According to the Survey of Visits to Visitor Attractions 2004 published by VisitBritain, Britain’s national tourism marketing agency, visits to museums…
According to the Survey of Visits to Visitor Attractions 2004 published by VisitBritain, Britain’s national tourism marketing agency, visits to museums and art galleries in the last year rose by 4%.
English attractions participating in the survey from all sectors reported that the summer of 2004 – the wettest since 1912 – benefited indoor-based attractions. 1 in 10 of attractions surveyed stated weather as an important factor influencing visitors, helping the country’s attractions overall to benefit from a 1% increase in visitor numbers.
Museums and art galleries make up six of the top ten major free admission attractions and 26% of survey participants cited an improvement in events and exhibitions as a positive factor in influencing visits. Of these, the National Gallery remains most popular with almost 5 million visitors, an increase of 14%. Joining it in the top five are the British Museum (4.8 million visitors, and a 6% increase), and the Tate Modern (4.4 million visitors, a 14% increase).
Blackpool Pleasure Beach remains the most popular free attraction in England with 6.2 million visitors, followed by the Albert Dock (5 million) and the National Gallery (4.9 million). The Xscape Castleford centre welcomed 2.8 million visitors, an increase of 460%, and now ranks as seventh most visited free admission visitor attraction in England. Leading paid attractions included the British Airways London Eye (3.7 million) and the Tower of London (2.1 million).
45% of attractions participating within the survey reported an increase in gross revenue. Regionally, London has seen the highest increase with 16%, followed by the North West with 11% and the South West with 10%.
VisitBritain chief executive Tom Wright said: This research proves that you do not have to wait for the good weather to enjoy the variety of experiences available in Britain.
Come rain or shine our world renowned attractions offer something for all our visitors, whatever the season. Current campaigns are encouraging even more visitors to enjoy our attractions in these challenging times.
The future of the industry and how we can further develop it to maintain our reputation as among the best destinations in the world will be discussed by over 250 key industry players at the second National Conference of Visitor Attractions (VAC2005) on 12 October 2005.
The survey is sponsored by English Heritage and the Museums, Libraries and Archives Council and the full report is available to download free of charge on VisitBritain’s research website.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
