Savills insight 🔍

Outdoor experiences on the rise

Despite challenging economic conditions and significant increases in employment costs, visitor numbers grew modestly across most UK attractions, particularly in the rural sector, compared with 2024. Interestingly, farms and visitor or heritage centres saw the largest year-on-year increase in visits (VisitBritain). Visitors are increasingly drawn to nature-based experiences, such as walking or wildlife trails, which help people reconnect with nature and gain physical and mental health benefits.

We are also seeing continued growth in visitor numbers to outdoor play attractions, with many great examples in the grounds and estates of historic houses and palaces. These diversifications help attract a wider, more diverse audience to attractions.

Events are an important way to increase visitor footfall and encourage repeat visits. These are often outside the traditional peak season, with Christmas light trails and Halloween events often attracting more visitors than summer bank holiday weekends.

Industry insight 🔍

“2025 was, as predicted, a tough year for visitor attractions as they dealt with the significant increase in employment costs from the 2024 Budget – namely changes to employers’ NI contributions (an increase in the percentage rate and a lowering of the threshold) and national minimum wage increases. Additionally, the ongoing cost-of-living crisis led consumers to spend cautiously. Despite this, the year ended on a high, with a 10% increase in visitor numbers across Association of Leading Visitor Attractions (ALVA) members in December, compared with December 2024. Showing memorable family experiences, such as winter lights, Christmas markets, and dressing stately homes and heritage properties for Christmas, were highly popular and valued, even when sold at premium prices.

Consumer confidence will slowly build this year, and we are seeing a trend of visitor attractions taking more commercial risks in monetising their assets. Creating premium experiences, partnering with a different and broader range of commercial partners and taking the consequences of the very hot June of last year seriously (which saw attraction numbers fall by 9% compared to June 2024). Diversifying income streams, sweating assets and planning for shade will be hallmarks of 2026."

Bernard Donoghue OBE, Director, ALVA

2025 IN NUMBERS

A destination evolving through strategic investment

CASE STUDY: Yorkshire Wildlife Park Resort

Yorkshire Wildlife Park Resort (YWPR), located in Doncaster, South Yorkshire, has rapidly established itself as one of the UK’s leading wildlife destination resorts. Since opening in 2009, the resort has grown significantly both in scale and reputation, now welcoming approximately 850,000 visitors per year. As a conservation-driven attraction, home to 100s of animals across diverse species, its ongoing expansion continues to enhance its visitor proposition while supporting important ecological and educational aims.

Strategic expansion and long-term growth

YWPR’s development has been defined by strategic land acquisition and substantial reinvestment. A major step change occurred in 2018, when the resort acquired an additional 150 acres, enabling a transformational expansion of its wildlife reserves and guest facilities. Now spanning 440 acres, the resort has been able to introduce new habitats, enhance its amenities and broaden its on-site leisure offer.

A significant milestone has been the transition from a day visitor attraction to a fully fledged short-break destination. The addition of new on-site accommodation, in the form of the Hex Wildlife Hotel, offers high-quality stays for families, leisure guests and corporate visitors.

Complementing this, the resort now features 15 retail units, restaurants, coffee shops, a conference centre and a vibrant programme of entertainment and events, which significantly extend the dwell time and diversifies revenue streams. The retail village forms part of the wider master-planned visitor hub, designed to support an all-weather, year-round offer.

Events investment: Expanding a key growth market

YWPR’s events programme has become central to its visitor engagement strategy, including seasonal festivals, concerts, theatrical shows and family-friendly experiences. This represents the next development opportunity at the resort, the Hex Events Venue, a multi-purpose events venue with capacity for up to 2,500 people. YWPR is seeking an investment partner for the new events venue. The proposed venue will further strengthen the resort’s ability to attract new audiences, support the regional economy and extend its trading season.

CEO John Minion explained the opportunity, “The Hex Events Venue has exceptional potential within the region. We had identified the gap in the market for mid-size events up to 2,500 people in the Doncaster area. This was later supported by the product audit in the South Yorkshire Destination Management Plan. It is a great opportunity for an experienced operator, both for its market potential and the infrastructure and supporting businesses surrounding the Hex Events Venue in the Yorkshire Hive, especially the Hex Wildlife Hotel. YWPR has already invested significantly in the steel structure for the building but needs an investment partner to realise the vision.”

_{⁷ VisitBritain England Visitor Attractions, ⁸ ALVA state of the nation, ⁹ Domestic Sentiment Tracker: January 2026, ¹⁰ ASVA Monthly visitor attraction report December 2025, ¹¹ Historic Houses}

_{Read the articles within Spotlight: Tourism, Leisure & Events below.}