The sector is dependent on consumer confidence and business sentiment and is facing increasing pressure to deliver innovation, quality and value. Consumer's belts are tightening with the continuing fragility of the European and UK economies and the impact of the Government's austerity measures. Brand strength and effective distribution channels are becoming more important than ever. The industry is increasingly engaging with digitally active consumers who expect to be able to interact with brands on a personalised, multichannel basis and who are harnessing social media and mobile technology at an ever faster rate. Today's consumers are more tech-savvy and have ever increasing expectations.

Across the attractions sector, there are signs that customers want more innovative, immersive and interactive experiences which provide value for money.