New figures from VisitBritain indicate that attractions such as theme parks and museums are playing a growing role in shaping domestic tourism, with 32 percent of all UK trips now incorporating visits to these destinations.
The data suggests that more families are building short breaks and weekend getaways around visits to major attractions, often combining them with nearby camping and holiday park stays, according to a report by Out&About Live.
The trend reflects a shift in consumer travel behavior toward accessible, affordable holidays closer to home.
With cost-of-living pressures continuing to influence household budgets, many travelers are seeking experiences that deliver both entertainment and value.
For the outdoor hospitality sector, this represents a notable opportunity. Campsites and holiday parks situated near major attractions are increasingly positioned as essential components of the holiday experience, not just accommodation options.
The demand has practical implications for business owners. Popular theme parks draw millions of visitors annually, and during peak periods such as school holidays, accommodation in surrounding areas is often booked out months in advance.
This makes early reservations a priority for travelers and highlights the importance for operators to optimize their booking systems, manage capacity, and develop partnerships with local attractions.
For holiday park and campsite operators, aligning marketing strategies with nearby destinations could help capture this demand.
Offering bundled packages, promoting shuttle services, or highlighting proximity to high-traffic attractions can help position parks as convenient choices for families.
Additionally, extending stays beyond the single-day theme park visit—by offering amenities and experiences on-site—can encourage repeat bookings and longer occupancy.
Looking ahead to 2026, the trend is expected to continue, with VisitBritain’s figures pointing to attractions as anchors of domestic tourism.
For operators in the outdoor hospitality industry, this offers a chance to expand visibility, attract new markets, and strengthen revenue streams by capitalizing on the enduring appeal of family-focused leisure travel.