average2013charge£7.30£25.13£6.48£6.71£7.132011/12change(%)+40+5+7+5Country parks (driven by Go Ape attractions)charge an average of £25 per adult. Leisure/theme parks (£11.80), steam/ heritage railways(£11.23) and wildlife attractions/ zoos (£10.02)have the highest average admission prices, withthe latter breaking the average £10 barrier forthe first time.Other historic propertiesLeisure / theme parksMuseums / art galleries765£5.38£11.80£4.81+3+6+5The average increase in adult admission feesis 4% this year – consistent with increasesduring the previous five years, with increases of4% (2012), 5% (2011), 5% (2010), 4% (2009)and 5% (2008).Steam / heritage railwaysVisitor / heritage centresWildlife attractions / zoos254£11.23£6.89£10.02+8+2+3This remains above the rate of inflation, as theConsumer Price Index ran at an average of2.0% for 2013.WorkplacesPlaces of worship3£7.2018 £8.88-2+9Increases were again highest at places ofworship (18%).Other8£7.91+1Average child admission charges increasedby an average of 4% in 2013, slightly higherthan the rate observed in 2012 (3%)Base: Attractions providing admission charge data for both 2012 and 2013 (623)30

Adult admission charge trends 2013 – by region% change in adult admission chargeNorth WestNorth EastYorks / HumberAll attractionsaverage (4%)456Average2013 charge£8.76£6.27£6.112011/12change (%)+3+3+4London charging attractions remain the mostexpensive (at £9.67 on average), £0.91 morethan the second most expensive region, theNorth West.East MidlandsWest MidlandsEastLondon4455£6.60£7.09£6.41£9.67+2+3+6+4As in 2012, The East’s attractions reportedadmission prices which had increased the most(+6%).Sites in the North East (£6.27) and Yorks/Humber (£6.11) charge the least on average.South East4£7.87+5South West3£7.17+4Base: All attractions providing admission charge data for both 2012 and 2013 (623)31

Adult admission charge trends 2013 – byattraction size% change in adult admission chargeAnnual visits20,000 or less p.a.20,001 – 50,000 p.a.All attractionsaverage (4%)24Average2013 charge£5.43£7.542011/12change (%)+3+3Site admission charges increase in line with thenumber of visitors attracted, with thosebringing in more than 200,000 visitors a yearnow charging over £12 on average.50,001 – 100,000 p.a.100,001 – 200,000 p.a.Over 200,000 p.a.567£8.28£9.62£12.48+5+5+6The largest sites (those with over 200,000visitors) continue to be more bullish aboutpricing, making larger increases to admissioncharges in 2013 - +7% compared with +4%increase overall.Base: All attractions providing admission charge data for both 2012 and 2013 (623)32

Adult admission charge trends 2013 – bygeographic location and child admissions% change in adult admission chargeAll attractionsaverage (4%)Average 2013charge2011/12change (%)CoastalRuralUrbanAttractions with…30% or less child visitsOver 30% child visits44445£6.03£7.94£6.31£7.43£6.78+4+4+6+4+4Attractions at rural destinations are around£1.63 more expensive on average than those inurban areas and almost £2 more expensivethan those in coastal areas. Change inadmission pricing is similar across each of thesearea types, although pricing at urbanattractions has again increased the most (by+5%).Price rises remain consistent between sitesattracting families/ non-family and domestic/overseas audiences.30% or less overseas visitsOver 30% overseas visits45£6.47£9.03+4+4Base: All attractions providing admission charge data for both 2012 and 2013 (623)33

Gross revenue trend% change in gross revenue85 5 5 55Following the significant slowing of the rate ofincrease in gross revenue in 2012, 2013 saw areturn to the longer term average annualincrease of +5%.12007200820092010201120122013% change adult admission chargesGross revenue up5Gross revenue similar3Gross revenue down 2Almost half (46%) of attractions reported anincrease in gross revenue in 2013 comparedwith only 15% reporting a decrease. Incontrast, back in 2012 more attractionsreported a decrease than an increase in grossrevenue.Revenue is correlated with change in adultadmission prices, with larger price increasesgenerating more revenue.Base: All attractions responding (1,148)34

