Experience Economy


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Experience Economy booms as Grant Thornton finds immersive attractions generate £7.4bn in spending


People seeking escapism, face-to-face interaction and shared cultural moments are driving a boom in the Experience Economy, according to new research from Grant Thornton.


T


he Experience Economy Index is a new research programme from Grant Thornton, produced in partnership with Experience UK


and Dr Hang-Yee Chan and Dr Ozlem Tetik of  The ongoing programme will track trends and


the economic contribution of the experience economy, changing consumer behaviour and 


Immersion Experiences economic contribution According to the inaugural report, a rapidly growing part of the experience economy is   A survey of 4,000 consumers carried out for


the report reveals that 31% of Britons attended an immersive experience in the last 12 months,  Grant Thornton carried out economic


modelling of immersive experiences across the     12 months, including the wider economic activity generated through supply chains and employee


32 NOVEMBER/DECEMBER IAAPA EXPO EDITION 2026


   Importantly for regional growth, Grant


 immersive experiences contribute to economies  North West, £233m in Scotland and £510m in  The report found those who attended an


immersive experience spend an average of £210


on the experience overall, with a majority staying 


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