London Attractions Monitor Q4 2017 and Annual Review 2017

1 Contents

01 Attractions Monitor Q4 2017 3

02 Annual Review 2017 8

2 01

Attractions Monitor Q4 2017

3 Attraction admissions at a five year low for Q4 -9 per cent reduction in admissions witnessed during the last three months of 2017

• There were 12.9 million admissions to London attractions during Q4 (Oct- Dec) 2017, a fall of 9 per cent against Q4 2016.

• The fall in admissions during Q4 2017 makes it the poorest performing final quarter since 2011.

• Free and charging attractions both experienced year-on-year decreases against Q4 2016.

• The largest fall in visits were seen in Zone 1, as admissions to attractions in central London fell by –10.2 per cent. Attractions outside of central London witnessed a decrease in admissions of only -3.6 per cent.

• Small and medium-sized attractions recorded increases in admissions of 8.3 per cent and 1.9 per cent respectively. Large attractions had a less positive year, recording a -10.7 per cent fall in visits.

• Entertainment and Gallery attractions both experienced decreases of more than -10 per cent in admissions.

4 Q4 2017 admissions decreased by -9 per cent compared to Q4 2016 Attraction admissions at a five year low for Q4

• There were 12.9 million admissions to London attractions during Q4 (Oct-Dec) 2017, a reduction of -9 per cent against Q4 2016.

• Comparisons are made against a strong Q4 2016, when there was an 8 per cent increase in admissions to attractions. The reduction in Q4 2017 sees attractions receive fewer admissions than two years ago.

• The fall in attraction admissions during Q4 2017 places Q4 admissions marginally below levels five years ago in Q4 2012, with a -0.4 per cent fall over the past five years.

Monthly admissions: Q4 2017 vs. 2016 5.7 6.0 5.0 4.4 4.2 3.9 4.0 Admissions 4.0 (millions) 2.0

0.0 Oct Nov Dec 2016 2017 Monthly admissions Q4: 2012 - 2017

6.0 5.3 5.1 5.3 4.8 4.8 4.7 4.1 4.1 3.8 3.9 3.8 4.0 3.7 4.0 3.5 3.73.6 3.7 3.6

Admissions 2.0 (millions)

0.0 2012 2013 2014 2015 2016 2017

Source: Met Office Oct Nov Dec

Figures based on data received from 55 London attractions for 2017 year-on-year comparison. Five year data is based on 38 attractions. Further attractions were excluded from the analysis where full data was unavailable for the duration of each analysis.

5

*2015 total differs from last year’s report due to a number of additional attractions contributing. Admissions to free and charging attractions both decreased against Q4 2016

• There were reductions in admissions to both free and charging in admissions during Q4 2017.

• There was little difference between charging and free attractions. 69 per cent of charging attractions in the sample witnessed a year-on-year decrease, compared to 63 per cent of free attractions.

• Charging attractions recorded a -8.7 per cent overall decrease in admissions during the quarter, with fewer admissions in each month versus 2016.

• Admissions to free attractions fell by -9.8 per cent against Q4 2016, with reductions in every month of the quarter.

Monthly admissions to free attractions 5.0 3.4 3.0 2.8 2.5 2.7 2.5 Admissions (millions) 0.0 Oct Nov Dec 2016 2017 Monthly admissions to charging attractions 4.00 2.2 2.0 1.4 1.3 1.6 1.4 Admissions 2.00 (millions) 0.00 Oct Nov Dec 2016 2017

Change in admissions: free vs. charging

0% -9% -5% -8% % growth 2017 vs. 2016 -8% -11% -20% -13% Oct Nov Dec Charging Free

6 Most types of attractions recorded a year-on-year fall in admissions during Q4 2016 However it was a strong period for military and garden attractions

• Military and garden attractions were the only categories of attractions to see visitor growth in Q4 2017.

• Entertainment attractions and galleries witnessed the largest falls in admissions, at -11 per cent and -10 per cent respectively.

