london attractions monitor q4 2017 and annual review 2017 · • london attractions received 59...

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London Attractions Monitor

Q4 2017 and Annual

Review 2017

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01 Attractions Monitor Q4 2017 3

02 Annual Review 2017 8

Contents

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01

Attractions Monitor

Q4 2017

Attraction admissions at a five year low for Q4

-9 per cent reduction in admissions witnessed

during the last three months of 2017

• There were 12.9 million admissions to London attractions during Q4 (Oct-

Dec) 2017, a fall of 9 per cent against Q4 2016.

• The fall in admissions during Q4 2017 makes it the poorest performing final

quarter since 2011.

• Free and charging attractions both experienced year-on-year decreases

against Q4 2016.

• The largest fall in visits were seen in Zone 1, as admissions to attractions

in central London fell by –10.2 per cent. Attractions outside of central

London witnessed a decrease in admissions of only -3.6 per cent.

• Small and medium-sized attractions recorded increases in admissions of

8.3 per cent and 1.9 per cent respectively. Large attractions had a less

positive year, recording a -10.7 per cent fall in visits.

• Entertainment and Gallery attractions both experienced decreases of more

than -10 per cent in admissions.

4

Q4 2017 admissions decreased by -9 per cent

compared to Q4 2016Attraction admissions at a five year low for Q4

Source: Met Office

*2015 total differs from last year’s report due to a number of additional attractions contributing.

Figures based on data received from 55 London attractions for 2017 year-on-year comparison. Five year data is based on 38

attractions. Further attractions were excluded from the analysis where full data was unavailable for the duration of each analysis.

Admissions (millions)

5.7

4.2 4.45.0

3.9 4.0

0.0

2.0

4.0

6.0

Oct Nov Dec

Monthly admissions: Q4 2017 vs. 2016

2016 2017

• There were 12.9 million admissions to London attractions during Q4 (Oct-Dec)

2017, a reduction of -9 per cent against Q4 2016.

• Comparisons are made against a strong Q4 2016, when there was an 8 per cent

increase in admissions to attractions. The reduction in Q4 2017 sees attractions

receive fewer admissions than two years ago.

• The fall in attraction admissions during Q4 2017 places Q4 admissions

marginally below levels five years ago in Q4 2012, with a -0.4 per cent fall over

the past five years.

5


4.8 4.85.3 5.1 5.3

4.73.8 3.7

4.1 3.8 4.0 3.63.5 3.6 3.9 3.74.1

3.7

0.0

2.0

4.0

6.0

2012 2013 2014 2015 2016 2017

Monthly admissions Q4: 2012 - 2017

Oct Nov Dec

Admissions to free and charging attractions

both decreased against Q4 2016

2.21.4 1.62.0

1.3 1.4

0.00

2.00

4.00

Oct Nov Dec

Monthly admissions to charging attractions

2016 2017

3.4 2.8 2.73.0 2.5 2.5

0.0

5.0

Oct Nov Dec

Monthly admissions to free attractions

2016 2017



-9% -5%

-11%-13%

-8%

-8%

-20%

0%

Oct Nov Dec

Change in admissions: free vs. charging

Charging Free

% growth 2017 vs. 2016

• There were reductions in admissions to both free and charging in admissions during

Q4 2017.

• There was little difference between charging and free attractions. 69 per cent of

charging attractions in the sample witnessed a year-on-year decrease, compared to

63 per cent of free attractions.

• Charging attractions recorded a -8.7 per cent overall decrease in admissions during

the quarter, with fewer admissions in each month versus 2016.

• Admissions to free attractions fell by -9.8 per cent against Q4 2016, with reductions

in every month of the quarter.

6

Most types of attractions recorded a year-on-year

fall in admissions during Q4 2016However it was a strong period for military and garden attractions

• Military and garden attractions were the only categories of attractions to see visitor

growth in Q4 2017.

• Entertainment attractions and galleries witnessed the largest falls in admissions, at

-11 per cent and -10 per cent respectively.

• Despite seeing a 7 per cent growth rate across the full year 2017, Admissions to

royal attractions fell by -5 per cent year-on-year reduction in admissions during the

last quarter of 2017.

Categories are not mutually exclusive. Some attractions appear in more than one category.

Sports attractions are without sufficient data for inclusion.

-11% -10%

6%

-6%-2%

-4%

9%

-5%

-20%

0%

20%

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Change in admission levels by attraction type: Q4 2017 vs. 2016

% growth Q4 2017 vs. 2016

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8

02

Annual Review 2017

London attractions received 59 million

admissions in 2017-2 per cent decrease overall on 2016

• Total admissions to London attractions during 2017 reduced by -2 per

cent year-on-year.

• Q2 2017 saw strong growth in admissions of 6.5 per cent, but attractions

recorded fewer admissions in all other quarters.

• Q4 was the poorest performing quarter of the year, with -9.4 per cent

fewer visitors compared to 2016.

• Admissions to free attractions fell by -3 per cent over the year. Charging

attractions witnessed a smaller reduction of -1 per cent.

