Visits to attractions in England increased by 5% in 2013 according to VisitEngland’s Annual Attractions survey, helping to boost footfall to neighbouring hotels.
The research showed that despite challenging economic conditions, those attraction businesses which are investing in marketing and digital platforms have seen an increase in their visitor numbers and revenue, with gross revenue up by 5% across the sector.
Regionally, tourism in London is clearly booming as it tops the list with visits to attractions up by 8% in 2013, followed by the North East (up 6%) and the East Midlands (up 5%), indicating the important role of England’s attractions in enticing people to explore England outside of London.
VisitEngland chief executive James Berresford said: “With a 5% increase in both visitor numbers and gross revenue for 2013, our attractions continue to contribute greatly to the visitor economy and show enormous potential for future growth. It’s clear that investment into the sector is key and the benefits are evident in the results for attractions continuously investing in both marketing and digital platforms.”
The 5% uplift in visits to attractions was largely driven by an increase in visits to those charging for admission, where there was growth of 7%, and visits to free attractions also growing by 3%.
The Tower of London remains the most visited attraction in the paid for category with 2.9 million visits – an increase of 18.4% on last year, followed by St Pauls Cathedral with 2.1 million visits and Westminster Abbey with 1.8 million visits.