VisitEngland’s Annual Visitor Attractions Survey for 2020 published today shows the severe impact on visitor attractions from the COVID-19 pandemic, with a 65% drop in visitors overall compared to 2019 and a 55% decline in revenue.
These declines were driven by site closures associated with lockdowns and opening restrictions and the significant contraction of inbound and domestic tourism in 2020.
The fall in visitor numbers last year to England’s attractions was most marked for museums and galleries, other historic properties and places of worship, many of which rely on overseas visitors. Outdoor attractions such as country parks, wildlife attractions/zoos and gardens showed the smallest decreases. Overall rural attractions fared best last year with admissions dropping by 47% compared to a 74% decline for urban.
Indoor attractions saw a larger decline in admissions in 2020 than outdoor with decreases of 76% and 43% respectively, partly due to lockdown restrictions delaying their reopening but also people being more reluctant to visit indoor attractions.
Royal Botanic Gardens, Kew, was the most visited ‘paid for’ attraction in England last year with 1.2 million visitors, the first time a garden has taken the top spot, although numbers were still down almost half on 2019, followed by Chester Zoo and RHS Garden Wisley. The Tower of London, which had ranked first since 2009, saw an 85% decrease from 3 million visitors in 2019 to 448,000 in 2020, dropping to 10th place.
Topping the list of free attractions in England was the Tate Modern with 1.4 million visitors, a 77% drop on 2019, followed by the Natural History Museum with 1.3 million, a 76% drop, and the British Museum 1.28 million, an 80% drop.
Tourism Minister Nigel Huddleston said:
"I know what a challenging year it's been for our brilliant tourism, leisure and hospitality sectors. Tourism is one of our country's greatest assets, driving our economy and delivering jobs across our communities.
"That's why we've provided an unprecedented £25 billion in support, including through grants, the furlough scheme and tax breaks. There are so many wonderful attractions to visit in our towns and cities and it's great to see VisitEngland's Escape the Everyday campaign championing these opportunities as we build back better."
VisitEngland Director Andrew Stokes said:
“These statistics are a stark demonstration of the impact on England’s visitor attractions which, even when they began to reopen last summer, had to operate with much reduced capacity before further lockdowns. It also underscores the importance of international visitors especially to our city attractions.
“The findings echo our consumer sentiment research which has consistently shown a preference for outdoor visitor attractions highlighting that there is still a job to do to boost confidence in visiting city and indoor attractions.
“Our world-class attractions are crucial to our tourism offer, boosting local economies across England and they need all of us to make sure they bounce back. From our world-renowned museums, galleries, castles and historic houses to our rural, wildlife and outdoor attractions, this is the year to take a new look at what is here on our doorstep.”
The survey, which gathered information from 1301 English attractions, also showed the impact from the absence of international visitors in 2020 with a drop of 93% in overseas visitor numbers.
London attractions, with their greater reliance on international tourism, were hit hardest with a 77% decline overall in visitor numbers, with lower confidence in using public transport a factor. Attractions in the North East and North West also averaged larger declines associated with local lockdowns, while the East of England saw the lowest.
The tourism agency’s ‘Escape the Everyday – Enjoy the UK this Summer’ campaign has ramped up this month with a focus on cities and city visitor attractions as well as regional gateways to drive domestic day trips and overnight breaks during the summer, extend the season in to autumn and boost consumer confidence.
The survey also showed that many attractions pivoted during 2020 with 70% developing their digital offer and technology to connect with visitors with online tours and videos the most popular. The use of online booking systems also almost doubled to 57% by the end of 2020.
Attractions have also been working extremely hard to welcome visitors back safely and to continue to provide a first-class experience. VisitEngland’s ‘We’re Good To Go’ industry standard also continues to reassure customers and staff that processes are in place to welcome them back with confidence.
To see the results of the VisitEngland Annual Survey of Visits to Visitor Attractions in 2020 including regional data for attractions see: https://www.visitbritain.org/annual-survey-visits-visitor-attractions-latest-results
Notes to Editors:
- VisitBritain’s latest forecasts show that domestic tourism spending is estimated this year of £51.4 billion, just over half of the £91.6 billion in 2019. Last year alone saw about two-thirds of the value wiped off the domestic tourism industry in Britain, a £58 billion loss to the economy.
- Its forecast for inbound tourism spending in the UK this year is £6.2 billion, less than a quarter of the £28.4 billion in 2019.
- Information about the VisitEngland Annual Attractions Survey 2020: The VisitEngland Annual Survey of Visits to Visitor Attractions is carried out on behalf of VisitEngland by BVA BDRC and is based on a survey of 1301 England visitor attractions. For the full report see the Annual Survey of Visits to Visitor Attractions.
- Visits to Visitor Attractions Survey is a self-completion survey. There is no obligation for any visitor attraction, or any parent company / group of attractions to supply data. In addition, visitor attractions have the option of taking part in the survey anonymously, meaning not all visitor attractions that participate in the survey are named in the report or included in ranked lists of attractions.
- For a number of the attractions, data has been included with kind permission of ALVA (Association of Leading Visitor Attractions), English Heritage, Historic England, The National Trust as well as several Destination Management Organisations.
- Historic England contribute to the funding of VisitEngland’s Annual Survey of Visits to Visitors Attractions.
- Please note ‘Workplace’ is defined as industrial/craft attractions.
- Country Parks are not included in the most visited lists. However, they will be included within the Full Attractions Listing where visitors can visit an attraction at the park that meets our visitor attraction definition, such as a visitor centre or historic property and the figures provided reflect these visitors only. For more information on this, please see the full report.
- VisitEngland operates the Visitor Attractions Quality Scheme (VAQS). The scheme helps attractions across England develop and improve their customer experience. Areas covered by the annual assessment include pre-arrival information, the website, online marketing, journey planning, signage, welcome on arrival, toilets, catering and retail outlets. During the debrief the assessor will also offer business support and advice.