Abstract
Visits to UK historical and cultural attractions grew by an estimated 10% between 2003 and 2007, and 52% of the adult population have visited an historical/cultural attraction at least once over the past 12 months. However, storm clouds are gathering in the form of economic crisis and a run of poor summers, particularly affecting paid, outdoor attractions in the heritage sector.
Visits remain strongly indexed to socio-economic status and household income, although the sector is keen to widen social access. In future, attractions may have to perform a balancing act: maximising revenue from affluent ABC1s, whilst encouraging new visitors and appealing to families on a budget.
This report provides an overview of the market for historical and cultural attractions, investigating the core market factors, strengths and weaknesses, consumer dynamics and attraction trends.
Main report themes:
- How popular are historical and cultural attractions compared to more ‘fun' days out such as theme parks, zoos or the seaside?
- What is the likely impact of the economic downturn on the sector?
- What kinds of innovation are we seeing in this relatively traditional sector, deeply rooted in the past?
- What are the demographic profiles of visitors to historical and cultural attractions? Is this sector still a middle-clas bastion despite the more populist approach of recent years?
- What are the key target groups for attractions, what sources of information do they use and how can they best be approached?
- What are the key attitudes and emotional drivers of visits towards historical and cultural attractions?
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