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Visitor Attraction Trends England 2003 Presents the Findings of the Survey of Visits to Visitor Attractions Undertaken in England by Visitbritain

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Visitor Attraction Trends England 2003 Presents the Findings of the Survey of Visits to Visitor Attractions Undertaken in England by Visitbritain Visitor Attraction Trends England 2003 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 purp oses 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 can not 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) © 2004 Bri tish 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 2003 survey. ISBN 0 7095 8022 3 September 2004 VISITOR ATTR ACTION TRENDS ENGLAND 2003 2 CONTENTS CONTENTS A KEY FINDINGS 4 1 INTRODUCTION AND BACKGROUND 12 1.1 Research objectives 12 1.2 Survey method 13 1.3 Population, sample and response rate 13 1.4 Guide to the tables 15 2 ENGLAND VISIT TRENDS 2002 -2003 17 2.1 England visit trends 2002 -2003 by attraction category 17 2.2 England visit trends 2002 -2003 by admission type 18 2.3 England visit trends 2002 -2003 by volume of visits to attractions 20 2.4 England visit trends 2002 -2003 by geographic location 20 2.5 England visit tre nds 2002 -2003 by proportion of overseas visits 21 2.6 England visit trends 2002 -2003 by proportion of child visits 21 2.7 Factors affecting visits to attractions in 2003 22 3 ENGLISH GOVERNMENT OFFICE REGION VISIT TRENDS 2002 -2003 24 3.1 Visit tren ds 2002 -2003 by English Government Office Region 24 3.2 Visit trends 2002 -2003 by attraction category within English GOR 25 3.3 Visit trends 2002 -2003 by admission type by English GOR 26 3.4 Visit trends 2002 -2003 by volume of visits by English GOR 26 3.5 Visit trends 2002 -2003 by geographic location by English GOR 27 4 ADULT ADMISSION PRICE TRENDS 2002 -2003 28 4.1 Adult admission prices 2002 -2003 by English GOR 28 4.2 Adult admission prices 2002 -2003 by volume of visits 29 4.3 Adult admissi on prices 2002 -2003 by attraction category 29 4.4 Adult admission prices 2002 -2003 by geographic location 30 4.5 Adult admission prices 2002 -2003 by proportion of overseas visits 30 4.6 Adult admission prices 2002 -2003 by proportion of child visits 31 5 REVENUE AND MARKETING EXPENDITURE TRENDS 2002 -2003 32 5.1 Gross revenue trend 2002 -2003 32 5.2 Marketing expenditure trend 2002 -2003 35 6 VISITS TO INDIVIDUAL ATTRACTIONS 38 6.1 Major attractions in England 40 6.2 Ma jor attractions in English Government Office Regions 45 6.3 Individual attractions by category type 54 Appendix 1 Reference sources 93 Appendix 2 Questionnaire and guidelines 2003 94 Appendix 3 Index of attractions in section 6 99 Appendix 4 Notes 126 VISITOR ATTR ACTION TRENDS ENGLAND 2003 3 KEY FINDINGS A. KEY FINDINGS A.1 England tourism trends in 2003 Table A.1 England tourism trends 2002 -2003 Trips % Nights % 2000 2001 2002 2003 03/02 2000 2001 2002 2003 03/02 (m) (m) (m) (m) (m) (m) (m) (m) (m) (m) UK residents’ trips in England† 140.4 131.9 134.9 121.3 -10 439.2 409.2 415.8 371.9 -11 Overseas visits to England P‡ 21.5 19.3 20.5 21.1 +3 181.1 167.0 175.3 180.9 +3 UK residents’ trips abroad‡ 56.8 58.3 59.4 61.4 +3 566.9 578.8 595.2 618.1 +4 Sources: † United Kingdom Tourism Survey (UKTS) ‡International Passenger Survey (IPS) P Provisional The United Kingdom Tourism Survey (UKTS) indicates that the initial recovery in domestic trips seen in 2002 did not continue in 2003. UK residents’ trips of one night or more in England fell by 10% in 2003 and nights by 11%. While there were falls across all purposes of visit, the largest falls were among trips to visit friends or relatives (VFR), particularly those which were mainly for a holiday (-29%). Holida y trips fell by –4% while VFR trips not for a holiday fell by –13%.The International Passenger Survey (IPS) shows that UK outbound trips on the other hand have been growing slowly but steadily, rising by 3% in 2003. The inbound visitor market continued its recovery in 2003 with both trips and nights in England rising by 3% , approaching close to their 2000 level. A.2 Overall trends in visits to English attractions 2002 -2003 2003 was the sunniest on record in England, beating the previous sunniest in 1995 . It was also the 2nd driest year since 1766. (Source: Met Office). August, the peak holiday month in England, was particularly hot, with daytime temperatures on occasions reaching well over 35 C. While the good weather tended to favour outdoor attractio ns over indoor attractions, the extreme heat may well have discouraged some travel altogether. Other major factors affecting tourism in 2003 were the war in Iraq and the SARS virus, which discouraged international travel in