Grant Thornton UK has estimated that immersive attractions including ABBA Voyage, The Crystal Maze LIVE Experience, Monopoly Lifesized and Frameless generated £7.4bn in spending over the last 12 months. The modelling, which includes wider activity through supply chains and employee spending, puts the contribution to gross value added (GVA) at £3.9bn and says the sector supports around 47,600 full-time equivalent jobs. The findings come from the Experience Economy Index, a new research programme produced with Experience UK and academics at King’s College London.
A survey of 4,000 consumers found that 31 per cent of Britons, or 17m adults, attended an immersive experience in the last 12 months. Attendees spent an average of £210 overall, with most staying nearby overnight or making a specific trip. More than a third ate or drank at local businesses, almost a third shopped locally and a quarter used local taxis or public transport. The modelling puts the regional GVA contribution at £154m in the North West, £201m in Scotland and £510m in Northern Ireland.
More broadly, ONS data analysis shows consumer spending in experience-related categories was worth at least £206bn in 2025, or 11.7 per cent of total expenditure. Researchers Dr Hang-Yee Chan and Dr Ozlem Tetik, professors at King’s College London, suggest this could reach 13 per cent by 2031, an increase of around £23bn in today’s prices.
Grant Thornton’s research found that 40 per cent of UK adults are increasingly prioritising experiences over material things, rising to 54 per cent among 18- to 34-year-olds.
Tom Middleton, economic consulting partner at Grant Thornton UK, said: “We’ve always loved a great experience – from Glastonbury and the theatre to visitor attractions and Oasis. But as AI and digital technology become an increasingly important part of how we live, work and do business, the value of shared, in-person experiences is growing too. The impact of the Experience Economy ripples far beyond traditionally experience-led sectors, extending into financial services, travel, hospitality, retail, technology and infrastructure.”
The report suggests businesses can learn from the sector by focusing on more than the transaction, making interactions more memorable, accessible and connected across the customer journey.
Rob Turner, consulting partner at Grant Thornton UK, added: “There is a lot that businesses can learn from the way the experience economy engages people – from creating more memorable interactions to building stronger loyalty and connecting with customers across the whole journey. For businesses, the opportunity is both to participate in the Experience Economy itself and to apply its lessons across the wider business ecosystem, using the principles of experience to create more meaningful and valuable engagement with customers.”
Ian Clappison, CEO of Experience UK, added: “The scale of these findings confirms that the Experience Economy is not a niche or passing trend. It is a major engine of economic growth, supporting thousands of jobs, strengthening destinations and generating valuable additional spending across hospitality, retail, transport and tourism. We now need the Experience Economy to be fully recognised in economic and industrial policy, with the right support for investment, skills, innovation and international growth. Harnessed effectively, it can help revitalise our high streets and communities, attract visitors and investment, and reinforce the UK’s position as a global leader in creating world-class experiences.”
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