Immersive attractions including ABBA Voyage, Frameless and The Crystal Maze Live Experience helped generate an estimated £7.4bn (€8.76bn) in spending across the UK over the past year, according to new research from Grant Thornton.
The inaugural Experience Economy Index, produced by Grant Thornton UK in partnership with Experience UK and academics from King’s College London, estimates that immersive experiences contributed £3.9bn (€4.62bn) in gross value added to the UK economy and supported around 47,600 full-time equivalent jobs.
The
research defines immersion as experiences where audiences interact, participate or move through specially designed environments. A survey of 4,000 UK adults found that 31% had attended an immersive experience in the previous 12 months, equivalent to around 17 million people.
For the AV sector, the findings
point to the growing commercial scale of a market spanning immersive entertainment, projection-led attractions, interactive environments and large-format experiential installations.
Visitors spent an average of £210 (€250) around an immersive experience, according to the research, taking into account expenditure such as tickets, travel, accommodation, food
and other purchases. The majority stayed nearby overnight or made a specific trip to attend, while more than a third spent money at nearby food and drink businesses.
The economic impact also extended beyond London, with Grant Thornton estimating that immersive experiences generated £154m (€182m)
in GVA in the North West, £233m (€276m) in Scotland and £510m (€604m) in Northern Ireland.
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 wider Experience Economy was worth at least £206bn (€244bn) in consumer spending during 2025, equivalent to 11.7% of total expenditure, according to analysis included in the report.
Researchers Dr Hang-Yee Chan and Dr Ozlem Tetik of King’s College London suggest experience-focused consumption
could grow to 13% of overall spending by 2031, representing an increase of around £23bn (€27bn) in today’s prices. The report notes that this projection is a linear extrapolation and should be treated as directional rather than precise.
The consumer research also found 40% of UK
adults were increasingly prioritising experiences over material purchases, rising to 54% among 18- to 34-year-olds. Separately, 40% said digital overload was making them more likely to prioritise experiences where they could feel more present.
Top image: Wake The Tiger Absurd City, London | Credit: Andre Pattenden