Gross revenue trend 2013 – by attractioncategoryAll attractions (+5%)2011/12 %changeCountry parks3-1Farms8+2GardensHistoric houses / castles46-9+2Other than workplaces, all categories managedto increase gross revenue in 2013.Other historic propertiesLeisure / theme parksMuseums / art galleriesSteam / heritage railways491218-5+2+3-1Growth was particularly strong for leisure /theme parks – perhaps seeing growth insecondary spend, accommodation, annualpasses / memberships etc. – and for otherhistoric properties.Visitor / heritage centres5-3Wildlife attractions / zoos2+8Workplaces0+6Places of worship40Other7-4Base: All attractions responding (1,148)35

Gross revenue trend 2013 – by region% change in gross revenueNorth WestNorth EastYorks / Humber278In line with an overall decrease in visitornumbers at North West attractions, grossrevenue at these attractions also only increasedby an average of +2%.East MidsWest MidsEastLondon3588Despite West Midlands attractions also onlyincreasing visitor numbers by +1%, theirattractions were more successful at achievingstrong increases in gross revenue.South East6South West5Base: All attractions responding (1,148)36

Gross revenue trend 2013 – by admission chargeand visit volumeAdmission ChargeFreePaidAll attractions (+5%)372011/12 %change+30In line with increases in visitor admissions, paidattractions have seen more growth in grossrevenue than those free to enter. Thisrepresents a return to the pre-2012 trend.Destination typeCoastal5Rural6Urban5Annual visit volumeUp to 20k p.a.520k – 50k p.a.550k – 200k p.a.70-2+5+2+2-22013 represented a better year for coastal andrural attractions in terms of gross revenue.Having somewhat stagnated in 2012, grossrevenue was up by +5% and +6% respectivelyin 2013.Despite a growth in visitor numbers, andincrease in admission prices, the largerattractions saw revenues hit worst in 2012.2013 has seen a recovery, with revenues up by+7% among attractions with between 50k and200k visitors and by +5% among attractionswith over 200k visitors per annum.Over 200k p.a.5-1Base: All attractions responding (1,148)37

Marketing andcommunicationstrends

Marketing expenditure trend% down % up-12201318-16-13-14-11-11201220112010200920081719202121Between 2005 and 2012, the proportion ofattractions reporting increases inmarketing expenditure had been in gradualdecline, with nearly as many attractionsdecreasing their marketing investment asthere are increasing.-12-11-102007200620052013222425This decline has been arrested somewhatin 2013, with a slight increase in theproportion of attractions raising theirmarketing spend and a notable drop inthose who reduced their spend in this area.-14-14-18-9% down % up20,000 visits orless20,001-50,000visits50,001-200,000visitsOver 200,000visits18191917This switch appears to be being driven bythe smaller attractions. Attractions withfewer than 20k visitors per annum weretwice as likely to increase as decrease theirmarketing spend in 2013, whereas thosewith 200k or more visitors were as likely todecrease as increase their spend.Base: Attractions answering marketing question (1,353)39

Marketing expenditure trends 2013 –byattraction category% down % up-13Country parks46-16-20FarmsGardens1931With the exception of gardens, all attractionscategories were more likely to increase thandecrease marketing expenditure in 2013.-9Historic houses / castles12-5Other historic properties16-22Leisure / theme parks28-14Museums / art galleries16-20Steam / heritage railways23-12Visitor / heritage centres18-13Wildlife attractions / zoos23-11Workplaces22-11Places of worship18-11Other21Base: Attractions answering marketing question (1,353)40

Marketing expenditure trends 2013 – byregion and admission charge-17-15-15-10-15-10-7-13-10% down % upNorth WestNorth EastYorks / HumberEast MidlandsWest MidlandsEastLondonSouth EastSouth West201117211519211919As reported in recent years, paid attractionscontinue to be more likely to increase theirmarketing expenditure than free attractions.Increases in marketing spend appear to havebeen most likely among London attractions,with 21% seeing an increase and only 7% adecrease in marketing spend.Conversely, the two regions which saw visitornumbers most struggle to increase in 2013 –the North West and West Midlands – also weretwo of the regions most likely to see decreasesin marketing spend.-13-12% down % upFreePaid1521Base: Attractions answering marketing question (1,353)41

