Visitor Attraction Trends England 2004 2 Contents
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Visitor Attraction Trends England 2004 ACKNOWLEDGEMENTS VisitBritain would like to thank all representatives and operators in the attraction sector who provided information for the national survey on which this report is based. No part of this publication may be reproduced for commercial purposes without previous written consent of VisitBritain. 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 of attractions. VisitBritain regrets it cannot guarantee the accuracy of the information contained in this report nor accept responsibility for error or misrepresentation. Published by VisitBritain (incorporated under the 1969 Development of Tourism Act as the British Tourist Authority) © 2005 British Tourist Authority (trading as VisitBritain) Cover images © www.britainonview.com From left to right: Alnwick Castle, Legoland Windsor, Kent and East Sussex Railway, Royal Academy of Arts, Penshurst Place VisitBritain is grateful to English Heritage and the MLA for their financial support for the 2004 survey. ISBN 0 7095 8276 5 August 2005 VISITOR ATTRACTION TRENDS ENGLAND 2004 2 CONTENTS CONTENTS A KEY FINDINGS 4 1 INTRODUCTION AND BACKGROUND 11 1.1 Research objectives 11 1.2 Survey method 12 1.3 Population, sample and response rate 12 1.4 Guide to the tables 14 2 ENGLAND VISIT TRENDS 2003-2004 16 2.1 England visit trends 2003-2004 by attraction category 16 2.2 England visit trends 2003-2004 by admission type 17 2.3 England visit trends 2003-2004 by volume of visits to attractions 19 2.4 England visit trends 2003-2004 by geographic location 19 2.5 England visit trends 2003-2004 by proportion of overseas visits 20 2.6 England visit trends 2003-2004 by proportion of child visits 20 2.7 Factors affecting visits to attractions in 2004 21 3 ENGLISH GOVERNMENT OFFICE REGION VISIT TRENDS 2003-2004 23 3.1 Visit trends 2003-2004 by English Government Office Region 23 3.2 Visit trends 2003-2004 by attraction category within English GOR 24 3.3 Visit trends 2003-2004 by admission type by English GOR 25 3.4 Visit trends 2003-2004 by volume of visits by English GOR 26 3.5 Visit trends 2003-2004 by geographic location by English GOR 26 4 ADULT ADMISSION PRICE TRENDS 2003-2004 28 4.1 Adult admission prices 2003-2004 by English GOR 28 4.2 Adult admission prices 2003-2004 by volume of visits 29 4.3 Adult admission prices 2003-2004 by attraction category 29 4.4 Adult admission prices 2003-2004 by geographic location 30 4.5 Adult admission prices 2003-2004 by proportion of overseas visits 30 4.6 Adult admission prices 2003-2004 by proportion of child visits 31 5 REVENUE AND MARKETING EXPENDITURE TRENDS 2003-2004 32 5.1 Gross revenue trend 2003-2004 32 5.2 Marketing expenditure trend 2003-2004 36 6 TRENDS IN NUMBER OF VISITS TO ENGLAND ATTRACTIONS 1989 – 2004 39 7 VISITS TO INDIVIDUAL ATTRACTIONS 44 7.1 Major attractions in England 47 7.2 Major attractions in English Government Office Regions 52 7.3 Individual attractions by category type 61 Appendix 1 Reference sources 104 Appendix 2 Questionnaire and guidelines 2004 105 Appendix 3 Index of attractions in section 7 110 VISITOR ATTRACTION TRENDS ENGLAND 2004 3 KEY FINDINGS A. KEY FINDINGS A.1 Overall trends in visits to English attractions 2003-2004 Whilst 2003 was the sunniest on record in England, beating the previous sunniest in 1995, 2004 saw the return of a more “traditional” English summer, with England experiencing the wettest summer since 1912, August was a particularly wet month. Parts of the UK such as the Midlands, Northern and Eastern England had double the usual amount of rainfall in August. The Met Office issued over 100 flash weather warnings across England in August 2004. The 16th August 2004 saw extensive localised flooding in Boscastle, Cornwall. A slight “bounce-back” in visitor numbers was to be expected in 2004 as the tourism industry recovered from the negative factors affecting travel in the first half of 2003 such as the Iraq war and SARS virus. The 2,099 England visitor attractions that provided visits figures for both 2003 and 2004 reported an average increase of +1% in 2004. Table A.1 England visit trends 2003-2004 - by attraction category (%) Category Attractions % 04/03 sample Country parks (87) +4 Farms (81) +2 Gardens (130) -6 Historic houses/castles (394) -1 Other historic properties (150) +3 Leisure/theme parks (38) -1 Museums/art galleries (670) +4 Steam/heritage railways (48) +3 Visitor/heritage centres (87) +2 Wildlife attractions/zoos (106) +1 Workplaces (99) -* Places of worship (92) +1 Other (117) -* England (2,099) +1 The majority of categories showed growth in 2004. However, visits to most attraction categories remained relatively stable in 2004 following some notable fluctuations between 