ISBN 1-85765-645-8

Table of Contents

Executive Summary

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TABLE OF CONTENTS

Executive Summary

Market Definition

MARKET SECTORS

MARKET POSITION

MARKET TRENDS

Table 1: Breakdown of Tourist Expenditure ( percent), 1995

Table 2: British Holiday Tourism in the UK (trips and £m), 1992-1995

Table 3: Number of Foreign Visitors to the UK (million), 1992-1995

Market Size

INTRODUCTION

TOTAL MARKET SIZE

MARKET SECTORS

Table 4: Visits to Attractions by Main Categories (million), 1991-1995

Table 5: Estimated Annual Admissions to Major Churches and Cathedrals (000), 1995

Table 6: The Leading Museums and Galleries by Admissions (000), 1991-1995

Table 7: The Leading Historic Properties by Admissions (000), 1991-1995

Industry Background

RECENT HISTORY

INDUSTRY CONCENTRATION

EMPLOYMENT

TRADE ASSOCIATIONS

Table 8: Regional Tourist Board Shares of Visits to Attractions (000 visits and percent), 1991-1995

Table 9: Breakdown of Attractions Within Tourist Board Regions ( percent of visits), 1996

Competitor Analysis

THE MARKETPLACE

MARKET LEADERS

ADVERTISING AND PROMOTION

Table 10: Types of Organisations Owning Tourist Attractions, 1996

Table 11: Sales and Profits of The Tussauds Group Ltd (£m), 1989-1995

Table 12: Main Media Advertising Expenditure on Attractions (£000), Years to June 1995 and 1996

Strengths, Weaknesses, Opportunities and Threats (SWOT)

STRENGTHS

WEAKNESSES

OPPORTUNITIES

THREATS

Buying Behaviour

REGULAR ACTIVITIES

HOLIDAY ACTIVITIES

Table 13: Visitors to Attractions in the Last 12 Months ( percent of all adults), 1996

Table 14: Activities on Holiday by British Tourists by Number of Nights Away ( percent), 1996

Outside Suppliers to the Industry

SUBCONTRACTORS

PRIVATE FINANCE INITIATIVE (PFI)

Current Issues

SPECIFIC DEVELOPMENTS

Forecasts

FUTURE PROSPECTS

FORECASTS 1997 TO 2001

Table 15: Forecast for the Tourist Attractions Market (million visits), 1996-2001

Company Profiles

INTRODUCTION

DEFINITIONS

FURTHER INFORMATION

Further Sources

ASSOCIATIONS

PERIODICALS

DIRECTORIES

GENERAL SOURCES

HBI UK INFORMATION SOURCES

GOVERNMENT PUBLICATIONS

OTHER SOURCES

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EXECUTIVE SUMMARY

Tourist attractions are estimated to have received 388 million visitors in 1996, helped by a strong increase in foreign tourists coming to the UK. Total expenditure at these attractions is estimated at £1.2bn.

Foreigners account for around 20 percent of all visits to attractions (50 percent in London), and are mainly interested in the famous `heritage' properties. The main heritage categories are historic properties (18 percent share of all visits), museums (16 percent) art galleries (5 percent) and various theme attractions such as workplaces, steam railways and visitor centres.

British tourists, accounting for 80 percent of the market, spread their visits more widely across heritage, outdoor and commercial attractions. The outdoor categories include country parks (15 percent of all visits), gardens (5 percent) and wildlife sites (6 percent). Commercial attractions are now headed by theme parks such as Alton Towers, with 2.7 million admissions, and Legoland, which opened near Windsor in 1996.

Ownership of attractions is just as broadly spread as the range of themes, involving central and local government, churches and trusts, family concerns and public companies.

The Tussauds Group, part of the media and publishing group, Pearson, is the outstanding private owner with Alton Towers, Chessington World of Adventures, Madame Tussaud's and Warwick Castle. Granada Group is another key player. In the public sector, the Department of National Heritage (DNH) has the overall responsibility, operating through agencies such as English Heritage and the Museums & Galleries Commission (MGC).

Prospects for attractions are generally good, although local competition is intensifying for the day-trip market. Foreign visitors need to be encouraged to travel beyond London (which few British tourists visit), while British day-trippers may have to be enticed into staying overnight more often. The introduction of the Alton Towers Hotel is a move in this direction.

Admission charges are becoming a key issue for public properties, while privately-owned attractions are trying to increase visitors' spending in shops and cafés rather than having to push up admission prices.

Key Note estimates that the tourist attractions market will continue to increase in volume of visits, and will reach 460 million visits by the year 2000, an increase of 16 percent on the expected 1996 figure.

Text © 1996 Key Note

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