The activity days market is reported to be worth around £60
million and is expected to grow to approximately £100 million in
2001, according to new findings from market researcher Mintel.
The Mintel report, Activity Days Out Leisure Intelligence, which was
published last month, predicts a rosy four years for the activity
sector, based on strong year-on-year growth that is expected to see the
sector reach a value of £239 million by 2005.
Within the days-out market, the largest sales sector is taken by
experience vouchers. Gift purchasing accounts for almost two thirds of
sales of experiences. The report cites Red Letter Days as the market
leader, operating in a "highly fragmented" sector, with "a large number
of small companies offering facilities on a local basis".
Acorn Sports, Activity Superstore, Balloons over Britain, Everyman
Tangerine, Great Events Group, Motivark and Octagon Motor Sports are
also identified as being among the other leading providers, while Virgin
Experience is named as most notable newcomer to the consumer market.
Commenting on the prospective boom, Rachel Kabra, director of Red Letter
Days, said: "People have got everything they want, so it's increasingly
difficult to find tangible gifts and incentives for them. But the wow
factor of experiences and activity days really capture people's
imagination."
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