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1
London Attractions Monitor
Q4 2017 and Annual
Review 2017
2
01 Attractions Monitor Q4 2017 3
02 Annual Review 2017 8
Contents
3
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
Admissions (millions)
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
Admissions (millions)
Admissions (millions)
-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%
Ente
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Gal
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Gar
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Mu
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Mar
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Change in admission levels by attraction type: Q4 2017 vs. 2016
% growth Q4 2017 vs. 2016
7
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%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Monthly admissions: 2017 vs. 2016
Admissions (millions)
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
Admissions (millions)
• 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
Q1 (Jan-Mar) Q2 (Apr-Jun) Q3 (Jul-Sep) Q4 (Oct-Dec)
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
Q1 (Jan-Mar) Q2 (Apr-Jun) Q3 (Jul-Sep) Q4 (Oct-Dec)
Quarterly admissions to free attractions
Admissions (millions)
Admissions (millions)
1% 4% -13%
33%
-2%
4%
-2% -6% -5% -9% -5% -11%-30%0%
30%60%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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
Q1 (Jan-Mar) Q2 (Apr-Jun) Q3 (Jul-Sep) Q4 (Oct-Dec)
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
Q1 (Jan-Mar) Q2 (Apr-Jun) Q3 (Jul-Sep) Q4 (Oct-Dec)
Quarterly admissions to attractions located beyond Zone 1 2016
2017
Admissions (millions)
Admissions (millions)
4%
3% -8%18%7%
-9%
-5% -7%
-5% -13% -8% -9%
-30%0%
30%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Change in monthly admissions to Zone 1 attractions:
1% 0% -13%
41%-8% 6% -4% -5% -5% -3% 1% -9%
-30%0%
30%60%
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
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
Q1 (Jan-Mar) Q2 (Apr-Jun) Q3 (Jul-Sep) Q4 (Oct-Dec)
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
Q1 (Jan-Mar) Q2 (Apr-Jun) Q3 (Jul-Sep) Q4 (Oct-Dec)
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
Q1 (Jan-Mar) Q2 (Apr-Jun) Q3 (Jul-Sep) Q4 (Oct-Dec)
Quarterly admissions to large attractions
2016 2017
Admissions (millions)
Admissions (millions)
Admissions (millions)
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%
Ente
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Gal
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Gar
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Her
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Mu
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Mar
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Change in admission levels by attraction type
% growth 2017 vs. 2016
14
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
Admissions (millions)
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
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
16
17