Impact of marketing expenditure - summaryMarketing spend in 20132012 / 13 change in… Up DownTotal visitor admissions +8% +1%Local visits +5% -1%Overseas visits +17% +12%Gross revenue +10% +2%As in 2012, attractions increasing theirmarketing expenditure in 2013 were morelikely to report increases in visitornumbers and gross revenue.Visitor admissions increased by +8% amongthose increasing their marketing spendcompared with only +1% amongst those whocut back on marketing.The impact of marketing is evident amongstboth local and overseas audiences in 2013.Local visits were up by +5% amongstattractions increasing their marketing spend vs.a decline of -1% amongst those cutting back.Similarly, overseas visits were up by +17%amongst attractions increasing their marketingspend vs. an smaller increase of +12% amongstthose cutting back.Gross revenue followed the same pattern,increasing by +10% amongst those increasingtheir marketing spend and increasing by only+2% amongst attractions reducing theirmarketing spend.42

Website and online booking facilities% offered in 2013WebsiteOnline booking facility(tickets, events)2194Almost all attractions (94%) now have awebsite. Only the very smallest attractionswith less than 10,000 visits per annum aresignificantly less likely to have a website(88%). Free attractions are also still less likelyto offer a website. In category terms, onlyworkplaces and places of worship have lessthan 90% of their attractions offering a website(see page 45).% offeredWebsiteOnlineBookingUnder 10k visits p.a. 88 710k - 20k visits p.a. 95 1720k - 100k visits p.a. 97 22100k - 200k visits p.a. 97 37Over 200k visits p.a. 99 52Free attractions 91 14Paid attractions 96 2621% offered an online booking facility fortickets / events in 2013, including 26% ofpaid attractions. This varies significantly byattraction size, with half (52%) of attractionsreporting visits of over 200,000 per annumoffering this facility compared with just 7% ofthose with visits of less than 10,000 perannum. Online booking is most likely to beoffered within the leisure / theme park andsteam / heritage railway sectors (see page 45).Base: All answering digital communications question (1,400)43

Other digital communications offered% offered in 2013ANY77Facebook page62Twitter account51E-newsletter31YouTube19Online blogs19Instagram/Pinterest 11Mobile website 13Other social media 10Mobile apps 18% offeredNumber of visits p.a20k or less 20k-100k Over 100kANY 61 90 95Facebook page 43 75 87Twitter account 31 64 80E-newsletter 17 34 60YouTube 9 18 41Online blogs 9 19 41Instagram/Pinterest 6 12 24Mobile website 11 15 18Other social media 7 9 20Mobile apps 14 20 23%‘12 %‘1167 6655 5145 2929 2417 1216 23n/a n/a10 1310 87 8The proportion of attractions offering someform of digital communications other than awebsite increased significantly in 2013, from67% in 2012 to 77% in 2013.Provision of individual forms of digitalcommunications has also continued toincrease. The strongest rate of growth hasbeen for mobile apps, with 18% of attractionsnow offering these compared with only 7% in2012. Provision of apps is very strong withinthe heritage sector (see page 45).Facebook and Twitter are now in common use,even amongst smaller attractions. However,the rate of growth of Twitter has slowedsomewhat in 2013.Base: All answering digital communications question (1,400)44

Digital communications offered in 2013 – byattraction category% offeringCountryParksFarmsGardensHistorichouses /castlesOtherhistoricpropertiesLeisure/ themeparksMuseums/ artgalleriesSteam /heritagerailwaysVisitor /heritagecentresWildlife/ zoosWorkplacesPlacesofWorshipOtherANY 87 87 83 84 72 94 75 87 66 89 57 57 81Facebook 82 83 72 48 42 89 66 80 59 84 50 42 73Twitteraccount66 66 68 42 31 67 55 60 47 68 46 40 51E-newsletter 52 40 49 18 14 39 36 40 22 48 32 29 19Online blogs 39 26 28 12 10 33 21 13 9 35 18 6 14Mobilewebsite1 6 4 34 28 11 6 10 3 10 7 7 9YouTube 42 28 17 12 8 39 20 33 13 32 7 8 21Instagram/Pinterest36 11 13 10 4 17 14 10 6 15 4 0 5Mobile apps 42 2 11 42 34 0 8 7 9 10 0 3 8Other socialmedia36 6 7 7 8 6 11 7 3 18 4 3 13WEBSITE 97 100 99 96 92 100 92 97 93 98 86 88 94ONLINEBOOKING37 21 20 17 18 44 18 57 21 30 21 17 33Base: All answering digital communications question (1,400)45

