At 90 pages long I thought it might be appreciated if I spend some time to digest and summarise the Visit England's latest Annual Survey that was recently published. The report leads with the fact that visits to attractions in England grew by only 1.4% in 2024 compared to 2023 numbers which is a very modest increase. The growth has been held back by persistent cost-of-living pressures and lingering post-pandemic shifts in consumer behaviour. Here are some of the key points raised in the report.

  • Visitor numbers remain a staggering 27% below prepandemic 2019 levels.
  • International visitors drove growth, increasing by 6%, while domestic visits fell by 1%.
  • Category growth leaders included Farms (+11%), Visitor/Heritage Centres (+6%), and Historic Houses/Castles (+3%).
  • Total domestic visitor spend in England exceeded £76 billion in 2024.

So, what are the implications for Today’s Visitor Attraction Market?

International won’t be enough on its own. While inbound travel is strengthening, the domestic audience still needs nurturing. UK-based attractions must continue to work hard to win local and regional visitors through relevant, affordable experiences.

Communicating value is essential. With admission prices on the rise, attractions must go well beyond ticket cost to communicate experience-led value. Audiences want to feel their visit is worth the spend be it through events, amenities, or enrichment.

Programming matters. Attractions performing well tend to have strong programming through family activities, new exhibits, pop-ups, and special events. This is especially important for return visits and social media appeal.

Marketing investment drives growth. Those who increased marketing spend in 2024 often saw stronger returns. 94% used digital platforms (e.g. Facebook and Instagram), and more than 50% offered online booking. Email marketing, local media, and PR outreach also proved effective.

Strategic Recommendations for Destination Marketing

Target Audience Segmentation. Focus on segments with growth potential, international markets (e.g. US, EU, GCC) and local catchments for short breaks. Staycation audiences need fresh reasons to visit.

Experience Design. Develop new themed events, trails, family packages, and limited-run installations to increase perceived value and attract new demographics.

Smarter Marketing Channels. Invest in high-return digital advertising, optimise websites for SEO and booking, and use email campaigns to convert lapsed and loyal customers.

Emphasise Convenience and Accessibility. Highlight public transport options, multi-attraction tickets, and low-friction booking. Promote accessibility for families, elderly visitors, and schools.

As a marketing consultancy supporting visitor attractions across the UK, we’re perfectly placed to help clients through this challenging time with tactics that include:

  • Adapting pricing strategies and messaging to emphasise value.
  • Building compelling seasonal campaigns that capture local and national audiences.
  • Implementing data-led marketing strategies that align with evolving consumer behaviour.
  • Use storytelling and authentic brand voices to stand out in a competitive marketplace.

Now more than ever, strategic marketing is not just about getting people through the gate, it's about creating meaningful, lasting experiences.

The survey signals that recovery is happening, but slowly, unevenly, and under pressure. Those who embrace innovation, marketing investment, and insight will be best placed not only to recover but to thrive.

In challenging economic times, cutting marketing budgets may seem like a quick fix, but it’s during these periods that increased, strategic marketing is most critical to maintain visibility, capture limited consumer spend, and gain ground on less proactive competitors.

Let’s keep the conversation going. If your destination wants to build a stronger marketing plan aligned to these national trends, get in touch!

Matt Baker - Destination CEO