The global experience economy is being supported ahead of the busy summer season, with newly released industry reports providing data-driven trends and insights.
Experience UK has launched three comprehensive reports covering the attractions, museums, and location-based entertainment (LBE) sectors. This intelligence comes at an ideal time for industry professionals looking to capitalise on growth opportunities and refine their strategic planning ahead of peak visitor periods.
The Global Attractions Market Report, developed by Leisure Development Partners, suggests the theme park and LBE industry is entering a period of “unprecedented momentum”. The research points to major projects such as Universal Studios, Therme Manchester, and Puy du Fou as examples of developments presenting fresh opportunities for the sector. According to the report, there is a clear trend toward elevating guest expectations and integrating intellectual property (IP) more deeply into attraction formats.
Ian Clappison, Chief Operating Officer at Experience UK, believes this level of insight is vital for the modern operator. “One of the most important things we provide is high-quality insight that enables businesses to make informed decisions and unlock new opportunities, both in the UK and internationally,” he said. Clappison noted that as the economy evolves, robust data helps businesses understand how to position themselves competitively in new or existing markets.
Sector-specific reports
In the LBE sector, consumer habits are shifting toward interactive and social formats. The Global LBE Market Report highlights increased demand for VR arcades, escape rooms, and immersive theme parks. While high capital investment and the cost of hardware remain hurdles, advancements in augmented reality and AI are creating high-value entertainment ecosystems that allow for multi-sensory experiences in malls and dedicated centres.
The Museum and Cultural Venues report identifies that global audiences now expect cultural visits to be “immersive, personalised and emotionally resonant”. This has led to a rise in narrative-driven design and the blending of physical and digital content. However, the report also highlights economic pressures, noting that 77% of museum directors in North America have seen expenses rise due to inflation, necessitating more sustainable operational models.
Geographically, the research identifies the Gulf Arab States as a major area of opportunity where culture is used for nation-building and tourism. Meanwhile, in Africa, the “adaptive reuse of historic structures for cultural purposes” is a growing trend that brings new retail and commercial possibilities.
This release is part of a broader support programme from Experience UK. Industry professionals can also expect a Museums, Arts and Culture Procurement Guide in May, with an updated Theme Park Procurement Guide following in September. These resources are currently available to members through the organisation’s digital hub.