• Attractions based outside of Zone 1 remained resilient during the year as

admissions were steady compared to 2016. By contrast admissions to

attractions in central London fell by -3 per cent.

• Admissions to large and small attractions both fell, but there was strong

growth in admissions to medium-sized attractions over the year.

• Garden and royal attractions saw growth in visitors, but there were

reductions in admissions to all other categories of attraction over the

year.

• Admission figures in 2017 were 8% greater than in 2012, with 55.4 million

admissions recorded from 36 attractions. Although figures are up on the

five year trend, 2017 is the third consecutive year in which attraction

admissions have reduced.

9

London attractions received 59m admissions in 2017

-2 per cent reduction from 2017

Average weather for South East England 2017 (change compared to 2016 in brackets)

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Mean temp

°C

3.7 (-

2.0)

6.4

(+1.0)

9.2

(+3.1)

9.4

(+1.3)

13.5

(+0.5)

16.9

(+1.4)

17.8

(+0.3)

16.4

(-1.5)

14 (-

2.7)

12.7

(+1.5)

7.1

(+0.7)

5.2 (-

0.9)

Hours of

sunshine

77.6

(+17.9)

53.8

(-35.6)

131.8

(-5.2)

205.3

(+29.4)

199.3

(-14.7)

244.4

(+117.3)

207.4 (-

5.6)

201.4

(-33.1)

138.1 (-

1.3)

95.9

(-47.7)

84.2

(+0.3)

53.3

(-10.8)

Rainfall

(mm)

83.3

(-48.5)

53.6

(-3.1)

43.9

(-42.9)

9.8

(-41.4)

69.2

(+5.1)

58.2

(+33.1)

103.6

(+86.2)

73

(+34.2)

71.6

(+20.7)

31.7

(+1.6)

50.4

(-52.7)

107.3

(+88.5)

Source: Met Office

Figures based on data received from 53 London attractions. Further attractions excluded from the analysis where full data was unavailable for both 2016 and 2017, to allow for

like-for-like comparison. 2016 and some quarterly 2017 data differs from statistics published in previous reports, due to a number of additional attractions now contributing.

3%

3%-9%

22%

4%

-7%

-5% -7% -5% -11% -7% -9%-20%

0%

20%

40%


Monthly admissions: 2017 vs. 2016


13.7 15.317.6

14.213.516.3 16.6

12.9

0.0

10.0

20.0

Q1 (Jan-Mar) Q2 (Apr-Jun) Q3 (Jul-Sep) Q4 (Oct-Dec)

Quarterly admissions: 2017 vs. 2016

2016 2017


• London attractions received 59 million admissions in 2017, a -2 per cent

reduction from 2016, when 60.7m admissions were recorded.

• The year began with a slight reduction in the admissions of -1 per cent during

the first three months of the year.

• Q2 was the strongest period of year-on-year growth for London attractions in

2017, with an 7 per cent increase in admissions compared to Q2 2016.

• However, significant year-on-year falls in admissions were seen in the second

half of the year, with a -5 per cent reduction in admissions during Q3 and a -9

per cent fall in Q4 2017, the worst performing quarter of the year.

10

Charging attractions recorded a -1 per cent

overall reduction in admissionsFree attractions saw a -3 per cent overall decline

4.96.6 7.8

5.34.77.3 7.4

4.8

0.0

5.0

10.0


Quarterly admissions to charging attractions 2016

2017

8.8 9.7 9.8 8.98.8 9.0 9.2 8.1

0.0

5.0

10.0

15.0


Quarterly admissions to free attractions



1% 4% -13%

33%

-2%

4%

-2% -6% -5% -9% -5% -11%-30%0%

30%60%


Change in monthly admissions to charging attractions

% growth 2017 vs 2016

4%

2%

-6%

14% 10%

-14% -7% -7% -4%-13% -8% -8%-30%

0%

30%


Change in monthly admissions to free attractions

% growth 2017 vs 2016

• Q2 was the strongest growth period for both charging and free attractions –

with 11 per cent and 3 per cent year-on-year increases in admissions

respectively against Q2 2016.

• Both free and charging attractions experienced a reduction in admissions in

all other quarters of the year.

• Q1 was the only quarter of 2017 in which free attractions had better year-

on-year admission figures than charging attractions.

• The strongest month for growth in admissions to both free and charging

attractions was April 2017, as attractions benefited from a strong Easter

period.

11

Zone 1 attractions recorded a -3 per cent decline in 2017Attractions in outer London had steady admission numbers during the year

11.8 12.814.7

12.411.713.6 13.8

11.2

0

5

10

15


Quarterly admissions to attractions located in Zone 1

1.8 2.4 2.9 1.81.8 2.7 2.8 1.7

0

5


Quarterly admissions to attractions located beyond Zone 1 2016

2017



4%

3% -8%18%7%

-9%

-5% -7%

-5% -13% -8% -9%

-30%0%

30%


Change in monthly admissions to Zone 1 attractions:

1% 0% -13%

41%-8% 6% -4% -5% -5% -3% 1% -9%

-30%0%

30%60%


Change in monthly admissions to attractions located beyond Zone 1

% growth 2017 vs. 2016

% growth 2017 vs. 2016

• Zone 1 attractions, which represent two thirds of the sample and 85 per

cent of admissions, saw overall admissions decline by -3 percent

compared to 2016, with 1.5 million fewer admissions overall.

