• Swindon & Wiltshire Culture
• Thursday October 15 2026

Escapism boosts South West economy

Bristol’s booming Experience Economy is generating hundreds of millions of pounds for the local economy, with demand for immersive attractions and face-to-face experiences showing no sign of slowing.

New research from Grant Thornton UK, produced with Experience UK and King’s College London, estimates that 660,000 people in and around Bristol attended an immersive experience in the past 12 months.

The sector is now a significant economic force, with immersive experiences generating £394 million in spending across the South West in the last year, including wider activity through supply chains and employee spending.

That supported £201 million of gross value added and around 2,973 full-time equivalent jobs.

The findings point to a wider shift in consumer spending. Nationally, 40 per cent of people say they are increasingly prioritising experiences over material goods, rising to 54 per cent among 18-to-34-year-olds.

Researchers say digital overload is part of the driver. Two in five UK adults say the pressures of digital life are making them more likely to seek experiences where they can enjoy themselves and feel more present.

Academics behind the report argue that the rise of artificial intelligence could strengthen rather than weaken demand for live, human-centred experiences.

Dr Hang-Yee Chan and Dr Ozlem Tetik, professors at King’s College London, said the gap between spending on experiences and material goods was likely to widen as younger generations gained spending power.

“Rising AI adoption may increase, rather than reduce, demand for face-to-face, human-mediated experiences, as live and shared moments gain relative value precisely because they cannot be automated,” said the professors in their report.

Bristol’s creative and independent economy makes it well placed to benefit. The city has built a growing cluster of immersive attractions, where visitors become participants rather than spectators.

Wake The Tiger, the world’s first Amazement Park and the UK’s largest immersive art experience, is among the city’s flagship examples.

Blurring the boundaries between an art gallery, interactive theme park and film set, it invites visitors into a surreal world of interactive installations and unexpected discoveries.

Graham MacVoy, co-founder and chief executive of Wake The Tiger, said people were increasingly seeking experiences that offered connection and escape.

“People are craving experiences that take them out of the everyday and give them the chance to connect, explore and share something genuinely memorable together,” he said.

“Bristol has always had this incredible independent and creative spirit, so it feels like a natural home for immersive experiences to thrive.”

The economic benefits also extend beyond ticket sales. Of South West consumers who attended an immersive experience, 35 per cent said they ate or drank at a local business, while 24 per cent went shopping locally.

Tom Middleton, economic consulting partner at Grant Thornton UK, said the impact reached hospitality, retail, travel, technology and infrastructure.

“The impact of the Experience Economy ripples far beyond traditionally experience-led sectors,” he said.

Fred Brown, forensic partner at Grant Thornton UK in Bristol, said businesses near attractions should work more closely with operators.

“Businesses such as restaurants, retailers and hotels should talk to the experience operators on their doorstep about joint offers, trails and ticket partnerships, and give visitors a reason to browse as well as book a table,” he said.