After a difficult start to the 2018 season, amusement parks and attractions across the UK are pinning their hopes on a successful ‘half term’ holiday week, according to their official trade association.

The British Association of Amusement Parks and Attractions (BALPPA) represents 300 leisure and tourism members ranging from theme/amusement parks, piers and family entertainment centres to zoos and aquariums.

As the “real start to the summer season”, the half term school holidays provides an important indicator of what lies ahead for visitor attractions. BALPPA stresses that the week – which includes Spring Bank Holiday Monday on May 28 – is a vital trading period which could make or break many operator’s seasons.

An early Easter and extended periods of poor weather during the first few weeks of the season have meant a rollercoaster ride to the start of the year with many outdoor attractions reporting a drop visitors. The weather was so bad that some operators struggled to get open over certain days of the Easter Bank Holiday period. In contrast, many indoor businesses like play centres and aquariums saw visitor numbers soar.

BALPPA chief executive Paul Kelly

“This holiday is increasingly a very busy time for UK families on days out and our members are expecting to welcome more than a million guests over the Bank Holiday week,” notes BALPPA chief executive Paul Kelly. “More recently a combination of factors including the economic downturn, worries over Brexit, poor exchange rates and concerns over safety abroad have seen a surge in so-called staycations, short breaks and days out.”

“Changes in demand from visitors mean there is just so much more added value at attractions now,” continues Kelly. “Shared experiences with friends or family are becoming ever more important in today’s busy world.”

Over Easter, users of the website dayoutwiththekids.co.uk made many searches for indoor and soft play centres, museums and children’s farms. However it was climbing centres and stately homes that saw the biggest increase (158%, 70%, 66% respectively) in page views compared to Easter 2017.

Over the May Day Bank Holiday, which saw far better weather across the UK, there was a 164% surge in searches for water-related attractions and activities including lidos (outdoor swimming pools, beaches and waterparks).

Over the Spring Bank Holiday, temperatures are expected to remain higher than average with lots of sunshine, although rain and thunder are reported in places.

Main picture: Peppa Pig World and Paultons Park