Press Releases

23rd February 2010

Britain’s visitor attractions report buoyant 2009 and voice their concerns for the future

The Association of Leading Visitor Attractions (ALVA) releases its members’ visitor figures for 2009 today, with the vast majority of members reporting an increase in the number of people visiting the country’s foremost museums, galleries, heritage sites, cathedrals, gardens, zoos and leisure parks. The median increase across the sector was 10.9%. The increase was partly due to greater numbers of overseas visitors attracted by the weak pound, and British tourists staying at home. It was particularly marked in those attractions which have free entry, as people sought good value days out in the recession.

The UK’s visitor attractions remain optimistic about the immediate future, with 82% of them expecting to maintain or increase visitor figures. (This compares to 60% feeling optimistic last year). Some 53% of the members polled think their revenues will actually increase in 2010. However, there is caution about how the sector can continue to be sustained in the longer term.

In this election year, ALVA members were asked about which pressing needs the incoming government should address, to ensure that tourism continues to provide a much-needed boost to the UK economy. By far the most important change attractions would like to see is a change to incentivising tourists to visit and stay in Britain, rather than taxing tourists, with 35% citing this as their top priority for the next parliament. Members would also like to see a reduction in VAT rates on admission tickets, and enhanced government funding to enable VisitBritain to promote the UK to potential tourists abroad.

“The tourism industry played a vital role in Britain’s economy last year, with leading attractions working hard to maintain visitor figures and revenue in a challenging fiscal environment. As the political parties prepare for the General Election, they should consider how best to help the industry maximise the revenue it can generate and the additional jobs it can create.” comments Robin Broke, Director of ALVA.

The attached listing, comparing 2009’s visitor figures with 2008’s shows how attractions have held their own despite a very challenging environment.

For further information, please contact Truda Spruyt, Kate Wright-Morris or Sarah Watson at Colman Getty on 020 7631 2666, Truda@colmangetty.co.uk

Notes to editors

20th October 2009

Britain’s visitor attractions report a booming summer

New figures from the Association of Leading Visitor Attractions (ALVA) show that the country’s foremost museums, galleries, heritage sites, cathedrals, gardens, zoos and leisure parks have had a booming summer. Visitor figures across ALVA members’ attractions have increased by 3.4% compared to the same period in 2008 (1 May – 31 August). Furthermore, the majority of attractions reported a rise in both retail and catering spend overall.

Some UK attractions have even reported record-breaking visitor numbers: the Royal Horticultural Society reported an increase of 15% compared to 2008, and between June and August the National Portrait Gallery in London saw an increase of 23% visitor numbers on the same time period in 2008. This year’s BP Portrait Award has been the most popular in the Gallery’s history, with a 69% year on year increase, equal to an additional 122,042 visits.

Sandy Nairne, Director of the National Portrait Gallery, said: "The Gallery is full of people enjoying the wide range of exhibitions and displays and - following the successful launch of our marketing campaign 'Take another look' - the many works from the Collection. We have seen a record-breaking summer with the highest figure ever for the BP Portrait Award. With ‘Beatles to Bowie: the 60s exposed’ and the Taylor Wessing Photographic Portrait Prize about to open, I am confident that visitors will continue to come and enjoy the Gallery."

The combined effects of the credit crunch and the promise of a BBQ summer meant a record number of Britons opted for a ‘staycation’ this year rather than holidaying abroad. When asked in February 2009, 60% of ALVA attractions predicted that visitor numbers would either stay the same or rise during the summer months with many preparing for this increase by offering new family-friendly activities, good quality, added-value packages and unique experiences.

Luke Whitcomb, Member and Visitor Marketing Director at the National Trust, endorsed this saying: “We’re really pleased with this summer’s visitor numbers. At property level there’s been a real drive this year to focus on the visitor experience. We want to give people the chance to get more involved in our work and provide them with an inspiring and very enjoyable visit.” In July visitor figures at National Trust properties were up by 8.3% and in August by 12.1% (excluding the bank holiday weekend) on the previous year.

Rachael Ashton, PR & Media Manager at Chester Zoo, said: “We have already passed the one million mark in terms of visitor numbers and are on course for a bumper year. The fact that more people have chosen to vacation at home this year means they have treated themselves to days out and enjoyed some of the best activities that the UK has to offer – for us, that has been a bonus.”

Despite overseas visitor figures falling by 9% during the early months of 2009, many attractions actually reported a rise in foreign visitor figures during the summer months. Generally, the numbers of international travellers making visits for leisure are strong while corporate and business travel is adversely affected.

“It is most reassuring to see that the ‘staycation’ trend predicted by ALVA’s members has translated into profitable business as it is vital for Britain that our tourism industry thrives, allowing it to maintain employment opportunities across all skill levels and to provide economic growth,” comments Robin Broke, Director of ALVA.

For further information, please contact Truda Spruyt, Kate Wright-Morris or Sarah Watson at Colman Getty on 020 7631 2666, Truda@colmangetty.co.uk

Notes to editors

BANK HOLIDAY TRAVEL – TRAFFIC ADVISORIES

As the Spring Bank Holiday weekend approaches, bringing with it the prospect of a sunny half-term holiday, the Association of Visitor Attractions (www.alva.org.uk) suggests that this is an ideal time to get out and about, especially as the Highways Agency has arranged for all minor motorway maintenance projects to be suspended and the cones removed by Thursday night.

Many tourist sites will be putting on extra events over the weekend and it is hoped that visitors will use the quieter routes, maybe even doing a bit of map reading, to ensure they have a good time by avoiding congested routes. Route-finding services can assist with this.

Although the AA and RAC are duty bound to provide an accurate assessment for motorists of the likely levels of traffic they may encounter on major roads and motorways, these warnings should not be assumed to apply across the whole road network as much of this will be as peaceful as on a normal weekend.

It is hoped that the AA, RAC and Media reporting will be responsible as over-zealous warnings are harmful to many businesses, discouraging families from making efficient use of their car and their leisure time to get out for some fun, education and entertainment. Indeed, it can be argued that the car is at its most efficient when used by a family to visit areas where public transport cannot deliver.

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