An industry trade body has called on the UK Government to provide greater fiscal support for attractions and leisure businesses following the Autumn Budget.
Experience UK, which represents businesses across Britain’s Experience Economy, is urging policymakers to introduce fairer access to tax relief and a reduced rate of VAT on attraction admissions, arguing that these measures could help businesses manage rising costs, invest in new experiences and support future growth.
The response comes as research from Experience UK, Grant Thornton UK and academics at King’s College London highlights the scale of consumer spending linked to experiences, estimated at £206 billion annually.
Business rates relief welcomed amid cost pressures
Experience UK welcomed the increase in the Small Business Rates Relief threshold from £12,000 to £18,000 for eligible retail, hospitality and leisure properties in England.
However, the organisation warned that attractions and experience-led businesses continue to face financial pressures, particularly those with large workforces and substantial operating costs.
The Budget’s 3.9% increase in the minimum wage was welcomed as a positive step for workers, but Experience UK highlighted the additional costs this would bring for labour-intensive businesses.
Ian Clappison, Chief Executive Officer of Experience UK, said: “Today’s Budget brings some welcome measures, particularly the increase in the business rates relief threshold, which will provide much-needed support for eligible smaller businesses. However, the overall picture is mixed.
“Supporting fair pay is important, but the 3.9% increase in the minimum wage will add to the pressures facing attractions and experience businesses, many of which are labour-intensive and already managing significant operating costs. We need to ensure businesses have the financial headroom to recruit, innovate and invest in the experiences that attract visitors.
“We would have liked to see a more ambitious approach to supporting the Experience Economy, including fairer access to tax relief and a reduced rate of VAT on attraction admissions. These measures would help businesses reinvest, innovate and create jobs.”
The trade body argues that a clearer fiscal framework would help operators plan for the future while maintaining investment in the attractions and experiences that draw visitors.
Calls for greater recognition
Experience UK’s response draws on findings from the inaugural Experience Economy Index, developed in partnership with Grant Thornton UK and academics at King’s College London.
The research found that experience-related consumer spending accounted for 11.7% of total UK consumer expenditure in 2025, with at least £206 billion in annual consumer spending linked to experiences.
The findings highlight how spending associated with attractions and immersive experiences extends beyond admission tickets and individual visits. Visitors also support surrounding businesses, including hotels and other hospitality operators, retailers and transport providers.
Experience UK believes this wider economic contribution should be better reflected in government policy, particularly when decisions are being made about taxation, business support and investment.
Clappison said: “Our recent work with Grant Thornton on the inaugural Experience Economy Index has demonstrated the true scale of a sector that has historically been hiding in plain sight. With at least £206 billion in annual consumer spending linked to experiences, this is a significant contributor to the UK’s economy. If the Government is serious about unlocking growth, it must recognise the value of the Experience Economy and give businesses the confidence to invest in its future.”
The £206 billion figure refers to consumer spending linked to experiences, rather than a measure of the sector’s direct contribution to gross domestic product. The research nevertheless provides Experience UK with evidence to support its call for greater recognition of the sector’s reach across the wider economy.
Local investment and visitor destinations
Experience UK also highlighted the potential implications of new powers for local leaders, arguing that greater local decision-making could create opportunities to strengthen destinations and improve visitor infrastructure.
However, the organisation said businesses responsible for attracting visitors should be involved in decisions affecting their destinations. It also called for revenue to be reinvested locally, supporting the places and infrastructure on which visitor experiences depend.
The position reflects the interconnected nature of the Experience Economy, in which attractions and leisure venues can contribute to wider visitor spending across local businesses.
Experience UK is seeking greater recognition of this relationship as policymakers consider how to encourage economic growth and support destinations.
Its response to the Autumn Budget therefore combines a welcome for targeted business rates relief with calls for further measures to help attractions and leisure operators manage costs, encourage investment and develop new experiences.
The organisation maintains that a more supportive fiscal approach, alongside policies that recognise the wider economic contribution of experiences, would help businesses recruit, innovate and grow while continuing to attract visitors to destinations across the UK.