Impact of digital communications - summaryOffer any digitalcommunications(exc. website / online booking)?2012 / 13 change in… Yes NoTotal visitor admissions +5% +5%Children admissions +7% -5%Local visits +9% -1%Overseas visits +11% +2%Gross revenue +6% +3%Those attractions offering some form ofdigital communications platform(excluding just a website or online bookingfacility) in 2013 reported strongerincreases in overall gross revenue and inchild admissions.Gross revenue increased by +6% amongstthose offering digital communications, but byonly +3% amongst sites not offering.There was no impact on total admissions ofoffering digital communications, although theimpact on child admissions was significant –increasing by +7% among those offering digitalcommunications and declining by -5% amongthose who did not. Digital communications area clear priority for the success of familyattractions.46

Deals andDiscounts

Deals or discounts offered in 2013% offered in 2013ANYExtra person e.g. 2 for 1 entryReduced entry price discountsAdded value e.g. reduced exhibitionentry, catering/retail discountsDiscounts through offer sitese.g. GrouponMulti-attraction passe.g. London PassOther18244214121661015481211417832374461Almost half (44%) ofattractions offered some formof deal or discount in 2013.This increases to 61% amongcharged admission attractions.However, there are also 18% offree attractions which claim tooffer deals or discounts. These areoften attractions which have someform of paid entry occasionally(perhaps temporary exhibitions)and those which offer discounts onsecondary spend areas such ascatering or retail.Among attractions charging foradmission, offers primarilyconsisted of extra person discounts(37%) or reduced entry pricediscounts (32%).Total Charging Attractions Free AttractionsBase: All answering deals/discounts question (1,421)48

Deals or discounts offered by chargingattractions 2013 – by attraction category0% 10 20 30 40 50 60%ANYFarmsGardensHistoric houses / castlesOther historic propertiesLeisure / theme parksMuseums / art galleriesSteam / heritage railwaysVisitor / heritage centresWildlife attractions / zoosWorkplacesOther84%73%46%37%87%70%73%59%87%40%60%Among charging attractions, it is theattractions which tend to focus upon thefamily market - leisure / theme parks(87%), wildlife attractions / zoos (87%)and farms (84%) – which are most likelyto offer deals and discounts. Reducedentry discounts are most popular amongthese sectors, closely followed by extraperson discounts.Extra person discounts are mostprevalent within the gardens sector, with60% of gardens offering this type of deal.Although at lower levels to other types ofdiscounts, discounts through offer sitessuch as Groupon are most popularamongst attractions which primarily focusupon families – farms, leisure / themeparks and wildlife attractions.Extra personOtherAdded valueOffer sitesReduced entryMulti-attraction passBase: All charging attractions answering deals/discounts question (853)N.B. Country parks and places of worship do not appear as base sizes are too small49

Deals or discounts offered by chargingattractions in 2013– by visitor volumeVisit Volume% offeringUnder10k10k-20k20k-50k50k-100kOver100kExtra person e.g. 2 for 1entryANY49 57 67 69 7526 36 42 47 46Reduced entry pricediscounts 21 31 39 41 37Added value e.g. reducedexhibition entry, catering/retaildiscounts6 8 17 23 34Discounts through offersites e.g. Groupon 8 9 18 17 26Multi-attraction passe.g. London Pass 4 11 14 20 22Other11 13 19 22 26Among charging attractions, offering dealsand discounts is common across the range ofattraction sizes. Even half of attractions withfewer than 10,000 visitors per annum offersome form of deal or discount.However, likelihood to offer deals anddiscounts does increase among largerattractions, culminating with these beingoffered by 75% of attractions with over100,000 visitors per annum.Added value discounts and discounts throughoffer sites are more likely to be offered by thelarger attractions with over 100,000 visitorsper annum.However, the presence of smaller attractionswithin multi-attraction pass schemes isnotable.Base: All charging attractions answering deals/discounts question (853)50

