Experience UK, a not-for-profit trade association that represents British businesses involved in the creation and delivery of world-class visitor attractions and experiences, has developed three new industry reports that offer actionable insights ahead of peak season.
Spanning attractions, museums and LBE, the publications underscore key growth opportunities, market trends, and strategic considerations shaping the industry.
Ian Clappison, chief operating officer, Experience UK, says: "One of the most important things we provide is high-quality insight that enables businesses to make informed decisions and unlock new opportunities, both in the UK and internationally.
"As the global experience economy continues to evolve at pace, having access to robust data and clear market intelligence is critical.
"These reports not only highlight where growth is happening, but also help businesses understand how to position themselves competitively, whether that’s entering new markets, developing new concepts or strengthening existing offers.
"By equipping our members with this level of insight, we’re supporting them to make confident, strategic decisions that drive long-term success.”
The reports are available to Experience UK members through the Members’ Hub.
The Global Attractions Market Report
Produced by Leisure Development Partners, a leading economic and strategy consulting firm, The Global Attractions Market Report provides vital insights to support growth and development strategies for both operators and investors.
Its extensive, data-driven analysis of the theme park and water park industries explores market scale, regional outcomes and upcoming opportunities at a country level.
It notes that the "global theme park and location-based entertainment (LBE) industry is entering a period of unprecedented momentum," with developments such as Universal Studios, Therme Manchester, and Puy du Fou offering potential.
Worldwide, it considers "the continued elevation of the guest experience and expectations; the increasing role of intellectual property and branded content within major attractions formats; and the growing role of attractions as anchors within mixed-use tourism and urban development strategies."
Furthermore, there is a move towards broader visitor experiences that can lead to deeper engagement with a region or location. Attractions, it emphasises, do not stand alone. They are "catalysts for economic diversification, tourism competitiveness and placemaking."
The Museum & Cultural Venues Global Market Opportunities Report
The Museum & Cultural Venues Global Market Opportunities Report provides intelligence to help organisations identify international growth opportunities and bolster guest engagement strategies.
It includes a detailed overview of the international environment for museums and cultural institutions, covering key markets, funding, and collaboration opportunities.
According to the report, "Global audiences increasingly expect cultural visits to be immersive, personalised and emotionally resonant.
"Museums and cultural venues are responding by investing in narrative-driven design, multisensory installations, and the sophisticated integration of physical and digital content."
In Europe, sustainability, accessibility and heritage-led regeneration stand as key trends. In the Gulf Arab States, culture is being positioned as a nation-building tool, driving tourism and international leadership, while in Africa, the report notes a focus on the "adaptive reuse of historic structures for cultural purposes".
In the Asia-Pacific region, cultural investment is presently linked to urbanisation, tourism and national identity.
Furthermore, “77% of museum directors in North America have reported increased expenses due to inflation. This has led to a market that is not just expanding physically but evolving operationally to find sustainable long-term models.”
The Global Location-Based Entertainment (LBE) Market Report
The Global Location-Based Entertainment (LBE) Market Report provides industry professionals with essential insights to navigate one of the most rapidly expanding sectors of the experience economy.
In-depth business intelligence, covering product development, innovation, marketing, and commercial strategy, is complemented by benchmarking and forward-looking analysis to aid long-term planning.
The report identifies a change in market expectation, with consumers who are "increasingly shifting toward interactive and social experiences, which has significantly boosted demand for LBE formats such as VR arcades, escape rooms, and immersive theme parks.
"The integration of advanced technologies like virtual reality (VR), augmented reality (AR), projection mapping, and AI enhances user engagement and creates high-value entertainment ecosystems.”
Meanwhile, although financial considerations such as high capital investment and hardware and real estate costs pose challenges, technological advancements and a rise in IP-based attractions present key opportunities.
These technologies are "enabling operators to deliver highly engaging, multi-sensory experiences across venues such as amusement parks, malls, arcades, and dedicated entertainment centers. As a result, LBE is evolving into a key segment within the broader experiential entertainment industry.”
The publication of these reports supports a broader programme of sector insight and assistance, aimed at equipping organisations with the information and tools they need to thrive in an increasingly competitive international market.
Upcoming publications include a Museums, Arts and Culture Procurement Guide, set for release in May, followed by an updated Theme Park Procurement Guide ahead of September's IAAPA Expo Europe in London.
