Experience UK, a not-for-profit trade association representing British businesses that create and deliver world-class visitor attractions and experiences, has partnered with Grant Thornton and King's College London's Dr Hang-Yee Chan and Dr Ozlem Tetik to produce the Experience Economy Index.
The new research programme has found that demand for escapism, in-person interaction, and shared cultural experiences is fueling a boom in the Experience Economy.
The ongoing programme will monitor trends, assess the experience economy’s economic contribution, examine shifts in consumer behaviour, and explore the sector’s future direction.
A fast-growing sector
The inaugural report describes immersion as a fast-growing segment of the experience economy, in which audiences engage, take part, or move through a purpose-built environment.
A survey of 4,000 consumers commissioned for the report found that 31% of Britons—about 17 million adults—had attended an immersive experience in the past 12 months.
Grant Thornton modelled the economic impact of immersive experiences across the UK, including ABBA Voyage, The Crystal Maze LIVE Experience, Monopoly Lifesized and Frameless. It estimated that the sector generated £7.4bn in spending over the past 12 months, including broader economic activity from supply chains and employee spending.
ABBA Voyage has contributed to the local economy in London Image credit: Ralph Larmann
The sector contributed £3.9bn in Gross Value Added (GVA) to the economy and supported around 47,600 full-time equivalent jobs.
Grant Thornton’s economic modelling highlights the role immersive experiences play in supporting regional growth, contributing £154m in GVA in the North West, £233m in Scotland and £510m in Northern Ireland.
The report found that attendees spend an average of £210 on an immersive experience overall. Most stay nearby overnight or make a dedicated trip to attend. While there, more than a third eat or drink at local businesses, nearly a third shop locally, and a quarter use local taxis or public transport.
The appeal of shared experiences
Tom Middleton, economic consulting partner at Grant Thornton UK, says “We’ve always loved a great experience – from Glastonbury and the theatre to visitor attractions and Oasis. But as AI and digital technology become an increasingly important part of how we live, work and do business, the value of shared, in-person experiences is growing too.
“The impact of the Experience Economy ripples far beyond traditionally experience-led sectors, extending into financial services, travel, hospitality, retail, technology and infrastructure.”
Across the wider experience economy, ONS analysis shows that consumer spending on experience-related categories totalled at least £206bn in 2025, or 11.7% of all expenditure. Contributing researchers estimate that experience-focused consumption could rise to 13% by 2031, an increase of around £23bn in today’s prices.
Research for the report found that 38% of UK adults prioritise experiences to make lasting memories, 36% to spend meaningful time with loved ones, and 25% to take a break from their usual routines.
Two in five (40%) say digital overload is making them more inclined to choose experiences that help them enjoy themselves and feel more present. Grant Thornton research found that 40% of people in the UK are increasingly choosing to spend on experiences rather than material goods. This rises to 54% among 18- to 34-year-olds.
The growth of AI and digital technology could strengthen these trends by making physical, social experiences that are hard to replicate online more valuable.
Dr Hang-Yee Chan and Dr Ozlem Tetik, professors at King’s College London, say: "The experience versus material preference gap is likely to widen further as younger, more experience-oriented generations gain spending power.
"Separately, rising AI adoption may increase, rather than reduce, demand for face-to-face, human-mediated experiences, as live and shared moments gain relative value precisely because they cannot be automated.”
Building more meaningful visitor engagement
The report indicates that businesses throughout the economy can draw on the Experience Economy to build more meaningful, enduring customer engagement.
Instead of concentrating only on transactions, businesses can strengthen customer relationships by making interactions more memorable, accessible, and connected across the broader customer journey.
Rob Turner, consulting partner at Grant Thornton UK, says: “There is a lot that businesses can learn from the way the experience economy engages people – from creating more memorable interactions to building stronger loyalty and connecting with customers across the whole journey.
“For businesses, the opportunity is both to participate in the Experience Economy itself and to apply its lessons across the wider business ecosystem, using the principles of experience to create more meaningful and valuable engagement with customers.”
Ian Clappison, CEO at Experience UK, adds: “The scale of these findings confirms that the Experience Economy is not a niche or passing trend. It is a major engine of economic growth, supporting thousands of jobs, strengthening destinations and generating valuable additional spending across hospitality, retail, transport and tourism.
“The UK has an extraordinary ecosystem of creators, operators, designers and technology businesses producing experiences that are admired around the world. As people increasingly seek meaningful, shared and memorable moments, the opportunity for this sector will only grow.
“We now need the Experience Economy to be fully recognised in economic and industrial policy, with the right support for investment, skills, innovation and international growth.
"Harnessed effectively, it can help revitalise our high streets and communities, attract visitors and investment, and reinforce the UK’s position as a global leader in creating world-class experiences.”
Last month, Experience UK launched three new membership steering groups to help shape the organisation's future direction.
