TECHNOLOGY
TECHNOLOGICALLY ATTRACTIVE
Technological advances are enabling attractions to innovate their visitor experience with ever more sensory and immersive experiences
Rebecca McGrath, research writer, Mintel Group M
intel’s latest Visitor Attractions UK Report (published December 2014) finds that the domestic visitor attractions
industry has generally performed well over the last five years despite the nation’s economic difficulties. This has largely been thanks to the
growing trend for domestic holidays by UK consumers. Overall, visits to UK attrac- tions have increased by 14 per cent since 2009, boosted in large part by this trend towards “staycations” – which has not significantly declined during the country’s economic recovery. Last year continued to prove successful
for sustained growth within the sector, especially following on from the drop in visitor numbers as a result of the Olympic and Paralympic Games and the weather-related blip in late 2012. Looking forward, increased consumer confidence should aid visits to attractions.
106 ATTRACTIONS HANDBOOK 2015-2016
The British Museum’s 3D online platform allows people to scan and print items from its collection, such as Egyptian Pharaoh Amenemhat III
Although improved personal finances mean that UK consumers may shift their tourism patterns back to overseas destinations, so far indications are that domestic tourism is set to remain well ahead of pre-recession levels. Inbound tourism driven by the ever-increasing popularity of London as a destination and the concerted efforts to entice Chinese tourists should mean that the UK attrac- tions industry will continue to experience good growth over the next five years. This positive future projection bodes
well for the prospects and positive impact of technological advances within the sector. By providing more opportunities for visitor attractions to promote and inno- vate the experiences that they can offer, combined with the potential for them to become ever-more sensory and immer- sive, the lines between a fun day out and an educational learning experience are becoming increasingly blurred.
www.attractionshandbook.com
PHOTO: © SKETCHFAB/BRITISH MUSEUM
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