This year’s VisitEngland Annual Attractions Survey offers no illusions: recovery has stalled.  

In 2024, total visits to England’s visitor attractions rose by just 1.4%. For most, it felt like running to stand still. And still, across the sector, we remain 27% behind where we were in 2019. That’s not just a shortfall. It’s a wake-up call. But inside those numbers? Sparks of brilliance.

The best performing attractions didn’t wait for the market to come to them. They built irresistible reasons for people to return, and return again. Temporary exhibitions. New play spaces. Better food. Sharper comms. Stronger digital. And perhaps most importantly, clarity of purpose.

That’s what we see every day in our work with brilliant visitor brands. From farms to museums, heritage houses to aquariums, we’ve had the privilege of collaborating with teams who aren’t waiting for a return to “normal”, they’re shaping what comes next.

And we’re proud to say that, together, we helped drive over 5% of all paid visitors to UK attractions last year. That’s a figure we don’t take lightly. It’s built on deep partnerships, smart campaigns, and a relentless focus on performance.

Let’s be honest. The headwinds are real. Rising costs hit nearly every part of the experience and according to the data from the latest survey:

• 76% of attractions were affected by increased supplier costs.
• 69% were hit by soaring energy prices.
• And 63% struggled with higher staff costs, up from 51% just two years ago. 

The result? Many raised prices just to stay afloat. The average adult ticket price climbed 7% to £12.21, and child tickets now average £8.04. And while revenue grew by 8%, margins stayed stubbornly thin.

But visitors are smart. They know when they’re getting value. And they’re still showing up for the experiences that feel worth their time, and their money. That’s the challenge. And that’s the opportunity.

Growth today isn’t about scale. It’s about clarity. Focus. Precision. The strongest visitor brands aren’t chasing everyone. They’re obsessing over someone. They’re clear on their offer. They’re generous with their experience. And they understand the role they play in people’s lives. 

We’ve seen it in the numbers.

Attractions with compelling exhibitions, immersive storytelling, and targeted marketing saw visitor volumes jump by more than 10%. Meanwhile, those who relied on legacy programming or cut back hours saw numbers decline.

Digital still matters. In fact, it’s non-negotiable:

• 94% of attractions now use digital comms, led by Facebook (90%) and Instagram (71%).
• Online booking is offered by 57%.
• Email newsletters remain a powerful tool, yet still underutilised by many.

And it’s not just digital for digital’s sake. It’s about making connections. Telling stories. Building loyalty. At Navigate, we don’t believe in spray-and-pray. We build data-informed campaigns rooted in insight, behaviour, and creativity. Because growth isn’t random. It’s designed.

Too often, attractions are undervalued. Stretched teams. Legacy systems. Mountains of potential. But this sector is rich with purpose. With stories. With people who care.

And right now, at this moment, we believe the most exciting work lies ahead. The attractions that will win in 2025 won’t be the biggest. They’ll be the clearest. The boldest. The most useful. The most joyful.

We’re proud to stand shoulder to shoulder with the teams that are choosing that path. And we’re excited for what we’ll create together next.

Read the full report here.