A report commissioned by VisitEngland, which predicts the changing patterns in homegrown tourism over the next 10 years, says museums will have to take into account far-reaching demographic changes in England.
Domestic Leisure Tourism Trends for the Next Decade concludes the changes, which include an ageing society and a decline in the number of people aged 35 to 49, will have a “profound” effect on domestic leisure tourism.
The report also addresses how the traditional family unit is changing, with the emergence of step families and gay parents.
A spokeswoman for the British Museum says museums have always catered for new demographics. “Our definition of a family group is very wide – in essence, anyone visiting with children,” she adds.
The report also states that people researching leisure and tourism activities online will increasingly switch to mobile devices such as smartphones.
The British Museum spokeswoman adds that its key information is “mobile optimised”.
Crucially, social media drives “fear of missing out”, a word-of-mouth factor that might fuel interest in major exhibitions and museum events. Organisations with the most effective and diverse mobile platforms and apps will benefit the most from this digital phenomenon.
Museum membership schemes have proved popular because they “nurture a sense of belonging”, says the report.
In the past three years, membership of the Victoria and Albert Museum in London has risen by 199%. A spokeswoman says people are motivated by reasons other than benefits such as access to major exhibitions.
“These include a desire to support the museum’s work… and feeling a strong emotional connection, which often goes back many years,” she adds.
But Barry Lord, the co-president of consultancy Lord Cultural Resources, says: “The most important phenomenon that the report does not identify is the multiple platforms on which all public attractions, including museums, must now operate.”
The growth in the youth market is crucial, Lord stresses. “Virtual exhibitions, social media and interactive programmes, where the opinions of young audiences are sought, valued and used in practice, are what is needed, as part of a multi-channel museum experience,” he says.
Domestic Leisure Tourism Trends for the Next Decade concludes the changes, which include an ageing society and a decline in the number of people aged 35 to 49, will have a “profound” effect on domestic leisure tourism.
The report also addresses how the traditional family unit is changing, with the emergence of step families and gay parents.
A spokeswoman for the British Museum says museums have always catered for new demographics. “Our definition of a family group is very wide – in essence, anyone visiting with children,” she adds.
The report also states that people researching leisure and tourism activities online will increasingly switch to mobile devices such as smartphones.
The British Museum spokeswoman adds that its key information is “mobile optimised”.
Crucially, social media drives “fear of missing out”, a word-of-mouth factor that might fuel interest in major exhibitions and museum events. Organisations with the most effective and diverse mobile platforms and apps will benefit the most from this digital phenomenon.
Museum membership schemes have proved popular because they “nurture a sense of belonging”, says the report.
In the past three years, membership of the Victoria and Albert Museum in London has risen by 199%. A spokeswoman says people are motivated by reasons other than benefits such as access to major exhibitions.
“These include a desire to support the museum’s work… and feeling a strong emotional connection, which often goes back many years,” she adds.
But Barry Lord, the co-president of consultancy Lord Cultural Resources, says: “The most important phenomenon that the report does not identify is the multiple platforms on which all public attractions, including museums, must now operate.”
The growth in the youth market is crucial, Lord stresses. “Virtual exhibitions, social media and interactive programmes, where the opinions of young audiences are sought, valued and used in practice, are what is needed, as part of a multi-channel museum experience,” he says.
Key trends
- People will maximise their leisure time visiting friends and relations.
- A desire to be active and healthy will drive an increase in leisure trips.
- More skills tourism, fuelled by a desire to acquire new skills.
- A rise in health tourism as society focuses on wellbeing.
- The countryside will benefit from health and active tourism.
- Urban tourism will be a significant growth area.