• Despite seeing a 7 per cent growth rate across the full year 2017, Admissions to royal attractions fell by -5 per cent year-on-year reduction in admissions during the last quarter of 2017.

Change in admission levels by attraction type: Q4 2017 vs. 2016 20% 9% 6% % growth Q4 2017 vs. 2016 0% -2% -6% -4% -5% -11% -10%

-20%

Royal

Gallery

Garden

Military

Heritage

Museum

Maritime Entertainment

Categories are not mutually exclusive. Some attractions appear in more than one category. Sports attractions are without sufficient data for inclusion.

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Annual Review 2017

8 London attractions received 59 million admissions in 2017 -2 per cent decrease overall on 2016

• Total admissions to London attractions during 2017 reduced by -2 per cent year-on-year.

• Q2 2017 saw strong growth in admissions of 6.5 per cent, but attractions recorded fewer admissions in all other quarters.

• Q4 was the poorest performing quarter of the year, with -9.4 per cent fewer visitors compared to 2016.

• Admissions to free attractions fell by -3 per cent over the year. Charging attractions witnessed a smaller reduction of -1 per cent.

• Attractions based outside of Zone 1 remained resilient during the year as admissions were steady compared to 2016. By contrast admissions to attractions in central London fell by -3 per cent.

• Admissions to large and small attractions both fell, but there was strong growth in admissions to medium-sized attractions over the year.

• Garden and royal attractions saw growth in visitors, but there were reductions in admissions to all other categories of attraction over the year.

• Admission figures in 2017 were 8% greater than in 2012, with 55.4 million admissions recorded from 36 attractions. Although figures are up on the five year trend, 2017 is the third consecutive year in which attraction admissions have reduced.

9 London attractions received 59m admissions in 2017 -2 per cent reduction from 2017

• London attractions received 59 million admissions in 2017, a -2 per cent reduction from 2016, when 60.7m admissions were recorded.

• The year began with a slight reduction in the admissions of -1 per cent during the first three months of the year.

• Q2 was the strongest period of year-on-year growth for London attractions in 2017, with an 7 per cent increase in admissions compared to Q2 2016.

• However, significant year-on-year falls in admissions were seen in the second half of the year, with a -5 per cent reduction in admissions during Q3 and a -9 per cent fall in Q4 2017, the worst performing quarter of the year.

Quarterly admissions: 2017 vs. 2016 17.6 20.0 15.3 16.3 16.6 13.7 13.5 14.2 12.9

Admissions 10.0 (millions) 0.0 Q1 (Jan-Mar) Q2 (Apr-Jun) Q3 (Jul-Sep) Q4 (Oct-Dec) 2016 2017

Monthly admissions: 2017 vs. 2016 40% 22% 20% 3% Admissions -9% -7% (millions) 0% 3% 4% -20% -5% -7% -5% -11% -7% -9% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Average weather for South East England 2017 (change compared to 2016 in brackets) Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Mean temp 3.7 (- 6.4 9.2 9.4 13.5 16.9 17.8 16.4 14 (- 12.7 7.1 5.2 (- °C 2.0)​ (+1.0)​ (+3.1)​ (+1.3)​ (+0.5)​ (+1.4)​ (+0.3)​ (-1.5)​ 2.7)​ (+1.5) (+0.7) 0.9)

Hours of 77.6 53.8 131.8 205.3 199.3 244.4 207.4 (- 201.4 138.1 (- 95.9 84.2 53.3 sunshine (+17.9)​ (-35.6)​ (-5.2)​ (+29.4)​ (-14.7)​ (+117.3)​ 5.6)​ (-33.1)​ 1.3)​ (-47.7) (+0.3) (-10.8)

Rainfall 83.3 53.6 43.9 9.8 69.2 58.2 103.6 73 71.6 31.7 50.4 107.3 (mm) (-48.5)​ (-3.1)​ (-42.9)​ (-41.4)​ (+5.1)​ (+33.1)​ (+86.2)​ (+34.2)​ (+20.7)​ (+1.6) (-52.7) (+88.5)

Source: Met Office

10 Figures based on data received from 53 London attractions. Further attractions excluded from the analysis where full data was unavailable for both 2016 and 2017, to allow for like-for-like comparison. 2016 and some quarterly 2017 data differs from statistics published in previous reports, due to a number of additional attractions now contributing. Charging attractions recorded a -1 per cent overall reduction in admissions Free attractions saw a -3 per cent overall decline

• Q2 was the strongest growth period for both charging and free attractions – with 11 per cent and 3 per cent year-on-year increases in admissions respectively against Q2 2016.

