CEO’s View: The Experience Economy – From Creative Sector to Economic Powerhouse
There has never been a more exciting time to be part of the UK’s experience economy.
Where once our sector was largely defined by visitor attractions and cultural venues, today we are witnessing something much bigger. Experiences have become a powerful economic force, driving tourism, attracting investment, regenerating communities, creating skilled jobs and showcasing British creativity on a global stage.
That shift is happening all around us.
Major investments in destination experiences, the continued evolution of immersive entertainment, growing demand for experience-led retail and hospitality, and landmark projects such as Universal UK’s planned development all demonstrate the confidence investors have in experiences as engines for economic growth. At the same time, our museums, heritage sites, cultural institutions and visitor attractions continue to evolve, reaching new audiences while playing an increasingly important role in the prosperity of the places they call home.
The challenge now is ensuring that the wider economy recognises what many of us have known for years.
Too often, our sector is still viewed simply through the lens of tourism or leisure. While visitor numbers will always matter, they only tell part of the story. The real value of the experience economy lies in its wider impact: the businesses it supports, the supply chains it sustains, the investment it attracts, the skills it develops and the communities it helps transform.
If we want government, investors and policymakers to see the true potential of our sector, we must become better at demonstrating this impact through meaningful evidence and robust economic data. That’s why initiatives such as the Experience Index, which Experience UK is developing alongside Grant Thornton, are so important. By building a clearer picture of our sector’s contribution, we can strengthen the case for greater recognition, investment and long-term support.
Another trend that continues to stand out is the increasing importance of collaboration.
Whether it’s businesses working together to win international projects, partnerships between education and industry to develop future talent, or organisations joining forces to tackle shared challenges, collaboration has become one of the UK’s greatest competitive advantages. Around the world, the UK’s experience economy is admired for its creativity, innovation and ability to deliver world-class projects. By continuing to work together, we strengthen not only individual organisations but the sector as a whole.
As we prepare to welcome the global industry to London for IAAPA Expo Europe later this year, we have another opportunity to demonstrate exactly what makes the UK such an exceptional place to create, operate and invest in experiences. The event will provide an international stage to showcase the extraordinary breadth of talent, expertise and innovation that exists across our membership and the wider experience economy.
Looking ahead, I believe our greatest opportunity is not simply to celebrate the success of individual attractions or projects, but to position the experience economy as one of the UK’s defining growth sectors. One that contributes billions to the economy, supports millions of jobs, drives exports, inspires innovation and enriches people’s lives every single day.
At Experience UK, that ambition sits at the heart of everything we do. Whether through international trade missions, industry research, policy engagement, strategic partnerships or bringing our community together, our focus remains the same: creating the conditions for our members, and the wider sector, to thrive.
The experience economy has never been more important. Now is the time to ensure it is recognised as such.
