July 14th, 2023, Kineree Shah
In a post-pandemic world, a renewed surge of visitors are flocking to attractions, eager to make up for lost time. In response, some theme parks and attractions have implemented dynamic pricing strategies, adjusting costs in real-time based on demand. However, this has sparked a debate on affordability among global consumers. Drawing upon YouGov Global Profiles data, we delve into these discussions, exploring the perceptions of consumers across 43 international markets on the cost of entry and tickets to attractions.
Three in five consumers globally say tickets and entry fees to attractions are too expensive. Only one in ten consumers disagree with this, while three in ten have no opinion.
In Asia, the sentiment varies quite significantly. In Malaysia and Singapore, almost three-quarters of consumers agree that attractions are too pricey (73% each). This opinion is less popular in countries like India (51%) and Saudi Arabia (48%). In Vietnam (46%) and Egypt (43%) about two-fifth of consumers find the costs high.
In Europe, the perception of high-ticket costs is most prevalent in Great Britain, with a staggering four in five consumers agreeing (84%) - the most across 43 international markets. This sentiment is shared by a comparable percentage of consumers in the Netherlands (77%), France (77%), and Belgium (74%). On the other end of the spectrum, countries in Eastern Europe like Romania (51%), Hungary (57%), and Bulgaria (59%) showcase a lower, yet significant, agreement rate. In Denmark and Sweden, three in five consumers say ticket and entry prices to attractions are expensive (62% and 61% respectively). In the US, four in five consumers agree with the statement (82%), nearly the same as in Britain.
This global overview shows that the perception of high costs for attractions is a shared sentiment across most markets – something which is unlikely to change in the face of inflation in many markets.
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Methodology: YouGov Global Profiles is a globally consistent audience dataset with 1000+ questions across 48 markets. The data is based on continuously collected data from adults aged 16+ years in China and 18+ years in other markets. The sample sizes for YouGov Global Profiles will fluctuate over time, however the minimum sample size is always c.1000. Data from each market uses a nationally representative sample apart from India and UAE, which use urban representative samples, and China, Egypt, Hong Kong, Indonesia, Malaysia, Morocco, Philippines, South Africa, Taiwan, Thailand and Vietnam, which use online representative samples. Learn more about Global Profiles.
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