Deals or discounts offered by chargingattractions in 2013 – by regionRegion (%)NW NE Y+H EM WM EAST LON SE SWANYExtra person e.g. 2 for 1 entryReduced entry price discountsAdded value e.g. reduced exhibitionentry, catering/retail discountsDiscounts through offer sitese.g. GrouponMulti-attraction passe.g. London PassOther68 45 57 58 67 56 68 62 6342 26 29 33 35 31 51 41 4027 37 24 28 39 29 37 33 3527 11 10 14 15 16 29 14 1313 16 14 14 14 9 32 13 1818 5 13 14 4 6 49 10 1113 11 19 19 17 21 24 15 17Offering deals and discounts is common among charging attractions across England, although notablylower in the North East.London stands out as the region where attractions offer the broadest variety of deals and discounts,reflecting the greater range of competition. Discounts through offer sites and multi-attraction passesare particularly high in London compared with other regions.Base: All charging attractions answering deals/discounts question (853)51

Impact of offering deals and discounts -summaryThose attractions that offer deals /discounts report stronger increases invisitor admissions than those which do not.Offer deals / discounts?2012 / 13 change in… Yes NoTotal visitor admissions +7% +3%Child admissions +16% -4%Overseas visits +14% +1%Local visits +13% +3%Gross revenue +6% +5%Visitor admissions in 2013 were up +7% amongthose offering deals / discounts but only by+3% among those which did not.The impact was particularly strong on childadmissions, with visits up by +16% amongattractions offering deals and discounts, butdeclining by -4% among attractions not makingany offers available.Although the impact on visitor admissions ofoffering deals and discounts is notable, there isa less clear impact upon overall gross revenue.Attractions offering deals and discountsreported a +6% increase in gross revenuecompared with a +5% increase among thosenot offering any of these discounts.52


Employment trendsChange in employees since 2012% down % upProportions of attractions employing any of thefollowing employees in 2013:-6-2-6-3Full-time permanentFull-time seasonalPart-time permanentPart-time seasonal48910• 80% full-time permanent• 45% full-time seasonal• 79% part-time permanent• 58% part-time seasonal• 82% unpaid volunteers-4Unpaid volunteers25Despite the improving financial climate in 2013there continues to be a shift towards employeesfrom the voluntary sector. Attractions predictthis to continue during 2014.Anticipated change in employees in 2014% down % up-5-2-5Full-time permanentFull-time seasonalPart-time permanent849Within the 2012 survey the decline in full-timepermanent staff was predicted to be arrested in2013. This has proved correct, with 8% ofattractions increasing their full-time permanentstaff and only 6% reducing these staff.Attractions also predict this trend to continue in2014.-3-2Part-time seasonalUnpaid volunteers1022Indeed, attractions are more likely to predictincreases than decreases in staff across allcategories in 2014, reflecting the improvingfinancial climate.Base: All answering employment questions54

Employment trends – unpaid volunteerssummary (2012 to 2013)% down 2012 to 2013 % up-7-2-5-5-3-5-7-6-2-4-300Country parksFarmsGardensHistoric houses / castlesOther historic propertiesLeisure / theme parksMuseums / art galleriesSteam / heritage railwaysVisitor / heritage centresWildlife attractions / zoosWorkplacesPlaces of worshipOther0017242726232630282927% any volunteersin 20133350758679715090978386589659% down 2012 to 2013 % up-6-4-3-3Under 20k visits20k-50k visits50k-200k visitsOver 200k visits22243229Whilst unpaid volunteers are up across theboard, they are again most likely to haveincreased at the larger attractions.Volunteering is also now more likely to haveincreased at free attractions than those withpaid admission.% anyvolunteersin 201382788386% down-4-4FreePaid% up22% any volunteersin 2013298778With exception of workplaces, all attractioncategories were more likely to have reportedincreases than decreases in volunteers in 2013.55Base: All answering employment questions

Employment trends – unpaid volunteerssummary (2014 predictions)% down 2014 predictions % up% down 2014 predictions % up-2-7-2-1Country parksFarmsGardensHistoric houses / castles17303225-2-2-20Under 20k visits20k-50k visits50k-200k visitsOver 200k visits16212727-1Other historic properties220Leisure / theme parks6-2Museums / art galleries220-2-3-4-40% downSteam / heritage railwaysVisitor / heritage centresWildlife attractions / zoosWorkplacesPlaces of worshipOther21232381410% upThe trend towards unpaid volunteers ispredicted to continue again in 2014, with largerattractions still driving this increase.Farms and gardens are the attraction categoriesmost likely to predict the number of volunteersto increase in 2014, although a notable minorityof farms (7%) are predicting a drop involunteers in 2014.-2Free23-2Paid21Base: All answering employment questions56

