www.parkworld-online.com
Experience Economy
Once there, more than a third ate or drank at local businesses, almost a third went shopping locally and a quarter used local taxis or public transport. Tom Middleton, Economic Consulting Partner at
Grant Thornton UK, said: and Oasis. But as AI and digital technology in-person experiences is growing too.
Growing appetite for experience and human connection More broadly across the experience economy, in all experience-related categories was worth at expenditure. Contributing researchers suggest that prices***.
them more likely to prioritise experiences where
people in the UK are increasingly prioritising
replicate digitally.
Dr Hang-Yee Chan and Dr Ozlem Tetik,
experience-oriented generations gain spending power. Separately, rising AI adoption may increase,
How experiences can reshape business The report suggests that businesses across the with customers.
engagement by making interactions more memorable, accessible and connected across the wider customer journey. Rob Turner, Consulting Partner at Grant
Thornton UK, said: way the experience economy engages people to building stronger loyalty and connecting with customers across the whole journey.
to apply its lessons across the wider business Ian Clappison, CEO at Experience UK, said:
Experience Economy is not a niche or passing trend. hospitality, retail, transport and tourism.
creators, operators, designers and technology businesses producing experiences that are admired around the world. As people increasingly seek
METHODOLOGY
* Based on a survey of 4,000 UK adults weighted to be nationally representative, carried out by Opinium 7th–14th August 2026. The survey found that 31% of UK adults had attended an immersive experience in the last 12 months, equivalent to approximately 17 million adults when extrapolated to the UK adult population.
** To estimate the wider economic contribution of immersive experiences across the UK, Grant Thornton combined survey data on visitor spending and attendance with economic data showing how different industries interact across the UK economy. The model captures the direct impact of spending by people attending immersive experiences, including tickets, travel, food, accommodation and other purchases; indirect impacts generated as businesses purchase goods and services through their supply chains; and induced impacts created when employees supported by this activity spend their wages in the structure, productivity, local supply chains, business linkages and spending patterns across the UK. Impacts are reported in terms of total economic output, Gross Value Added (GVA) and full-time equivalent jobs supported.
*** Analysis of ONS data by Dr Hang-Yee Chan and Dr Ozlem Tetik. This is a linear extrapolation from 2023 data and should be treated as directional rather than precise. This proxy indicator is not designed to leaving the full picture incomplete.
**** Based on a survey of 2,000 UK adults weighted to be nationally representative, carried out by Opinium 19th–23rd June 2026.
NOVEMBER/DECEMBER IAAPA EXPO EDITION 2026
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