Trends and opportunities in the Visitor Attractions sector

The UK visitor attraction market is navigating shifting consumer preferences, ongoing economic pressures, and rapid technological innovation. Despite continued cost-of-living concerns, the sector has shown resilience, and attraction operators are adapting to meet new demand for good-value, eco-friendly, and immersive experiences in order to appeal to the next generation of customer.

Here are some of the key trends we’re seeing in the visitor attraction sector this year:

Generational businesses and succession planning

One key trend is the longevity of ownership for many visitor attractions in the UK. Often held by the same family or organisation for several generations, these businesses are increasingly coming to market due to retirement, with sale discussions frequently centred around succession planning, legacy, and future stewardship. The sale of these businesses creates exciting opportunities for existing operators to grow their portfolio, as well as new-to-market entrants looking to acquire visitor attraction sites.

However, careful and detailed advanced preparation is vital to ensure all the necessary information has been collated to facilitate as smooth a transaction as possible, when people do decide to come to market. Having accountants and lawyers instructed early is critical to ensuring all parties understand the preferred sale structure to be implemented and so that sell-side due diligence work can begin.

Given the fragmented nature of the industry, we are seeing a wide-ranging buyer group interested in these assets, ranging from multi-site corporate operators through to lifestyle buyers, high net worth individuals and charitable organisations.

Shifts in visitor behaviour, consumer preferences and tourism activities

VisitBritain recently published its 2024 IPS UK Total Inbound Update, revealing that inbound visits to the UK in 2024 were slightly below pre-COVID levels, but higher than in 2023, with visitor spending also up compared to 2023. This signals growing international demand and renewed confidence in the UK as a travel destination, despite inflationary pressures.

Its Visitor Attractions annual survey also revealed that attractions in England reported a 1.4% increase in the volume of total visits from 2023 to 2024, with farms and visitor/heritage centres receiving the highest increase in visits year on year, 11% and 6% respectively.

Sustainability remains a central focus, and we are seeing more attractions adopting ecofriendly practices, from reducing waste and energy usage on site to sourcing local and ethical products, to present a desirable option for consumers.

Community engagement is also gaining traction, with many operators working closely with local stakeholders to enhance authenticity and economic impact in their community.

Inclusivity is another priority, with many attractions investing in accessibility features such as audio guides, tactile exhibits, and step-free access to ensure experiences are welcoming to all.

The importance of innovation

Digital innovation is revolutionising the visitor experience. We are seeing that augmented and virtual reality, personalised content, and contactless technologies are now commonplace, enhancing both engagement and convenience. Attractions which leverage data analytics to tailor experiences are seeing improved visitor satisfaction as a result.

In the sale of visitor attractions, there are often multiple income streams involved, with ticket sales typically forming the bulk of income, but food and beverage, retail and sometimes accommodation also contributing to overall revenue. Therefore, it is increasingly important for businesses to manage their interactions with current and potential customers through the active and efficient use of CRM systems.

Activity in the market this year

At the start of the year, we saw Welsh adventure company Zip World acquired by private equity firm Dolphin Capital, in a deal worth a reported £100m. The business comprises eight locations across Wales and England, including the world's fastest zip line, Velocity, at Penrhyn Quarry in Bethesda, and attracts visitor numbers of around 650,000. New investors Dolphin Capital already own Snowcentres Ltd, which operate indoor snow sports activities, and plan to upgrade existing sites as well as open more Zip World attractions across the UK.

And in August, Waterworld in Festival Park, Stoke-on-Trent was acquired by French visitor attraction operator Groupe Looping, for an undisclosed sum. Groupe Looping, the owners of Drayton Manor and the West Midlands Safari Park, now have 21 visitor attractions across Europe.

Our nationwide brokerage and valuation teams have advised on a wide range of visitor attractions so far this year, from dinosaur-themed amusement parks and World War II visitor attractions to golf destinations and gaming centres, reflecting the sector’s breadth and the vast array of lucrative opportunities available to owners and investors.

To find out more, read our Leisure Market Review 2025 here.

For confidential advice on your visitor attraction property, get in touch at Jon.Patrick@christie.com or +44 7831 263 529.