• Both free and charging attractions experienced a reduction in admissions in all other quarters of the year.

• Q1 was the only quarter of 2017 in which free attractions had better year- on-year admission figures than charging attractions.

• The strongest month for growth in admissions to both free and charging attractions was April 2017, as attractions benefited from a strong Easter period. Quarterly admissions to free attractions 15.0 8.8 8.8 9.7 9.0 9.8 9.2 8.9 10.0 8.1 Admissions (millions) 5.0 0.0 Q1 (Jan-Mar) Q2 (Apr-Jun) Q3 (Jul-Sep) Q4 (Oct-Dec) Quarterly admissions to charging attractions 2016 2017 10.0 6.6 7.3 7.8 7.4 4.9 4.7 5.3 4.8 Admissions 5.0 (millions) 0.0 Q1 (Jan-Mar) Q2 (Apr-Jun) Q3 (Jul-Sep) Q4 (Oct-Dec)

Change in monthly admissions to free attractions

30% 2% 14% 10% 0% % growth 4% -6% -4% -8% 2017 vs 2016 -30% -14% -7% -7% -13% -8% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Change in monthly admissions to charging attractions 60% % growth 33% 30% 4% 2017 vs 2016 0% 4% -30% 1% -13% -2% -2% -6% -5% -9% -5% -11% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

11 Zone 1 attractions recorded a -3 per cent decline in 2017 Attractions in outer London had steady admission numbers during the year

• Zone 1 attractions, which represent two thirds of the sample and 85 per cent of admissions, saw overall admissions decline by -3 percent compared to 2016, with 1.5 million fewer admissions overall.

• For attractions both within and outside of Zone 1, Q2 was the only quarter of growth in admissions. 12 per cent growth for attractions in Zones 2-6 during this period allowed annual figures to remain stable despite recording fewer admissions in the all other quarters.

• Q1 was the only quarter in which Zone 1 attractions performed better than those outside central London, with a -1 per cent reduction in visitors compared to a -5 per cent reduction in attractions outside Zone 1.

Quarterly admissions to attractions located in Zone 1

13.6 14.7 13.8 15 11.8 11.7 12.8 12.4 11.2 10

Admissions 5 (millions) 0 Q1 (Jan-Mar) Q2 (Apr-Jun) Q3 (Jul-Sep) Q4 (Oct-Dec) Quarterly admissions to attractions located beyond Zone 1 2016 2017

2.4 2.7 2.9 2.8 Admissions 5 1.8 1.8 1.8 1.7 (millions) 0 Q1 (Jan-Mar) Q2 (Apr-Jun) Q3 (Jul-Sep) Q4 (Oct-Dec)

Change in monthly admissions to Zone 1 attractions: 30% 3% -8% -9% -5% -13% -8% -9% % growth 0% 2017 vs. 2016 18%7% -30% 4% -5% -7% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Change in monthly admissions to attractions located beyond Zone 1

41% % growth 60% 6% 30% 1% 0% -13% -8% -4% -5% -5% -3% 1% -9% 2017 vs. 2016 0% -30% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

12 Admissions to large attractions reduced in 2017 However, medium sites recorded overall increases

• Overall admission levels to London’s largest attractions fell in 2017 by -4 per cent, with 2 million fewer admissions over the year.

• Admissions to large attractions increased by 5 percent in Q2, but declined in all other quarters.

• Admissions to medium-sized attractions increased in all quarters of 2017, including 20 per cent growth in Q2. There was a 10 per cent overall increase in admissions to medium-sized attractions over the full year.