the first half of the year. The 2,027 England visitor attractions that provided visits figures for both 2002 and 2003 reported an average increase of +2% in 2003. VISITOR ATTR ACTION TRENDS ENGLAND 2003 4 KEY FINDINGS Table A.2 England visit trends 2002 -2003 - by attraction category (%) Category Attractions % 03/02 sample Country parks (87) +9 Farms (70) +13 Gardens (126) +6 Historic houses/castles (392) +4 Other historic properties (149) -2 Leisure/theme parks (41) +2 Museums/art galleries (657) +1 Steam/heritage railways (52) +3 Visitor/heritage centres (81) +7 Wildlife attrac tions/zoos (95) +1 Workplaces (108) +6 Places of worship (75) -5 Other (96) -3 England (2,027) +2 Most categories showed growth in 2003. Farm attractions (which had the largest fall in 2001), continued their strong 2002 recovery , with a further +13% increase in 2003. Country parks (+9%) also continued their 2002 recovery after their decline in 2001. Museums/art galleries, which represent around a third of all attractions, recorded a small increase in visits (+1%) in 2003. The initial growth from the introduction of free entry to the previously paid entry national museums appears to have slowed, with the hot summer of 2003 also impacting negatively on many indoor attractions. Places of worship (-5%) showed a further decline in 2003. Table A.3 England visit trends 2002 -2003 – by admission type (%) Admission Attractions Increase No change Decrease % 03/02 sample Free (721) 48 20 33 +2 Paid (1,304) 58 8 35 +2 England (2,027) 54 12 34 +2 Both free and paid attractions recorded a similar incr ease in visits in 2003. VISITOR ATTR ACTION TRENDS ENGLAND 2003 5 KEY FINDINGS Table A.4 England visit trends 2002 -2003 - by geographic location (%) Geographic location Attractions % 03/02 sample Coastal (211) +1 Rural (951) +6 Urban (865) -* England (2,027) +2 Rural attractions increased their visits by +6% in 2003, continuing the recovery of 2002 (+13%) after the decline observed in 2001 (-4%). Coastal attractions saw a slight increase while urban attractions saw a small decrease in visits. Table A.5 England visit trends 2002 -2003 – by volume of vi sits (%) Volume of visits Attractions % 03/02 sample 20,000 or less (972) +2 20,001 -50,000 (358) +4 50,001 -100,000 (281) +3 100,001 -200,000 (190) +4 Over 200,000 (226) +2 England (2,027) +2 Attractions in all size bands reported average increases in visits in 2003, as was the case in 2002. Attractions with 20,000 visits or less reported a slightly lower level of increase in visits (+2%), also repeating the pattern observed in 2002. Attractions with over 200,000 visits also recorded a lower level of increase (+2%), driven by declines in visits to some of the major national free museums and art galleries. Each of the other visit bands recorded similar levels of increase. VISITOR ATTR ACTION TRENDS ENGLAND 2003 6 KEY FINDINGS Table A.6 Overall visits trends 2002 -2003 - by English Government Office Re gion (%) Region Attractions % 03/02 sample North East (114) +16 North West (196) +3 Yorkshire/The Humber (156) +4 East Midlands (176) +7 West Midlands (165) +1 Eastern (307) +5 London (140) -2 South East (395) +2 South West (378) +1 England (2,0 27) +2 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, are now being used for regional analysis . With the notable exception of London (-2%), which was affected by fewer overseas visitors in the first half of the year because of the Iraq War and concern over the SARS virus, and later by the summer heat, all GORs recorded an increase in visits in 2003. The North East (+16%) recorded the highest increase, continuing the trend from 2002 where a +18% increase was observed in the Northumbria RTB (also the highest increase). This fol lowed the greatest decline within any region in 2001 (-12%). VISITOR ATTR ACTION TRENDS ENGLAND 2003 7 KEY FINDINGS A.3 Overall trends in admission prices 2002 -2003 Table A.7 Adult admission prices 2002 -2003 (paid admission) – by category (%) Category Attractions Average adult charge % 03/02 sample 2002 2003 Country parks (12) £3.51 £3.74 +6 Farms (42) £3.88 £4.20 +8 Gardens (85) £3.89 £4.08 +5 Historic houses/castles (327) £4.38 £4.60 +5 Other historic properties (98) £2.71 £2.90 +7 Leisure/theme parks (20) £8.71 £9.22 +6 Museums/art galleries (233) £2.99 £3.06 +2 Steam/heritage railways (35) £5.80 £5.91 +2 Visitor/heritage centres (27) £4.09 £4.26 +4 Wildlife attractions/zoos (62) £5.55 £5.88 +6 Workplaces (22) £3.74 £3.94 +5 Places of worship (8) £2.65 £2.85 +7 Other (41) £4.70 £4.92 +5 England (1,012) £4.02 £4.22 +5 Average adult admission charge varied greatly amongst categories, ranging from £2.85 for places of worship to £9.22 for leisure/theme parks.
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