Employment trends – full time permanentemployees summary (2012-2013)-17-12% down 2012 to 2013 % up-11-9-6-4-6-8-2-2-4% down-7-60Country parksFarmsGardensHistoric houses / castlesOther historic propertiesLeisure / theme parksMuseums / art galleries0 Steam / heritage railwaysVisitor / heritage centresWildlife attractions / zoosWorkplacesPlaces of worshipOtherFreePaid043654% up6111512111010917% any FTperm in 20139710097926710068797095887682% any FTperm in 20137484% down 2012 to 2013 % up-11-4-6-8Under 20k visits20k-50k visits50k-200k visitsOver 200k visits481212% any FTperm in 2013Although there are more attractions increasingthan decreasing full-time permanent staffoverall, this masks some differences by type ofattraction.Heritage attractions appear to have driven theincrease in full-time permanent staff, plusvisitor / heritage centres and places of worship.Conversely, museums and art galleries, countryparks, gardens, farms and workplaces continueto be more likely to be reducing these membersof staff.Paid admission attractions have led the drive intaking on full-time permanent staff in 2013.60929799Base: All answering employment questionsThere is a fairly balanced pattern by attractionsize with slightly more attractions taking onstaff as cutting back across all size categoriesexcept the very smallest.57

Employment trends – full time permanentemployees summary (2014 predictions)% down 2014 predictions % up% down 2014 predictions % up-13Country parks05Under 20k visits5-11Farms26720k-50k visits7-5Gardens101050k-200k visits11-3-3Historic houses / castlesOther historic properties8311Over 200k visits14-6-4-30Leisure / theme parksMuseums / art galleriesSteam / heritage railwaysVisitor / heritage centres6171712The trend towards taking on more full-timepermanent staff is predicted to continue again in2014, with larger and paid admission attractionspredicted to drive this increase.-6-4-4-1Wildlife attractions / zoosWorkplacesPlaces of worshipOther441512In particular, full-time permanent staffing levelsare expecting to increase in the farms, steam/heritage railways, leisure/ theme parks andwildlife attractions categories.% down-7-4FreePaid% up79Museums and art galleries are less bullish abouttaking on full-time permanent staff, being aslikely to say they will reduce as increase thesestaff members.Base: All answering employment questions58

Attracting visitorsto the area

Attracting visitors to the areaThe past two years have see a question added to the Visits to Visitor Attractions survey to try to tease out the ‘pull’of attractions to an area.‘Thinking just about your visitors who are staying away from home in the area, what percentage of these visitorswould you estimate decided to visit the area mainly because of your attraction?‘These results are unaudited, and we don’t know what sites based this information on – whether it is data from othersurveys they run, or simply ‘gut feel’.

Attracting visitors to the area (2013)Visitors staying in the area as aresult of the attraction (%)% in 2012None1719Around four in five sites believe they serve toattract at least some non-local visitors to thearea.1-5%6-10%11-20%101240361511On average, 15% of visitors are estimated tohave been attracted to the area by attractions(see page 58).This calculation takes into account the actualnumber of non-local visitors to each site, andsites’ estimations of what percentage of theirvisitors decided to visit the area mainly becauseof their attraction.21-50%1312Over 50%87Base: All attractions responding (943)61

Attracting visitors to the area – by attractiontype (2013)Visitors staying in the area as aresult of the attraction (average %)ALLCountry parksFarmsGardens10121515Steam / heritage railways and places of worshipappear to have the biggest draw for non-localvisitors, followed by wildlife attractions. Thesewere also the three strongest categories in the2012 survey.Historic houses / castlesOther historic properties1516Leisure / theme parks12Museums / art galleries15Steam / heritage railways22Visitor / heritage centres15Wildlife attractions / zoos18Workplaces12Places of worshipOther2021Base: All attractions responding (943)62

Attracting visitors to the area – by destinationtype & attraction size (2013)Visitors staying in the area as aresult of the attraction (average %)ALLCoastalRuralUrban15161615As we would expect, the larger the attraction,the greater its gravitational pull.Sites receiving more than 200,000 visitors ayear reported figures that suggest they attracttwice as many visitors to the area as attractionswith fewer than 20,000 visitors.Under 20k visitors1220k to 50k visitors1550k to 200k visitors19Over 200k visitors26Base: All attractions responding (943)63


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