Catherine Warrilow of The Plot is bringing the visitor attraction survey back for 2026. Last year’s findings encouraged constructive discussions across the sector, providing an opportunity for businesses to share their successes and challenges.
The survey is open to attraction operators across the UK. It gives people the chance to share what 2026 has really looked like from an ops, economical and marketing perspective, plus what they want and expect from 2027. Participants can choose to take part anonymously, so they can be as candid as they like.
The survey aims to provide an honest, operator-led assessment of the sector, offering valuable insights into the experiences of businesses, what is working well, the challenges they face and their priorities for the future.
The results feed into a detailed report published in December. It gives a clear overview of what the industry has experienced this year and taking part helps to give the full picture of what’s been happening in visitor attractions, experiences and tours.
Topics include: OTAs and partnerships, Financial challenges and pressures, Opportunities for growth, Best in class examples from across the sector. Alongside the full survey data from 150+ operators, the report features a handful of longer-form interviews with people running attractions, digging into the stories behind the numbers.
Every operator who takes part helps build a more useful picture for everyone. Take the survey here.
