From the bard to Billy Elliot, theatre is UK’s hidden gem
Wednesday, 23 Sep, 2010
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Theatre is the tourism industry’s “hidden opportunity” with foreign visitors who saw a show on their trip more likely to recommend the UK to friends than those who didn’t.
These are the findings of a new report released today by VisitBritain which shows that a tenth of the 30m travellers who came to the UK in 2009 went to see a production.
The organisation’s report says that while the theatre is not the deciding factor for a trip in the first place, visitors found it enhanced their visit so much that “ those who did go are much more likely to recommend the UK as a holiday destination than other travellers to this country.
It adds: “Word of mouth is the most powerful way that overseas visitors find out about the magic of London’s theatre. The growth of social media such as Facebook and Twitter means that gossip about just how good theatre is in London has the potential to spread more widely.
And it’s not just London’s shows, which saw 2,200,000 foreign visitors, that’s pulling in the showbiz bucks.
All regions in the UK saw overseas visitors flocking to their entertainment offering. In 2009, Scotland’s cities attracted 120,000, the south-west, which includes Bristol’s Old Vic, attracted 106,000 and the south-east (outside London) attracted 235,000.
The east of England, the location of the Marina Theatre in Lowestoft, drew in a whopping 133,000 overseas guests.
The report claims these figures can only rise as the main groups of overseas travellers who like going to the theatre the most – those on holiday, not business, and those over 55, are growing.
It says: “Over two-thirds of theatre visitors from overseas are on holiday, a group that is set to grow. And the number of tourists aged over 55, the most ardent theatre goers, has grown at a faster rate than under-55s in 12 out of the past 15 years, and this will continue."
Sterling’s weak value has also contributed to this theatre-going boom. From August 2007 to August this year, the pound has fallen a fifth against the dollar, 22% against the euro and 28% against the Australian dollar.
Chief executive VisitBritain Sandie Dawe said: “Britain has a phenomenal theatre industry. Whether it is a feel good musical like Billy Elliot or Mamma Mia, a Shakespearian tragedy, grand opera or beautiful ballet, you are never far from a world class experience.
"And due to the exceptionally competitive exchange rates it has become a more affordable treat than ever.
“This report shows that British theatre is making a massive contribution to Britain’s economy. Everyone can follow the worldwide debate about the cultural attractions that Britain has to offer on our LoveUK page on Facebook and Twitter."
by Dinah Hatch
Dinah
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