Historic and Cultural Visitor Attractions - UK - November 2008

Table of Contents

• Issues in the Market
• Main issues
• Definition
• Market sizing methodology
• Abbreviations
• Market in Brief
• Museum mania
• Culture club
• What' s the story?
• We are family
• Things can only get...worse
• That' s edutainment
• Heard it on the grapevine
• Internal Market Environment
• Key points
• Should I stay or should I go?
  • Figure 1: Domestic and overseas holiday volume, 2003-13
• Working for the Yankee Dollar
  • Figure 2: Visits by overseas residents to the UK (all purposes), by origin, 2000-07
• London calling
• Funding rise
• Heritage Lottery Fund
• Code of Practice
• Heritage Protection Bill
• World heritage sites
• Selling England by the pound
• Paradigm shift
• Broader Market Environment
• Key points
• Hard times
• Cutbacks on the cards?
  • Figure 3: Areas where consumers would cut back spending, July 2008
• Petrol problems
  • Figure 4: UK average petrol prices at garages and supermarkets, 2007/08
• Deterring visitors
  • Figure 5: Whether fuel prices will affect day trips, by age, June 2008
• AB growth
  • Figure 6: Forecast adult population trends, by socio-economic group, 2003-13
• Past-times
  • Figure 7: Forecast adult population trends, by lifestage, 2003-13
• Let' s have a heated debate
• Roots
• Competitive Context
• Key points
• Intensifying competition
• Days out in context
  • Figure 8: Days out in the last 12 months, August 2008
• Inspiring churches
• Museums and galleries outperforming the market
  • Figure 9: Total visits to visitor attractions in England*, by attraction type, 2003-07
• Strengths and Weaknesses in the Market
• Strengths
• Weaknesses
• Market Size and Forecast
• Key points
• Steady growth trend falters in 2008
  • Figure 10: UK visits to historical and cultural attractions and average visits per attraction, 2003-08
  • Figure 11: Total visits to historical and cultural attractions in England*, 2003-08
• Future performance dependent on the economy
  • Figure 12: Average visits per UK historical and cultural attraction, 2003-13
• Factors used in the forecast
• Segment Performance
• Key points
• Free entry boosts visits
  • Figure 13: UK visits to historical and cultural attractions and average visits per attraction, by category, 2003-07
  • Figure 14: Total visits to historical and cultural attractions in England*, 2003-07
• Museum visits whatever the weather
  • Figure 15: Index of UK average sunshine hours and average visits per attraction, by attraction type, 2003-07
• A London-centric market?
  • Figure 16: Visits to historical and cultural attractions, by region, 2007
• Museums and galleries -- Big Smoke freebies top the bill
  • Figure 17: Top ten UK museums and galleries, 2007
• Places of worship -- St Paul' s beats Blackpool
  • Figure 18: Top ten UK places of worship, 2007
• Historic properties -- the Tower stays top
  • Figure 19: Top ten UK historic properties, 2007
• Brand Communication and Promotion
• Key points
• Marketing overview
  • Figure 20: Advertising spend by major UK heritage bodies, 2004-08
• National Trust
• Enjoy England/Culture08
• National Galleries of Scotland
• Museums and Galleries Month
• Historic Royal Palaces
• Film tourism
• Companies and Products
• Key points
• Sector overview
• Cadw
• English Heritage
• Historic Houses Association
• Historic Royal Palaces
• Historic Scotland
• Museums, Libraries and Archives Council
• National Trust
• National Trust for Scotland
• NI Environment and Heritage Service
• St Paul' s Cathedral
• The Tate
• Who Are The Culture Vultures?
• Key points
• Half of all adults have visited historic and cultural attractions
  • Figure 21: Historic/cultural visitor attractions visited in the last 12 months, August 2008
• Females over 35 the most likely to visit
• Family-friendly museums
• Middle-class bastion?
• Information Sources For Days Out
• Key points
• The power of the grapevine
  • Figure 22: Sources of information for days out, by visitors/non-visitors to historic/cultural visitor attractions, August 2008
• Matching media to customer groups
• Tapping the social networking phenomenon
• Information clusters
• Appendix -- Who Are The Culture Vultures?
• Visitors vs non-visitors -- detailed demographics
  • Figure 26: Visits to historic/cultural visitor attractions in the last 12 months, by demographic sub-group, August 2008
• Attractions visited -- detailed demographics
  • Figure 27: Historic/cultural visitor attractions visited in the last 12 months, by demographic sub-group, August 2008
• Other days out -- detailed demographics
  • Figure 28: Most popular other days out in the last 12 months, by demographic sub-group, August 2008
  • Figure 29: Next most popular other days out in the last 12 months, by demographic sub-group, August 2008
• Other days out, by attractions visited
  • Figure 30: All days out in the last 12 months, by historic/cultural visitor attractions visited, August 2008
• Appendix -- Information Sources For Days Out
• Information sources -- detailed demographics
  • Figure 31: Most popular sources of information for days out, by demographic sub-group, August 2008
  • Figure 32: Next most popular sources of information for days out, by demographic sub-group, August 2008
• Information sources, by attractions visited
  • Figure 33: Sources of information for days out, by historic/cultural visitor attractions visited in the last 12 months, August 2008
• Combinations of information sources
  • Figure 34: Sources of information for days out, by most popular other sources of information, August 2008
  • Figure 35: Sources of information for days out, by next most popular other sources of information, August 2008