• Small attractions witnessed a -21 per cent reduction in admissions during Q1 2017, but stable admissions in the rest of the year and growth in Q4 led to overall admissions recording a reduction of only -3 per cent over the year.

Quarterly admissions to small attractions

0.5 Admissions 0.12 0.09 0.16 0.16 0.19 0.19 0.11 0.12 (millions) 0.0 Q1 (Jan-Mar) Q2 (Apr-Jun) Q3 (Jul-Sep) Q4 (Oct-Dec) 2016 2017 Quarterly admissions to medium attractions

1.68 1.60 1.80 Admissions 2 1.23 1.29 1.40 1.28 1.31 (millions) 0 Q1 (Jan-Mar) Q2 (Apr-Jun) Q3 (Jul-Sep) Q4 (Oct-Dec) 2016 2017 20 Quarterly admissions to large attractions 15.8 14.7 13.7 14.4 15 12.8 12.3 12.1 11.4

Admissions 10 (millions) 5

0 Q1 (Jan-Mar) Q2 (Apr-Jun) Q3 (Jul-Sep) Q4 (Oct-Dec) 2016 2017 Attraction size based on overall admissions for 2017: Small: fewer than 200,000 admissions per annum Medium: 200,000 to 999,999 admissions per annum 13 Large: One million+ admissions per annum Admissions to garden and royal attractions grow while other categories see fewer admissions

• Royal attractions and gardens witnessed year-on-year increases, while admissions fell for all other categories in 2017.

• Garden attractions witnessed growth in admissions of 10 per cent, the highest percentage increase across the different types of attractions.

• Royal attractions recorded an overall 7 per cent increase in admissions compared to 2016.

• The biggest decline came from entertainment attractions, which had 710,000 fewer admissions compared to 2016, a -5 per cent reduction on 2016.

• London’s largest categories of attractions - museums, heritage and galleries - each saw small to marginal reductions in admissions during 2017.

Change in admission levels by attraction type 20% 10% 10% 7% % growth 2017 vs. 2016 0% 0% -1% -2% -2%

-10% -5% -5%

Royal

Gallery

Garden

Military

Heritage

Museum

Maritime Entertainment

Categories are not mutually exclusive. Some attractions appear in more than one category. Sports attractions are without sufficient data for inclusion.

14 There has been an 8 per cent increase in admissions to London attractions over the past five years

• Admission figures in London during 2017 were at the lowest level since 2013. Admissions remain 8 per cent above those seen in 2012.

• 2017 is the third consecutive year in which admissions have fallen year-on- year.

Annual admissions 2012 - 2017

58.5 60 56.4 57.4 57.0 55.4 51.4

40 Admissions (millions) 20

0 2012 2013 2014 2015 2016 2017

Five year data based on 36 attractions. Additional attractions excluded from this analysis where five year data was unavailable, to allow like-for-like comparison.

15 Participating Attractions

Apsley House Museum of Docklands ArcelorMittal Orbit Museum of Freemasonry Bank of England Barbican Museum of Rugby Billingsgate Bathhouse Chelsea FC National Portrait Gallery Natural History Museum Old Royal Naval College Queen's House Down House RAF Museum Dr Johnson's House Ranger's House Royal Observatory, Greenwich Geffrye Museum Science Museum Sea Life London Aquarium Shakespeare's Globe Theatre HMS Belfast Shrek's Adventure and Gardens Sir John Soane's Museum House of Parliament Tours St Paul's Cathedral Household Cavalry Museum Britain Tower Bridge V&A Blythe House Kew Gardens V&A Museum London Dungeon V&A Museum of Childhood London Eye Wellington Arch Madame Tussauds Wembley Stadium Wimbledon Lawn Tennis Museum Monument

We’re very grateful to all of the above attractions for supplying us with the monthly data that allows us to compile this report. To discuss how you can also become involved in the London Attractions Monitor, please contact:

Matthew Purtill Market Analyst [email protected]

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