• For attractions both within and outside of Zone 1, Q2 was the only quarter

of growth in admissions. 12 per cent growth for attractions in Zones 2-6

during this period allowed annual figures to remain stable despite

recording fewer admissions in the all other quarters.

• Q1 was the only quarter in which Zone 1 attractions performed better than

those outside central London, with a -1 per cent reduction in visitors

compared to a -5 per cent reduction in attractions outside Zone 1.

12

Admissions to large attractions reduced in 2017However, medium sites recorded overall increases

1.23 1.40 1.60 1.281.29 1.68 1.801.31

0

2


Quarterly admissions to medium attractions

2016 2017

0.12 0.16 0.19 0.110.09 0.16 0.19 0.12

0.0

0.5


Quarterly admissions to small attractions

2016 2017

12.313.7

15.8

12.812.1

14.4 14.7

11.4

0

5

10

15

20


Quarterly admissions to large attractions

2016 2017




Attraction size based on overall admissions for 2017:

Small: fewer than 200,000 admissions per annum

Medium: 200,000 to 999,999 admissions per annum

Large: One million+ admissions per annum

• Overall admission levels to London’s largest attractions fell in 2017 by -4 per

cent, with 2 million fewer admissions over the year.

• Admissions to large attractions increased by 5 percent in Q2, but declined in

all other quarters.

• Admissions to medium-sized attractions increased in all quarters of 2017,

including 20 per cent growth in Q2. There was a 10 per cent overall increase

in admissions to medium-sized attractions over the full year.

• Small attractions witnessed a -21 per cent reduction in admissions during Q1

2017, but stable admissions in the rest of the year and growth in Q4 led to

overall admissions recording a reduction of only -3 per cent over the year.

13

Admissions to garden and royal attractions grow

while other categories see fewer admissions

• Royal attractions and gardens witnessed year-on-year increases, while

admissions fell for all other categories in 2017.

• Garden attractions witnessed growth in admissions of 10 per cent, the

highest percentage increase across the different types of attractions.

• Royal attractions recorded an overall 7 per cent increase in admissions

compared to 2016.

• The biggest decline came from entertainment attractions, which had 710,000

fewer admissions compared to 2016, a -5 per cent reduction on 2016.

• London’s largest categories of attractions - museums, heritage and galleries -

each saw small to marginal reductions in admissions during 2017.

Categories are not mutually exclusive. Some attractions appear in more than one category.

Sports attractions are without sufficient data for inclusion.

-5%-1%

10%

-2% 0%

-5%-2%

7%

-10%

0%

10%

20%

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Change in admission levels by attraction type

% growth 2017 vs. 2016

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There has been an 8 per cent increase in admissions

to London attractions over the past five years

• Admission figures in London during 2017 were at the lowest level since

2013. Admissions remain 8 per cent above those seen in 2012.

• 2017 is the third consecutive year in which admissions have fallen year-on-

year.

Five year data based on 36 attractions. Additional attractions excluded from this analysis where five year data was

unavailable, to allow like-for-like comparison.

51.456.4 58.5 57.4 57.0 55.4

0

20

40

60

2012 2013 2014 2015 2016 2017

Annual admissions 2012 - 2017


15

Participating Attractions

We’re very grateful to all of the above attractions for supplying us with the monthly

data that allows us to compile this report. To discuss how you can also become

involved in the London Attractions Monitor, please contact:

Matthew Purtill

Market Analyst

[email protected]

Apsley House Museum of Docklands

ArcelorMittal Orbit Museum of Freemasonry

Bank of England Museum of London

Barbican Museum of Rugby

Billingsgate Bathhouse National Army Museum

British Museum National Gallery

Chelsea FC National Maritime Museum

Chiswick House National Portrait Gallery

Churchill War Rooms Natural History Museum

Courtauld Gallery Old Royal Naval College

Cutty Sark Queen's House

Down House RAF Museum

Dr Johnson's House Ranger's House

Eltham Palace Royal Observatory, Greenwich

Geffrye Museum Science Museum

Guildhall Art Gallery Sea Life London Aquarium

Hampton Court Palace Shakespeare's Globe Theatre

HMS Belfast Shrek's Adventure

Horniman Museum and Gardens Sir John Soane's Museum

House of Parliament Tours St Paul's Cathedral

Household Cavalry Museum Tate Britain

Imperial War Museum Tate Modern

Jewel Tower Tower Bridge

Kensington Palace Tower of London

Kenwood House V&A Blythe House

Kew Gardens V&A Museum

London Dungeon V&A Museum of Childhood

London Eye Wallace Collection

London Transport Museum Wellington Arch

Madame Tussauds Wembley Stadium

Marble Hill House Wimbledon Lawn Tennis Museum

Monument

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london attractions monitor q4 2017 and annual review 2017 · • london attractions received 59...

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