2002 and 2003. VISITOR ATTRACTION TRENDS ENGLAND 2004 4 KEY FINDINGS Museums/art galleries, which represent around a third of all attractions, recorded a notable increase in visits (+4%) in 2004, following a year of stability in 2003. Growth in visits from the introduction of free entry to the previously paid entry national museums slowed as a result of the hot summer of 2003 (which also affected many other indoor attractions), but was reinvigorated in 2004. Country parks (+4%) also continued their 2002/3 recovery after their decline in 2001. Farm attractions (which had seen the largest increase in visits in 2003), continued their recovery, albeit at a slower rate (+2%) than 2003. Following their rise of +6% in 2003, driven primarily by the hot summer, visits to gardens declined by - 6% in 2004. Conversely, following recent declines, visits to places of worship (+1%) showed signs of stability in 2004. Table A.2 England visit trends 2003-2004 – by admission type (%) Admission Attractions Increase No change Decrease % 04/03 sample Free (755) 45 22 33 +3 Paid (1,344) 45 9 46 -* England (2,099) 45 14 41 +1 The increase in visits during 2004 was driven by free attractions (+3%), particularly museums/art galleries and, to a lesser extent, country parks and places of worship (see Table 2.3). Visits to paid attractions remained stable. Table A.3 England visit trends 2003-2004 - by geographic location (%) Geographic location Attractions % 04/03 sample Coastal (214) -1 Rural (980) -* Urban (905) +3 England (2,099) +1 The overall increase in visits during 2004 was driven by a recovery among urban attractions (+3%), which had experienced a slight decline (–1%) in 2003 following the hot summer. Following strong years of recovery since 2001, visits to rural attractions stabilised in 2004 (-*%). Visits to coastal attractions declined slightly (-1%) in 2004, following a slight increase due to the hot summer in 2003 (+1%). VISITOR ATTRACTION TRENDS ENGLAND 2004 5 KEY FINDINGS Table A.4 England visit trends 2003-2004 – by volume of visits (%) Volume of visits Attractions % 04/03 sample 20,000 or less (1037) -2 20,001-50,000 (396) +* 50,001-100,000 (251) +1 100,001-200,000 (189) -1 Over 200,000 (226) +2 England (2,099) +1 During 2004, the trend for visits to migrate away from smaller attractions to larger attractions has continued. Attractions with 20,000 visits or less reported a slight decline in visits (-2%), following two years in which their increase has been lower than at larger attractions. Conversely, attractions with over 200,000 visits recorded the highest level of increase (+2%) in 2004, driven by a recovery in visits to some of the major national free museums and art galleries following the hot summer of 2003. Table A.5 Overall visits trends 2003-2004 - by English Government Office Region (%) Region Attractions % 04/03 sample North East (120) +1 North West (190) +* Yorkshire/The Humber (167) +1 East Midlands (158) -1 West Midlands (183) +2 Eastern (335) +1 London (158) +6 South East (396) -1 South West (392) -2 England (2,099) +1 It should be noted that up to 2002, results were analysed by Regional Tourist Board areas. As the regional tourism organisations have been restructured within the Regional Development Agencies framework, the Government Office Regions (GOR), to which RDA areas correspond, have been used in 2003 and 2004 for regional analysis . VISITOR ATTRACTION TRENDS ENGLAND 2004 6 KEY FINDINGS Visits to London attractions recovered strongly in 2004 (+6%), more than compensating for the decline of -2% in 2003 (London was particularly affected by the summer heat of 2003). The West Midlands, second only behind London in terms of its representation of urban attractions, also increased slightly (+2%). Conversely, the South West (which benefited from the hot weather in 2003), experienced a slight decline in visits during 2004. Visits to each of the other GORs remained relatively stable in 2004. A.2 Overall trends in admission prices 2003-2004 Table A.6 Adult admission prices 2003-2004 (paid admission) – by category (%) Category Attractions Average adult charge % 04/03 Sample 2003 2004 Country parks (11) £4.01 £4.45 +11 Farms (50) £3.85 £4.21 +10 Gardens (91) £4.01 £4.26 +6 Historic houses/castles (332) £4.68 £4.93 +5 Other historic properties (102) £2.68 £2.91 +8 Leisure/theme parks (18) £9.37 £9.84 +5 Museums/art galleries (247) £3.01 £3.13 +4 Steam/heritage railways (40) £5.60 £6.40 +14 Visitor/heritage centres (26) £4.06 £4.26 +5 Wildlife attractions/zoos (69) £5.74 £6.01 +5 Workplaces (24) £4.04 £4.09 +1 Places of worship (8) £4.41 £4.73 +7 Other (54) £5.00 £5.11 +2 England (1,072) £4.17 £4.41 +6 Average adult admission charges in 2004 varied greatly amongst categories, ranging from £2.91 for other historic properties to £9.84 for leisure/theme parks.